Digital marketing that commands an audience

Libraries are often thought of as quiet repositories. But at their best, they are living, evolving spaces where culture is preserved, interpreted, and reimagined.

Brent Reidy serves as the Andrew W. Mellon Director of the Research Libraries at the New York Public Library—one of the most expansive and dynamic cultural collections in the world. With a career that spans musicology, consulting with arts institutions, and nearly a decade at NYPL, Brent brings a unique perspective on how libraries function not just as archives, but as active participants in the cultural ecosystem.

In this episode, Brent reflects on what it takes to engage new audiences; how digitization efforts intersect with access and institutional mission; and how preserving the past can help shape a more inclusive and imaginative future for the arts.

The best leaders build conditions for others to shine.

Derek A. Johnson, Chief Marketing Officer of the Seattle Symphony and Benaroya Hall, has built his leadership philosophy around this very idea. Derek brings a thoughtful, people-centered approach to navigating the complexities of today’s arts landscape, drawing on years of experience across major cultural institutions like the Baltimore Symphony Orchestra and the Kennedy Center.

In this episode, Derek reflects on the power of servant leadership and how trust becomes the foundation for both strong teams and bold ideas. He also shares what it means to step into a senior leadership role at a pivotal moment for the Seattle Symphony, and how he hopes orchestra marketing will evolve in the years ahead.

The beauty of theater isn’t just what happens on stage. It’s the community that forms around it. And increasingly, that community is being built online.

Ashley Hufford is part of a growing group of creators leading that shift. A constant presence across New York’s theater scene and on social media, she has built an audience of more than 100,000 followers who turn to her not for theater criticism, but for an invitation to try something new. What began as a pandemic-era hobby of posting about shows has grown into a kind of cultural bridge, connecting productions with new and younger audiences.

In this episode, Ashley reflects on her path from sports media to political storytelling to theater influencing; what she’s learned about sharing stories that resonate; the evolving role of influencers in the theater ecosystem; and how the arts industry can rethink accessibility and audience-building for the future.

Music has the power to move a room. For composer Carlos Simon, that effect was first felt in church, where music was both a creative act and a shared experience.

Raised in a family steeped in ministry and musical tradition, Carlos grew up surrounded by gospel, jazz, and the spontaneity of worship. From playing organ by ear during Sunday services to his later work with orchestras, film, and opera, he has built a compositional voice that blurs boundaries: bridging sacred and secular, improvisation and form, tradition and innovation.

In this episode, Carlos traces his path to becoming one of today’s most sought-after composers and the first-ever Composer Chair for the Boston Symphony Orchestra. Along the way, he offers insight into the deeply collaborative nature of his work and frames musical composition as an act of service.

Sara Villagio believes some of the most important leadership lessons begin with listening.

Early in her tenure at Carnegie Hall, she made a point of meeting one-on-one with colleagues across the organization, setting the tone for a leadership style grounded in curiosity, collaboration, and learning from the people around you.

Now Chief Marketing Officer of the historic New York institution, Sara reflects on the moments and mentors that shaped her path from young musician to arts executive, and how she guides a cross-functional team of more than 60 people.

She also reflects on a challenge facing many arts organizations: the temptation to assume we know what audiences want. Instead, she argues for a different mindset—one rooted in experimentation and paying close attention to what audiences actually show us.

A long history is a gift for any cultural institution, but it also invites a constant balancing act. How do you honor tradition while continuing to evolve for the future?

Pamela Tatge has spent the past decade exploring that question as Executive and Artistic Director of Jacob’s Pillow, one of the world’s most renowned dance institutions. Under her leadership, the Pillow has expanded from a seasonal festival into a year-round cultural hub, embraced a collaborative curatorial model, and explored how new technologies can broaden how dance is experienced and shared.

As Pamela marks her tenth year leading the Pillow, she reflects on guiding a celebrated cultural landmark through a decade of growth, change, and possibility.

Before audiences fall in love with a story, they fall into a world—one shaped by the unseen artistry that turns empty space into something alive.

Set and production designer Paul Tate dePoo III has built a career shaping the physical environments that hold our favorite stories. From intimate stages to large-scale productions, his work lives at the intersection of architecture, storytelling, and psychology, where space itself becomes a character.

In this episode, Paul reflects on the collaborative nature of his work and the responsibility designers carry in shaping how audiences experience a narrative. He also offers an inside glimpse at how ideas move from sketch to stage, and why the most powerful design choices serve the story rather than call attention to themselves.