Serge Postigo, a 2015 EMBA McGill-HEC Montréal alumnus, spoke to La Presse about his EMBA journey, and especially about his final paper on the “experiential design in the performing arts world.”
His final work led him to recommend a new business model for the entertainment industry in order to extend its life cycle. He developed the idea of ”show shareholders”, in which actors and consumers would be more involved and in which the relationship between artists and the public would be more personalized.
First, in regard to the actors, he says that “too often, actors see the producer as a necessary evil. I think we should break down the barriers between the different functions and involve actors in the success of shows, for example, with a percentage of revenue on additional performances. If they were sharing the risks and profits of a show, the actors would be more than simply freelance short term employees. ”
Secondly, regarding the relationship with the spectator-consumer, Serge states that “currently, the spectator is perceived only as a buyer. However, in my opinion, buying a ticket should be the end point, the culminating stage of an experience that should begin long before.
After having successfully completed all modules of the EMBA, participants, such as Serge, undertake their final paper. They choose a topic that is relevant and useful for them and spend four months researching and developing it, under the guidance of a supervising professor, with the goal of applying new insights to formulate concrete solutions or strategies.
