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Another piece of independent research published in August 2010 highlighted the effectiveness of the use of embedded information in The Night Shift concert format. It found that the use of audience participation, verbal introductions, explanations from the stage and demonstrations of different ways of
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In
January 2010, independent research into The Night Shift was produced which revealed a number of trends. All Night Shift surveys showed a high proportion of 25- to 34-year-olds, followed by 19- to 24-year-olds and 35- to 44-year-olds, with few attendees over the age of 45, and approximately 30-40%
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In short, The Night Shift is cool. The Night Shift succeeds in reversing all negative preconceptions of live classical music concerts: in the course of an hour or so attendees moved from expectations that the experience will be expensive, formal, long, middle aged, proper, strict and stuffy to an
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The Night Shift aims to "present classical music in a new way to attract an audience that rarely or never attends classical music". It is characterised by its lack of formalities traditionally associated with classical music and key features include the following:
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Ticket prices are kept low, typically £8 in advance, £12 on the door and £4 for students. To date there have been over 7500 attendances at Night Shift events, with a peak audience of 1,200 at
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playing the same passage of music all helped create a more inclusive atmosphere and build a rapport with audience members, particularly those relatively unfamiliar with classical music.
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understanding that it can be accessible, comfortable, inclusive, informal, laid back, relaxing, spontaneous and studenty. The OAE is doing a service to the entire sector.
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The concert is presented from the stage and includes interviews with performers and questions from the audience.
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A relaxed atmosphere in the concert hall; the audience is encouraged to move, talk and clap as they wish.
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In
October 2010 The Independent stated "concerts like this ensure classical music’s future".
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of ticket sales attributed to students. Major motivating factors included
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Dobson, Melissa (July 2010). "New
Audiences for Classical Music".
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Drinks promotions and drinks allowed in the concert hall,
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is the name given to a series of concerts run by the
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