Tag Archives: the young ‘uns

SOTL Q&A with Emily Green, 17, Aspiring Minnesota Orchestra CEO

On May 4, 2013, a sixteen-year-old girl messaged me via my Facebook page:

Hello Emily, my name is Emily Green and I am a Young Musician of Minnesota looking to do something about this lockout! I currently am in MYS [Minnesota Youth Symphonies] and a few of us students are forming a large group of young musicians to make a powerful video in regards to the lockout. Would you be interested in joining us? (Your articles are amazing, by the way!)

And that was my introduction to YMM, a group of talented young people determined to support the musicians of the Minnesota Orchestra during their 2012-14 lockout.

YMM outside Ted Mann Concert Hall, University of Minnesota, Minneapolis, Minnesota, summer 2014.

YMM outside Ted Mann Concert Hall, University of Minnesota, Minneapolis, Minnesota, summer 2014.

 

Over the last year, under Emily Green’s leadership, YMM has done a lot more than just shoot a powerful video. In their own words:

The Young Musicians of Minnesota (YMM) is a student-led and operated organization, consisting middle school through college graduate music students from across the state who have bound together to preserve and promote classical music throughout the state. YMM is entirely student-led, with students taking on roles such as conductor, orchestra manager, logistics advisor, concert event manager, and as performing musicians. YMM serves as a gateway to the professional music world, believing in offering students opportunities to challenge themselves, grow in their musical leadership and technical abilities, develop a greater appreciation for classical music, and work alongside professionals, all for NO COST. YMM members have held a presence in the community through filming our own YouTube video, participating in rallies, performing at the Minnesota State Fair, Orchestrate Excellence forums, our own youth orchestra concerts, chamber performances in the Orchestra Hall lobby, and as well as at We Day Minnesota 2013 (which is an educational event and movement of our time—a movement of young people leading local and global change).

Not bad for a teenager!

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17 Tips On Marketing Orchestras to Millennials

Yesterday I read a slim but interesting book called Marketing for Millennials, by Jeff Fromm and Christie Garton. It verbalized a lot of my gut instincts, and especially the gut instinct that most orchestras suck at marketing to millennials.

Roughly speaking, millennials are carbon-based human life forms aged 18-35. (For a point of reference, I’m 24.) It’s tough to generalize about an entire generation, but I’m about to do so.

Millennials

  • use the Internet a lot
  • tend to be more politically progressive
  • are extremely well-educated
  • value companies with consciences
  • frequently live with our parents thanks to the recession
  • possess larger social networks than any other generation

And here’s an interesting factoid: there are more of us than there are baby boomersYup, you read that right: we’re the largest generation in American history.

You would not know any of these things based on most orchestras’ marketing efforts.

So here, without further ado, are seventeen suggestions for orchestras to keep in mind as they think about how to attract young people.

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