
My name is Albert Imperato. I’m the founder and co-managing director of 21C Media Group, an independent public relations, marketing, and consulting firm specializing in classical music and the performing arts. I’ve been working in music promotion since 1987, and many of my friends and family are still very curious about what exactly I do for a living.“I promote classical music,” is my express answer, to which I get responses from the genuinely fascinated to the completely perplexed. Over time, though, these same friends and family members invariably come in contact with the music I am promoting, whether because I’ve played something for them on my stereo or iPod, given them a CD to try out, or actually take one of them to a concert or an opera. For the most part, these people find themselves intrigued by their contact with the music, and invariably I am asked, “”What’s the best way to get to know classical music?” My initial reply is, “Just listen to it,” which usually gets the response, “well, what exactly should I listen to?”
Well, there are many potential answers to this question. Back when I worked for a record company it was easy to just hand a bunch of CDs to someone – the “Mad About” series that I helped produce for Deutsche Grammophon – and tell them to listen and let me know what they liked, but I was still surprised over time when people would tell me that the problem wasn’t just “what” to listen to but also “when.”When, as in, “I was having people over for dinner, and I put on one of those CDs you gave me and while some of the tracks were perfect, some of them were really distracting.”
(more…)
Mon, May 25, 2009
Comments Off