Selling the “Unsellable” Classical Program
Learn practical ways to create clarity, curiosity, and value around classical programs.
On Demand
Too often, classical repertoire is marketed with insider language, unfamiliar soloist headshots, or composer titles alone. While these cues resonate with those already steeped in the field, they can leave broader audiences unsure what makes the program special—or why they should attend.
In this free webinar, we’ll explore common challenges arts marketers face when promoting classical performances and share practical ways to address them. Together, we’ll look at how to create moments of clarity and curiosity, tap into audience motivations, and position your programs in ways that feel welcoming and engaging. You’ll leave with fresh ideas you can apply to your next marketing campaign.
What You’ll Get
- Practical ways to position classical programs for broader audience appeal
- Real-world examples to inspire orchestras, operas, and ballet companies
- Idea-sharing with fellow arts marketers
Meet your hosts
Consultant
Anna began her career as an orchestral musician, but soon realized that strategic marketing is the key to ensuring those stories reach the world. At Capacity, Anna combines these two worlds by collaborating with arts and culture institutions to amplify their work and ensures their incredible performances and exhibitions find the audiences they deserve.
Senior Content Creator
With a background in marketing at a performing arts venue, Roslyn’s primary passion lies in social media content creation. This is where she has the most fun—constantly seeking innovative ways to engage audiences in fresh and creative manners. She finds inspiration everywhere—whether in a clever TV commercial or a thought-provoking documentary. When she sees impressive content, she thinks, ‘Someone made that!’ followed quickly by, ‘How did they make that?’
Watch on demand