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.
Teacher’s Instructions and Notes
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