Here’s the other thing. Arts institutions are all about introducing technological gimmicks in the name of “outreach” and “embracing new audiences”, but what audience do we see contributing to the aforementioned bucket? Composers, PR people, hardcore new-music bloggers, the occasional “real critic”, i.e. the audience who would come to the concert anyway, and pay for it happily, too.
Marc van Bree is a marketing communications professional with a broad experience strategically communicating—on and offline—in a changing media environment. He blogs at Dutch Perspective on the intersection of communications, culture and social media.
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