Manchester Camerata’s latest campaign aims to attract audiences under 30 through innovative and engaging strategies.
- This initiative features vibrant posters across Greater Manchester, promoting affordable tickets and modern slogans.
- The use of social media and digital video is central to the campaign, enhancing its reach and appeal.
- With a visionary approach, Manchester Camerata seeks to redefine traditional views of orchestral music.
- Gábor Takács-Nagy leads the orchestra in pioneering new spaces and collaborations.
In an effort to captivate the under-30 demographic, Manchester Camerata has launched a campaign featuring bright, colourful posters throughout Greater Manchester. These posters, adorned with slogans like “centuries of clout” and “orchestra and chill,” draw from popular culture to present classical music in a novel way. With a generous £10 ticket offer, the campaign seeks to make classical concerts more accessible to younger audiences.
The social media presence of the campaign is amplified through digital videos. These videos depict members of the Camerata marketing team installing posters in unexpected locations such as Piccadilly train station and metro stops, showcasing a rebellious flair that appeals to the younger generation. This strategy exemplifies Manchester Camerata’s commitment to challenging preconceived notions about orchestras and their audience reach.
Seb Mariner, Head of Communications at the Camerata, stated that the orchestra aims to reinforce its reputation as a relentlessly pioneering entity, inviting individuals who might not typically consider attending an orchestral concert. He emphasised the intention to constantly redefine the scope of what an orchestra can offer, both in terms of performances and community involvement.
Under the guidance of Music Director Gábor Takács-Nagy, Manchester Camerata has not only excelled in traditional concert settings but has also ventured into innovative collaborations. From prestigious international tours to partnerships with avant-garde electronic music producers, the orchestra continuously expands the boundaries of classical music.
In addition to these creative endeavours, the orchestra is renowned for its Music in Mind programme, developed for people living with dementia. Conducted in collaboration with The University of Manchester, this initiative reflects the orchestra’s dedication to the therapeutic potential of music.
Through these diverse activities, Manchester Camerata exemplifies a forward-thinking philosophy, prioritising both artistic excellence and community engagement. By investing in the next generation of musicians through programs like the Camerata 360° Ruth Sutton Fellowship, the orchestra ensures a vibrant future for classical music.
Manchester Camerata’s innovative campaigns continue to redefine the traditional boundaries of orchestral music, engaging new audiences and fostering musical inclusivity.
