After A Year Of Talking About The Topic, Orchestras Are Testing Influencer Marketing

It’s always entertaining when big budget groups start doing something people in the field have been talking about for years but because it’s a big budget group, there’s some associated press that makes it seem like the idea is novel.

Case in point, the 9/14/2019 edition of the Wall Street Journal published an article by Charles Passy that examines recent efforts from the New York Philharmonic to begin leveraging influencer marketing. It’s great to see groups experimenting but you can see where this began emerging as a topic as far back as 2016.

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About Drew McManus

"I hear that every time you show up to work with an orchestra, people get fired." Those were the first words out of an executive's mouth after her board chair introduced us. That executive is now a dear colleague and friend but the day that consulting contract began with her orchestra, she was convinced I was a hatchet-man brought in by the board to clean house.

I understand where the trepidation comes from as a great deal of my consulting and technology provider work for arts organizations involves due diligence, separating fact from fiction, interpreting spin, as well as performance review and oversight. So yes, sometimes that work results in one or two individuals "aggressively embracing career change" but far more often than not, it reinforces and clarifies exactly what works and why.

In short, it doesn't matter if you know where all the bodies are buried if you can't keep your own clients out of the ground, and I'm fortunate enough to say that for more than 15 years, I've done exactly that for groups of all budget size from Qatar to Kathmandu.

For fun, I write a daily blog about the orchestra business, provide a platform for arts insiders to speak their mind, keep track of what people in this business get paid, help write a satirical cartoon about orchestra life, hack the arts, and love a good coffee drink.

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