Salon concerts: external validation

Independent third party reviewers or previewers act as external validation which is great for publicity for house concerts and salon concerts.

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House concerts, salon concerts, private concerts …. these are all live music gatherings in someone’s home which can be one-off, ad hoc, or occur at a regularity that can be labeled a concert series.

Over the years I have attended, performed, and produced many such events in the UK, Netherlands, and the USA. One topic I neglected to mention in my paper “House Concerts for Art Music” is external validation. In some ways external validation doubles up as publicity.

External validation, loosely defined, is having someone else put a stamp of approval on what you do. When I worked as a magazine editor, I received a lot of enquiries from new product vendors and service providers who wanted to tell me about their business. If I wrote something about it, I would be giving them publicity and a seal of approval. For this reason, concert reviewers are very important for performers and concert producers.

In my years of producing house concerts, I have never succeeded in getting a local newspaper to come and review a concert. In hindsight, these concerts, although open to the public, might have been too private for the space was small and the occasion “one-off.”

Publicity and public endorsement would make it easier to market the next concert. I wondered if other concert producers felt the same about the need for external validation. Short of getting a reviewer or previewer, I asked my guests to sign guestbooks and send in their comments which I could use to market the next concert.

Recently I read an article about Margaret Sewell’s Salon Concerts in Tulsa, Oklahoma.  Although I have never met Margaret or attended her concerts, her invitations were so compelling that I decided to write about concert invitations in a blog post. Reading the article about her concert series made me even more curious — a different experience from visiting her lovely website.

Solution? Get to know journalists and writers who love to attend salon concerts. I am one of those. Unfortunately I am not independent enough to write about my own concerts for external validation.