How to make classical music reach a bigger audience? How to get more people to attend concerts, listen to programs, buy recordings, or study musical instruments? Is it enough to know that classical music is out there? Or is it also a question of communication and language?
Instituto VivaMúsica! intends to seek answers to key questions like these, through work in communications.
Our story
We were born through the work of VivaMúsica!Edições, which, since 1994, has been dedicated to publicizing the classical music scene in Brazil.
The company is active in broadening awareness of the classics on two fronts: increasing visibility with those already familiar with the scene, and bettering communication with those who have no contact with the sector.
It publishes the yearbook for the area, a website with news, and a monthly magazine. It produces programs for radio stations (one with national scope) and chooses musical selections heard on the flights of TAM airlines.
Over time the questions deepened: what is needed so that more people can discover the universe of classical music? How can the know-how of VivaMúsica! Edições be used to find a path?
Founded in 2008, the Instituto VivaMúsica! makes concrete the desire to seek new audiences for classical music in Brazil.
We believe that communication is a fundamental step toward this goal. We will be able to alert the potential public if we investigate its profile and habits in relation to music in general, and to classical music in particular, if we know people’s expectations and needs, the factors which mobilize people or restrict their access, if we develop projects and campaigns which motivate them to take a chance with classical music.
Heloisa Fischer and Luiz Alfredo Moraes, directors of VivaMúsica! Edições, are in charge of the initiative, which is being coordinated by Elizah Rodrigues.
Our objectives and challenges
• To carry out research, polling and data collection which furnish technical support orienting the communications work of the Institute, and which will be made available for consultation;
• To develop communications activities facilitating access to classical music in general and to the concert scene, with the objective of broadening the public interested in classical music;
• To privilege activities reaching young people.
Initial activities
The first project of the Instituto VivaMúsica! is an opinion poll which will help us to get to know, in a deep and detailed way, this universe, identifying values and attributes, reasons and justifications.
The poll will be carried out by a company specializing in the area.
The results will be presented as a report accessible to those who are interested.
This project is in the process of creation and development.
Contact
The search for new audiences for classical music is worldwide. We need to stimulate discussion of successful experiments in this area.
contato@institutovivamusica.org.br
Caixa Postal 21.004
CEP 20081-971
Rio de Janeiro – RJ - Brasil
