I went to the OAE office on Wednesday 23 June to meet Natalie and Natasha who work in the education and marketing departments. OAE is known to be a bit eccentric with their slogan ‘not all orchestras are the same‘, so I went to see if their unique approach attracted a different kind of audience.
The orchestra is different in the way it communicates with its audience. It uses very bold eye-catching printed material for which they commission photo shoots of the orchestra. The tone of language is conversational, with simple explanations of who they are why they do what they do.
Besides the night shift they do a number of things to make the orchestra interactive and accessible. Their next season has a pre-concert event called OAE Extra before each concert including talks, illustrated lectures, insights & performances. There are also post-concert Q&A with the orchestra musicians. Similarly to the Night Shift they have used a presenter, though somewhat more formally, to introduce the works during a concert based on Handel.