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Institute for Music Leadership
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Greg Sandow interviews James Undercofler
August 4, 2008
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Navigate to different topics in this interview
Introduction – 0:00
How do you like it? – 0:43
Running the Eastman School of Music and the Philadelphia Orchestra – 1:42
Music faculty and orchestral musicians – 2:26
Differences – 2:38
A sense of urgency – 3:17
The audience reaction – 3:30
A new audience age – 3:50
Artistic planning – 4:14
Long-range planning – 5:09
Sandow on strategic planning – 5:43
Segmentation strategy – 6:43
Audience preference study – 7:56
Single tickets buyers and audiences for other cultural events – 8:59
9:31 – Most single ticket buyers do not return – 9:31
The apathy of the single ticket buyer – 10:25
The Post-Subscriber model – 11:29
Seat share – 12:14
Segmentation strategy – 13:06
The music director as an artistic partner – 14:12
Artistic planning done in a group process – 14:40
Relationship between the musicians and the management – 16:08
Negotiating a new contract – 16:22
Changes in the Philadelphia Orchestra organization – 17:52
The president and CEO position – 18:47
Musical decision making and the role of the musician – 20:16
An example – 22:01
Boundaries – 22:28
2:45 – Artistic planning – 22:35
The marketing department – 22:59
Example: The Metropolitan Opera – 24:43
Ambitious programming – 26:07
After-concert concerts – 26:38
The younger audience – 27:43
Marketing and advertising – 28:24
Viral marketing – 29:02
Closing – 29:20
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