Intermusica provides specialist in-house communications and marketing services for its artists, touring ensembles and imagine projects.
Our skills encompass website development and maintenance, social media strategy, styling and photography, film-making and other forms of digital content creation.
We are able to plan and implement successful marketing campaigns around projects such as tours, residencies and CD releases.
We are also experienced in design, copywriting, translation, branding, positioning, fundraising and PR.
Intermusica wanted to increase awareness of Leonidas Kavakos’ performance with the Philharmonia Orchestra at the Royal Festival Hall in November 2016.
Since Leonidas already had a very established Facebook following, many of whom are London-based, Facebook seemed the natural platform to use.
Leonidas had recently appeared in a successful ‘Facebook Live’ video stream on the New York Philharmonic Orchestra’s Facebook page. With this being a relatively new feature to Facebook, we were keen to experiment on Leonidas’ own Facebook page, broadcasting directly to his followers.
We approached our marketing contacts at the Philharmonia Orchestra who were able to assist with the logistics of live-streaming from the Southbank Centre, and with promotion of the video. We also reached out to other key industry contacts, such as Leonidas’ record label Decca Classics, for their help in raising awareness of the live-stream, and in sharing it afterwards.
We sent Leonidas specially designed artwork to post on his Facebook page to promote the event in advance, and gave it prominence on his website. We asked fans to submit questions in advance, so as not to be constrained by the quality or number of questions appearing in the live comments. This also gave the artist the freedom to pick from a variety of questions.
Following a short initial problem with audio, the live-stream ran unimpeded for almost twenty minutes, with fans tuning in from all over the world to hear Leonidas’ insights into the Brahms Violin Concerto. It was watched by 400 users when live, and has had over 17,000 views since, with over 3,000 users liking, commenting or sharing the video.
Leonidas saw a corresponding positive spike in his Facebook followers and the concert was a great success.
In May 2016, Intermusica engaged photographer Dolly Brown (@londonlivingdoll), an Instagrammer with almost 50,000 followers, to photograph the Colin Currie Group ahead of a performance of Steve Reich Music for 18 Musicians.
Engaging an influencer is an excellent way of creating new content, reaching a different audience and raising awareness of an artist.
Dolly has collaborated with many leading arts organisations including the Royal Opera House, Royal Ballet, Tate, National Gallery and British Museum, and is a former Barbican Centre Instagrammer-in-Residence. Her follower-base of arts and culture lovers represented a new audience for the Colin Currie Group, and a way of broadening awareness of the group. The striking layout of the instruments for Music for 18 Musicians also lent itself well to Instagram, very much a visual platform.
With permission from the Colin Currie Group, Dolly photographed the rehearsal at the Royal Festival Hall, and posted a series of images and descriptive captions in the run-up to the concert and in the days afterwards. Knowing her audience of visual art fans, Dolly put an original spin on the photos, capturing the contrasting colours and textures of the instruments.
As well as getting a striking set of photos for use on the group’s website and social media channels, the posts generated over 1,200 engagements, including comments from attendees of the concert. The concert on 24 May was a sell-out.
Film is a key promotional tool for classical artists, but can often be costly and time-consuming to create.
Intermusica was impressed with A Fly On The Wall’s intimate and poetic short films of artists at their most private (in rehearsal, recording etc.) and has since entered into a partnership with the company.
AFOTW has now produced compelling films for Boris Giltburg, Louis Schwizgebel, Richard Goode, Tim Mead and Colin Currie, with plans for more in the future.
With their agile two-man crew and streamlined use of kit, plus founder Stewart French’s own background as a professional classical artist, AFOTW quickly and sensitively captures magical moments, avoiding extra venue hire fees and additions to an artist’s already busy schedule. Its one-take approach also means minimal time in post-production.
The videos form part of a series which draws interest from key media outlets such as Classic FM and with it, robust online viewing figures. Counter-tenor Tim Mead’s AFOTW film, promoting his new Bach and Pergolesi album with La Nuova Musica (Harmonia Mundi), has, at the time of writing, been watched close to 100,000 times, since it was published in March 2017.
High quality, distinctive photography is key for a professional musician. Intermusica sought to find an efficient and value-for-money means of delivering top-quality new images to a group of its artists whose photography was in need of refreshing.
We proposed the idea of a day-long photoshoot with multiple artists to London-based photographer Chris Gloag, a close existing collaborator. Chris agreed to shoot all four artists in one day, giving each a carefully timed slot and thus reducing studio hire costs. We also engaged a male-grooming specialist for the day to reduce post-production time.
We created a bespoke brief for each artist in collaboration with the artists themselves and their Managers. These were closely consulted by the photographer on the day of the shoot.
The photographer experimented with different coloured backgrounds and props, which resulted in a highly original look for each artist. The photographer has since featured many of the shots on his own website.
Intermusica offers comprehensive website maintenance, delivered by our trained and experienced Communications & Marketing team.
This service is available both for pre-existing sites and for sites Intermusica has built in collaboration with an artist.
We write regular news stories for websites to highlight special events and happenings in an artist’s calendar, tailored to the unique tone of each website. Each website uses a strategic content plan, created in conjunction with the artist’s Manager, so the site is always current and aligned with the artist’s major priorities. We also help create complementary website content, for example blog posts or short films that double up as perfect social media content.
It’s vital to ensure websites are checked regularly for broken links, bugs and other issues. We perform thorough and regular functionality checks, so any problems get addressed as soon as possible.
We supply frequent analytics reports to keep artists informed on how their website is performing. These include important statistics such as overall site traffic, visitor demographics and spikes in traffic. Based on the results, we supply recommendations for optimisation, growth and development.
We’re on hand to help with any problems. Our in-house team is experienced on WordPress, Squarespace and a variety of custom-built CMS platforms; we also have direct access to a network of highly experienced web developers for more in-depth technical problems.
Who wants to read a bland social media post obviously written by a management agency? Users are increasingly dissatisfied with such fabricated profiles, instead seeking direct, emotional connection with the artists they admire.
Authenticity is key, and fans expect more than just official press shots and concert details. A wide range of content, from backstage secrets to live-streaming, is key for an artist to successfully communicate their story, as well as a clear understanding of what type of content performs best on which platforms.
Intermusica encourages artists to take full ownership of their online voice as it appears across the various social media platforms. We provide insights on audience demographics, engagement rates and the latest trends and tools, and undertake advance content-planning. The artist is encouraged to establish a posting routine that complements and enriches their busy performing schedule and overall lifestyle. This will be different for each artist.
By the end of the training period, the artist is fully equipped to manage their online profiles, growing their following and maintaining and deepening fan engagement. And should more guidance be needed, Intermusica is only ever a phone call away!