Promotion

This document contains the presentation slides from a talk by arts consultant Heather Maitland on marketing to young people.

This document contains the presentation slides from a talk by arts consultant Heather Maitland on how to keep new audiences.

This document contains the presentation slides from a talk by arts consultant Heather Maitland on how young people engage with music.

This document contains the presentation slides from a talk by arts consultant Heather Maitland on how to engage with your loyal fans.

This document contains the presentation slides from a talk by arts consultant Heather Maitland on how to gain a bigger audience by mixing art forms.

In this article arts consultant Heather Maitland investigates how people listen to music as a way of marking their social identity and for achieving an emotional boost. She explores what this tells us about how to address a new audience most successfully. Heather divides listeners in two different groups: Analytical and emotional listeners. She points out, that reaching the inexperienced, emotional listeners requires publicity material with vivid verbal imagery to evoke emotional response.

In this article arts consultant Heather Maitland explores our musical preferences, addressing the challenge of attracting new audiences. Personality and demographic profile affect musical preferences, but not in a simple split between high culture against popular culture. Information with emotional and social relevance has more impact on potential audiences' interest in entering new musical territory than fact based musical knowledge. In conclusion Heather points out, that we should focus less on labelling musical genres and more on creating an image of the experience.

The ensembles in the NewAud working community 'Young Audiences' met for a workshop discussing how to market their work to 19 to 35 year olds without alienating existing audiences. This document lists their recommendations regarding venue, concert format, communication and use of social media.

Wouter van Looy is a Dutch music festival leader and the artistic director of Music Theatre Transparant. He has years of experience in designing events, not least music festivals, with an appeal to the younger generation. In this document he presents five principles to guide you when organizing your event or concert: Alternate expression and impression; Get rid of barriers and conventions, Present activities on the boarder of the possibilities or skills; Authenticity based communication and Create an environment for wellbeing.

Arts consultant Heather Maitland has developed a one page marketing plan to help ensembles reach out to their audiences. The plan includes defining the product to promote, establishing the aims of the marketing, pinpointing the main elements of motivation for the audience, identifying the target groups and choosing the best communication methods to get the message across.

The Polish ensemble Orkiestra Muzyki Nowej addressed varied groups of audiences for their concert as part of an international festival for dance and performance. Young people interested in dance and performance art, the regular new music audience and local authorities of culture politics were all invited to a concert. Among others the concert presented a piece written by the former Croatian president. This document describes the concept and aim of the concert.

London Contemporary Orchestra (LCO) presented a concert at Holy Trinity Church in Sloane Square, Chelsea, London.The aim of the concert was to make the audience feel an ultimate connection with melody and witness something quite spiritual and moving in the intimate and elevating surroundings of Holy Trinity Church. This report describes the concert and shows the findings from observations of the advertisement prior to the concert and the various reactions of the audience during the concert.

The Galway Ensemble in Residence: ConTempo Quartet and Crash Ensemble joined forces in ditching the concert hall and making the concert a more sociable experience. The local courthouse was chosen as the venue, and on the night of the concert a survey was handed out to learn more about the audience. The main goals of the survey were to build a localized profile of contemporary music audiences and gauge the effectiveness of the concert setting to the audience experience. This concert evaluation report describes the concert and the context of the New Aud project, and shares the findings and analysis from the audience research.

Cantus Ensemble joined forces with young students of animated film to create a unique experience of contemporary music. The students created animated films to be screened during the live performance of the ensemble. The goal was to address a new, young audience by mixing art forms and ditching the formal concert hall. This evaluation report describes the concept and process of the creative collaboration and sums up the response from the audience and what the ensemble learned from the experience.