Creating Visibility for the Eastman School of MusicCreating Visibility for the Eastman School of...

Creating Visibility for the Eastman School of Music

November 10, 2011

Philip Wilder, Vice President, 21C Media Group

Internal Outlets • Website

• Facebook

• Twitter

• YouTube

• Blogging

• Publications: Eastman Notes, Etc.

• Media: CD/Downloads, DVD/Video Streams, Podcasts, Vlogs

ESM Website

ESM Publications

Facebook

Twitter

YouTube

ESM Media

External Outlets: Traditional Print Media

Newspapers • New York Times • Wall Street Journal • Chicago Tribune • Los Angeles Times • Financial Times • The Times (London)

External Outlets:

Trade Publications

• Gramophone

• BBCMusic

• Opera News

• American Organist

• Strings

• Symphony

External Outlets: Lifestyle Magazines

• The New Yorker

• Vanity Fair

• Travel+Leisure

• Town&Country

• Vogue

Radio/New Media

• American Public Media

• National Public Radio

• WQXR: New York City

• WFMT: Chicago

• XM/Serius

• Medici.tv

Music Blogs • The Rest is Noise (Alex

Ross)

• Parterre Box

• Opera Chic

• ArtsJournal

• Clef Notes (Tim Smith)

• Sequenzia 21/

• The Collaborative Piano Blog

Classical Music Community

• Key Opinion Makers

• Heads of Cultural Institutions

• Artist Managers

• Artists

• Classical Music Promoters

• Educational Institutions

Birth of YTSO • Brainchild of Google engineer (& amateur violinist) Tim

Lee in 2007

• Decision to bring the orchestra to Carnegie Hall in 2009 and the Sydney Opera House in 2011

• Auditions would be held on YouTube

• Michael Tilson Thomas named Music Director

Musical Partners • Musical institutions from around

the world invited to be partners

• YTSO posted links to partner websites

• Partners created masterclasses & judged YTSO auditions

Press Visibility

• 2009 YTSO concert attracted more media coverage than any other event in Carnegie Hall history (103 media outlets)

• Less traditional press coverage in 2011, but social media much more prominent

Results: Live Stream Views

* Data pulled from AEG / Akamai

Desktop live streams: 30,748,223 Mobile live streams: 2,800,000 Average time spent/unique visitor: Live: 25.4 mins Rebroadcast: 12.2 mins Total time spent: 377,412 mins

YouTube Symphony Orchestra 2011

http://wwwyoutube.com/user/symphony

Winspear Opera House

Yefim Bronfman Carnegie Hall “Perspectives”

• Yefim Bronfman (Carnegie Hall Perspectives)

• Visibility Campaign

• Special Event