LA Phil

creates interest into Involving a younger audience and provides them with the information and assistance that could enhance their experience at symphony events.

Timeline: 3 weeks

Tools: Figma, Figjam, Google docs

Team Members: Eric Ivanenko, Kim Sidhu, Yoon Han

MY ROLE: UX researcher

THE challenge

The Los Angeles Philharmonic recognizes that the majority of attendees of ‘traditional’ classical music performances at venues such as Walt Disney Concert Hall tend to be older folks. While these performances are currently well attended, the organization is concerned about ensuring that it continues to maintain relevance in the community in years to come.

  1. creating a younger demographic for the LA Philharmonic

  2. Changing the traditional route of the symphony by making it more engaging

  3. Preserving the traditional experience while evolving for a new demographic

Understanding the problem

Project Brief

The LA Phil (Los Angeles Philharmonic) recognizes that the majority of attendees of ‘traditional’ classical music performances at venues such as The Los Angeles Philharmonic tend to be older folks. While these performances are currently well attended, the LA Phil is concerned about ensuring that it maintains relevance in the community in years to come. They believe that the way to do so is by attracting younger generations to its performances.

Problem:

The LA Phil has a theory that a solution that engages a younger demographic and empowers them with knowledge and support could improve their symphony-going experience.

Solution:

The harmonious seeker desires diverse live performances with visual storytelling and a deeper connection to music's history and beauty. They are dissatisfied with the traditionalism and lack of entertainment value in live symphonic music, as well as the stifling concert hall etiquette that hinders communication with performers.

research

I started the research by exploring the LA Phil and what it stands for as a whole…


The Los Angeles Philharmonic, commonly referred to as the LA Phil, is a prominent American orchestra based in Los Angeles, California. Founded in 1919, it has since become one of the leading orchestras in the United States, renowned for its innovative programming, commitment to contemporary music, and high artistic standards. The orchestra's home venue is the iconic Walt Disney Concert Hall, designed by architect Frank Gehry, which has further elevated the LA Phil's international reputation for its striking architecture and acoustics. Under the direction of esteemed conductors such as Gustavo Dudamel and Esa-Pekka Salonen, the LA Phil has received widespread acclaim for its performances and recordings across a diverse repertoire, ranging from classical masterpieces to modern and experimental works. Additionally, the orchestra is highly involved in community outreach and education programs, including the Youth Orchestra Los Angeles (YOLA), which provides free music education to underserved youth in the city. Overall, the Los Angeles Philharmonic continues to be a prominent cultural institution, shaping the landscape of classical music in Southern California and beyond.