The Marketing of Concerts in London 1672–1749

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Purpose – This paper explores the nature of the marketing of London concerts 1672–1749 examining innovations in the promotion and commodification of music.
Methodology/approach – It takes as its basis 4356 advertisements for concerts in newspapers published in London between 1672 and 1749.
Findings – Concert promoters instigated a range of marketing strategies in an effort to attract an audience which foreground those found in more recent and current arts marketing practice. Musicians promoted regular concerts with a clear sense of programme planning to appeal to their audience, held a variety of different types of concerts, and made use of a variety of pricing strategies. Concerts were held at an increasing number and range of venues and complementary ticket-selling locations.
Originality/value – Whilst there is literature investigating seventeenth- and eighteenth-century concert-giving from a musicological perspective (Johnstone, 1997; McVeigh, 1989b; 1993; 2001; Weber, 1975; 2001; 2004a; 2004b; 2004c; Wollenberg and McVeigh, 2004), research on marketing of concert-giving lacks detail (McGuinness, 1988; 2004a; 2004b; McGuinness and Diack Johnstone, 1990; Ogden et al., 2011). This paper illustrates how the development of public commercial concerts made of music a commodity offered to and demanded by a new breed of cultural consumers. Music thus participated in the commercialisation of leisure in late seventeenth- and eighteenth-century England and laid the foundations of its own development as a business.
Original languageEnglish
Pages (from-to)449-471
Number of pages23
JournalJournal of Historical Research in Marketing
Issue number4
Early online date4 Sept 2020
Publication statusE-pub ahead of print - 4 Sept 2020

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