Innovation

Plug the words “choir videos” into your search engine and you’ll get an astounding number of links (Google found 112,000,000. Yes, million.) Is your chorus among them? It could be—and more easily than you may think. Chorus America asked several choruses to tell us how they are making video a key part of their marketing strategy.

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Considering a strategic alliance? You might also want to consider these best practices drawn from the major findings of the Mendelssohn Club's Strategic Alliances study featured in the article "The Art of Strategic Alliances" by Matthew Sigman.

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When do partnerships add value and when do they distract from a chorus’s mission?  Philadelphia’s venerable Mendelssohn Club explores the spectrum of collaboration, from artistic to administrative.

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Viral Video Shines New Light on Choral Music

If you’ve been on the internet during the past month, you’ve probably seen the quirky viral video of a chorus and orchestra covering the popular, can’t-get-it-out-of-your head song “Call Me Maybe” by Carly Rae Jepsen. There are hundreds of other videos online covering the song, ranging from topics like NFL replacement referees to the United States Olympic swim team, so what makes this one so special? With more than two million hits and counting on YouTube, mentions in newspapers around the country, and even a featured performance on the Today Show, who knew choral music could go so viral?

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No longer is choral music constrained to choristers standing on risers at the front of a church or concert hall. In recent years, the traditional format has evolved into multisensory, multimedia experiences.

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Consider these insights and cautionary tales gleaned from the experience of four choruses about how to establish and maintain a strong, school-based education outreach program.

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