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UMS Renegade: Building a Brand of Cutting-Edge Performances


This case profiles the University Musical Society (UMS), a performing arts presenter based at the University of Michigan, Ann Arbor. Throughout its history, UMS has programmed uncommon and contemporary works of many kinds.  The case traces the genesis, development, programming process, and marketing tactics of Renegade, a program of performances that feature provocative artistic works.  Students will be tasked with assessing the current status of the program, interpreting the results of the externally-funded research on growing the program audience, and charting the future of Renegade.

Author: Eric M. Laprade, ed. Michael A. Anderson
Published: Volume 1, Summer 2016
Details: PDF Download – 13 pages plus Appendices
ISSN: 2475-4994

Teacher’s Instructions and Notes

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Case Study Methodology

Eastman Case Studies for classroom use have three key attributes:

1. They offer an issue encountered by management in music administration, which demands a resolution or action.

2. They put the student into the business situation, creating an immersive experience that will sharpen student judgement and acumen for similar circumstances.

3. They are presented as chronologically compact scenarios, keeping to facts that bear on the case, and minimizing long histories and extraneous stories about musical arts organizations. The cases shine a light onto particular business problems and are packaged concisely for student learning.