Concert promotion by other media: Ebb & Flow Arts in Maui, Hawaii

Once upon a time, the concert was the talk of town. It’s the end result of all things. But nowadays there is too much competition for your attention — to0 many other things you can be doing, including staying at home and watching TV. To get people to come to a concert, you’d have to promote it.

Identify a concert’s unique selling points. Below is a photo of something quite rare: 4 pianists sitting at four grand pianos. It would catch anybody’s eye. This appeared in a free weekly paper that gets published on Thursdays — and just in time, too — the Thursday before the Saturday concert.

Pianists at rehearsal. Photo credit: Klazine Pollock

How to attract people to come to a concert? Mention the composers and repertoire, particularly if they are interesting and connects. In this case, there’s the premiere of a new piece written by a composer based in Honolulu, Thomas Osborne, who also teaches at University of Hawaii at Manoa. The date of the concert, 14th July 2012, also coincides with Bastille Day, celebrating French independence, hence a concert of music by French composers, including Darius Milhaud’s Paris.

Appeal to different audiences, including those who have access to television. The following 10 minute video clip was aired twice a day, every single day in the week of the concert on Channel 55, the 24/7 cable TV of University of Hawaii Maui College (UHMC).

Reach audiences via different avenues and media. On the Wednesday before the Piano Synergy concert, the following 25 minute clip was aired on local radio.

Kaio Radio: Ebb & Flow Arts (audio clip)

Besides local paper, TV, and radio promotions, there were also color posters, postcards, and local newspaper listings mentioning the forthcoming concerts.

What can we learn from this? While the musicians are busy practising, the concert organizer (producer) is busy letting as many people know about the concert as possible. These “previews” are important to help potential audience decide and anticipate. Here is a blog post anticipating the event.

It’s simply not enough to tell someone to come to a concert. It needs to reach all audiences in more than one way. Before doing so, one needs to think through what appeals, what attracts, what is relevant.

Maui College Chorus: Earth Songs

First I met the conductor, Celia Canty. Then I saw the college choir perform. Next I wrote reviews.

Now I accompany the singers, arrange for them to perform, and blog about their upcoming performances.

Maui College Chorus, April 2012. Photo: Lloyd Canty

I asked Celia about her choice of songs for the Spring 2012 concert. “They all have to do with the earth,” she replied in a recent interview. “The songs are from all over the world, and the choir sings them in original language. But ‘earth’ also has another meaning, too — as in planting trees, jasmine flower, etc.”

In the beginning, the choir was a collection of  individuals with separate voices and universes. After weeks of rehearsing, they blend into one single sound. It requires hearing oneself and hearing others. Celia Canty, who has perfect pitch, can hear if someone sings out of tune. She says it’s both a blessing and a curse to have this ability to hear absolute pitch, as it’s sometimes called.

When we arranged to have the college cable TV crew film the singers, it was intended as a concert performance with no audience. I would have preferred a video of a rehearsal, for that’s far more interesting than a concert. At a rehearsal, one gets to learn. One gets to see how the raw material becomes refined into something beautiful. See the video below of a rehearsal of the popular Chinese folk song — Jasmine Flower, which Puccini used in the opera Turandot and which I once arranged for harp (PDF) because I loved it so much and wanted to play it.

Watch short video clip: Celia Canty rehearses Maui College Chorus on harp

Maui College Chorus, Spring 2012. Photo: Lloyd Canty

Performances (all free):

• 13 April 2012 @2:45 pm Preview for Academic Senate Meeting, UHMC
• 19 April 2012 @3:45 pm Roselani Place, Kahului
• 27 April 2012 @7 pm Iao Congregational Church, Wailuku
• 3 May 2012 @4 pm Kalama Heights, Kihei

Maui College Chorus Concert Program, Spring 2012

Concerts for free or nearly free

Search for “classical concert etiquette” and you will get guides like this one and numerous others. These articles are well-written. It would be superfluous to write more about this subject. In thinking about advice for first-time concert goers, I recall how I became an avid concert goer. It began with the word FREE.

When I lived in London and learned of the free concerts at the local music college, I was curious if I could or should attend. I would show up for a lunch concert. Sometimes there were more people on stage than in the audience. I would make eye contact and feel somewhat uncomfortable because I had seen them before. Perhaps elsewhere in town or at a previous concert, I was not sure. The discomfort could also be described as a kind of guilt. It was a free concert. What did I do to deserve a free concert? It was sheer indulgence for me —- I had the time and interest and desire. The discomfort could also be described as a kind of trespass. I was neither a student nor an employee. I merely lived in the neighbourhood.

After I became a “regular,” someone from the college introduced himself to me and talked to me.  I gasped. I was not invisible after all. Somebody noticed that I had been faithfully attending these free concerts. Was it time to cough up and pay? [It's so English not to say anything unless you are introduced. Self-introductions are an American phenomenon.]

It wasn’t until I enrolled as a full-time conservatory student in the Netherlands, that I saw the concerts from the other side. The concerts were always free. There was no budget to administer tickets. There was hardly a budget for publicity. The free concerts were never full unless it was someone’s final exam, opera, orchestra, or composition concert.  There could easily be more people on stage than in the audience. There were regulars from the community. I would give them a nod and sometimes a grin. We acknowledged each other as conspiring in the same indulgence of classical music.

As a composer and performer, I wanted to see more people in the audience. Yet as a student, it was not for me to change the policy of the school. The doors were wide open for anyone to come to concerts. But the concerts were not actively promoted. The shops around the school did not have posters of the concerts. The shop keepers and assistants didn’t know about the concerts. The conservatory once welcomed Mozart, Schumann, and Brahms. That was history. The teachers were busy teaching. The students were busy studying.

And that’s how I clocked up thousands of free concerts. Every conservatory and music school seemed to have the same policy or lack of a policy when it came to concerts. Free.

Audience at final exam concert in Utrecht Conservatory, 2008. Photo: F. vd Meer

University of Hawaii Maui College (UHMC) is situated directly across from Maui’s equivalent of Carnegie Hall (New York) and Concertgebouw (Amsterdam) and the Royal Albert Hall (London). Its largest concert hall seats 1,200. The smaller hall seats 250. There’s also an outdoor stage. When I first arrived on the island, I assumed there was a connection between the two. Just as Amsterdam Conservatory gets to use the Concertgebouw and Muziekgebouw aan ‘t IJ  and the Royal College of Music has access to the Royal Albert Hall, I thought UHMC had access to the Maui Arts and Cultural Center (MACC).

Well, it doesn’t work that way. UHMC is not a conservatory. Yet the MACC is very much a world-class facility with state-of-the-art acoustics and instruments. Perhaps the association is not about sending students to perform on stage but to fill the seats with last-minute discount tickets, as is offered elsewhere. While students cannot afford higher priced tickets, they can tolerate the uncertainty of not having a ticket well in advance.

In England, there are always last-minute standby tickets (lowest price for whatever is available) about 30 minutes to 1 hour before the show. These are offered to students, unwaged, low-income, and pensioners. One of the perks of studying in London was attending concerts at the South Bank, Wigmore Hall, Royal Albert Hall, and countless other venues, on a last-minute standby student discount. Could such a perk be offered to the 4,000 students at Maui College? If they know of this discount, they can look out for it.

** From the point of economics, one could argue that those that can afford to pay for a ticket will not necessarily buy the most expensive ticket. Thus the best seats risk being unsold. To avoid such front-row seats being empty, offer these to those who are flexible with time and tolerant of uncertainty yet can’t afford the high prices. The rationale is that these seats would otherwise not get sold at all.

Teaching piano, teaching music

I described what I’m doing in my evening piano class to the husband of a colleague, both music aficionados.

“I teach my students to play the chromatic scale one hand at a time. The right hand goes up using the thumb and third finger. The left hand goes down. At the next lecture, I demonstrate the application with Flight of the Bumble Bee.”

“I tell them about pentatonic scales and exotic scales. I give them the formula for major scales: whole step, whole step, half-step, whole, whole, whole, half-step. I also have them listen to major vs non-major scales as I play them on the piano. I play the last movement of Vivaldi’s Summer from the Four Seasons and I ask them to count the scales.”

“I plan to teach them the Circle of Fifths with respect to Pachelbel’s Canon in D. That’s also useful to demonstrate descending bass line. “

My colleague’s husband responded with awe. “And you say this is a beginning piano class? Seems to me you are teaching them music!”

I replied, “Yes, I guess you are right. By the end of the semester, they will have not only learned how to play piano but how to look at music differently. I want them to overcome stage fright, build self-confidence, learn to conduct, learn to play and work with each other, appreciate different kinds of music, listen, analyse as in identifying patterns before they start to read the music to play, and so much more.”

Piano orchestra

What do you do with 22 students in a classroom of just 15 electric pianos (2 of which do not sound) and one portable synthesizer for 3 hours?

1. Let them take turns at the piano, one at a time. Give a lecture to the rest of the class. Swap.
2. Put two students on each keyboard and have them play duets.
3. Put two students on each keyboard and conduct them like an orchestra.

When I googled “piano orchestra” I found a variety of piano concertos and questions about the role of piano in the orchestra.

Truth is, it is rare to see so many pianos in one room, unless they are all for sale, in which case you can’t play on them as you wish.

On day one, I asked my students to play just the black keys. I split them into several section. One section played successive quarter notes. Another joined with half notes. The third joined with whole notes. I then improvised on high treble.

My father used to play Chinese songs just on black keys. Pentatonic music (using just the 5 notes of the 5 black keys) blend well in any order in any octave.

Now is my chance to deconstruct my favourite works, be they classical concertos or pop songs. Assign the parts to the various pianists. This way, everyone gets to play. Doubling up is fine. The string section does it all the time.

What I want to get across is simple:

1. Most students of piano learn to play solo piano works. They advance to become soloists.
2. Some learn to accompany choir or other instruments or voice.
3. Others move on to become organists.
4. Whether you’re an accompanist or organist, you serve the choir or congregation. You’re not equal.
5. But when you play in an orchestra, ensemble, or chamber music group, it’s totally different.
6. String players know this. Wind players, too. Brass players. Singers in choirs.
7. But pianists in a piano orchestra? That’s nearly unheard of.

It’s hard to find pianos you can play in one place. It’s hard to move pianos into one place. It’s hard to find pieces written for many pianos.

But ah! such joy to play together! The full polyphonic sound of a piano orchestra!

[Note: this is my first blog post on an iPad!}