Innovation

When do partnerships add value and when do they distract from a chorus’s mission?  Philadelphia’s venerable Mendelssohn Club explores the spectrum of collaboration, from artistic to administrative.

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Viral Video Shines New Light on Choral Music

If you’ve been on the internet during the past month, you’ve probably seen the quirky viral video of a chorus and orchestra covering the popular, can’t-get-it-out-of-your head song “Call Me Maybe” by Carly Rae Jepsen. There are hundreds of other videos online covering the song, ranging from topics like NFL replacement referees to the United States Olympic swim team, so what makes this one so special? With more than two million hits and counting on YouTube, mentions in newspapers around the country, and even a featured performance on the Today Show, who knew choral music could go so viral?

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No longer is choral music constrained to choristers standing on risers at the front of a church or concert hall. In recent years, the traditional format has evolved into multisensory, multimedia experiences.

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Consider these insights and cautionary tales gleaned from the experience of four choruses about how to establish and maintain a strong, school-based education outreach program.

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Chorus America/ASCAP Award winners describe their commitment to new music and share strategies for building programs, cultivating audiences, collaborating with composers, and bringing new music to life.

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A Composer and Her Audience

Composer Gabriela Lena Frank explores the evolving relationship with her audience, beginning with her doting parents.

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Singing is an anywhere, anytime activity in many parts of the world. There, it's not something you go to—it's something you are. What if we took music out into the world rather than always asking people to come to it? One ensemble endeavors to do just that by taking choral music to the most unlikely places.

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Are we chasing audiences with marketing and theatrics at the expense of real engagement? Some observations and lessons from the world of opera.

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Trends in Arts Audience Behaviors

Drawing on a wide range of arts industry research and his own observations about the larger environment in which arts groups operate, Alan Brown shares six interrelated macro trends affecting audience behaviors and demand for arts programming.

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