Survey of Arts Management

Course blog for American University PERF-570, Fall 2014

Pushing the Classical Music to the Market

Orchestra marketers are on the way of reducing peoples’ bias against classical music as elitist and excluding. This article comes up with four best ways of reaching audience through an innovative marketing campaign. In the four imaginative methods, marketers try to make their musicians more common and emotional, to refresh audience’s stereotypes of a grand hall as the performing venue and to explain the context of opera and classical music. It is a popularizing campaign of classical music.

They are definitely lovely tactics to reach audience in a appealing way. The other side of the coin is that some classical music and opera organizations should maintain their mystery and noble images to attract certain audience groups. I encountered with this idea because in a case study about China Philharmonic Orchestra before, it was found that a large number of audience enjoyed their performance because it was a symbol of elitist and high-level of art experience, placing in a luxury hall. Therefore are there any possibilities for classical music marketers to look at their performances in another way? Or combine both marketing strategies?


3 comments on “Pushing the Classical Music to the Market

  1. jaredchamoff
    October 3, 2014

    I absolutely LOVE the idea of engaging audiences through creating a story. Using visuals are a great way to help people get a sense of the music they are listening to. There have been so many times where my family would come to my concerts and my dad would say: it sounds great, but I don’t know what it means. Visual aids are a great way to help give audiences some help in understanding. What I liked what the New Zealand Symphony said about how they weren’t trying to give audiences a kind of set image of the music they are trying to embody. I think that this is crucial. Instead, these images can be used to show audiences what is possibly seen in the music. Perhaps the images can even entice people into coming up with their own “views” of the music?

  2. alexgilbertschrag
    October 3, 2014

    I think my favorite idea was making the orchestra into miniatures! That would be a great gift. I also think that giving the backstory to a performance is not that far off from what some classical groups are trying to do.

    Instead of just having an audience come into a theater, sit down, listen to a two hour performance, having them learn about the piece and how they may be able to connect different themes and motif’s throughout. Providing audience with avenues which to connect to what the musicians are doing on stage will encourage them to continue to come back.

    I also think that their creative marketing is a great idea, but that there’s only so much that marketing can do. I would strongly encourage more of an outreach. Having functions where people can get to know the musicians will allow there to be a personal connection developed.

    I’m also a fan of “petting zoos” for kids with instruments so.. that may be part of the inspiration.

  3. jessicamallow
    October 3, 2014

    This is a great article! This is a great example of Orchestras having to know their market. I know in Cedar Rapids, this was exactly the issue that usually worked against us- the audience did NOT want us to be elitist- and they thought that because we had professional musicians, etc., that we were too elitist for the popular community theatre loving town. In other markets, however, there is a majority of audiences, i imagine, that either wouldn’t care about the perception because they would likely attend anyway, or would perhaps like the reputation for being the being the best! The strategies for reaching out further to these markets are great ways to supplement what you already know about who attends.

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