Monday 20 October 2014

Not to be missed? Mmm... why?

OAE, 2014-2015 season (images taken from the OAE Facebook page)

It has become very common when promoting a cultural event to mention what – when - where and then to add the magic phrase “Not to be missed!”. At times, a couple of lines are added to this information, basically to let us know that artist x is the best in his/her field or world known. Judging by the information sent to us by a number of cultural institutions, there´s nothing we can miss and there are a number of artists that are the best in their field and world known. The first statement is not true and the second is not precise.
Considering the growing offer of cultural events and activities, people have a lot where to choose from. For some, given their experience and knowledge, the choice is easier as they don´t need other people to tell them what they should see, what they can´t miss. For others, less knowledgeable regarding a number of artists and their work, there is some need for orientation. Some extra information that might help them understand what´s important and relevant for them, what they wouldn´t really like to miss.

Unfortunately, the statement “Not to be missed” - unless it comes from a friend, someone whose judgement we trust - doesn´t serve this purpose, it´s not enough. After all, everybody says the same. Likewise, to mention that the artist is the best is not convincing enough for those who don´t know him/her and doesn´t necessarily provoke an urge to get to know his/her work better. The truth is there are a number of artists who are very good in what they’re doing. Is there really a “best”?

Thus, the question in many people´s mind is “Why?”. Why can´t I miss the concert, the play, the exhibition? What´s so important, so special, so different, so groundbreaking, so touching, so appealing, so beautiful, so provoking, so relevant that it will be worth investing my time and money to see it instead of seeing or doing something else?

OAE, 2014-2015 season (images taken from the OAE Facebook page)
This poses a great challenge for those people working in communication. There is a need to move beyond the usual, beyond the obvious and easy information on what – when – where, and to search for the kind of information – as well as its visual representation - that might clarify, surprise, intrigue and appeal to the people cultural institutions wish to communicate with. There is also a need to choose the appropriate channels for making this kind of information available and easily shareable.

It is with great pleasure that I have been following the launch of the 2014-2015 season campaign of the Orchestra of the Age of the Enlightenment (OAE). Some essential background information before getting into this:

The OAE was created in the 1980s with the aim to start from scratch, to re-think the whole institution called “orchestra”: its rules, its codes, its restrictions (read their short biography) . In an early mission statement, one reads that the OAE is to “Avoid the dangers implicit in playing as a matter of routine; pursuing exclusively commercial creative options; under-rehearsal; undue emphasis as imposed by a single musical director; recording objectives being more important than creative objectives.”  [Wallace, Helen (2006). Spirit of the Orchestra]. Today, one reads on the website, “It still pushes for change and still stands for excellence, diversity and exploration. And over two decades on, there´s still no orchestra in the world quite like it.”

OAE, 2014-2015 season (images taken from the OAE Facebook page)

This whole philosophy is also applied on the relationship the OAE fosters with people, and especially younger people. At a time where a number of orchestras are struggling to renovate their audiences and stay alive and relevant  - not really knowing how to do it -, the OAE has long invested in this relationship. Among its various initiatives, I would highlight “The Night Shift”, a series of informal and relaxed late night concerts which break a number of traditions we tend to associate to the enjoyment of classical music. Over 80% of the people attending these concerts are under 35 years old and approximately 20% are attending a classical concert for the first time. Listen to what they have to say:

There is an easy, relaxed, accessible tone in the way the OAE communicates with people. It becomes obvious that they are clear about their mission and purpose, they are sincere, they enjoy sharing what they love most with all those who might be interested (including those who don´t know they might be interested). Their clear vision reflects on their language (both verbal and visual), as well as the platforms they use to communicate (for instance, a rich Vimeo channel and a very live and engaging Facebook page).

OAE, 2014-2015 season (images taken from the OAE Facebook page)

This season´s campaign has a clear and strong activistic visual. The musicians are part of the campaign, they´re the protagonists. The posters in the streets present a contemporary visual, beautifully integrated in the urban environment. The short messages on the posters are complemented with statements by the musicians and other members of staff who talk about their favourite piece in the season. The OAE’s horn player, Martin Lawrence, says: “I’m looking forward to this concert [the New World Symphony], mainly for the manic energy and spontaneity of conductor Adam Fischer. I am fascinated to know what his approach will be to these war-horse pieces – it won’t be normal… I am expecting huge drama, monstrous pianissimos and being on the edge of my seat.” Do you know of another classical music orchestra that communicates like this?

The OAE wants to be and to remain relevant. They don´t assume people will know, they´re there to make everything more clear, more understandable, more enjoyable. They are accessible, passionate, human. They have a good sense of humour and they´re not afraid to show it. They don´t tell people “You can´t miss us” or “We´re the best”. Their very suggestive motto is “Not all orchestras are the same”... And ooh... they´re certainly making it clear for me how sorry I should feel to be missing them!

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Lapas said...

Muito, muito bom! O artigo e a visão da OEA, que eu não conhecia. Se vierem a lisboa, claro que não perco. Obrigado, Maria, pelo seu contributo inestimável, pelos olhos abertos. Um grande beijinho! Luís Lapão

Maria Vlachou said...

Luís, uns partilham a sua paixão com notas, outros com palavras, não é verdade? ;-) Beijinhos