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U of T Teaching Entrepreneurship Skills to Next Gen of Music Students

By Caryl Clark, Professor of Musicology at the Faculty of Music

A class of University of Toronto Faculty of Music students is seated around a boardroom table, but not at school. The students – part of a new class called Music and Entrepreneurship – are actually visiting the Toronto Symphony Orchestra to learn more about the inner workings of the organization, gaining insights into the many audience audience-building efforts that musicians might not otherwise notice: administration, communications and marketing.

In this meeting, the TSO’s marketing team are giving presentations from a range of people responsible for developing and implementing TSO marketing tools and strategies. The students are learning about advertising and publicity in traditional media (newspapers, radio and television), how information is selected for posting on the Internet and other digital platforms (including podcasts and social media outlets like Facebook, Twitter, and Instagram), and how the TSO is working to enhance the live concert experience (from lobby events pre- and post-concert, and during intermission, to a program book with enhanced content). The goal is to maintain meaningful relationships with longtime patrons while also cultivating new, younger and more diverse audiences.

The students are now preparing final projects based on their experiences of attending TSO rehearsals, evaluating various marketing tools and talking through their ideas with different individuals in the organization to identify new opportunities. Students will make their final presentations to the TSO marketing team on April 11. 

University Of Toronto Faculty Of Music Students Are Getting Communications Training For A Competitive Advantage After Graduating. What program did you graduate from, and what skills would you like to learn in an updated course? Let us know on Twitter by connecting with us @BloorStCulture, or use the hashtag #BCCstories.