Articulon was engaged to promote and create the a national competition of the top young string artists. The parameters for entry set by the COT were that the entrants must be violin, viola, cello or bass players residing in the U.S. Applicants could not be under professional management and must be between the ages of 16 and 23. The goal was to receive an ample pool of initial submission to be able to select the 18 best as semi-finalists to come to Raleigh for two rounds of competition. The culmination of the event would be the awarding of a first, second and third prize winner.
Target Audience
The unique target of high school and college-aged students from across the U.S., required establishment of communication to the IPod generation (I-gen), as well as identification of communication channels for media and associations that reach the I-gen classical musicians.
Special Challenge
Articulon’s services were not engaged until late November. The deadline for submissions was February 1. This meant that a large portion of the target market was going to be away from market focused media (e.g. school newspapers, radio stations and bulletin boards) for winter break.
Results
As of the February 1 deadline for entrants, this first annual competition received 31 qualified submissions which needed to include a studio quality of CD of their solo performance of a concerto movement of the full concerto they would perform in the semi-finals.
- Twenty-five of the submissions came in from outside North Carolina, spanning the East Coast, the Midwest and as far away as Oregon.
- 52 MySpace Friends
- 295 MySpace and FaceBook readers
- Inclusion in 8 daily e-mail news feeds
- Inclusion in 6 RSS feeds
- 50 internet news sites
- 26 blog posts
Media Coverage
