Archive Article - Fall 2000

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AUGUST 29, 2000.

Pianist Daniel Pollack’s Innovative New Web Site

The implications are huge. To date, the classical music industry, in large part, has shied away from tapping technology as a source for innovative marketing. Now, listening to performing artists on the Web is earmarked to promote, rather than reduce, attendance at concerts. The internet can assist concert organizations in marketing their concerts, encouraging concert-goers to be familiar with their lineup of performers.

Moreover, bookers for concert organizations will have a new resource from which to select artists, rather than solely be dependent on managers’ choices for ‘flavor-of-the month" soloists. They can actually hear and view for themselves, rather than book from subjective opinions and hearsay.

Additionally, concert-goers who check out artists on the Web will be able to make a more informed choice as to what concerts they wish to attend and have a more intimate knowledge of an artist that they do go to hear, as in the Pollack case.

Developed by the Los Angeles-based web design firm Info 2, President Arnie Boyarsky commented on the unusual aspects of dealing with the classical music world. "We have designed for Pop artists such as jazz musician Chico Freeman, but entering the classical music arena with an interactive site that uses the latest technology is entering untested ground. It is a question of leading the way gently so that acceptance is smooth."

Said Daniel Pollack, "The problem with classical music is that the audience is not as technically-focused as the pop world. As such, considerations for ease of viewing were important."  Pollack’s manager, John Claassen of NY-based Pentacle Music said, "We hope that the classical audience will get as enthusiastic in using the Web as a means to get to know the performers as the pop world is. We are not there yet, but hopefully soon. The Pollack site is a step in a new direction for this audience."

About Daniel Pollack

Pollack’s critically acclaimed concert career has taken him worldwide across five continents, where he has appeared in major music centers as soloist with orchestra or in recitals. He is much in demand on juries of top-level International Piano Competitions. He has been on the visiting faculties of The Juilliard School as well as Yale University and holds a resident position at the University of Southern California in Los Angeles.