Scientists monitored audience members' heart rates at a 'research concert' in Bristol last Friday, as part of an experiment in audience engagement. The gig took place at St. George's Concert Hall and saw Bristol based jazz trio Yetii perform for the audience, who were all wearing heart-rate monitors. A separate group of people, whose heart beats were also being counted, watched the concert together via a live stream. Far from clinical was the atmosphere, with the band having built a local following through a monthly residency at The Greenbank in Bristol for the last 3 years. In the last year, the residency has really taken off, selling out every month.
The study is part of a government-funded project 'MyWorld'. The initiative is based in the South West of England and is exploring “the future of creative technology innovation by pioneering new ideas, products and processes". According to the UK Research & Innovation website, MyWorld involves research and development projects with the likes of 'Noods' independent radio station, also Bristol based. This project focuses on integrating AI solutions internally, to reduce admin bottlenecks, free up time for staff to directly engage with community listeners and ultimately grow the organisation.
Regarding the live music engagement experiment, Professor Ian Gilchrist of the University Of Bristol explained to the BBC who partner with the initiative: “We know that when audience members are immersed or engaged in content their heart rates become synchronised which is amazing. So this means we can use the heart rate as a marker of how engaged audiences are”. From this data they will be able to provide insight into how one might enhance audience engagement when it comes to live-streams.
Referring to the venue, converted from a 200 year-old Georgian church, Gilchrist also noted in the BBC interview that there is intent "to use this event as a way to amplify how important live events are and how important venues like this amazing venue are to our community and city." He emphasised this as the case on a local, a regional and a national level. Although the funding relates to creative technology and innovation, Professor Gilchrist noted "we want to really highlight what's special about the live experience."
