The Marketeer

a journey into audience participation

Marketing and communication are an essential part of the orchestral practice. As a marketeer of an orchestra, you are used to thinking about and working with audiences. You translate the product of the orchestra (concerts) to a wide range of target audiences, and you are continuously looking to attract new audiences. You develop ways to communicate both internally, to musicians and staff, and externally, to the different stakeholders of the orchestra. And you analyse audience feedback to support the programming and the organisation of the orchestra.

What does audience participation entail from a marketing perspective? Participatory or experimental concerts have to be marketed differently. But for marketeers, audience participation involves questioning how audiences already participate in what any orchestra does: how they are imagined and addressed in marketing campaigns, and how their relationship to the orchestra is constructed. Making these routines explicit is the first step in imagining how they could be different. The result  could be a re-imagination of marketing itself: from making sure that  seats are occupied to giving a  voice to the audience in the orchestral practice.

Choose a theme to continue your journey!

Choose a particular theme to continue your journey:

Imagining the audience differently

In marketing and communication departments, audiences are usually imagined as consumers of classical music concerts. Their numbers should increase or their composition should be more diverse, adding more young people for example. What happens if you imagine the audience differently? Not as consumer, but as citizens who care deeply about the orchestra as a cultural institution? Or as passionate experts, who have valuable stories to tell about your concerts?

Choice of theme 1

Representing a Voice of the Audience

One task of the marketing department of an orchestra is to make sure the seats are sold. But marketing is more than selling tickets. Marketing departments carefully craft the relationship between the orchestra and its audiences. When marketeers start a dialogue with their audiences, audiences can contribute to the orchestra. Audience participation then takes an organizational form. How can you turn from marketeer into a representative of the voice of the audience within the orchestra?

Choice of theme 2

Explore a different character

What does audience participation mean from another perspective? Select a character to continue your journey into audience participation!