Feasibility Research Project On Blended Presentation For Maya Dance Theatre

Maya Dance Theatre is keen to remain relevant in current endemic contexts, by undertaking a hybrid approach in presenting its future works.

Hence, they would like to ascertain the feasibility, longevity and audience appeal towards such hybrid approach. 

This research project provides the resources for Maya Dance Theatre (and other arts organisations) to embark on a work of ‘Blended Presentation’ for the upcoming future. 

This research project will establish an academic basis for the topic of concern. It will provide resources (analysis, findings and strategies) to determine the potential use and feasibility of such hybrid approach ('blended presentation') of arts programmes in a post-pandemic world.

To find out more about the strategies proposed, please refer to the section, Project Research Insights 'Strategies for Maya Dance Theatre to Adopt'.

Research Project Leader: Wu Shan Shan

• Oversees Research Project for Maya Dance Theatre (MDT)
• Liaise with external (MDT) and internal stakeholders (Research Team & Project Supervisor, Lyn Lee)
• Collects, analyses and interprets numerical data from online survey
• Collects, analyses and interprets non-numerical data from focus group discussions

Market Research Analyst: Elysia Lim Wan Ling

• Takes lead in the construction of online survey and focus group discussion
• Collects, analyses and interprets numerical data from online survey
• Collects, analyses and interprets non-numerical data from focus group discussions

Research Analyst (Blended Presentation Centric): Kenix Tan

• Takes lead in academic and literature research of 'Blended Presentation Formats in the Arts'
• Determines the local industry's definition of what is considered a 'digital' and 'physical' presentation
• Evaluates the effectiveness and feasibility of digital art programmes pre-pandemic, during pandemic and post-pandemic

Research Analyst (International Arts Groups Centric): Siti Nabilah Binte Lukman

• Conducts research on the approaches in which international art groups have adopted in relevance to 'Blended Presentation' format
• Evaluates effective and ineffective elements of 'Blended Presentation' found in case studies

Research Analyst (Local Arts Groups Centric): Isaac Chiew

• Conducts research on the approaches in which local art groups have adopted in relevance to 'Blended Presentation' format
• Evaluates effective and ineffective elements of 'Blended Presentation' found in case studies

1. Determine the feasibility and longevity of 'Blended Presentation' formats for Maya Dance Theatre in the long-run.
2. Produce key findings on local audiences' attitudes towards arts events in blended presentation formats.
3. Develop sustainable strategies for Maya Dance Theatre to adopt in a post-pandemic world.

Phase 1: Project Ideation & Pre-Research

Semester 1 Week 3 - 4

1. Identify issue and area of research

2. Ideation of Project Methodologies

3. Understand Maya Dance Theatre’s current projects and challenges

4. Finalisation of chosen research methodologies

5. Finalised methodologies:

• Online Survey
• Focus Group Discussion
• Local and International Case Studies

6. Delegation of project work/execution of methodologies

• Online Survey & Focus Group Discussion
  • Shan Shan, Elysia and Kenix
• Local and International Case Studies
  • Isaac and Nabilah

Phase 2: Research Execution

Semester 1 Week 5 - Semester 1 Week 8

1. Conduct literature research on

• Definitions of ‘hybrid forms of presentation’
• Covid-19 influence on hybrid presentations in the arts

2. Conduct Online Survey

3. Review research for 5 arts organisations

4. Delve into social media engagement

3. Brainstorm on presentation structure for week 9’s pitch

Semester 1 Week 9

Project Pitch

Semester 1 Week 10

Group sharing on our progress thus far and challenges faced

Semester 2 Week 4

Preparation work for Focus Group Discussion

Semester 2 Week 5

Conduct Focus Group Discussion

Phase 3: Analysis of Results

Semester 2 Week 8

 1. Focus Group Discussion

• Transcribe both Zoom sessions
• Compile results and analysis for both sessions

2. Local and International Arts Groups Case Studies

• What are the similarities and differences
• Strategies that can be adopted by MDT

3. Review strategies for MDT’s social media engagement

Semester 2 Week 9 - 10

Compilation and cross-analysis of all findings

Phase 4: Producing & Presenting Key Findings

Semester 2 Week 11 - 12

Fill in project documentation on Educational Profile

Semester 2 Week 13

Arts Projects: Launch Event

Methodology 1: Academic Research

Part 1: Definition/Scope of the term 'Blended Presentation'

• In this case , “Blended Presentation” is a combination of digital and physical elements that may or may not be performed concurrently
• For example, live performances + recorded shows or live performances with live streams happening at the same time

Part 2: Case Studies of Other Arts Groups

To Gain a deeper understanding of how other art groups are approaching “Blended Presentation” during COVID-19 and endemic. 

1. Siong Leng Musical Organisation: Fantasia 2021
2. M1 Singapore Fringe Festival 2021
3. SeaView Productions: Ratatouille - The TikTok Musical
4. Jacksfilms / John 'Jack' Douglass: Yesterday I Asked You (YIAY)
5. Lemon Zhao Xiao Li

• Areas MDT can adopt from the above case studies:
  • Community Engagement
  • Audience Participation
  • Visual Identity and Branding
  • User-friendly/better accessibility to online platforms options

Methodology 2: Online Survey and Focus Group Discussion

To explore the motivations and barriers in attending arts events of a blended presentation nature and the effectiveness of conducting such format in a post-pandemic era.

Key Findings:

The overall preference for art consumption by order in a post-pandemic era are

1. Fully Physical
2. Blended Presentation
3. Fully Digital

 Motivational Factors for Blended or Digital Events

• Greater convenience and accessibility
• Friends and family
• A necessary shift

Common Barriers

• Physical Ambience
• Quality of Production and Post-editing
• Technological Errors

Areas of Exploration

• Virtual Event Space
• Co-creation/Involvement in performance
• Virtual Reality

Summary of Data in Relevance to MDT

• 'Blended Presentation' is feasible when all the above considerations are met
• There should be an efficient use of digital gadgets
• Social media enhancement is essential for marketing and branding
• MDT needs to be selective when deciding which productions are most suited to be digitised or formatted into a blended presentation format

Strategies for Maya Dance Theatre to Adopt

‘Blended Presentation’ for Maya Dance Theatre is feasible in the long run during the pandemic if they were to adopt the following strategies:

• Audience Participation
  • Co-creation/Involvement in the performance
  • Participants believed that feeling involved and knowing that their personal opinions and/or the audiences' overall opinions could play a part in influencing a performance or event's outcome/ending - is a huge uplifting plus point
• Branding
  • Create a clear branding by creating an organisation logo and having a consistent colour scheme that represents the organisation
• Community Engagement
  • Delve into the community
  • Bring works into the community and get them to be involved in curatorial processes
• Selective Usage of Digital Gadgets
  • Be careful in deciding which filming equipments to use, which type of platform to upload the post-edited videos
  • Ensure that the art form or nature of production is suitable to be digitised
  • Weight the benefits and disadvantages of converting physical to blended or digital presentation format
• Social Media Content
  • Visuals
    • Leverage on eye-catching colours, fonts and design
    • Produce relatable content targeted at specific audiences

Other recommendations while producing art in an endemic era

• Technological Collaborations
  • Maya Dance Theatre can consider collaborating with an immersive technology provider, Hiverlab where they would be able to immersify a dance performance
  • ‘PheNoumenon: A 360° Immersive Virtual-Reality Experience’ by T.H.E Dance Company with YouTube. 
  • Please visit https://bit.ly/PheNoumenon to view the experience
• Placemaking
• Maya Dance Theatre can make use of alternative spaces for art performances. Examples can include This will especially tie in with their current aims to be a community-centric organization
• A successful case study:
  • ‘IgnorLAND of its Loss’ by the Drama Box where residents were involved in the curation & execution process
• Please visit https://bit.ly/IgnorLANDofitsLoss to view the experience

Maya Dance Theatre 

• Vision
  • To leverage on existing technology to diversify their modes of arts presentation
• Expected Outcomes 
  • To ascertain the feasibility of such hybrid approaches (eg. audience interest/financial violability/presentation methods)
  • To apply this new knowledge to prepare for such performance methods in the new age of performing arts (post-endemic).

Research Team 

• Vision
  • To provide Maya Dance Theatre with examples and research on the sustainability of hybrid performances for the company
• Expected Outcomes 
  • To gain a deeper understanding/insights to how arts organisations are coping with the production of work during the pandemic/endemic era

Maya Dance Theatre 

• Project Deliverables
  • Conduct interview with public to find out what audiences feel about hybrid performances.
  • Search for at least 5 arts groups that is currently engaged in hybrid performances.
  • Feasibility report on hybrid performances in new age of performing arts.
• Expected Outputs 
  • To verify the feasibility of hybrid-programmes post-endemic.
  • To provide different methods of reaching out to audience groups, ie specific social media platforms and digital gadgets (virtual/augmented reality).

Research Team 

• Project Deliverables
  • Create Online Survey
  • Conduct Focus Group Discussion
  • Research for 5 arts groups that is currently engaged in hybrid performances ('blended presentation')
  • Create a feasibility report on hybrid performances ('blended presentation') in new age of performing arts
• Expected Outputs 
  • To verify the feasibility of hybrid-programmes post-endemic.
  • To provide different methods of reaching out to audience groups, ie specific social media platforms and digital gadgets (virtual/augmented reality).

Strengths

• Inclusivity towards various communities (E.g. Seniors, People with Disabilities & Racial Minorities etc.)
• Provides opportunities to artists in different career stages, as well as non-artists who are interested to contribute to Maya Dance Theatre
• Has a solid foundation of networks/connections (E.g. National Arts Council, BinjaiTree and Apsara Asia Pte Ltd etc.)

Weaknesses 

• There is no clear target audience for the programmes of Maya Dance Theatre
• The digital platforms are not engaging for audiences at all 
• Brand confusion & unappealing visuals due to non-curated social media platforms 
• Marketing efforts are not streamlined

Opportunities

Maya Dance Theatre is able to explore further into the digital sphere (E.g. Virtual Reality etc.). This will in turn help to expand the accessibility of their works and at the same time, diversify the pool of potential target audiences 

Threats 

Currently, the most apparent threat to Maya Dance Theatre revolves around the unpredictability of the pandemic situations/circumstances. With COVID-19, there are always changing measures that will disrupt art programmes with the possibility of having an impact on the annual income