May 31, 2016
Overcoming Outdated Perceptions
By Jonna Robertson
People are surprised when I tell them that I manage a heavy metal band. That’s probably because I’ve spent most of my career in classical music, where I manage marketing for some of the greatest orchestras in the world.
I think it’s because they assume the two worlds couldn’t be more different. The truth is, there are more similarities than there are differences.
Our goals are the same. We want to make great music, share it with audiences, and make a living doing so.
Our challenges are also the same.
- How do we overcome the perception that our music isn’t accessible?
- How do we capture the emotion of live music and turn people on to the passion?
- How do we increase revenue for live events in this disengaged era of on-demand everything?
The answer is surprisingly simple: relevance. Whether you’re targeting a Facebook ad campaign for a West Coast tour, or branding a world-class organization, your message has to be aligned with your audience’s interest. This means the story you tell about yourself is just as important as the music you play.
I had an unwritten creative “rule” at one of my orchestras: no dead-composer imagery in any collateral. That’s not who we are. We are a diverse group of passionate musicians, and good friends, that play our hearts out for our audiences, night after night. That’s what makes us unique and compelling.
If you manage a successful brand, or band, the work you do backstage has to be of equal caliber to what you present on stage.
That’s why I’m excited to partner with my colleagues at UPBrand. They are experts at crafting engaging messages and together, we create relevant, incisive strategies for delivering audiences and revenue.