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Thought Leadership

How to Be a Poetical Scientist

How the world of arts and culture can use the example of Ada Lovelace to lead in new and unexpected ways

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Is the world of arts and culture secretly peopled by poetical scientists?

Here is the story of the first self-described poetical scientist, Ada Lovelace. Amalia Hordern, Tessitura's Associate Director, Asia Pacific, and Andrew Recinos, President, examine how Lovelace's approach to the world shaped the future of technology. They then explore how the world of arts and culture can use her example to unleash their inner Ada and lead in new and unexpected ways.

Ada Lovelace literally predicted the Digital Age: a 150-year leap of logic. And over those 150 years, Ada’s crazy ideas inspired her intellectual descendants to develop the digital technology now residing in our pockets.

This talk was delivered live at the 2019 Australia-New Zealand Tessitura User Conference, held 1–2 April in Melbourne.

Amalia H.

Amalia Hordern

Associate Director, Asia Pacific

Tessitura Network

Amalia has over 15 years of experience in marketing, ticketing, and customer relationship management.

Prior to joining Tessitura Network, she was Senior Manager, Customer Experience at The Australian Ballet. Amalia provided leadership for a team of CRM, marketing, customer service, and ticketing professionals to realize both revenue and audience goals through detailed audience segmentation and a data driven approach to customer engagement. Amalia resides in the Dandenong Ranges, just outside Melbourne, Australia.

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Andrew Recinoa

Andrew Recinos

President & CEO


Andrew Recinos is the President & CEO of Tessitura Network.

Recinos brings a unique skillset to the position, having held roles as business leader, arts administrator, technologist, and musician over a three-decade professional career.

He began his affiliation with Tessitura in 2002, working as an implementation contractor for new Tessitura members. In 2009 he became the Product Manager for the Tessitura Next Generation project, serving as a key member of the leadership team for the largest technology effort since the company’s founding. In 2012, Andrew was named Executive Vice President and in 2017, President of Tessitura Network, working closely with Co-Founder and CEO Jack Rubin. In 2020, with the planned retirement of Rubin on the horizon, the Tessitura Board of Directors unanimously named Recinos as President & CEO beginning January 1, 2021.

Prior to joining Tessitura, Andrew spent eight years as a member of the leadership team of Jacobson Consulting Applications (JCA), an independent technology company devoted the non-profit sector. His roles included management and technical consultant, project manager, and for several years the founding Managing Director of Products, where he oversaw the launch of several popular data analytics products including T-Stats and the Revenue Management Application.

From 1995 until 2002, Andrew served in a variety of roles in fundraising and technology at Carnegie Hall in New York City, including Director of the Friends of Carnegie Hall and Head of Systems for Development.

Andrew is a pianist, trumpet player and composer and has a Bachelor of Music degree from the Jacobs School of Music at Indiana University. Recinos served as the Resident Composer of the Godlight Theatre Company in New York City for a decade and was part of the artistic team awarded a Drama Desk Award in 2010.

He holds a master’s degree in Arts Administration from the O’Neill School of Public & Environmental Affairs at Indiana University and currently serves as the Chair of the O’Neill School Distinguished Alumni Council. Andrew lives in Portland, Oregon with his wife Peg and daughter Caroline. 

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