Connecting with Connecting with AudiencesAudiencesMusicians and Social MediaMusicians and Social Media

Nancy BaymMicrosoft Research New

England

baym@microsoft.com@nancybaym

Why interview musicians? Why interview musicians?

Practical and Theoretical Practical and Theoretical ConcernsConcerns

The methodsThe methodsData collectionData collectionAnalysis processAnalysis process

Negotiating Disclosure: Negotiating Disclosure: Presence vs. AbsencePresence vs. Absence

Practical ConcernsPractical Concerns

Direct interactionDirect interaction

Changing and Decentralizing Changing and Decentralizing IndustriesIndustries

Changing RelationshipsChanging Relationships

High uncertainty and anxietyHigh uncertainty and anxiety

riaa

ifpi

Industrial Transformation

““In the old days pop stars, In the old days pop stars, rock stars used to just drop rock stars used to just drop out of the sky didn’t they? out of the sky didn’t they? And now they’re tweeting And now they’re tweeting about what they had for about what they had for breakfast or whatever. breakfast or whatever. Well, interesting days Well, interesting days though. It's one of those though. It's one of those things I suppose people things I suppose people are still trying to find out - are still trying to find out - where to draw the where to draw the boundaries and what boundaries and what works and what doesn’t, works and what doesn’t, you know?you know?””

- Mark Kelly- Mark KellyBenoit Mahe

Theoretical PerspectivesTheoretical Perspectives

Interaction between social and Interaction between social and economic (Social Exchange economic (Social Exchange Theory, Gift Economies)Theory, Gift Economies)

Identity management (Impression Identity management (Impression Management)Management)

Relational negotiation (Relational Relational negotiation (Relational Dialectics)Dialectics)

Social Realism (vs. Determinism or Social Realism (vs. Determinism or Strong Constructivism)Strong Constructivism)

Open-Ended ResearchOpen-Ended Research

Qualitative InterviewingQualitative InterviewingBenefits: Rich data, private Benefits: Rich data, private perspectivesperspectivesChallenges: Recruiting, Distance, Challenges: Recruiting, Distance, Ethics of Public Figures, TranscriptionEthics of Public Figures, Transcription

AnalysisAnalysisBenefits: Deep understanding of Benefits: Deep understanding of meaningmeaningChallenges: Rigor, Focus, SacrificeChallenges: Rigor, Focus, Sacrifice

““Legacy Artists”Legacy Artists”

US: US: Jon Ginoli (Pansy Division), Kristin Hersh Jon Ginoli (Pansy Division), Kristin Hersh (Throwing Muses/50 Foot Wave), David Lowery (Throwing Muses/50 Foot Wave), David Lowery (Camper Van Beethoven/Cracker), Jonathan Segel (Camper Van Beethoven/Cracker), Jonathan Segel (Camper Van Beethoven), Jill Sobule, Gary Waleik (Camper Van Beethoven), Jill Sobule, Gary Waleik (Big Dipper).(Big Dipper).

UK: UK: Billy Bragg, Lloyd Cole, Mark Kelly (Marillion), Billy Bragg, Lloyd Cole, Mark Kelly (Marillion), Roger O'Donnell (ex-Cure), Brian Travers (UB40)Roger O'Donnell (ex-Cure), Brian Travers (UB40)

Canada: Canada: Michael Timmins (Cowboy Junkies)Michael Timmins (Cowboy Junkies)

““Last Generation of Analogue Last Generation of Analogue Musicians”Musicians”

US: US: Ahmed Best (Cosmic Ghetto/STOMP!), Honeychild Ahmed Best (Cosmic Ghetto/STOMP!), Honeychild Coleman (Apollo Heights/Pollen), Zoë Keating, Erin Coleman (Apollo Heights/Pollen), Zoë Keating, Erin McKeown, Stephen Mason (Jars of Clay), Anonymous McKeown, Stephen Mason (Jars of Clay), Anonymous Drummer from Successful Indie BandDrummer from Successful Indie Band

UK: UK: Stuart Braithwaite (Mogwai), Steve LawsonStuart Braithwaite (Mogwai), Steve Lawson

Sweden: Sweden: Johan Angergård (Club 8/Legends/Acid Johan Angergård (Club 8/Legends/Acid House Kings), Jonas Fårm (Starlet)House Kings), Jonas Fårm (Starlet)

Canada: Canada: Richie Hawtin (Plastikman), Chris MurrayRichie Hawtin (Plastikman), Chris Murray

Norway: Norway: Sivert Høyem, Thomas Seltzer (Turbonegro)Sivert Høyem, Thomas Seltzer (Turbonegro)

Spain: Spain: Nacho Vegas Nacho Vegas

Post-Myspace Post-Myspace GenerationGeneration

US: US: Nathan Harold (fun.), Greta Salpeter (Gold Nathan Harold (fun.), Greta Salpeter (Gold Motel), Kate Schutt, D.A. Wallach (Chester Motel), Kate Schutt, D.A. Wallach (Chester French), Sydney WayserFrench), Sydney Wayser

Sweden: Sweden: Gustaf Kjellvander (The Fine Arts Gustaf Kjellvander (The Fine Arts Showcase), Rickard Lindgren (Hell on Wheels)Showcase), Rickard Lindgren (Hell on Wheels)

UK: UK: S-Endz (Swami)S-Endz (Swami)

Norway:Norway: Sindre Solem Sindre Solem (Obliteration/Nekromantheon)(Obliteration/Nekromantheon)

Australia/Germany: Australia/Germany: Rick Bull (Deepchild)Rick Bull (Deepchild)

JazzJazz

DesiDesi

ReggaeReggae

New ClassicalNew Classical

AmbientAmbient

SkaSka

Slash Death MetalSlash Death Metal

Singer/songwriterSinger/songwriter

IndieIndie

Rock Rock

PopPop

ElectronicaElectronica

PunkPunk

Alt CountryAlt Country

GenresGenres

Practical Analysis IssuesPractical Analysis Issues

Rich dataRich data

850 pages of single-spaced 850 pages of single-spaced transcriptstranscripts

Software limitationsSoftware limitationsNVivo vs. Dedoose vs. Pen and NVivo vs. Dedoose vs. Pen and PaperPaperMS Word Outline FunctionMS Word Outline Function

Analytic StrategiesAnalytic StrategiesSeeking ThemesSeeking Themes

Seeking LogicsSeeking LogicsAsking questions (What are the Asking questions (What are the dialectics? What are the goals? dialectics? What are the goals? What are their strategies? How are What are their strategies? How are people different?)people different?)MatricesMatrices

Returning to TheoryReturning to Theory

Writing and DrawingWriting and Drawing

Analytic ProcessAnalytic Process(1) Identifying all the issues that were raised(1) Identifying all the issues that were raised

(2) Grouping those into broad topics(2) Grouping those into broad topics

(3) Generating list of themes from that (250+ (3) Generating list of themes from that (250+ codes)codes)

(4) Returning to transcripts and doing course (4) Returning to transcripts and doing course codingcoding

(5) Returning to course codes and doing finer (5) Returning to course codes and doing finer codingcoding

(6) Arranging and rearranging finer codes (6) Arranging and rearranging finer codes

(7) Returning again and again with different (7) Returning again and again with different questionsquestions

(8) Writing and drawing(8) Writing and drawing

A Typical ExcerptA Typical Excerpt

Sivert:Sivert: Yeah, some people seem to-- Yeah, some people seem to-- some people some people pick pick up on everything I do, and they seem to think that it's up on everything I do, and they seem to think that it's all very significant, so they just seem to get a little too all very significant, so they just seem to get a little too much-- I don't know. Yeah, there's been quite a few much-- I don't know. Yeah, there's been quite a few who have been a little scary. But also sometimes, since who have been a little scary. But also sometimes, since you're really available to people all the time-- if people you're really available to people all the time-- if people want to get a hold of me, they can-- so some people-- want to get a hold of me, they can-- so some people-- you just start communicating with people and they just you just start communicating with people and they just kind of-- it can take up a little bit too much of your time, kind of-- it can take up a little bit too much of your time, because they write back all the time, and I don't want because they write back all the time, and I don't want to be rude, so.to be rude, so.

Nancy:Nancy: Yeah. So you feel kind of compelled to keep Yeah. So you feel kind of compelled to keep responding?responding?

Sivert:Sivert: Yeah, and it can get a little too friendly. Yeah, and it can get a little too friendly.

Initial hierarchical list of Initial hierarchical list of topicstopics

Top Level of 7 Page Top Level of 7 Page OutlineOutline

First Pass At CodingFirst Pass At Coding

After After iterative iterative codingcoding

(reworked (reworked again again

through through writing)writing)

Matrix (Higher Order Matrix (Higher Order Coding)Coding)

Summary MatrixSummary Matrix

Responsibility for ‘self’ presentation

““You could see the progress You could see the progress from Myspace to Facebook to from Myspace to Facebook to Twitter. Everyone just loses Twitter. Everyone just loses their minds at the latest their minds at the latest thing, and says ‘No, this is thing, and says ‘No, this is how you do it.’ And there’s how you do it.’ And there’s never any sort of consensus. I never any sort of consensus. I mean mean as corrupt and horrible as corrupt and horrible as the old record industry as the old record industry was, at least it was a barely was, at least it was a barely stable way to get the word stable way to get the word out out about music and get the about music and get the music out for decades.music out for decades.

Gary WaleikGary WaleikBig DipperBig Dipper

Hunter-Desportes

“I didn't bring up [bipolar disorder] but people found out about it and I just decided to be willing to discuss it so that no one would say anything wrong.”

- Kristin Hersh

What stages for What stages for performance?performance?

Own websiteOwn website

MyspaceMyspace

FacebookFacebook

TwitterTwitter

TumblrTumblr

FlickrFlickr

Email ListsEmail Lists

Personal EmailPersonal Email

BlogsBlogs

Official Fan ForumsOfficial Fan Forums

Unofficial Fan Unofficial Fan ForumsForums

Other SitesOther Sites

Text MessagesText Messages

Concerns: PrivacyConcerns: Privacy

““Twitter and Facebook […] kind of Twitter and Facebook […] kind of demanded fresh personal content demanded fresh personal content

and I have certainly felt the and I have certainly felt the pressure […] That is often pressure […] That is often at odds at odds for me with the amount of things for me with the amount of things that I’m willing to talk about that I’m willing to talk about with with

like the three or four thousand like the three or four thousand people who follow me on line […] people who follow me on line […]

it’s like it’s like having boundaries without having boundaries without having the appearance of having having the appearance of having

boundaries boundaries and trying to find a way and trying to find a way to interact in a sincere and genuine to interact in a sincere and genuine

and meaningful way with people and meaningful way with people and that reflects your personality and that reflects your personality

but also you know is not completely but also you know is not completely transparent.”transparent.”

Erin Erin McKeownMcKeown

Jester Jay Music

Concerns: ProtectionConcerns: Protection

“I don't allow any discussion of my kids on the Web

page. We delete any comments or

Facebook comments or anything about that. And I don't know where that started, but that

started a long time ago back with our

community bulletin board. We just

would delete any comments about it”

David LoweryCracker

Camper Van Beethoven

Jason Thrasher

“I won’t talk about other family members unless I ask them […] I don’t want to impact somebody else’s life. But for me, I don’t see a distinction. It’s like I’m an individual and I happen to have this creative life. That there is no distinction. I think that’s why social media is so-- I find it-- I’m kind of facile. It’s sort of easy for me because I don’t have to think up is that my inside voice or my outside voice. For better or worse they’re the same voice.”

Zöe Keating

jfingas

Concerns: Lost MystiqueConcerns: Lost Mystique

““I do think that that I do think that that inequality in the inequality in the relationship is what relationship is what keeps it alive. And I keeps it alive. And I think one of the things think one of the things that’s possible with my that’s possible with my web presence is web presence is that that the last shards of my the last shards of my mystique are in dangermystique are in danger of being completely of being completely obliterated”obliterated”

Lloyd Cole Lloyd Cole djenvert

“I like the idea of writing a song in the afternoon and letting people hear it that day; and letting them know what the process is, letting them know what you do in your studio, how it works, how you write music. But I know a lot of people aren't comfortable with that, and like to maintain the mystique. ”

- Roger O’Donnell ex-Cure

Concerns: Who is the Concerns: Who is the Audience?Audience?

“Facebook-- my family's on there. You have conversations with people. It's a little bit more of a social thing, and I think that-- and I like it for communications. I like it for talking about politics-- all those things. I think that should be separate from the artist page, and I'm starting to see-- I don't wanna be talking about, "Oh, someone's in the hospital," and five minutes later, "And by the way, I have a show." To me, that-- there needs to be a separation”

Honeychild Coleman

Pollen (and other bands)

Strategy: Topic Strategy: Topic ManagementManagement

“I'm quite happy to talk about anything revolving around the music. My personal life is my personal life, and there's nothing interesting in there anyway […] It's just I prefer to keep stuff-- I prefer to talk about the music. Especially with an audience member, that's why they're there.”

Mike Timmins Cowboy Junkies

“It’s a tricky one because […]you’ve got these fans that are into your music and […] the musician isn’t the music[…] and maybe they should be kept a bit separate […] People say they want to know everything that’s going on but again, when we’re in the studio writing and recording if I was to tweet everything that happened, you know, the things that people say, the arguments that we have, the stuff that goes down, it would probably destroy the magic a little bit, you know?”

Mark Kelly, Marillion

“All of the regulars on my forum they’re on Twitter now and they all talk to each other and they all talk to me and they talk about other things as well. Because most of the chatter from the forum wasn’t talking about me because there’s only so much you can talk about one person without it becoming like really bizarrely narcissistic. Or it’s just dull. So we would talk about TV and politics and other music. And, I mean, I still spend nine-tenths of my time on social media platforms talking about other people’s music.”

Steve Lawson

Strategy: Intentional Strategy: Intentional SilenceSilence

“People feel like if you start tweeting or if you're on Facebook, everything's open to the world. And it's like if you don't want people to know your phone number, don't put it on Facebook.”

Sydney Wayser

Stephanie HalmosPhotography

“You want to create an exciting experience of being a fan for your audience. And that involves both presenting and concealing information in interesting and surprising ways that make it fun to follow you, fun to wonder what you’re up to or whatever […] I think as an entertainer there might be kind of a value to answering one out of every ten so that it feels really special if you do, and you’re kind of reinforcing some sense of inaccessibility or stardom.”

D. A. WallachChester French

Kmeron

Strategy: Opting OutStrategy: Opting Out

“If I have 15 minutes am I going to read some fucking, excuse my French, but fucking small print about Facebook, you know, who can view this and that and try and figure it out in my brain or would I rather practice my guitar and become a better musician? I would rather practice my guitar and become a better musician.”

Kate Schutt

Theoretical TakeawaysTheoretical TakeawaysAffordances of sites matter in subtle and unexpected ways. Affordances of sites matter in subtle and unexpected ways.

The consequences of social media are neither good nor bad.The consequences of social media are neither good nor bad.

Social media are deeply tied to practices that transcend Social media are deeply tied to practices that transcend them. Personal, relational, professional and social factors them. Personal, relational, professional and social factors matter.matter.

Social media require continuous and nuanced strategic Social media require continuous and nuanced strategic negotiation.negotiation.

Relational and economic practices deeply implicate one Relational and economic practices deeply implicate one another in new ways.another in new ways.

Pre-internet theories usually still work. Beware ahistoricism.Pre-internet theories usually still work. Beware ahistoricism.

Practical TakeawaysPractical Takeaways

There is no one ‘right way.’There is no one ‘right way.’

Need to reflect on goals.Need to reflect on goals.

Need to understand affordances Need to understand affordances of different systems. of different systems.

Need to understand own Need to understand own boundaries.boundaries.