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MY YEAR AS A QUASI-PMD: CONNECTING FANS WITH FILM

Yesterday I realized I’ve been perched right on the edge of a trend and I have some insight of potential value to my indie filmmaking friends.  It’s from my  year working as a Producer of Marketing and Distribution for an indie documentary film - though I didn’t have that title (and still don’t) when it all began.  (Director Jon Reiss coined this PMD title at his site and in his book Think Outside the Box Office, and says it’s the new key crew role for indie filmmakers.)

It began with an invite from my brilliant then-business partner asking if I was interested in teaming up with her to help bring a full-length feature documentary film to market. And by that they meant - promote the hell out of it and help sell as many as we can BY OURSELVES.  The story was truly unique.  The chemistry between all of us was right.  I said yes. I believed in the film, I knew I could talk it up with passion, and we figured it would be a great case study in indie-marketing. (Hey we were former PR guys who loved social media.) I also figured (correctly as it turns out) that I could borrow a few tricks from the indie music-marketing industry I knew well. So we dug in.

Perhaps by luck, we got on board relatively early on - the film was still in final edit and part of our early compensation deal was we’d get a credit - I think it said “communications” - my first;)

We had no advertising budget to speak of and no distribution at first.  There was no festival circuit planned.  And I was working on the opposite coast from the rest of the film’s crew.  The director and producer were near San Francisco; I was on the East coast in Rhode Island.  The executive producer was in London.

We began brainstorming an all-out marketing campaign that would rely heavily on web 2.0 tools to spread the word and attract fans.  Some of the key tools we built into our strategy (and it was truly an evolutionary, ever-changing plan) included:

  1. Setting up Facebook accounts and starting to build our fanbase there by posting great, engaging content
  2. Developing press materials with a keyword-rich strategy to boost our online SEO and move the film’s title up the search rankings
  3. Setting up a Twitter account, seeding our name across Twitter and building a following there
  4. Cross-integrating Twitter outreach with Facebook
  5. Coordinating worldwide publicity as the film screened in London and throughout venues in the US
  6. Coordinating media and online outreach with the experts featured in the film; so their outreach expanded our efforts
  7. Developing and deploying edited video assets across online platforms, focusing mainly on YouTube
  8. Devising leave-behinds at local screenings to drive fans back online to our sites
  9. Integrating social media buttons and feeds into the film’s main website
  10. Seeding new and relevant content to our social networks and responding to our fans online
  11. Building our e-mail list by developing special promo offers and discounts on the film by opting in
  12. Brainstorming new video assets shot at screening Q & As and special events- and devising a plan to re-purpose those assets online as freebies and for-pay content that would interest our fans.
  13. An ongoing, daily effort to “actively listen” to what our fans were saying about us and to each other about the film.
  14. Working with a worldwide distributor who signed on about 5 months into the campaign - impressed by the size and growth of our online fan base and visibility
  15. Devising a strategy of “bonus content” packages that could be sold along with the film.  This included devising special codes for Facebook and Twitter fans to use, so we could drive and track traffic while rewarding loyal film followers.  Eventually we offered “from the cutting room floor” interviews; music/soundtrack material from the film and bundled these with the actual DVD to spur sales.
  16. Setting up home screening programs and using our online fan base to attract hosts - who became affiliate partners with the film
  17. Supervising publicists who were brought in at key points - though we worked as copywriters/content producers for press materials
  18. Managing outside videographers and content producers who were brought in to produce video news assets we used to promote really big screenings

We tweaked, we listened, refined and shape-shifted as our online audiences grew and grew (today there are over 6,500 people actively participating in our Facebook page), screenings sold out again and again, bloggers blogged, and DVDs sold and sold.

So Next Up - I’ll tell you why I think we met with a fairly high level of success online as a DIY operation - though it should be called a do-it OURselves job.  And as importantly, I’ll talk about what I learned in my year as the virtual host of a year-long party online.

Tip: You had better know what to DO with people once you get them at your “party.”  And you better understand what MOTIVATES them to be in the room with you….hint: like all great relationships, it’s not all about you;)

WHO ARE YOU? 25 RANDOM THINGS ABOUT ME

Social media is so personal, but so removed.  Some days you feel like you really know folks, then you wish you could get together in person to grab a drink together and share backstories and ideas. So in that spirit, I updated my “random things about me” from a long-ago Facebook challenge, and share it with you here.  It definitely takes you outside the resume box.  Here’s to knowing you all a little better.

25 RANDOM THINGS ABOUT ME

1. I was born on Thomas Jefferson’s birthday. I always thought that was cool because he was a “renaissance” kinda person, and I think I am too. And my maiden name is Thomas. Go figure.

2. I never fully recovered from losing the casting call for the Sound Of Music as a young girl with a rather pronounced lisp.

3. I trained as a lifeguard in an ice cold pond in northwestern Connecticut. I can swamp a canoe fully dressed with sneakers on and get back home safe.

4. I worked as a short order breakfast cook. I still yell “drop the toast” when the eggs go in. Breakfast for dinner rocks.

5. When I was 17 – and unrelated to above fact - I stopped eating. Most women think they’ll attract love by being thin, but I know firsthand that you attract it by loving and living who you are. Today, I eat.

6. My parents never thought I’d have kids because I hated to babysit. My 3 kids have helped me to examine, reject, and often validate many of my life’s decisions and philosophies. They are extraordinary individuals.

7. Overly-engineered to-do lists and snakes kind of freak me out. But I’m good with blood. This comes in handy in emergencies.

8. Two relatives on my mom’s side fought in the Civil War, so I guess technically I could be a member of the Daughters of the American Revolution. Given my left-leaning, liberal bent, I find this highly amusing.

9. I can redesign a room using the principles of Feng Shui. Having your pet’s ashes in your “relationship” corner is not good.

10. My amazing black lab Moxie was a dropout of the Guiding Eyes for the Blind program. She is one spectuacular companion.

11. Sometimes I feel so right brained I wonder what’s up there on the left side.

12. Once upon a time I had to pitch Fortune magazine on the benefits of a certain prostate surgery. I’ve also pitched rubber cement, crystal tchotchkes, oxygen sensors and stories on ‘how to have sex with a chronic lung condition.’ My former life as a PR chick has given me lots of material.

13. Football confuses me - badly.

14. My dad was choir director of our Congregationalist church for 30 years. At 17 I landed a gig as a pipe organist in a Catholic church. Some days I got to leave school early to play funerals and weddings.

15. My spiritual worldview is framed by my past but inspired more daily by Buddhist teachers and teachings.

16. I did drag racing promotion for a few years and totally fell in love with cars. One time at a shoot, I met Paul Newman and Tom Cruise. I’ll admit to loving the occasional cheap thrill.

17. I’m a quasi-geek and I love my Mac more than I’ll admit to most people.

18. I have finally figured out how to listen to what comes naturally. As a result, it’s a lot easier to say no to the stuff that feels shitty to do. (see #12 above)

19. If I had two hours left on Earth I’d play the piano and hug my family.

20. I can crack myself up so badly I cry while I’m laughing. My peers find this highly entertaining.

21. I love film and photography almost as much as I love music. Filmmakers are some of my favorite people.

22. I have never really been afraid of anything but being judged harshly. (see #2 above)

23. I walk, lift weights, do Pilates, laugh and meditate as a regular practice. This helps alot.

24. As I move through my days I hear a soundtrack playing. As a result of this peculiar and familiar condition, I am chasing my artistic dream of writing music for visual media.

25. On the top of my 200 year old house is an 8-sided cupola from which you can see Narragansett bay, watch the sun rise, the moon move, the tides turn, and the birds fly at eye level. It is one of the coolest places on earth to think, to write and to realize your humanity. Up there, and often – everywhere else – I am very grateful to be here with all of you.

Living Heartfully: Where Courage and Creativity Meet

I’ve been thinking lately about living more heartfully.  More “from the heart” as opposed to from the intellect, which for me is so often a stadium of disparaging voices trying to talk me into some more logical ways of living and learning and creating.

I know that when you live from the heart, or your core, you live a different kind of life. And I am pretty certain that a heartful life is a more authentic and wise one. The wisdom of the ages tells us knowledge and the power inherent in our true “selves” lies within the realm of our hearts - hence the old adage to “follow your heart” - that heart knows how to open a gateway for you to self-realization and fulfillment.

But it takes alot of courage to listen to and learn from your heart’s wisdom, doesn’t it?  Did you know the word courage derives from the French word “coeur” which translates as ‘heart?’  So living courageously is in essence living bravely from and with your heart.  ”Laisse parler ton coeur” means “let your heart speak.”  And isn’t that what the creative process is?

I say making art is essential heartfelt living.  Chakra is a Sanskrit word meaning “spinning wheel of energy”. The fourth (of seven) chakras is the heart chakra, which governs spiritual direction and wisdom. Energy centered here involves complex emotions, compassion, tenderness, unconditional love, and well-being…all key determinants to living authentically, passionately and creatively.

When you live only from your head or intellect at the expense of listening to your heart, you create a system of demands that you must always have a plan; you are trying to “beat the odds” of failure by hedging your bets and taking what you perceive to be safe, predictable paths.

But what it really implies is that you are constantly looking backwards in memory for the predictors of success instead of plunging headlong into the uncertainty that ultimately creates new energy and new creation.

A popular quote (unattributed) says “Follow your heart but be quiet for a while first.  Ask questions then feel the answer.  Learn to trust your heart.” It’s a classic meditation seeking guidance from your heart.

Steve Jobs pointed to this same wisdom in a commencement speech in 2005.  ”You can’t connect the dots looking forward,” he said.  ”You can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something — your gut, destiny, life, karma, whatever.

“Don’t lose faith,” he continued. “You’ve got to find what you love. And that is as true for your work as it is for your lovers. Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle. As with all matters of the heart, you’ll know when you find it.”

Before she became the white-hot author of the Fire Starter Sessions at White Hot Truth, blogger Danielle LaPorte told the Huffington Post: “Authenticity is the force of your nature.  When you bring all of you to the look, the feel, and the spirit of your life, your “outsides” begin to match your “insides.” And something truly magical will happen. You will continue to become even more of your self. You will have more of what you want. You will become fearless.”

I’d even say courageous.

Now let’s go for it.

4 ONLINE CASE STUDIES: GREAT MUSIC + INNOVATIVE MARKETING = SUCCESS

I believe that in the current music marketing environment, (and the business environment in general) the folks who will emerge as the highly-successful vs. the so-so successful will be the artists who combine great talent/product with really imaginative and nimble direct-to-fan campaign strategies.  So I was pretty psyched to catch this recent post by Mike King at Berkleemusic on some of the innovation thinking being inspired by folks using the new technology platform Topspin to reach out to their audiences.

If you don’t know, Topspin allows artists (or authors or filmmakers ) to launch their products directly to fans, helps you drive traffic and demand for your product, and helps you analyze and refine campaigns as they unfold.  As you read, take note of the some of the topline best practices in play here: optimizing your web presence; developing a great purchase environment,  and developing and maintaining strong and ongoing fan engagement that leads to sales.

Though I haven’t taken them, I’ve heard great reports of the Topspin courses now underway at Berkleemusic, so if you’re looking for a leg up on this platform, you might want to check them out here.  (In the spirit of full disclosure,  I do some copywriting for Berkleemusic, but don’t get any kickback from the referrals;)

Thanks (via Mike) to Peter Brambl at Topspin for the original post below:


Crush Luther

Sheila Hash has been using Topspin to set up what she calls “The Living Room Sessions” for artist Crush Luther.  “Basically, you can request the band play your living room,” says Shelia.  “You need to send pictures of the space and guarantee that at least 20 people will show up. We set up a private ticket link on Topspin and every ticket purchase gets a hard copy of the album upon arrival to the show. It’s been highly successful and the band is booked at various houses throughout the summer. They love it because it’s much more intimate and interactive than a regular show. “
http://www.crushluther.com/


Jonesez

Annmarie McMath is kickstarting a fan acquisition project for artistJonesez.  “The course was instrumental in not only honing my online marketing skills but educating my artist on best practices for social media marketing and direct-to-fan initiatives,” says Annmarie.  “We have had a steady intake of sign ups, and social media interaction is increasing. We have received a stack of great feedback from fans, musicians and others in the industry..and of course the widgets and music players have been a hit too. Thanks Topspin & Berklee.”
http://www.jonesez.com.au


Brandon Hines

Dan Conway is applying his marketing skills to student projects at Drexel University as well as his own record imprint:  “With our latest release on Drexel’s student run record label (called MAD Dragon Records), we utilized Topspin in creating a new website for the band (streaming player, mailing list, store functionality, etc.) as well as marketing the album using techniques covered in the course. Next year, I plan on incorporating Topspin into the everyday classroom through courses like Marketing and Promotion in the Music Industry and E-commerce in the Music Industry. I will also use it as our direct to fan platform for every Drexel released artist.  Along with my work at the university, I have applied the knowledge at my own record label, Revel Music Group. We used Topspin to release a free promotional “mixtape” for an R&B artist, Brandon Hines, that we have signed. We were able to grow his mailing list from 0 to over 5,300 in a few months (and still acquiring an additional 100 per week) using the email for media widget to exchange 10 free tracks for an email address. We continue to view Topspin as a large piece of the puzzle in both our distribution and marketing strategy and plan to incorporate it into all future releases.
http://maddragon.ning.com/
http://brandonhinesmusic.com/


Soul Mekanik

Ian Clifford is applying the best practices from the course to the marketing of online stores for artist Soul Mekanik. “I had some internet marketing experience already, but I had never applied it in an indie basis,” says Ian. “I learned about the process from the course. In six weeks we have added 600 fans to the email list.”
http://www.soulmekanik.com

Someday someone is going to walk into your concert hall and bring you a mind that is confused, a heart that is overwhelmed, a soul that is weary.

More often than ever, I find myself encouraging young people interested in the arts to stay with their passion and in the process, stay true to themselves. I also talk to alot of parents of young people interested in the arts, and hear them express some level of angst and fear, I think, about their offspring’s desired pursuit of a creative life. “They are who they are,” I say. “You can scare it down deep, but ultimately it’ll come back knocking…why not support what is?” Why not help a young person cultivate a lifelong commitment to their own authenticity - and in the process view their art not as a “sidebar” but as a critical, meaning-making element of life here on Earth?

So it was with great pleasure that I came upon a speech delivered several years ago by Dr. Karl Paulnack, Director of the Music Division at the esteemed Boston Conservatory, to the parents of the class of 2004’s incoming class.  As I read, nodding in agreement, I couldn’t help but wish his words could reach every young aspiring creative - and their parents - not just those families fortunate enough to have reached the doorway of BoCo.  How many would benefit from hearing these words?

“I have come to understand that music is not just “arts and entertainment” It’s not a luxury, a lavish thing that we fund from leftovers of our budgets, not a plaything or an amusement or a pass time. Music is one of the ways we make sense of our lives, one of the ways in which we express feelings when we have no words, a way for us to understand things with our hearts when we can’t with our minds.”

More young people need to be blessed with the message that their art and artistic inclinations are as valuable as those of an engineer or doctor. They need to hear the stories of creation as survival in times of war and imprisonment. Says Paulnack, ‘Art is part of survival; art is part of the human spirit, an unquenchable expression of who we are. Art is one of the ways in which we say, “I am alive, and my life has meaning.”

To the incoming class, he says ”If we were a medical school, and you were here as a med student practicing appendectomies, you’d take your work very seriously because you would imagine that some night at two AM someone is going to waltz into your emergency room and you’re going to have to save their life. Well, my friends, someday at 8 PM someone is going to walk into your concert hall and bring you a mind that is confused, a heart that is overwhelmed, a soul that is weary. Whether they go out whole again will depend partly on how well you do your craft.”

What follows is his speech in entirety, with thanks to RockOm for printing it originally.  My hope is that before you take a read, you’ll queue up one of your favorite tunes, and listen while you absorb. Then print this out and send it along to your favorite creatives…it’s a message worth repeating.

_______________________________________________________________________________
Karl Paulnack, Director
Music Division
The Boston Conservatory
8 The Fenway, Boston, MA 02215
www.bostonconservatory.edu

One of my parents’ deepest fears, I suspect, is that society would not properly value me as a musician, that I wouldn’t be appreciated. I had very good grades in high school, I was good in science and math, and they imagined that as a doctor or a research chemist or an engineer, I might be more appreciated than I would be as a musician. I still remember my mother’s remark when I announced my decision to apply to music school-she said, “you’re wasting your SAT scores!” On some level, I think, my parents were not sure themselves what the value of music was, what its purpose was. And they loved music: they listened to classical music all the time. They just weren’t really clear about its function. So let me talk about that a little bit, because we live in a society that puts music in the “arts and entertainment” section of the newspaper, and serious music, the kind your kids are about to engage in, has absolutely nothing whatsoever to do with entertainment, in fact it’s the opposite of entertainment. Let me talk a little bit about music, and how it works.

One of the first cultures to articulate how music really works were the ancient Greeks. And this is going to fascinate you: the Greeks said that music and astronomy were two sides of the same coin. Astronomy was seen as the study of relationships between observable, permanent, external objects, and music was seen as the study of relationships between invisible, internal, hidden objects. Music has a way of finding the big, invisible moving pieces inside our hearts and souls and helping us figure out the position of things inside us. Let me give you some examples of how this works.

One of the most profound musical compositions of all time is the Quartet for the End of Timewritten by French composer Olivier Messiaen in 1940. Messiaen was 31 years old when France entered the war against Nazi Germany. He was captured by the Germans in June of 1940 and imprisoned in a prisoner-of-war camp.

He was fortunate to find a sympathetic prison guard who gave him paper and a place to compose, and fortunate to have musician colleagues in the camp, a cellist, a violinist, and a clarinetist. Messiaen wrote his quartet with these specific players in mind. It was performed in January 1941 for the prisoners and guards of the prison camp. Today it is one of the most famous masterworks in the repertoire.

Given what we have since learned about life in the Nazi camps, why would anyone in his right mind waste time and energy writing or playing music? There was barely enough energy on a good day to find food and water, to avoid a beating, to stay warm, to escape torture-why would anyone bother with music? And yet-even from the concentration camps, we have poetry, we have music, we have visual art; it wasn’t just this one fanatic Messiaen; many, many people created art. Why? Well, in a place where people are only focused on survival, on the bare necessities, the obvious conclusion is that art must be, somehow, essential for life. The camps were without money, without hope, without commerce, without recreation, without basic respect, but they were not without art. Art is part of survival; art is part of the human spirit, an unquenchable expression of who we are. Art is one of the ways in which we say, “I am alive, and my life has meaning.”

In September of 2001 I was a resident of Manhattan. On the morning of September 12, 2001 I reached a new understanding of my art and its relationship to the world. I sat down at the piano that morning at 10 AM to practice as was my daily routine; I did it by force of habit, without thinking about it. I lifted the cover on the keyboard, and opened my music, and put my hands on the keys and took my hands off the keys. And I sat there and thought, does this even matter? Isn’t this completely irrelevant? Playing the piano right now, given what happened in this city yesterday, seems silly, absurd, irreverent, pointless. Why am I here? What place has a musician in this moment in time? Who needs a piano player right now? I was completely lost.

And then I, along with the rest of New York, went through the journey of getting through that week. I did not play the piano that day, and in fact I contemplated briefly whether I would ever want to play the piano again. And then I observed how we got through the day.

At least in my neighborhood, we didn’t shoot hoops or play Scrabble. We didn’t play cards to pass the time, we didn’t watch TV, we didn’t shop, we most certainly did not go to the mall. The first organized activity that I saw in New York, on the very evening of September 11th, was singing. People sang. People sang around fire houses, people sang “We Shall Overcome”. Lots of people sang “America the Beautiful.” The first organized public event that I remember was the Brahms Requiem, later that week, at Lincoln Center, with the New York Philharmonic. The first organized public expression of grief, our first communal response to that historic event, was a concert. That was the beginning of a sense that life might go on. The US Military secured the airspace, but recovery was led by the arts, and by music in particular, that very night.

From these two experiences, I have come to understand that music is not part of “arts and entertainment” as the newspaper section would have us believe. It’s not a luxury, a lavish thing that we fund from leftovers of our budgets, not a plaything or an amusement or a pass time. Music is a basic need of human survival. Music is one of the ways we make sense of our lives, one of the ways in which we express feelings when we have no words, a way for us to understand things with our hearts when we can’t with our minds.

Some of you may know Samuel Barber’s heart wrenchingly beautiful piece “Adagio for Strings” [Listen]. If you don’t know it by that name, then some of you may know it as the background music which accompanied the Oliver Stone movie Platoon, a film about the Vietnam War. If you know that piece of music either way, you know it has the ability to crack your heart open like a walnut; it can make you cry over sadness you didn’t know you had. Music can slip beneath our conscious reality to get at what’s really going on inside us the way a good therapist does.

Very few of you have ever been to a wedding where there was absolutely no music. There might have been only a little music, there might have been some really bad music, but with few exceptions there is some music. And something very predictable happens at weddings-people get all pent up with all kinds of emotions, and then there’s some musical moment where the action of the wedding stops and someone sings or plays the flute or something. And even if the music is lame, even if the quality isn’t good, predictably 30 or 40 percent of the people who are going to cry at a wedding cry a couple of moments after the music starts. Why? The Greeks. Music allows us to move around those big invisible pieces of ourselves and rearrange our insides so that we can express what we feel even when we can’t talk about it. Can you imagine watching Indiana Jones or Superman or Star Wars with the dialogue but no music? What is it about the music swelling up at just the right moment in ET so that all the softies in the audience start crying at exactly the same moment? I guarantee you if you showed the movie with the music stripped out, it wouldn’t happen that way. The Greeks. Music is the understanding of the relationship between invisible internal objects.

I’ll give you one more example, the story of the most important concert of my life. I must tell you I have played a little less than a thousand concerts in my life so far. I have played in places that I thought were important. I like playing in Carnegie Hall; I enjoyed playing in Paris; it made me very happy to please the critics in St. Petersburg. I have played for people I thought were important; music critics of major newspapers, foreign heads of state. The most important concert of my entire life took place in a nursing home in a small Midwestern town a few years ago.

I was playing with a very dear friend of mine who is a violinist. We began, as we often do, with Aaron Copland’s “Sonata”, which was written during World War II and dedicated to a young friend of Copland’s, a young pilot who was shot down during the war. Now we often talk to our audiences about the pieces we are going to play rather than providing them with written program notes. But in this case, because we began the concert with this piece, we decided to talk about the piece later in the program and to just come out and play the music without explanation.

Midway through the piece, an elderly man seated in a wheelchair near the front of the concert hall began to weep. This man, whom I later met, was clearly a soldier-even in his 70’s, it was clear from his buzz-cut hair, square jaw and general demeanor that he had spent a good deal of his life in the military. I thought it a little bit odd that someone would be moved to tears by that particular movement of that particular piece, but it wasn’t the first time I’ve heard crying in a concert and we went on with the concert and finished the piece.

When we came out to play the next piece on the program, we decided to talk about both the first and second pieces, and we described the circumstances in which the Copland was written and mentioned its dedication to a downed pilot. The man in the front of the audience became so disturbed that he had to leave the auditorium. I honestly figured that we would not see him again, but he did come backstage afterwards, tears and all, to explain himself.

What he told us was this: “During World War II, I was a pilot, and I was in an aerial combat situation where one of my team’s planes was hit. I watched my friend bail out, and watched his parachute open, but the Japanese planes which had engaged us returned and machine gunned across the parachute cords so as to separate the parachute from the pilot, and I watched my friend drop away into the ocean, realizing that he was lost. I have not thought about this for many years, but during that first piece of music you played, this memory returned to me so vividly that it was as though I was reliving it. I didn’t understand why this was happening, why now, but then when you came out to explain that this piece of music was written to commemorate a lost pilot, it was a little more than I could handle. How does the music do that? How did it find those feelings and those memories in me?”

Remember the Greeks: music is the study of invisible relationships between internal objects. The concert in the nursing home was the most important work I have ever done. For me to play for this old soldier and help him connect, somehow, with Aaron Copland, and to connect their memories of their lost friends, to help him remember and mourn his friend, this is my work. This is why music matters.

What follows is part of the talk I will give to this year’s freshman class when I welcome them a few days from now. The responsibility I will charge your sons and daughters with is this:

“If we were a medical school, and you were here as a med student practicing appendectomies, you’d take your work very seriously because you would imagine that some night at two AM someone is going to waltz into your emergency room and you’re going to have to save their life. Well, my friends, someday at 8 PM someone is going to walk into your concert hall and bring you a mind that is confused, a heart that is overwhelmed, a soul that is weary. Whether they go out whole again will depend partly on how well you do your craft.

You’re not here to become an entertainer, and you don’t have to sell yourself. The truth is you don’t have anything to sell; being a musician isn’t about dispensing a product, like selling used cars. I’m not an entertainer; I’m a lot closer to a paramedic, a firefighter, a rescue worker. You’re here to become a sort of therapist for the human soul, a spiritual version of a chiropractor, physical therapist, someone who works with our insides to see if they get things to line up, to see if we can come into harmony with ourselves and be healthy and happy and well.

Frankly, ladies and gentlemen, I expect you not only to master music; I expect you to save the planet. If there is a future wave of wellness on this planet, of harmony, of peace, of an end to war, of mutual understanding, of equality, of fairness, I don’t expect it will come from a government, a military force or a corporation. I no longer even expect it to come from the religions of the world, which together seem to have brought us as much war as they have peace. If there is a future of peace for humankind, if there is to be an understanding of how these invisible, internal things should fit together, I expect it will come from the artists, because that’s what we do. As in the Nazi camps and the evening of 9/11, the artists are the ones who might be able to help us with our internal, invisible lives.”

Karl Paulnack, Director
Music Division
The Boston Conservatory
8 The Fenway, Boston, MA 02215
www.bostonconservatory.edu