Matt Haimovitz Promotion

Organization Name:
Puccini Productions
City & State:
Describe your creative piece – what is it and what has it been used for, and why is it innovative?
Our piece is a poster/postcard/brochure set created for an evening with Matt Haimovitz, a world-renowned classical music cellist. It was used to promote the show to the local community, and was distributed via e-mail, newspapers, World Wide Web, and as flyers posted at numerous locations in Albuquerque and the surrounding area. The piece is innovative as this is not the way that classical musicians are normally portrayed. They are often portrayed in a stuffy, rigid, unattractive and boring manner. The piece was designed to attract a younger, diversified audience, and to show that, conceptually, Matt Haimovitz is not only performing classical music in legitimate concert halls worldwide, but also in intimate, non-traditional venues. The piece was further designed to illustrate the hipness of concerts that use classical instruments in a new way. The piece is very sexy (illustrated by the beads of sweat pouring off the musician), intense; illustrates new ideas and visions for the future.
What issue or problem were you working to address with this piece?
This piece and the performance attempted to reach out to a wider, younger, more diverse audience, and show them how "cool" classical music and their instruments can be. Matt Haimovitz and our production company, Puccini Productions, were working to make classical music appeal to a younger audience by presenting classical pieces in a contemporary way. Matt Haimovitz performed, for example, a Led Zeppelin version of "Kashmir", and a Jimmy Hendrix inspired rendition of the "Star Spangled Banner". We were also trying to attract more people to our theater, expand our geographic reach beyond Albuquerque, and create an interest in our theater for a broader cross-section of people. We designed the poster to have a more edgy feel than would be expected of a classical performer, evoking the same image as that of a rock star. The design of this poster was intended to attract a younger, more diverse audience, and to promote classical music performances as modern, entertaining, and exciting shows.
How has your submission successfully impacted your organization’s ability to solve this issue/problem?
Through our in-house designed poster (designed in Photoshop by Erik Torrez), Puccini Productions has been able to bring in more classical artists who are interested in performing in an innovative way, and to work with New Mexico's classical music community more closely on more diversified works. In addition, Mr. Haimovitz has had such an impact on the local community that people are now creating groups who perform classical or artistic works in a more innovative style. We are now producing shows with groups such as the Santa Fe Opera, Santa Fe New Music, and the New Mexico Symphony Orchestra as a result. Through Adobe Photoshop, the Matt Haimovitz event and its promotional material has become a model for our organization, for how we plan, promote, and collaborate on classical music and performing arts events, is an integral part of the work we do, presenting national-level live music in a wide range of genres, and providing cultural and music appreciation experiences for our community.