Classical Critics, Cubs and Coffee

Tell it! Your humor and wit go a long way in carrying your brilliant point(s) home. I'm also in the business of marketing the arts. Between the performing arts (dance) and the fine arts (museums) I find that the biggest challenges facing effective marketing strategies are, pardon my french, but Boomers. The Boomer generation who currently lead most arts organizations have an antiquated (dare I say traditionalists') view of the arts and how its message(s) should be broadcast to the market.

I'm sensitive to the fear of gimmicky marketing campaigns for the sake of short-term attraction. But we've got to strike a balance between "the devils of Madison Avenue Marketing" and the inward looking, moribund marketing of most arts organizations.

Two great New York City examples: BAM (Brooklyn Academy of Music) and of course the staid example of Peter Gelb's resounding impact at The Met. Simply airing renowned music from lofted speakers at Carnegie Halls 7th Avenue marque seems a perfectly reasonable AND cost effective way to extend the brilliance to the street.

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Hey there. Yes, I agree we must be careful to walk the fine line between gimmick and creative initiative. One thing I always have to be careful of myself is working a single marketing idea into a larger branding and identity scheme. Putting video screens in front of Carnegie Hall will not increase and diversify audiences on its own. How is a gesture toward attracting listeners off the street going to be reflected in the design of the Playbills, the venue's dress code expectations, the pre- and post- concert events, and, perhaps most importantly, the programming? It takes a village, as the saying goes, or at least a commitment from an entire organization, to market the arts. -AA

Justin's article certainly puts the issue in perspective -- perhaps "a little too much perspective," as Nigel Tufnel once said.

Enjoying your posts, and it's great to have a publicist's point of view represented in this forum. Best of luck!