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Arts Management and Technology Lab

Current
Podcasts & Interviews
Reviews
Reports
All Research Tracks
Engagement
Marketing & Social Media
Fundraising
Artificial Intelligence
Augmented & Virtual Reality
Blockchain
Inclusion
Data Collection & Analytics
Management
CRM Systems
Sustainability
About
Mission, Impact & Values
Staff
Current Contributors
Past Staff & Contributors
Tools
Contact
Cary McQueen Morrow
August 8, 2007
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Cary McQueen Morrow
August 8, 2007
Conferences

Just a quick, friendly reminder that the Early Bird registration deadline is coming up fast… less than two weeks away! Register by August 19 to take advantage of the lowest registration rate.

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Featured
World-Building's Power Through Narrative Dimensions and Audience Immersion: Silence Wang's "One Hundred Thousand Volts"
July 27, 2026
Cosmo Wang
World-Building's Power Through Narrative Dimensions and Audience Immersion: Silence Wang's "One Hundred Thousand Volts"
July 27, 2026
Cosmo Wang

In an earlier article, we explored how live music concerts are evolving beyond mere performances into expansive, immersive storyworlds, using Silence Wang’s One Hundred Thousand Volts tour and its fictional setting of “Romance City” as a pioneering case study. By adapting world-building frameworks traditionally found in film, literature, and gaming—specifically the core principles of invention, completeness, and consistency—Wang transformed his stage into a dynamic socio-ecological system where the audience's emotional participation actively powered the narrative environment. Building upon this foundation of visual and spatial storytelling, this article will delve into the auditory and transmedia expansions of Romance City, examining the strategic role of sound and musical arrangement, the development of one of the world's first XR interactive concert films, and the unique integration of a "Concert Artbook" to deepen audience immersion and IP expansion.

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Immersive Live Music Concerts: How Silence Wang Uses World-Building to Transform the Audience Experience
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Immersive Live Music Concerts: How Silence Wang Uses World-Building to Transform the Audience Experience
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How do you create an audience experience that drives not a one time purchase but a fan for life? Live concerts need to consider creating immersive worlds that engage fans before, during, and after their 2 - 3 hours in the space. This article uses a case study to unpack exactly how to to expand IP and build a world that creates a career sustaining model.

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Turn-based games often rely on scripted opponents that are predictable, exploitable, and strategically limited. Through case studies from Final Fantasy X and Pokémon Trading Card Game Live, this article examines how current game AI falls short of creating engaging tactical experiences and explores whether more intelligent, adaptive opponents could improve player enjoyment and game design.

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The Price of Loyalty: Analyzing Consumer Behavior in Streaming TV, Part II
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The Price of Loyalty: Analyzing Consumer Behavior in Streaming TV, Part II
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In Part II, this research moves from market context and prior literature to empirical analysis and actionable strategy. While Part I established the streaming landscape, reviewed existing research on Gen Z and millennials’ consuming behavior, Part II presents findings from the online survey and interviews with industry experts. Synthesizing these primary insights with our secondary literature review, we identify what drives and what undermines the subscriber loyalty among 18–34 age group, and conclude with six recommendations for Roku across its SVOD, FAST, and AVOD platform ecosystem.

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The Price of Loyalty: Analyzing Consumer Behavior in Streaming TV, Part I
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The Price of Loyalty: Analyzing Consumer Behavior in Streaming TV, Part I
May 26, 2026
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This study examines what drives loyalty among 18-34 age streaming consumers. The problem we looked to solve through our study is how Roku can better reach older Gen Z (18-24) and younger millennials (25-34) and retain them, beyond an initial one-time acquisition. This is especially relevant in an age where streamers are continually competing with each other and other media companies for the consumer's attention. Part I analyzes the conceptual groundwork for our research, tracing the evolution of the streaming market, reviewing prior literature on Gen Z and millennial viewing habits, and introducing our mixed-methods research approach. Part II of this research will present the empirical findings, industry interview insights, and final analysis and recommendations for Roku.

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May 26, 2026
Staff Researcher

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Arts Management & Technology Laboratory

Carnegie Mellon University, John C. Heinz College III

4800 Forbes Avenue

Pittsburgh, PA 15213