“Street Pianos Boston Festival”: the consumers’ involvement

 

What is the best way to celebrate a really important birthday? Here’s the idea of the Celebrity Series of Boston for its 75 years of activity.

Imagine walking along the streets of Boston and, after going round a corner, suddenly a beautiful colored piano appears on the pavement .

How would you react?

Don’t worry, it’s not because of what you ate for lunch!

The piano you see is one of the 75 instruments (easy to remember: one for every year of activity!) set all around the city of Boston. If you’ ll take a closer look, you surely will notice the text “Play me- I’m Yours!”: such is the title of this installation, created in 2008 by artist Luke Jerram and diffused all over the world.

Anyone who finds a piano on his way can take time, stop walking and start playing.

Bringing this installation to Boston from the 27ᵀᴴ of September to the 14ᵀᴴ of October for a “Street Pianos Boston Festival” is the brilliant idea employed by the Celebrity Series to attract public for its important anniversary.

The Celebrity Series of Boston is a non-profit organization, established in 1938 by pianist Aaron Richmond, with the aim of promoting and presenting performing arts.

In order to pursue the mission of this association, every year about 100 concerts and events take place and, in those 75 years of activity, many important artists have performed, such as: Sergej Rachmaninov, Francis Poulenc, Vladimir Horowitz, The Trapp Family Singers, Isaac Stern, Martha Graham and Company, Glenn Gould, Maria Callas, The Bolshoi Ballet, Messiaen, Dizzy Gillespie, Jacqueline Du Pre, Luciano Pavarotti and many others.

The Street Pianos are linked also to the vision of the Celebrity Series, which is “…a community of Greater Boston where the performing arts are a valued, lifelong, shared experience -on stages, in schools, in homes– everywhere”.

The fusion of those two art expressions can be seen as an example of emotional marketing.

The attention of consumers of the “Celebrity Series” product is captured by those strange pianos found in unconventional places and they are attracted in first-person into music production.