Speakers: John Kieser, Arts and Media Consultant, JDJK Consulting; Leonie Bartels, Market Access and Professionalization Lead, IMZ Academy; Peter Maniura, Director and Digital Strategist, IMZ Academy

Orchestras are creating more video content than ever—for marketing, social media, fundraising, touring, education, sponsorship, and audience engagement. But too often, a video is commissioned before the most important question has been answered: what exactly do we need this video to accomplish?

Explore how orchestras can use video more strategically and effectively in this interactive workshop. Beginning with “purpose before production,” examine how different objectives and audiences require different approaches to storytelling, format, length, production, and distribution. Look at what makes a video compelling, how to commission and work effectively with creative professionals, and how to evaluate whether a video actually achieved its purpose. Through case studies and hands-on exercises, discover practical frameworks and tools you can use right away at your own orchestra.

Cost: $340 League Member | $425 Not-Yet-Member