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