Taking a step Bach to find what's Haydn in plain sight: lessons on problem-solving, inclusivity, and empowerment from classical music

taking a step Bach,  
to see what’s Haydn
in plain sight
lessons on problem-solving, inclusivity,  
and empowerment from classical music
Smitha Prasadh
SENIOR EXPERIENCE DESIGNER, AUTODESK 
FOUNDER, MURASAKI STUDIO
WEB DESIGN DAY ∙ 2016 JUNE 24 ∙ PITTSBURGH, PA, USA
https://mubi.com/ﬁlms/amadeus

https://en.wikipedia.org/wiki/Ludwig_van_Beethoven
Ludwig van Beethoven
Symphony No. 5 in C minor, Op. 67 - 1 Allegro con brio
The Cleveland Orchestra, cond. Christoph von Dohnányi

https://looneytunescaps.blogspot.com/2012/07/whats-opera-doc.html
http://www.wavsource.com/tv/looney2.htm
“Kill the Wabbit” - Elmer Fudd / Bugs Bunny
from the Looney Tunes animated short, “What’s Opera, Doc”

https://twitter.com/BPOrchestra/status/575476822730657792
Jean Sibelius
Concert for Violin and Orchestra in D minor, Op. 47 - 1. Allegro moderato
Anne-Sophie Mutter, Staatskapelle Dresden, cond. André Previn

http://www.sfgate.com/entertainment/article/Members-of-YouTube-Symphony-Orchestra-picked-3169812.php
http://wfae.org/post/symphony-takes-steps-diversify-audience
https://www.yahoo.com/music/tech-symphony-boston-orchestra-loaning-patrons-ipads-071107883.html
Pop-Up Opera at the Charlotte Symphony
“Crystallize” - Lindsey Stirling

what can design +
technology learn 
from classical music?
https://en.wikipedia.org/wiki/Music_of_Singapore#/media/File:Orchestra_of_the_Music_Makers_Stravinsky_Concert.jpg

playing the violin has
shaped how I view and
interact with the world.

working as a UX designer
has shaped how I view and
interact with classical music.

applying concepts from classical music
teamwork and collaboration ∙ rehearsing and performing
deriving lessons from what you love
practicing as problem-solving
encouraging people to own new 
knowledge in their own way

people working together ▶︎ rehearsing and performing ▶︎ practicing as problem solving ▶︎ audience barriers to entry ▶︎ make it your own
about classical music
a baseline of knowledge

http://www.chethams.com/venue-hire/25-corporate/press-area
http://americanmavericks.org/2012/03/12/american-mavericks-festival-concerts-a-triumph-and-a-whirlwind-of-delight/sfs_mavericks2012_mar8-1111/
https://edtrayes.com/2013/10/concert-honoring-temple-universitys-10th-president-neil-theobald-philadelphia-pennsylvania-usa/
http://d.lib.ncsu.edu/collections/catalog/0228486

https://www.youtube.com/watch?v=4b51ﬂGFQWA
Rodrigo Y Gabriela - Torito
Montreux Jazz Festival 2014

https://www.youtube.com/watch?v=otcrnrQAwD8
Felix Mendelssohn Bartholdi
Symphony No. 5 in D minor, “The Reformation,” Op. 107 - 1. Allegro con fuoco
Frankfurt Radio Symphony (hr-Sinfonieorchester), cond. Jérémie Rohrer

http://www.hufﬁngtonpost.ca/2013/04/25/12-crazy-composers_n_2994491.html

https://www.youtube.com/watch?v=QssPdmYuL-A
String Quartet No. 4 in C minor, Op. 18 - 1. Allegro, ma non tanto
Belcea String Quartet

http://www.musictuitionlondon.co.uk/violin-viola-cello.php
Johann Sebastian Bach - Partita No. 3 for Solo Violin, BWV 1006 - Hilary Hahn, soloist
Nicholas Bootiman, viola - Philharmonia Orchestra - https://www.youtube.com/watch?v=XierDLeUiYg
Karen Stephenson, cello - Philharmonia Orchestra - https://www.youtube.com/watch?v=RcqzPoMza7c
Michael Fuller, double bass - Philharmonia Orchestra - https://www.youtube.com/watch?v=nUUVSxZ4ohI

http://blog.twg.ca/2013/05/experiencedesignersinagileteam/

rehearsing and performing

how big is your group?
size determines what you play and how you play it
scope and direction of projects

symphony
50-100 musicians
detailed, intricate, multi-movement music
your section leader guides and advocates for you to the conductor
overhaul of / maintenance on complex software
c-suite calls the shots; your manager represents you
https://www.atlantasymphony.org/About/Newsroom/Photos

chamber orchestra
no more than 50 people
smaller pieces, or scaled back orchestrations
better visibility into leadership and each other’s work
mid-sized company, or autonomous product team
in a large company
better face time and communication teamwide
http://chamberorchestra.org/orchestra/

http://www.ticketsinventory.com/concert/artemis-string-quartet-tickets/
small ensemble
self-directed quartet, trio, or other tiny group
use body language and eye contact when performing
small, self-guided product team or startup
equal collaboration and authority

http://ostimusic.com/blog/circus-maximus-in-disney-hall/
sheet music
basic information notation
just like…wireframes!

what the score tells you
key and time signatures
repeating certain passages
nuance and emphasis
context of other instrument lines
when to take a break
intentional breaking of rules
wrapping it up

what the wireframe tells you
nuance and emphasis
wrapping it up
overall structure
reusable components
callouts
its place in the overall product
IA - separation of content
where to break the layout mold
achieving a user’s goal

what the wireframe tells you
nuance and emphasis
wrapping it up
overall structure
reusable components
callouts
its place in the overall product
IA - separation of content
where to break the layout mold
achieving a user’s goal
but the execution can be different

http://www.stageandcinema.com/2014/10/11/london-philharmonic-orchestra/
at the performance

at the performance
95% of the work is already done
behind the scenes, the team has united  
on how to actually do it
if there are last-minute changes,  
a well-functioning team can roll with it
http://www.stageandcinema.com/2014/10/11/london-philharmonic-orchestra/

working mindfully
case study: Mendelssohn’s 5th Symphony, “The Reformation”

Symphony No. 5 in D minor, “The Reformation,” Op. 107 - 1. Allegro con fuoco

problem solving
whether in learning music or in tackling a design problem

problem solving
whether in learning music or in tackling a design problem
…and here’s how I approached this one

be gentle—it’s okay if it’s hard

break it into chunks

break it into smaller chunks

don’t lose sight of the whole

look for patterns

and areas that break the patterns

you’re not always (or usually) the soloist

feel the ebb and ﬂow of the narrative

every note is important

what you can do is awesome and enough

(any further and this will get really nerdy)

classical music performance 
is all about problem solving.

you can derive these lessons
from anything you love.
and even stuff you don’t.

trying something new:
dismantling barriers to entry
(the audience’s perspective)

http://triblive.com/aande/music/8819222-74/tourangeau-symphony-says
https://www.fastcompany.com/1785985/how-symphonies-grew-strong-audiences-killing-myth-average-consumer
http://www.post-gazette.com/local/city/2008/02/01/Graying-of-arts-audience-a-concern/stories/200802010178
https://mezzaphonicallyspeaking.wordpress.com/2013/07/10/the-millennials-orchestra-the-challenges-facing-u-s-symphony-orchestras-part-2/
http://www.gregsandow.com/old/audience.htm
attendance (nationwide):
symphonies lose 55% of customers annually
91% of ﬁrst-timers don’t return
1991-2011: 29% decrease in attendance
1992-2008: 
Hispanic attendance declined: 5.7% to 3.8% 
Afr.-Am. attendance declined 6.9% to 4.3%
Pittsburgh Symphony Orchestra:
Pittsburgh’s art audience: 45% is over 55
PSO hasn’t had a balanced budget since 2008
age (nationwide):
avg. attendee age nationwide: 57
1992-2008: all age demographics’  
attendance declined, except for 75+
many people have never  
been to the symphony.

same problems, different folks.
how to attract and retain new people?

http://www.wolffchronicles.com/2014-2/november-2014/november-26-2014/
barriers to entry
people think they need prior knowledge
stigmas and stereotypes
breaking habits and forming new ones

new audiences: orchestras
utilizing social media
offering discounts and giveaways
appealing to students
pops concerts and famous soloists
free concerts
bringing music to the people

new audiences: design/tech
viral marketing
word of mouth
early adopter discounts
s.e.o.
advertising and its emotional impact
free trials and freemium
Symphony No. 5 in D mnor, “The Reformation,” Op. 107 - 1. Allegro con fuoco

culture: symphony etiquette
don’t want to do the wrong thing
friendly advice from experts
orchestra FAQs for ﬁrst-timers
https://www.theguardian.com/culture/2015/oct/03/hipster-social-phenomenon-commercial-success - credit Nikola Nikolovsky

https://www.theguardian.com/culture/2015/oct/03/hipster-social-phenomenon-commercial-success - credit Nikola Nikolovsky
culture: design/tech
hipster culture intimidates those who aren’t part of it
strive for a culture of inclusivity

http://projects.aljazeera.com/2014/detroit-music/ - credit Tim Galloway, Al Jazeera America
diversity
attracting minorities to participate will make  
minority attendees feel more welcome
avoiding unconscious / implicit bias in recruitment

classical music  
and design  
are for everybody.
it’s on us to challenge barriers to entry,  
and to advocate for inclusivity.
we love what we do. 
let’s share the love with others.
http://projects.aljazeera.com/2014/detroit-music/ - credit Tim Galloway, Al Jazeera America

“Kill the Wabbit” - Elmer Fudd / Bugs Bunny
from the Looney Tunes animated short, “What’s Opera, Doc”

https://loveinbitesize.blogspot.com/2015/04/j-movie-review-nodame-cantabile-special.html
http://www.cinemasterpieces.com/82011/swcportal.jpg
there are multiple 
entry points.
John Williams
Star Wars Episode IV: A New Hope - Main Theme and Rebel Blockade Runner
London Symphony Orchestra
Symphony No. 7 in A Major, Op. 92 - 1. Poco sostenuto - Vivace
The Cleveland Orchestra, cond. Christoph von Dohnányi

ﬁnd the path of discovery that works best for you.

empower your users to follow their own path.

work together as a team to make this happen.

derive lessons from something you love.

derive lessons from something you love.
engage different problem-solving strategies.
make it your own, and enjoy the journey.

thank you!
HOLA@SMITHAPRASADH.COM
HTTP://SMITHAPRASADH.COM
TWITTER: @HOLASMITHA

REFERENCES:
Author unknown. Tips for beginners: about your first concert. Austin Symphony Orchestra. 2016. 
http://www.austinsymphony.org/visitor/beginners/
Duggan, Briana. Symphony takes steps to diversify audience. WFAE 90.7. 2013 February 21. 
Editorial. Diversifying the classical music world. Baltimore Sun. 2016 June 9. 
http://www.baltimoresun.com/news/opinion/editorial/bs-ed-symphony-20160609-story.html
Kanny, Mark. New Pittsburgh Symphony CEO confronts budget, attendance issues. TribLive. 2015 August 8. 
http://triblive.com/aande/music/8819222-74/tourangeau-symphony-says
Kennicott, Philip. America’s orchestras are in crisis. New Republic. 2013 August 25. 
https://newrepublic.com/article/114221/orchestras-crisis-outreach-ruining-them
Marcelo, Philip. Tech at the symphony: Boston orchestra loaning patrons iPads. Associated Press. 2016 January 18. 
https://www.yahoo.com/music/tech-symphony-boston-orchestra-loaning-patrons-ipads-071107883.html
McNulty, Timothy. Graying of arts audiences a concern. Pittsburgh Post-Gazette. 2008 February 1. 
http://www.post-gazette.com/local/city/2008/02/01/Graying-of-arts-audience-a-concern/stories/200802010178
Mitchell, Lorenzo. Lorenzo Mitchell’s MusicMap System. Date unknown. 
http://mitchellmusicmap.com/
Reilly, Lucas. 3 dirty songs by Mozart. Mental Floss. 2014 February 26. 
http://mentalfloss.com/article/55247/3-dirty-songs-mozart
Reilly, Lucas. What’s the difference: orchestra, symphony, and philharmonic? Mental Floss. 2013 September 27. 
http://mentalfloss.com/article/52912/what%E2%80%99s-difference-orchestra-symphony-and-philharmonic
Sandow, Greg. Orchestras, engage your audience! Sandow: An ArtsJournal Blog. 2015 January 28. 
http://www.artsjournal.com/sandow/2015/01/orchestras-engage-your-audience.html
Sandow, Greg. Orchestras, meet your audience! GregSandow.com. Date unknown. 
http://www.gregsandow.com/old/audience.htm
Slywotzky, Adrian. How symphonies grew strong audiences by killing the myth of the average consumer. FastCompany.
2011 October 13. 
https://www.fastcompany.com/1785985/how-symphonies-grew-strong-audiences-killing-myth-average-consumer
Smith, Tim. In Baltimore, the largely white orchestra world talks diversity. Artsmash, Baltimore Sun. 2016 June 8. 
http://www.baltimoresun.com/entertainment/arts/artsmash/bs-ae-orchestra-conference-20160608-story.html
Starek, Catherine. The Millennials’ orchestra: the challenges facing U.S. Symphony Orchestras - Part 2.
Mezzaphonically Speaking. 2013 July 10. 
https://mezzaphonicallyspeaking.wordpress.com/2013/07/10/the-millennials-orchestra-the-challenges-facing- 
u-s-symphony-orchestras-part-2/
Tarnowetzki, Robin. Murders, stalkers, and the apocalypse, the crazy lives of classical composers. Huffington Post.
2013 April 25. 
http://www.huffingtonpost.ca/2013/04/25/12-crazy-composers_n_2994491.html
RECORDINGS:
Beethoven: String Quartet No. 4 Op. 18 
Belcea String Quartet
https://www.youtube.com/watch?v=QssPdmYuL-A
Beethoven: Symphony No. 5 in C minor, Op. 67 
Cleveland Orchestra, cond. Christoph von Dohnanyi
This particular one’s not streaming anywhere. There are probably thousands
of recordings of this ridiculously famous piece (I used 
it almost as a parody, if it wasn’t obvious), so just search for 
“beethoven 5” and pick something.
Beethoven: Symphony No. 7 in A Major, Op. 92 
Cleveland Orchestra, cond. Christoph von Dohnanyi
Ditto: guess this album (with the 5 and the 7) is not available for streaming.
Mendelssohn: Symphony. No. 5 “The Reformation,” Op. 107 -
Frankfurt Radio Symphony, cond. Jéremie Rhorer
Philharmonia Orchestra’s viola/cello/bass introductions
https://www.youtube.com/channel/UCKzx92ZqX1PKYTC-FC-CZRQ
Rodrigo y Gabriela: Live at Montreux Festival 2014
Sibelius: Violin Concerto in D minor, Op. 47 
Anne-Sophie Mutter, Staatskapelle Dresden, cond. André Previn
https://www.youtube.com/watch?v=-u7NHx5CP74
This is the recording I have on hand, but my personal favorite rendition is by
Sarah Chang, with the Radio Filharmonisch Orkest, cond. Jaap van Zweden,
so check that out and compare:
https://www.youtube.com/watch?v=gpS_u5RvMpM)
John Williams: Star Wars Episode IV - A New Hope
London Symphony Orchestra, cond. John Williams
https://www.youtube.com/watch?v=LQDYDpxL-KQ
works cited

Taking a step Bach to find what's Haydn in plain sight: lessons on problem-solving, inclusivity, and empowerment from classical music

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Taking a step Bach to find what's Haydn in plain sight: lessons on problem-solving, inclusivity, and empowerment from classical music