ORCHESTRAS USING TEXTS TO REACH AUDIENCES IN NEW WAYS

New York Times
Last week, the New York Philharmonic asked audience members to send text messages voting for one of two options for the orchestra’s encore piece. Voters swiftly received a reply offering a discount to “pre-order” a CD and follow the guest artist on Facebook. The incident pointed to an increasingly common practice by orchestras: soliciting texts for marketing purposes, in what they consider a new way to connect with audiences. Even the tradition-bound classical music world has embraced the democratizing influence of new technology, allowing audiences to participate in programming in a way that would have been unthinkable a short time ago. To read more about this texting trend, follow the link.

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