New ways to build a music audience...or customer base
Just enjoyed a great concert with the Australian Chamber Orchestra. A few words in the printed programme leapt off the page....not Mozart and Bartok, but 'blog', 'download' and web addresses.
The orchestra promotes its cool/contemporary image, and their website is right up to date: a blog with recent reviews and comments, online feedback, biographies and photos of all the players and a Facebook page. You can download a pdf of the programme notes before the concert, watch video documentaries or buy a gift certificate - tons of content to build enthusiasm and interest.
By comparison, the mainstream Sydney Symphony website is safe and restrained, with just the 'need to know' facts. Like the tight and inhibited websites of most restaurants, cafes and hotels...