How To Be Social

In this article arts consultant Heather Maitland describes how social context can be seen as key in potential audiences' approach to new music. She argues that we all juggle a series of identities evolving over time and depending on the situation. We make these identities believable to ourselves and other people through consumption – including the music we listen to. Social groups and relations are often formed around musical tastes. Going to a concert together adds value to the relationships between members of the group. The article sums up the factors involved in a group's decisions about what concerts to attend, how they influence each other, and how we can help them persuade friends and family through our descriptions of the concerts.