Session 7 :
Chaired by Dr. Martin Dehli (Germany), Head of Department Corporate Clients, actori GmbH
with Christopher Gruits (USA), Director of e-Strategy, Carnegie Hall New York;
Anna Kleeblatt (Germany), Head of Sales & Marketing, Bavarian State Opera Munich
Internet technology and social media offer new horizons for music and performing arts: A „Digital Concert Hall“ can reach audiences far beyond a single venue; interactive ticketing systems provide more convenient access for concertgoers; mobile apps can place marketing messages easily within the private sphere of a possible target audience. On the other hand, digitalization could be perceived as a threat to the unique live experience of a performance on stage, and some critics are already foreseeing the end of performing arts in an age of digital reproduction.
Two case studies exemplify the opportunities and risks of internet technologies and social media for cultural institutions: Anna Kleeblatt of the Bavarian State Opera will describe activities in direct marketing and social media at a leading opera house; Christopher Gruits, Director of e-Strategy at Carnegie Hall, will illustrate the digital content strategies of one of the world’s most prominent concert halls.