YOUNIQUE●●●
Career management for classical music artists
● INTRODUCTION
Annual workshop with Tiziana Tentoni from January to June 2024
A classical music artist who is entering the professional world or aiming to further develop their career needs to work on all the aspects related to identifying their visual identity and the positioning and management of this aspect on the web and social media.
Many times, exceptional musical talents are disadvantaged due to a misguided handling of these elements, which are wrongly considered minor. Conversely, skillfully and methodically managing them becomes a critical factor that greatly influences career aspirations. The initial step in creating an online and social media positioning that aligns with our goals and personality is to strive to identify the distinctive trait that sets us apart from others, all while staying true to ourselves.
● GOALS
The annual workshop aims to provide artists with the necessary skills to identify their strengths, build their visual identity, create a website, construct a social media editorial plan, and manage both online and offline promotion and marketing.
An additional goal is to provide a working methodology on these aspects, integrated with artistic commitments and practice, in order to optimize available time and strike a balance between activities and promotion effectively.
After completing the course, students will be equipped not only to develop an independent strategy for themselves but also to engage effectively with professionals across different sectors and critically evaluate their skills.
● TALENT CONTEST
TALENT AWARD
Participants have the chance to join the Talent competition, a one-of-a-kind opportunity for all musicians.
Up to 2 participating artists from the workshop may be selected to become part of the TALENT program, promoted by Tiziana Tentoni for the Amusart project. This program involves a year-long pro bono mentoring in marketing and communication strategies for the artists, as well as featuring the artists on Tiziana Tentoni's website under the TALENT section.
The selection of talents will be made at the discretion of the instructor and the artistic direction of MARTHA
● TEACHER
TIZIANA TENTONI
She held positions as both the general manager and second violinist of the Symphonica Toscanini, working under the musical direction of Lorin Maazel. Tiziana has performed in prestigious concert halls and collaborated with some of the most notable orchestral conductors worldwide. She has represented internationally renowned artists and coordinated concerts across Europe, South America, and China. In 2012, she established Amusart, a project dedicated to supporting young talents, providing online education, and enhancing the online presence of artists, festivals, and institutions through web and social media platforms. Tiziana currently teaches Career Skills at the European Chamber Music Academy – ECMA Pro at the Scuola di Musica di Fiesole. She also imparts expertise in Career Management for classical music artists within the ‘Attraverso i Suoni’ project and instructs on Visual Identity and Social Media as part of the Master’s program ‘Style & Management in the Music Industry’ at the Accademia Costume e Moda in Milan.
● TARGET
TARGET AUDIENCE
01.
Young musicians who are entering their careers
and want to gain the essential elements for properly developing promotion and marketing strategies, in addition to identifying their personality and unique qualities that set them apart, which is the key factor to focus on.
02.
Professionals/concert artists already in the field
who aim to solidify and enhance their professional and artistic endeavors. The swift digital transition following the pandemic has disrupted the 40-60 age group, a generation of artists with much to offer and teach, yet often uncertain about which marketing techniques to employ to gain recognition.
03.
Social media manager
ACTIVITIES
Six meetings of two days each, from January to June 2024
Introductory Workshop focusing on the analysis of distinctive strengths and the determination of one’s unique style, musicality, artistry, communication, promotion, and commercial aspects. Initial analysis of the four key elements of a cohesive and effective career management strategy for classical music artists: Visual Identity, Website Development, Social Media Strategy, Marketing & Communication.
Exploring the distinctive element of the artist’s personality, defining professional goals, conceptualizing visual identity, foundational elements, and collaboration with professionals for photoshoot creation, foundational elements, and collaboration with professionals for promotional clip creation, foundational elements, and collaboration with professionals for brand identity development, common pitfalls to avoid.
How to structure a website, selecting sections, choosing fonts, graphic design elements, indexing considerations, hosting selection, managing a site builder, web marketing components, working with professionals for website creation, common mistakes to avoid.
Aesthetics and ethics of social media, content creation, drafting an editorial plan, in-depth exploration of platforms such as Facebook, Instagram, Spotify, YouTube, Twitter, TikTok, introduction to scheduling management tools, elements of sponsorship, introduction to Meta’s Business Manager, common mistakes to avoid.
How to create a digital presentation for concert and recording proposals, crafting emails for concert and recording proposals, building a database, elements of social media marketing, elements of email marketing, elements of integrated digital marketing, digital PR and press relations, interactions with artistic directors and record labels, determining compensation, basics of contracts (concerts, recordings, teaching), public speaking during concerts, common mistakes to avoid.
The final project includes:
- Determining one’s visual identity;
- Creation (or optimization in case you already have it) of the structure of your website;
- Identifying editorial line of content, setting up semi-annual social media editorial plan and structuring a promotional campaign on Meta;
- Creation of a digital presentation for concert and recording proposals, editing of a contact database for concert proposals;
- Optimized email format for sending concert proposals, an on and offline PR strategy planning.
In-person participants are expected to develop a project about themselves that will be exhibited through a presentation illustrated by the student in talk form and with the support of slides.
Streaming participants will be able to watch the meeting and presentations live but will not have the opportunity to be followed in the construction of their own project. They will, however, be able to expound on it or seek further advice in an individual webinar with the lecturer at the end of the course.
ATTENDANCE OPTIONS AND FEES
●
PROMO: 20% DISCOUNT - You can avail the discount by subscribing to the MARTHA Newsletter.
The course will be held in-person and also available via live-streaming.
The lessons will be recorded and available on-demand for a limited period of time.
| ATTENDANCE MODE | IN-PERSON | STREAMING |
|---|---|---|
| Lessons | ● | ● |
| Interaction with the teacher | ● | ● |
| Final Individual Webinar | ● | |
| Final project | ● | |
| Mentoring | ● | |
| Talent contest | ● | |
| PRICE | €1.200 | PROMO €960 | €700 | PROMO €560 |
Prices include VAT
● INFO
Once the registration is complete, we will send you an email containing all the information to proceed with the payment of the attendance fee.
The participation is limited to a maximum of 25 attendees for the in-person course.
● COST DETAILS
REGISTRATION
200€
PROMO €160
ATTENDANCE
1.000€
PROMO €800
TOTAL
1.200€
PROMO €960
REGISTRATION
150€
PROMO €120
ATTENDANCE
550€
PROMO €440
TOTAL
700€
PROMO €560
●GET THE PROMO
You can receive a 20% discount by subscribing to MARTHA's Newsletter
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