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.
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.
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.