My job as a marketing communications manager at Boosey & Hawkes brings me out to multiple concerts a week, at venues large and small, fancy and scrappy, spread out around New York City. Still, you go to enough new music concerts and you start to notice a lot of the same faces. That’s not necessarily a bad thing—part of what I enjoy about this industry is its strong sense of community and support for one another’s work. But it begs the question: Can we develop a broader, more diverse audience base for the new music scene?

As a marketing person, when I consider concert-marketing strategy it’s helpful to think about what barriers keep people from attending a concert, not just identifying the people who would likely come to a show.

So what keeps people from checking out new music concerts? Full story.

Carolann Cheung (New Music USA) / May 24, 2018

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