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The arts sector has seen a steady decline in audience attendance over the past four decades. Yet many organizations continue relying on traditional marketing strategies that speak primarily to insiders—those already familiar with their art forms—rather than reaching new, curious audiences.

Ruth Hartt is challenging this paradigm with a forward-thinking, audience-first approach to arts marketing. With a unique background as both a professional opera singer and a business innovation expert, she introduces Harvard Business School professor Clayton Christensen’s influential “jobs to be done” framework—a groundbreaking theory of consumer behavior—as a powerful tool for audience growth.

Instead of targeting demographics or promoting artistic features, Ruth urges arts leaders to understand what people are really seeking—stress relief, connection, inspiration—and position the arts as a way to meet those needs. It’s not about diluting artistic excellence; it’s about creating relevant, resonant entry points for a broader public.

With examples like the Peabody Essex Museum’s “Escape the Algorithm” campaign, Ruth shows how this shift in perspective opens the door to entirely new audience segments. She also tackles common resistance to the idea of “customers,” arguing that it’s not about commercialization—it’s about making the transformative power of art accessible and relatable.

Whether you’re an artist, marketer, administrator, or advocate, this conversation is a practical and inspiring guide to reimagining arts marketing and revitalizing cultural participation.

All episodes are also available in video form on our YouTube Channel. All episodes are hosted by Elizabeth (Lizzie) Bowman.

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What makes a great music institution? Is it world-class facilities, exceptional faculty, or something more intangible? Matthew Loden, Dean of the Shepherd School of Music at Rice University, brings perspective from both sides of the music world—as a former professional violinist and as a seasoned arts administrator who's led major organizations including the Philadelphia and Toronto Symphony Orchestras.

Loden's journey reveals what originally sparked his passion for arts leadership. "I found that I could enjoy the creative aspects of building something in the same kind of way I enjoy sitting in a big orchestra doing Mahler 3," he reflects. This revelation led him through increasingly complex challenges, from managing the Aspen Music Festival to helping navigate the Philadelphia Orchestra through Chapter 11 bankruptcy.

Now overseeing Rice's prestigious music program during its 50th anniversary, Loden emphasizes what makes the Shepherd School distinctive: its intentionally small size (just 275 students), extraordinary facilities including the new Brockman Hall for Opera, and its unique position within a top research university. Rather than chasing growth, the school focuses on excellence within a carefully defined framework.

Included in the Shepherd's School's outreach initiatives is the school's partnership with the Concert Truck, which brings classical performances directly to communities throughout Houston—including the annual Rodeo and Livestock Show. This immersive experience teaches students to communicate effectively while breaking down barriers between classical music and new audiences. As Loden describes watching cowboys in Fort Worth encountering chamber music, you can feel his excitement about classical music's potential to transcend cultural boundaries.

When discussing what today's musicians need, Loden offers wisdom that extends beyond music: disciplined curiosity, resilience in the face of failure, and intellectual humility. His thoughts on artificial intelligence in music are particularly nuanced, acknowledging both legitimate concerns and exciting possibilities while asserting that the human soul behind a performance remains irreplaceable.

Have you experienced a transformative musical moment, either as performer or listener? Share your story and join our exploration of how classical music continues to evolve and inspire in unexpected places.

*photo credit: Bedoya Fitlow

All episodes are also available in video form on our YouTube Channel. All episodes are hosted by Elizabeth (Lizzie) Bowman.

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Barry Shiffman challenges the doom-and-gloom narrative surrounding classical music by spotlighting the remarkable growth of chamber music across North America. Drawing from his roles as Executive Director of the Banff International String Quartet Competition, and Associate Dean and Director of Chamber Music at the Glenn Gould School and Dean of the Taylor Performance Academy for Young Artists at Toronto’s Royal Conservatory of Music, and Artistic Director of Classical Music & Rockport Chamber Music Festival, Shiffman shares stories of thriving festivals, purpose-built venues, and passionate audiences redefining the art form’s future.

From Rockport Music’s evolution—from volunteer-run gallery concerts to a year-round presenter with its own performance center—to similar transformations in La Jolla and Parry Sound, this episode reveals how grassroots enthusiasm has sparked major investment in chamber music.

Shiffman ties this growth to the art form’s unique intimacy: the direct connection between performers and audience, the communal experience, and the personal resonance audiences are craving today. At Banff, this intimacy creates an immersive, high-stakes environment where audiences become advocates and every quartet leaves with meaningful career momentum.

For aspiring musicians, Shiffman emphasizes that exceptional listening—both musical and interpersonal—is key to unlocking the “flow state” that defines great ensemble work and, ultimately, quartet success.

Whether you’re a chamber music devotee or simply curious about where classical music is thriving, this episode reveals a flourishing art form that brings people together through shared experiences, deep artistry, and a powerful sense of belonging.

All episodes are also available in video form on our YouTube Channel. All episodes are hosted by Elizabeth (Lizzie) Bowman.

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When Jennifer Rowley steps onto the stage, audiences witness the culmination of meticulous preparation, physical discipline, and an authentic artistic presence that extends far beyond the footlights. But what happens behind the scenes? How does a world-class soprano navigate today's complex performing arts landscape?

Jennifer's approach to her craft breaks conventional boundaries. Rather than maintaining an untouchable "diva" image, she's built vibrant communities across social platforms where she personally engages with every comment and message. "I like being the approachable diva," she explains, revealing how this digital connection translates to meaningful in-person relationships with audiences. Her strategic analysis of which content resonates most—different for her Facebook versus Instagram followers—has allowed her to double her online presence in just months while maintaining her distinctive artistic voice.

The conversation shifts when Jennifer shares her transformative fitness journey following a debilitating foot injury that affected her singing. After surgery and rehabilitation, she discovered how strength training revolutionized her vocal performance: "I became stronger in my singing, stronger in my heart, stronger in my conviction." Her passionate advocacy for physical conditioning challenges outdated notions about singers avoiding core exercise, instead highlighting how core strength and cardiovascular health directly enhance vocal stamina and performance quality. "Lift heavy, sing heavy," her teacher says—wisdom Jennifer now embodies both physically and artistically.

Her Aria Bootcamp program applies this same holistic, preparation-focused approach to developing young artists. Created after observing inadequate audition preparation during her time as a competition judge, the program produces remarkable results—approximately 80% of participants secure young artist positions or jobs. Jennifer's philosophy is clear: "You have to be the most prepared person in the room at any time." From pre-screening videos to live audition techniques, her comprehensive training gives singers every tool needed to succeed in an increasingly competitive field. How might your artistic journey transform with this level of intentional preparation and holistic development?

All episodes are also available in video form on our YouTube Channel. All episodes are hosted by Elizabeth (Lizzie) Bowman.

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The transformative potential of artificial intelligence in arts management takes center stage in this forward-thinking conversation with Ben Dietschi, Senior Consultant at the DeVos Institute of Arts and Nonprofit Management. Drawing from his extensive experience as the former Executive Director of SoundStreams and his current project developing AI training programs for arts administrators and organizations, Dietschi offers a compelling vision of how cultural organizations can adapt to an increasingly digital landscape.

The discussion opens with Dietschi's personal journey into arts administration, sparked by a profound moment during a high school band performance when he witnessed the emotional power of music to transform an audience. This formative experience shaped his career trajectory and his commitment to helping arts organizations maximize their impact through effective business structures.

At the heart of our conversation lies what Dietschi terms a potential "relevancy crisis" facing arts institutions. As digital entertainment options become increasingly sophisticated, accessible, and often free, cultural organizations must reconsider their value proposition. Dietschi challenges arts leaders to think boldly about creating experiences that will resonate with future generations while remaining authentic to their artistic missions.

The podcast explores several cutting-edge concepts including venture philanthropy, which creates a middle ground between traditional donations and profit-seeking investments. Most significantly, Dietschi shares insights from his current work leading an AI lab for arts organizations, where studies suggest potential productivity gains of around 40% across various administrative functions - a game-changing prospect for an industry that has historically struggled with efficiency constraints.

While acknowledging ethical concerns around AI, particularly regarding copyright and artistic integrity, Dietschi advocates for a pragmatic approach that integrates these powerful tools within organizations' missions rather than resisting technological change. His balanced perspective encourages thoughtful adoption while respecting organizational values and the creative community.

Whether you're an arts administrator, board member, or simply interested in the intersection of technology and culture, this episode offers valuable insights into how traditional institutions can embrace innovation while preserving their core artistic values. Subscribe to The Scene Room for more conversations that explore the evolving landscape of arts management and cultural leadership.

All episodes are also available in video form on our YouTube Channel. All episodes are hosted by Elizabeth (Lizzie) Bowman.

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Christian Van Horn joins us for a refreshingly candid conversation about the evolving opera landscape and the challenges emerging artists face today. The renowned bass-baritone, currently performing at Paris Opera (as Philippe II in Verdi's Don Carlos), shares how traditional career trajectories have dramatically lengthened, with young artists often remaining in training programs well into their late thirties – a stark contrast to his own path.

"We are the media now," he asserts, explaining how his successful podcast (CVH Podcast) unexpectedly transformed not just his connection with audiences but his entire approach to performing. "It gave me power to be me," he reveals, describing how the confidence to be authentic on his podcast translated directly to greater artistic freedom on stage.

Our discussion ventures into provocative territory regarding talent development, with Christian offering a compelling perspective on what truly matters beyond technical proficiency. While acknowledging the solid foundation young singers receive, he argues passionately that emotional connection is what separates great singers from truly exceptional artists: "I didn't give the award to the most technically sound singers. I gave the awards to the ones that made me feel something."

The conversation also explores innovation in concert formats, the role of physical fitness in performance longevity, and the pursuit of authenticity in an industry often dominated by external criticism. Christian's insights offer a masterclass in career resilience and artistic integrity for performers at any stage. Whether you're an aspiring opera singer, established performer, or simply curious about the inner workings of classical music, this episode delivers wisdom that transcends the opera world.

Have you experienced the power of embracing authenticity in your own creative work? Share your thoughts and join the conversation.

All episodes are also available in video form on our YouTube Channel. All episodes are hosted by Elizabeth (Lizzie) Bowman.

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When David Lomelí's blossoming career as a tenor was cut short by severe health issues, he didn't leave opera—he transformed how it works from behind the scenes. This conversation takes us through his remarkable journey from a naturally gifted singer in Mexico to becoming one of opera's most influential casting directors and artistic leaders.

Lomelí brings remarkable candor to his discussion of opera's business realities. Having seen the industry from both sides of the curtain, he reveals how financial pressures increasingly drive artistic decisions, with programming often shaped more by donor interests than artistic vision (in the bigger houses). His insider perspective on casting illuminates the delicate balance between artistic integrity and economic survival that defines the contemporary opera scene.

As a self-described "specialist shopper" of vocal talent who now consults for multiple major companies, Lomelí takes us into the nerve center of opera production. He shares the challenges of assembling the perfect cast when dealing with complex scheduling, budget limitations, and the competing visions of conductors, directors, and administrators. His stories from the "room where it happens" offer rare insights into how artistic decisions are actually made.

Perhaps most compelling is Lomelí's passionate advocacy for industry-wide transformation. He makes a compelling case for opera to revolutionize its approach to media, marketing, and audience engagement—proposing an "Olympic Committee of Opera" that could unite companies worldwide under collective promotion and corporate sponsorship. His vision for opera's future embraces technological innovation and transparency while honoring the extraordinary artistry that makes this form so powerful.

Whether you're a performer seeking to understand the casting process, an arts administrator grappling with financial challenges, or simply a lover of opera curious about its inner workings, this conversation will transform how you see the art form. Listen now and join the movement to reimagine opera for a new generation.

All episodes are also available in video form on our YouTube Channel. All episodes are hosted by Elizabeth (Lizzie) Bowman.

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The digital landscape has transformed how artists connect with audiences, but what strategies actually work in today's crowded online space? Michael Morreale, digital content producer and arts consultant with experience spanning brands like CBC, Toronto Symphony Orchestra, and beyond, offers a refreshingly practical approach to arts marketing.

"Our job isn't to pitch stories to media outlets anymore. Our job is to tell our own story," Michael explains, cutting through the noise to what really matters. Drawing from his experience creating content that reached 16 million Canadians during Canada's sesquicentennial celebration, he shares actionable advice that works for organizations of any size.

The conversation explores how to build an effective digital strategy by first understanding your audience deeply. Michael reveals insights about audience research: "Look at your Google Analytics to see what people are searching to land on your website. Sometimes it's things like 'where do I find parking nearby?' This isn't what you may think of first when creating content, but if you're answering the questions your audience has, you'll develop that relationship."

Rather than chasing every social platform, Michael advocates for strategic focus, particularly highlighting LinkedIn's untapped potential for arts organizations. "LinkedIn has evolved beyond what we knew a few years ago," he notes, explaining how individual voices often outperform organizational accounts on the platform.

For artists struggling with content creation, the episode offers practical frameworks to simplify the process, including creating content categories and consistent posting schedules. Perhaps most valuable is Michael's closing advice: "There's no hack to solving these problems, but consistency is the best way to start." If you're looking to elevate your digital presence without getting overwhelmed, this conversation provides the roadmap you need.

All episodes are also available in video form on our YouTube Channel. All episodes are hosted by Elizabeth (Lizzie) Bowman.

Don’t forget to subscribe, share the love, and leave us a review to show your support—it means a lot to us!

Don't hesitate to reach out to us with guest ideas, information you'd like covered, or any ideas you might have—the hope is for this to be a continuous resource and dialogue with our listeners.

Visit TheSceneRoom.com for more information.