The folks at Tafelmusik succeed year after year not only with great music (they are among the best that Toronto has to offer) but also with the novel ways that they come up with to connect the music of the past with what is happening here and now in our world. They have achieved this through collaborations with new composers; placing their work in the context of festivals of art like the Metamorphosis festival that draws from new and old works; and now with a fun contest that is powered by the popularity of YouTube and karaoke. Great marketing ideas like this should be celebrated. What makes this one great is that it isn’t just about getting bums in the seats for Tafelmusik’s Messiah this season (not that selling tickets isn’t important) but we are all tired and burned out by clever marketing that is just about “buy, buy, consume, consume”. This campaign is qualitatively different: it is about getting people singing and involved in the arts. That’s important at so many different levels.

If you love to sing and aren’t shy check out Tafelmusik’s website for all the information on the contest.

Bread and Roses Life, L. Rogers

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