Media and Public Relations

The media have been paying greater attention to classical musicians for general marketing and advertising as well as subjects in their own right. There is also a growing number of websites and blogs dedicated to classical music appreciation. Most musical institutions are still coming to terms with how to effectively pursue public-relations and - 25 - audience-building. At best, institutions' strategies remain in a somewhat unformed state; many have not updated their ambitions even as the society transforms around them. Ticket sales, for instance, are often not seen as a crucial element in many concerts, due to somewhat subsidized concerts and an easy status quo. Ironically, the institutions updating the standards for classical music sometimes unwittingly work at cross purposes. The Chinese performing arts market has a very particular ticketing formula: first, the cheapest ticket price might be on par with a New York or London event, and second, at many events routinely a majority of seats are given away to advertisers, potential sponsors and VIP's.