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.
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.
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.
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
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.
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
PR Team: Ian Lace Associates
Campaign: Championing British Music
Timescale: Current campaign from January 1997
Budget: Nil, self-funded