The Chicago Symphony Orchestra has created an online, multimedia magazine, CSO Sounds & Stories, which it says is the first dedicated music journalism site by a major American orchestra.
With the online magazine, the CSO, whose music director is Riccardo Muti, is “responding to changes in media consumption behavior and shifts in the media landscape, which have especially affected arts and music journalism,” said Philip Koester, vice president of sales and marketing for the orchestra.
“Since publications now have fewer resources to devote to the arts, it is more difficult for the CSO to obtain media coverage, especially previews of coming programs. Therefore, we are using brand journalism and content marketing to tell our stories,” he added.
Deborah F. Rutter, president of the Chicago Symphony Orchestra Association, said the site “allows us to communicate directly with people around the world, providing them with a convenient way to learn more about classical music, musicians, composers and conductors.”
The online magazine features articles by professional writers and integrated delivery of streaming audio and video; it is promoted on Facebook, YouTube and Twitter. Its content includes the blog of the CSO archivist; previews of coming programs; audio and video clips about Muti, CSO musicians and visiting artists; and program notes about the season’s concerts, festivals and themes.
It employs responsive design, which means it delivers an optimal experience for each user, detecting the system, platform and connection—whether mobile or PC–and adjusting to the screen resolution of the device being used.
The editor of the magazine is Laura Emerick, who was the editor of film critic Roger Ebert at the Chicago Sun-Times; she also was the newspaper’s classical music editor and wrote about arts and culture.
Source: Forbes Business