Course blog for American University PERF-570, Fall 2014
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?