Melbourne Symphony Orchestra
Listening to be heard...
Victoria’s state orchestra has a long and storied history. When its identity was in question, Envelope wanted to listen to everyone.
We started with face-to-face interviews with players; conductors; management and the board; long-time subscribers; first-time audience members, front- and back-of-house staff; and anybody else who might have valuable insights. The findings informed a lengthy stakeholder report for the Board. Staff workshops to review the report’s recommendations were next and the subsequent findings were distilled into three guiding principles that are the foundation of the next chapter of MSO’s story.
Returning to the MSO after 25 years was an incredible opportunity to redefine its identity and help build broader audiences. In the 90s, I was producing MSO’s black and white press ads for the Herald Sun and The Age. This time, the task at hand was all the more complex. Relishing the challenge, I set about listening to anyone and everyone they would let me interview. We also took the time to review local and international cultural institutions producing a 300 page report that helped MSO understand what their peers were up to. In the end, it felt good to stand back from this body work and let others add their creativity into the mix.
Another project…
Musica Viva Tasmania
Enriching communities...