A Pentagram of Photographs: How to Choose Musician Images in Orchestra Marketing

Pentagram of Photographs

Market research tells us that concert audiences connect and identify with orchestra musicians, guest artists and conductors. So selecting and cropping photos professionally for ads and brochures sells tickets. Here are five considerations to apply when reviewing musician images.

1. What I’ve called “story” can be the hardest and most important quality to find in a picture. If Lang Lang is playing Prokofiev’s Third, wild enthusiasm in his photo tells the story of what the audience will experience in the hall. Leila Josefowicz’ blurred violin bow speaks of the fire of her playing. Evelyn Glennie kneels among instruments and a spinning top, hammers flying—what better to convey what her concerts are like? Joshua Bell perspires in ecstasy as he plays his violin. Tetzlaff’s photos tell the story of his discipline. Ideally a photograph captures two stories: the personality of the guest artist and the psyche of the music.
2. We know from science and personal experience how important eye contact is in attracting and bonding people. Yet more often than not publicity photos show artists staring into oblivion. Our fans crave communication, not aloofness.
3. In the same way, smiles sell more tickets than stern faces. A smile promises you’ll be engaged by the music.
4. In marketing we provide a lens for an audience to learn about and participate in our product, orchestral music. If your orchestra performs in open-necked short-sleeve shirts, by all means show your musicians in informal dress. If they wear tails or tuxedos on stage, display them that way in your brochure.
5. A big part of the story is the instrument a musician plays. An unknown artist without an instrument is rarely a compelling photo. Show the instrument and name the musician. Only if Yo-Yo Ma is your guest performer—if the musician himself is a brand—does it make sense to break this guideline.

What would you add?