Marketing classical music is an endless challenge in the age of idols and dancing pseudo-stars. The latest effort at the Baltimore Symphony caught my eye. I don't recall ever seeing anything like this tried before, and it sounds kind of cool.
Of course, everybody in the business is trying to break down barriers between stage and audience, so the fact that BSO musicians will be hanging out with the public after concerts at Meyerhoff Hall for the next few weeks isn't exactly earth-shattering. But here are the extra features:
These will be "BSO Fan" parties (they've got fan buttons for you), complete with free drinks (including beer and wine, I'm told) and desserts. So you can hob with every BSO nob worth hobbing with, while sipping and noshing the night away. But wait, that's not all. If you call in the next five minutes -- sorry, wrong marketing project.
There really is more, though, and this is the most novel part. You can take advantage of something called the "Musicians' Concierge" at these post-concert parties. Players will be available to help advise you on selecting a subscription package for the 2010-2011 season, tailored to your particular musical tastes. That personal connection strikes me not only as a clever take on traditional marketing, but one with the potential for fostering something more than ticket sales.
The fan parties, which started last weekend, will be held after Meyerhoff concerts through May 15. (At Strathmore, a modified version will be offered during intermissions.)