Home » arts marketing

Tag: arts marketing

YouTube Symphony Orchestra : Building a symphony online

YouTube + Google have launched the YouTube Symphony, a place where anyone can audition for Carnegie Hall.

A few other places (including the New York Times) are talking about it:

I initially read it on Andrew Taylor’s blog, The Artful Manager, but there are many other blogs talking about this great contest.
So what is it? According to Jaime Weinman
musicians make videos of themselves playing a particular part in a short piece by the composer Tan Dun. They also make a more standard audition video of themselves playing their usual repertoire. They submit their videos by January 28, and the judges pick the winners. Then YouTube creates a mashup where they combine the winning parts into an “online orchestra,” and then the winners are flown to New York to do a live performance at Carnegie Hall in April under veteran conductor Michael Tilson Thomas.
How did this idea happen? Greg Sandow wrote an interesting article on this and gives us a quick summary:
Two guys at Google came up with the idea (Google owns YouTube), and pitched it to the rest of the company. The rest of the company liked it, so Google went ahead, and found classical music partners to join in the fun.Â
This Washington Post article also gives a nice overview of the contest.
Is this a good idea? Will this water down classical music while bringing it to larger audience? Or will it be a great success?

National Arts Marketing Project Conference

This week is the National Arts Marketing Project Conference.

For those interested in how the new ways of the web are affecting the arts and beyond read on!

The Arts Council of Metropolitan Kansas City published these two very interesting reports – well worth a read. These publications are being discussed at the National Arts Marketing Project Conference.

KC Collaborative Audience Development Exec Summary
June 20, 2008
This executive summary provides a brief overview of a three-phased audience development research project initiated by the Arts Council of Metropolitan Kansas City and conducted by Surale Phillips between 2003 to 2008. The job of connecting with arts audiences is getting tougher in an increasingly competitive world. Adding to this challenge is the fact that arts organizations often work in isolation, unaware of research and replicable innovations from across town or from across the nation. This report offers guidance for finding new audiences and connecting with all audiences in meaningful ways.

KC Collaborative Audience Development Phase III
June 20, 2008
This report focuses on the many lessons learned by arts organizations in the Kansas City metropolitan area in a multi-year collaborative audience development project. As noted by Jerry Yoshitomi, the findings of Phase III of the project align with recent research in social psychology and marketing, as well as the Web 2.0, social marketing, self-curated world that is emerging. The recommendations and tools included in the full report take into consideration the changes in cultural communication methods and make use of new, more efficient ways of using technology to keep marketing costs down while increasing patron connection and response.

AYN Brand has also published this great web2.0 primer. Take a look through the presentation below: