We have more orchestras with better-trained musicians than ever. Yet these marvels of precision bleed anxiety over the future. Most of that anxiety centers on revenue. In my view, possibly because of our focus on commerce, the artistic product needs reinvention. Orchestras are like General Motors in the early 70s, still humming along but with the seeds of destruction long sown.
Over the next ten days I’ll list ten things I believe audiences don’t get from their orchestras. While I’ve already made up that list, please feel free to add your own things.
1. Art (Last Word, for September 2)
The art of music.
Clive Gillinson, formerly of the London Symphony Orchestra and now at Carnegie Hall, says, “Follow the music.”
Over the last two years orchestras have cut costs repeatedly and deeply. Let’s cut costs, not ambitions.
Michael Kaiser of the Kennedy Center and The Art of the Turnaround reminds us constantly to plan meaningful artistic projects rather than get caught up in the short term. With today’s financial pressures his advice is more important than ever.
Look at the excitement this year when the New York Philharmonic staged György Ligeti’s Le Grand Macabre. Our audiences hunger for meaning. Let’s create it for them. That’s our mission. » Read the rest of this entry «
It’s always a challenge to bring in new single ticket buyers, isn’t it? Let alone broaden your subscription base.
An Age of Puffery
We orchestra marketers have amassed an impressive number of words that no longer mean anything to our audience. We lean toward classical-music jargon, huckstering, and synonyms for perfection which we strangle with overuse. Or we write “magisterial” and other words that we’d never use in spontaneous conversation. May these 50 words and phrases rest in peace.
In this day of social technology there’s little attention paid to the ABC’s of advertising. Yet developing an effective ad will always be a useful skill, whatever the medium.
Have you had calls and mailings from print or online services that charge exorbitant rates to list concerts around the world? Here are two free listing services every orchestra should consider in addition to 
While Bachtrack’s classical listing service is free, linking back to your site involves a fee. Yes, I know there are only so many hours in the day. And there are other online opportunities to list concerts, particularly locally. Who has the time to do all of them?
Hiring for any position is as much art as science. Choosing an orchestra marketer can be especially difficult. Understanding the dimensions of that choice can frame the decision within our orchestra’s true needs. 