• Home
  • About
    • Life’s a Pitch
    • Amanda Ameer
    • Contact
  • AJBlog Central
  • ArtsJournal

Life's A Pitch

For immediate release: the arts are marketable

Coming to a mall near you: potentially dangerously popular Hallelujah Chorus performances!

December 21, 2010 by Amanda Ameer

Oh hello! It’s me, your delinquent blogger friend! It’s been rough-going this month, with Sondra in Tosca, Helene’s new CD, and the Chamber Music America conference coming up in the new year.

I break my silence, though, to tell you about how a “well-publicized” Hallelujah Chorus performance resulted in the evacuation of a California mall. From CNN:

The Sacramento Choral Society was holding what police called a
“well-publicized” event to sing the “Hallelujah Chorus” in the mall’s
food court, scheduled for 7:30 p.m.

“Come join our large Chorus
of area Singers as they burst into Handel’s Hallelujah Chorus much to
the surprise and delight of Shoppers in the Food Court of the recently
reopened Westfield Galleria at Roseville,” the society’s website
trumpeted ahead of the event.

But less than an hour beforehand, too many people had crowded into the mall.

I love, by the way, how the CNN URL includes the word “CRIME”: http://www.cnn.com/2010/CRIME/12/21/california.mall.evacuation/?hpt=T2.

Turns out, the free performance was a bit too well-publicized.

“At 6:45 p.m., the Roseville Police and Fire communications center
received reports that people in the food court heard popping noises and
felt floor movement,” a police statement said.

Apparently, the performance did go on in the parking lot after the mall was evacuated. Lovely California weather and massive parking lots save the day yet again.

Well done, though, Anna Molander at the Sacramento Choral Society & Orchestra!  I can safely say you are the only classical music marketing and PR person I know whose efforts have resulted in evacuation. You get the first-ever LIfe’s a Pitch PR Glitch Award!

In another mall farther north, Seattle Symphony Music Director Gerard Schwarz joined forces with Nordstrom to present a version of the Hallelujah Chorus themselves. The performance involved the Seattle Symphony Chorale and over 500 local singers. Here’s the video:

Though not quite a “flash mob,” per se, kudos to all involved for getting this together! And if you don’t know what a flash mob is (and you should, they’re All The Rage), here’s Modern Family to explain it to you:

This clip cuts out the best part, which is, “You cheated on me with choreography, and that is the Worst Kind.”

Update! (12:11am Wednesday): I’m told Nordstrom has hosted two other performances of the Hallelujah Chorus: in Santa Anita, California with the LA Master Chorale, and in Dallas, Texas with the Dallas Bach Society. Who knew Nordstrom was such a supporter of random acts of song? Be sure to do all your last minute Christmas shopping there as a gesture of solidarity.

Here’s Santa Anita:


And here’s Dallas:

Filed Under: Main

Comments

  1. Maren Montalbano says

    December 21, 2010 at 5:16 pm

    The Hallelujah chorus flash mob idea started in Philadelphia, when the Opera Company of Philadelphia produced a “Random Act of Culture” at Macy’s on October 30. Ever since then, there have been dozens of groups pulling off similar things all over the continent, which is incredibly exciting! It’s just too bad that things in Sacramento got so crazy.
    The Opera Company of Philadelphia video can be found here: http://www.youtube.com/watch?v=wp_RHnQ-jgU

  2. Zachary says

    December 22, 2010 at 3:04 am

    I can’t help but be reminded of The Messiah, a film by French photographer Willy Ronis. In the film he juxtaposes a production of Haendel’s work with images from prisons, Vegas, poverty, Wall Street, and the text of the work which takes on entirely new meanings…America’s hypocrisies and suffering against one of the cornerstones of Western creation. How is it that such a wonderful composition now finds its audience, AND performers in…a shopping mall at Christmas? Perhaps I’m playing the role of Scrooge here but I am far less charmed by these events than others may be in terms of potential cultural behavior and “consummation.”

  3. carol says

    December 22, 2010 at 11:30 am

    Whatever brings music into the public domain is a big plus. Audiences for classical music and opera have become almost uniformly gray-haired. Exposure like this is bound to enlighten people and build appreciation for the glories of Western civ.

Amanda Ameer

is a publicist who started First Chair Promotion in July 2007. She currently represents Hilary Hahn, Gabriel Kahane, David Lang, Michael Gordon, Esa-Pekka Salonen, Sondra Radvanovsky, Julia Wolfe, Jean-Yves Thibaudet and Lawrence Brownlee. She thanks Chris Owyoung at One Louder Photo for taking the above photo very quickly and painlessly. Read More…

Life’s A Pitch

Why don't we apply the successful marketing and publicity campaigns we see in our everyday lives to the performing arts? Great ideas are right there, ripe for the emulating. And who's responsible for the wide-reaching problems in ticket sales and … [Read More...]

Archives

@Amandaameer

Tweets by @amandaameer

Interviews

Talk to me about marketing Shakespeare

Oh gosh: let's see if I even remember how do to do this. Back in the day, when I didn't have clients playing everything Ravel wrote for the piano etc., I did interviews with Industry Professionals. … [Read More...]

Talk to me about Music Marathon

Remember when I was really awesome and posting interviews every week? Well, I'm less awesome now, but here's an interview with Billy Robin of Northwestern University. He started Music Marathon on … [Read More...]

Talk to me about BBC Music Magazine

As often as possible, on Fridays I will post interviews with colleagues from the field who are far more knowledgeable than I am on various marketing and publicity topics. In honor (-our) of all … [Read More...]

Talk to me about Metropolis Ensemble

In the immortal works of Todd Rundgren, "Iiii don't-want-to-work, I just wanna write-on-this-blog-all day." That's not entirely true: I love my job, but it does make things I also like to do--coming … [Read More...]

Life’s a Twitch, Part 3 (The Journalists)

Though many, many more music journalists are on Twitter, these are the people I noticed interacting with the publicists I interviewed the most. Oodles of thanks to  @nightafternight: Steve Smith, … [Read More...]

Talk to me about ‘Opera News’

As often as possible, on Fridays I will post interviews with colleagues from the field who are far more knowledgeable than I am on various marketing and publicity topics. This week, we have F. Paul … [Read More...]

Talk to me about not music blogging

At the ends of weeks, I post interviews with people who know a lot more about aspects of the proverbial business than I do. Two weeks ago, theater blogger Jaime Green told us she would blog … [Read More...]

Talk to me about theater blogging

Happy Friday! It's not raining and I actually have an interview to post!  This week we have Jaime Green, Literary Associate at MCC Theater in Manhattan and blogger of 5 years. Below she discusses … [Read More...]

Glenn Petry, 21C Media Group

Because 1. no one wants to read about The Life and Times of Amanda Ameer every day and 2. because there are many, many people out there who know more about publicity and marketing than I do, every … [Read More...]

Talk to me about Dilettante

Sometimes it's hard being Amanda. For example, when I think of lots of cool people to interview for (le) blog, and they say yes, and then I don't have time to write the questions? Yes, at times like … [Read More...]

A Virtual Panel

A Conversation

Jan 18-22, 2010: I hosted a virtual panel on when and how artists, managers, journalists, presenters and publicists single out musicians for being "special" in their promotion and career-building efforts. Participants included musician, pianist … [Read More...]

Return to top of page

an ArtsJournal blog

This blog published under a Creative Commons license

Copyright © 2025 · Magazine Pro Theme on Genesis Framework · WordPress · Log in