Musical America Print or use Ctrl-P to print this page.

Introduction to Five Case Studies
By Nancy Malitz
April 2, 2012

If there is a message from the pioneers of digital marketing in the arts, it’s that now is the time to experiment: Risk is low because cost is cheap. The online culture is playful and encouraging. A showering of do-it-yourself tools and service providers has eased the hassle. And results can be virtually instantaneous, a boost to other flagging efforts. Here's a closer look at five campaigns involving digital means to reposition a brand, involve the community in the creative process, raise project money, reach a last-minute audience, and build broad awareness of a big event.

Detroit Symphony Orchestra’s Live from Orchestra Hall: Streaming as status quo

National Theatre of Scotland’s Five Minute Theatre: 24 hours, 230 plays, performed by anyone, to audience of everyone

Kronos Quartet’s Under 30 Project: Crowd-funding at the grassroots

New York Philharmonic’s Le Grand Macabre: YouTube promotion, underground style

Los Angeles Philharmonic's Mahler Project: Full court digital press, from banner ads to conducting app


Nancy Malitz has been writing about the intersection of the arts and technology for most of her career. She developed some of Gannett Media's first newspaper websites and worked on strategic projects for media change.

Copyright © 2021, Musical America