How I helped the National Lutheran Choir
Live Concert Stream Strategy & Video Production
I love building long term relationships with my clients. Growing together is a great feeling!
Not only does a long term relationship give me the chance to really get to know and understand an organization, but longer term relationships make for more meaningful creative work together. That history of working together means we can bypass a lot of the get-to-know-you, and instead get right to work.
Over the last few years, my work with the National Lutheran Choir to implement creative communications strategy and tactics have helped them reach new heights in the choral music world, especially in online video.
And as a bonus, it has been incredibly fun to work with this organization!
Reaching new audiences through live concert streams online
Several years ago, the NLC embarked on a new initiative to provide free, live concert streams of their programs. As that initiative has grown, I’ve helped them find and engage a new audience of online viewers to watch the streams.
Not only are the live concert streams a great way to engage new audiences, they also provide a rich library of choral music video content.
Through cutting the livestreams into individual song cuts and releasing them every few weeks, the NLC has grown a more passive, algorithm and search-based viewership online.
What does that mean?
Maybe you’re a conductor who wants to hear what it sounds like before selecting it for your choir, or a singer who wants to learn a piece of music with a little listening help, or maybe you just want to hear an old choral standby - now when you search for some of those choral pieces online, the National Lutheran Choir is often one of the first videos that pops up in your search window.
As a result, the choir is reaching new audiences, everyday.
Over the last several years, I’ve helped the NLC take advantage of its online presence and use it as a valuable opportunity to reach current and new audiences in new ways. I’ve worked to help make the choir’s content on YouTube and Facebook more searchable and shareable. I’ve helped them build a media library of choral music that continues to work to spread their music and mission.
Since the initiative started in 2016, the choir has released 10 live concert streams, released over 120 individual songs, and gained a YouTube subscriber base 1,400 strong.
We’re excited to see what the future holds for online concert streams.
Using videos to touch hearts and minds with music
I’ve also worked with the choir to enhance their promotional, informational and fundraising video content.
We know video content is king, and can help increase ticket sales, donations, and general awareness in the choir and its mission.
Invite them to come.
In this promotional video for the 2019 Christmas Festival program, the NLC wanted to meet audiences where they are in a busy holiday season. I used stock video footage to communicate some shared experiences during the holidays - feeling frazzled by the hustle and bustle, stressed with holiday travel, or weighed down grief and loss. The video then becomes and invitation to enjoy a break from reality for a few hours, and enjoy a transcendent choral experience in a beautiful setting.
Tell them your story.
Two years ago, the National Lutheran Choir performed a world premiere of the piece Holy Spirit Mass by Kim André Arnesen. As a part of their marketing efforts to encourage people to come hear the piece, they wanted to craft an informational video with interviews with key players in the commission talking about why it was created. I wove together several interviews, along with b-roll concert footage from the world premiere in Washington D.C., while showcasing the stunning music from our live broadcast of the piece, to create a compelling story about the Holy Spirit Mass.
Ask them to give.
This video, shared at the NLC’s annual gala, was crafted to express gratitude for the generosity of supporters, and share excitement about upcoming endeavors. I used a combination of behind-the-scenes video of the choir and b-roll of concert programs to capture the energy and excitement of the NLC choral experience, and to encourage generosity to support the choir and its mission.
I’ve really enjoyed working, and growing with the National Lutheran Choir over the last few years. Now I’d love to share what I’ve learned to help your organization embark on your own creative communications adventure.