Data analysis and final report Examples of questions for case study interviews..............................................................1Suggestions for data analysis..............................................................................................3Methodology for calculating economic value,....................................................................7General notes on data...........................................................................................................8

Examples of questions for case study interviewsMusicians

Tell me about your first gig.

Talk me through your average week as a musician.

Can you name a venue which has been particularly important to your career, and why?

Compared to last year, are you performing more or less live music this year? Why do you think that is?

How important to you as a musician is live music? How important is live music to your musical career compared, say, to recorded music?

Why do you think audiences want to go to live music events?

What do you get out of playing live to audiences?

How, if at all, have festivals impacted on your musical career?

If you have toured outside the UK, how does the UK compare?

What do you see as the greatest threats to live music at the current time?

In the last 12 months, have you or your gigs been affected by any issues like noise, planning, etc.? If so, how?

What do you think government (city council, national and/or UK) could do to improve the live music scene in your hometown or more widely?

What is the best thing about live music where you live? And the worst thing?

Venues / promoters

Tell me about your venue/promotional organisation. How, why and when did it start?

Do you think that there are enough venues in your hometown? If not, what is missing? If there are too many, what types are over-represented?

In the last 12 months, have your venue or your gigs been affected by any issues like noise, planning, etc. If so, how?

How, if at all, have festivals impacted on what you do? How, if at all, has this changed over time?

Do you receive any funding? If so, do you have any advice on how best to go about getting funded?

Do you have any particular initiatives around (Deaf and disabled) accessibility for which you could share best practice?

Do you have any particular initiatives around (environmental) sustainability for which you could share best practice?

What do you think live music does for your community?

What is the best thing about live music in your area? What is the worst thing?

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What are the biggest changes in the time that you have been promoting/hosting live music?

What do you want the local/national government to know or understand about what you do that you feel that they don’t already?

What do you think government (city council, national and/or UK) could do to improve the live music scene in your hometown or more widely?

What do you see as the biggest threats to live music in your area/in the UK at present?

Why do you think audiences go to live music events?

What factors do you think influence audience attendance at your venue / gigs?

What piece of advice would you give to someone trying to start a new live music venue?

Audiences

What’s the best live music event you’ve ever been to (in your town/city) and why?

What is your definition of a ‘good’ night (or event), and why?

Why do you go to live music events? [What do you mean by ‘atmosphere’?]

Can you name a venue which has been particularly important to you, and why?

What do you think live music does for your community?

What is the best thing about live music in your area?

What, if anything, would encourage you to go to more live music events in your area?

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Suggestions for data analysisYou may wish to calculate some of the following statistics:-

Venue database

Number of venues in your town/city

Number of different venue types

Proportion of different venue types

Venue types per head of population

Audience survey

Characteristics of the sample (age, gender, ethnicity, etc.);

Size of the audience on snapshot census date, calculated by summing the total attendance from all venues open on snapshot census date, including the estimates from those not visited by volunteers;

Number of live music events attended each month;

Venue types regularly attended for live music in the past year;

Other live music activities in which audiences have participated over past 12 months;

Average distance travelled to hear live music on snapshot census date;

Proportion of respondents who travelled, say, more than 20 miles (round trip) to hear live music on snapshot census date;

Methods of transport used to travel to live music events, both on snapshot census date and in general;

From which sources audiences heard about the event;

Average spend on travel, accommodation, food/drink inside/outside the venue; merchandise. tickets;

Spend on tickets per month;

Spend on recorded music per month;

Spend by genre / type of venue;

Motivations for attendance, i.e. the reasons given for attending live music events, for snapshot census date and in general;

Barriers to attendance, i.e. why audience members do not attend more live music events or activities than they currently do;

Proportion of audience who have volunteered within the live music sector over the past 12 months;

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Average amount of time volunteered over the past 12 months;

Average number of festivals attended by audiences per years;

Total median spend on festivals by audiences on tickets/entry, food/beverages, travel expenses, and accommodation;

Proportion of audiences who had to re-sell a ticket for a live music event.

You may also wish to create a ‘word cloud’ of the three words used to describe their local area by audiences – you can use free software such as Wordle - http://www.wordle.net/

A useful piece of free software to help analyse open-ended questions is TAPoR. To do a simply word frequency count, copy/paste the data for analysis into a .txt file and upload to the TAPoR website - http://taporware.ualberta.ca/~taporware/textTools/listword.shtml

Musician survey

Characteristics of the sample (age, gender, etc.);

Types of musician: professional, semi-professional, amateur and differences between three types;

Types of venues performed in on snapshot census date;

Income/expenditure on snapshot census date;

Number of gigs performed increased or decreased since previous year;

Income increased or decreased since previous year;

Reasons for working unpaid;

Average monthly distances travelled and transport used;

Have musicians relocated to the local area for music?;

Has there been any impact on musicians by external factors such as noise complaints, etc.?;

From which sources do musicians receive funding?;

How do musicians describe their local area?;

What are musicians’ annual incomes and annual spends and how do these change with gender, musician level, etc.?;

What are median rates of pay per gig and how do these change (as above)?;

When are musicians most and busy periods in the year?;

How much do musicians perform originals vs ‘covers’ and how does this impact on income?;

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What other roles within music industries do musicians hold?;

What types of venues have musicians performed in over past 12 months?

Promoter survey

Characteristics of the sample (types of promoter – local vs regional/national/international, etc.;

What types of venues have promoters promoted in over past 12 months?;

How long have promoters been promoting/hosting live music?;

How regularly do promoters put on events and how many events (free/paid) they host every year?;

Genres and ensemble types promoted;

Actions undertaken/policies held by promoters to be more sustainable;

Actions undertaken/policies held by promoters to be more accessible to Deaf and disabled customers;

From which sources do promoters receive funding and what percentage of their annual income does this make up?;

Annual income and expenditure;

Has the number of gigs promoted increased or decreased since previous year?;

How do promoters perceive the impact their live music events have on locality?

Venue survey

Characteristics of the sample (venue type, etc.);

Number of dedicated music venues or venues where music is played across the town/city;

Total capacity of venues in the venues staging live music on snapshot census date;

How long local venues have been promoting/hosting live music?;

How regularly venues host events and how many events (free/paid) they host every year?;

Usual opening hours – when are venues open/closed?;

Genres and ensemble types hosted/promoted;

Other activities taking place at venue, e.g. art exhibitions, rehearsal space;

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Alcohol and under-18s, e.g. are there licence restrictions?

Number of FTE jobs supported/created by venue;

Average capacity of the type of venues taking part in the survey;

Has there been any impact on local venues by external factors such as noise, development or planning issues?;

Actions undertaken/policies held by venues to be more sustainable;

Actions undertaken/policies held by venues to be more accessible to Deaf and disabled customers;

From which sources do venues receive funding and what percentage of their annual income does this make up?;

Has the number of gigs performed increased or decreased since previous year?

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Methodology for calculating economic value See also Appendix: Example economic methodology for a spreadsheet containing the calculations

Step Activity Calculation Example How to Data source Survey question Alternatives1 Determine

average audience spend on snapshot census night for six categories of spend

A ATr = £10AFDE = £15AFDNE = £20AMerch =£15AAcc = £90ATix = £10

Calculate average spend for each category: local travel (Tr), food/drink at event (FDE), food/drink not at event (FDNE), merchandise (Merch), accommodation (Acc), tickets (Tix).

As data is skewed to the left, use a gamma model to determine mean spend for each of the six categories. Exclude zero spend.

1. Audience interview surveys from the snapshot census date.

2. Audience online surveys for the snapshot census date (only use the data which relates to the snapshot census date)

1. PER DAY, approximately how much money did you/are you spend/ing in the local area/surrounding region ON YOURSELF to attend the activity (in £s)?

2. As above

Could use Average or Median spend >0

2 Calculate proportion of those in audience who spent on each category

B BTr = 0.2BFDE = 0.3BFDNE = 0.2BMerch = 0.02BAcc = 0.02BTix = 0.2

Divide number of those spending more than zero for each category divided by total audience number

As above As above

3 Calculate average spend for each category allowing for zero

C = A x B CTr = £2CFDE = £4.50CFDNE = £4CMerch = £0.30CAcc = £1.80

Multiply average spend (>0) by proportions spend (>0)

n/a n/a

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CTix = £24 Calculate

median audience attendance on snapshot census date

D 200 Calculate median attendance on snapshot census date by finding average of estimated attendances across all venues open on snapshot census date.

1. Venue online survey.

2. Venue observation survey

1. What was/were the event(s) that you hosted/promoted on Census day/night and what was/were the total audience attendance for the event(s)?

2. What is/was the final total audience number at the venue for the Census day/night event? If no data then What is the MAXIMUM number of people expected to attend the event(s)? If no data then Estimate the number of patrons in each live music area/room AT THE TIME OF YOUR VISIT

Could use mean rather than median attendances

5 Calculate average spend per venue on snapshot census date

E = C x D E Tr = £400E FDE = £900E FDNE = £800E Merch = £60E Acc = £360E Tix = £400

Average spend (C) multiplied by average attendance in the venue (D).

If no data for a census venue then estimate attendance by multiplying capacity by average attendance on a Thursday in March from seasonality data.

n/a n/a n/a

6 Calculate F 340 1. Calculate the 16 Online venue survey Please estimate to the Could use

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multiplier of seasonality for census night

median attendances for each of the days of the week (Sun-Weds, Thu, Fri, and Sat) in each season (Jan/Feb/Mar, Apr/May/Jun, Jul/Aug/Sep, and Oct/Nov/Dec).

2. Calculate a ratio for each day of the week/quarter compared to the snapshot census date (which in 2017 was on a Thursday in March). This is achieved by dividing each of the values by the snapshot census date value.

3. Multiply each of these figures by the number of days in each period. Divide the Sun-Weds figure by 2 rather than 4 to take account of the fact that Mondays and Tuesdays are often quiet and/or live music-free.

4. Sum all of these figures and then multiply by 13 (52 weeks divided by 4) to

best of your ability the size of your AVERAGE ATTENDANCE for live music by day and season.

mean rather median than attendances to calculate ratios.

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produce the yearly multiplier.

7 Calculate average annual spend at one venue

G = E x F GTr = £136,000GFDE = £306,000GFDNE = £272,000GMerch = £20,400GAcc = £122,400GTix = £136,000

Multiply spend at venue on census night by multiplier for yearly audience multiplier

n/a n/a n/a

8 Calculate average proportion of days that venues are open in a week

H 0.5 Convert the literal values given to a numeric value per day. For example if the literal value is ‘Once or twice a week’ then on a daily basis this would be 1.5/7, where the once or twice = 1.5 and a week is 7 days. For ‘Hardly ever’ we have taken this as 1/360, as once a year. This can be done for all the literal values. Calculate each venue’s proportion that the venue is open on a day. Summing all of the venue proportions for a city and dividing back the total number of venues which have

1. Venue online survey.

2. Venue observation survey

3. Venue follow-up survey

On average, how often do you host/stage live music?

n/a

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given a value gives the average (mean) proportion of days that venues are open in a week for the city.

9 Calculate average spend when venue is open

I = G x H ITr = £68,000IFDE = £153,000IFDNE = £136,000IMerch = £10,200IAcc = £61,200ITix = £68,000

Multiply average spend at a venue by the average proportion of days that venues are open

n/a n/a n/a

10 Calculate total number of spaces for live music in local census area

J 250 Count the total number of spaces for live music identified in the mapping exercise

Mapping of local census area n/a n/a

11 Calculate estimate of annual spend for each type of expenditure

K = I x J KTr = £17mKFDE = £38.25mKFDNE = £34mKMerch = £2.55mKAcc = £15.3mKTix = £17m

Multiply average spend at venue when open by number of venues in local census area

n/a n/a n/a

12 Calculate estimate of annual spend in

L = KTr + KFDE + KFDNE + KMerch + KAcc +

£124.1m Sum estimates of annual spend for each type of expenditure

n/a n/a n/a

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local census area

KTix

13 Obtain weights for each category of spend from ONS Annual Business Survey

M MTr = 0.445MFDE = 0.512MFDNE = 0.512MMerch = 0.225MAcc = 0.603MTix = 0.225

Weights derived from Input/Output Tables from ONS Annual Business Survey (ABS), cited in UK Music’s ‘Wish You Were Here’ for each type of expenditure

UK Music ‘Wish You Were Here’ methodology - https://www.ukmusic.org/research/

n/a If ‘Wish You Were Here’ report not available then refer directly to ONS Annual Business Survey.

14 Calculate estimate of Gross Value Added (GVA) for each type of expenditure

N = M x L NTr = £7.565mNFDE = £19.684mNFDNE = £17.408mNMerch = £573,000NAcc = £9.2259mNTix = £3.825m

Total for each type of expenditure multiplied by ABS weight

n/a n/a n/a

15 Calculate total GVA for local census area

O = NTr + NFDE + NFDNE + NMerch + NAcc + NTix

£58m (2 s.f.)

Sum estimates of Gross Value Added (GVA) for each type of expenditure

n/a n/a n/a

16 Obtain weights for each category of spend from UK Music’s ‘Wish You Were Here’

P PTr = 23.1PFDE = 33.4PFDNE = 33.4PMerch = 21.2

Weights for each type of expenditure taken from UK Music’s annual 'Wish You Were Here' report for the region the local census area is in

UK Music ‘Wish You Were Here’ methodology - https://www.ukmusic.org/research/

n/a If ‘Wish You Were Here’ report not available then refer directly to ONS Annual

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methodology PAcc = 33.4PTix = 29.9

Business Survey.

17 Calculate estimate of Full-Time Equivalent (FTE) jobs for each type of expenditure

Q = K x P QTr = 393QFDE = 1,278QFDNE = 1,136QMerch = 54QAcc = 511QTix = 508

(rounded to whole numbers)

Total for each type of expenditure multiplied by FTE weights for each category and divided by 1,000,000 (UK Music’s figures give FTE jobs per £million of GVA by region and sector)

n/a n/a n/a

18 Calculate estimate of total Full-Time Equivalent (FTE) jobs

R = QTr + QFDE + QFDNE

+ QMerch + QAcc + QTix

3,879 Sum the estimates of Full-Time Equivalent (FTE) jobs for each type of expenditure

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General notes on dataCalculating audience attendance

Audience attendance figures:

Use figures from the online survey where possible, summing across all of the venue’s live music spaces to get the total audience attendance at the venue on snapshot census date. Check these against venue observation where possible.

If there are no audience attendance figures available from the online survey for a venue, use the final audience total from the venue observation survey.

If this data is not available, use the maximum expected audience total from the observation survey.

Finally, if you do not have any of the above data, use the headcount data from the venue observation survey on snapshot census date.

Median vs mean

In general, calculate the median of the data (e.g. spend or distance) rather than the mean. As most of the values are from skewed populations (i.e. tending towards one end of the chart rather than towards a normal distribution), then the mean is a more unreliable guide to the location of the majority than the median.

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