CAMPAIGNS: Getting hooked on classics - Education

Ian Lace has devoted almost 20 years to promoting the cause of British classical and film music, with a budget supported only by by revenue generated from publishing articles in the classical music press. Lace recently received a Certificate of Excellence from the IPR for his success in the field of the promotion of British music.

Ian Lace has devoted almost 20 years to promoting the cause of

British classical and film music, with a budget supported only by by

revenue generated from publishing articles in the classical music press.

Lace recently received a Certificate of Excellence from the IPR for his

success in the field of the promotion of British music.



Lace’s campaign stems from his passion for British music - he was

formerly the press relations officer and chairman of the international

sub-committee of the Elgar Society. The campaign has been boosted by

assistance from others who share his passion.



Objectives



To promote the cause of British classical music in the UK and overseas,

and to highlight composers like Elgar, who was notably underrated even

up until the 1960s. Also to promote British film music especially after

the triumph of James Horner’s Titanic film score. Lace’s aim was to

increase coverage of music critiques of recordings and live

performances, as well as interviews with artists.



Tactics



Since the beginning of 1997, Lace has co-ordinated a multi-faceted PR

programme to promote the cause of British music, including print media

and the internet.



He has written pre-programme concert notes for orchestras such as the

Basle Sinfonietta in Switzerland and given pre-concert presentations for

the Guildford Philharmonic Orchestra. He has also given presentations to

local and national music societies throughout the country.



A series of press releases were released to the music press to keep them

up to date with events and developments in the industry, and Lace also

publishes a newsletter regularly.



Lace found the internet to be a very successful method of getting his

message across and, through this medium, found a younger, but

nonetheless informed, audience.



He has been involved in editing several successful web sites, notably

the Elgar Society site, and another dedicated to Gustav Holst. Visits to

the Elgar site increased ten-fold after gaining favourable reviews in

the national press.



Results



This year’s results have been excellent. They showed increased editorial

coverage and interest in British classical music.



The internet results are impressive with 11,000 visits to the Elgar

Society site and over 8,000 to the Gustav Holst site.



’Classical music audiences tended to be comprised of older people and

were in danger of diminishing in number, but thanks to the campaign,

many young people are now starting to show an interest,’ said Lace.

’Internet discussion groups are springing up and are producing

thought-provoking subjects.’



Lace has received accolades from film critics, producers and the general

public for the standard of information provided on the web site. This

was no doubt partly due to the success of the Titanic film score.



Verdict



The objectives of this campaign have certainly been realised. Ian Lace

went out to rally interest in UK classical and film music and, judging

by the results he has had on the internet alone, his campaign has been a

success. With nearly 20 years experience, Lace is clearly well qualified

to take the championing of British music through into the

Millennium.



PR Team: Ian Lace Associates

Campaign: Championing British Music

Timescale: Current campaign from January 1997

Budget: Nil, self-funded



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