Creating A Promo Video For An Orchestra With A Union Media Agreement


By: Jonathan Eifert

In: Marketing & Communications, PR & Media,

Video content is a superb way to garner engagement on Facebook. Clearly, you can use videos to promote across social media, but it works particularly well on Facebook.

Recently, I was tasked by the Allentown Symphony Orchestra to promote their concerts. One concert featured the three-time Grammy Award-winning saxophonist Branford Marsalis playing with the ASO.

Perhaps other marketing people can empathize when I say it’s hard to create from nothing. In other words, what does a marketing/communications/PR person do when there is barely any video footage that’s legally allowed to be published?

Due to orchestra unions, copyrights, performance agreements, etc., it can be very difficult to market a concert using video footage.

One option is to create a video using available classical video footage of an artist and visuals of the ensemble. Here are the results from two promo videos that showcase the saxophonist while providing visual acknowledgement to the orchestra.

Video #1

Saxophonist Branford Marsalis to perform with Allentown Sympho…

WATCH: Three-time GRAMMY Award winner Branford Marsalis joins us for our opening gala! You certainly don’t want to miss this defining event in downtown Allentown.TICKETS Saturday, October 15 Sunday, October 16 call the Box Office: 610-432-6715Concert Sponsor: Alvin H. ButzConductor Sponsors: Senior Solutions, OFFIXMedia Series Sponsor: WDIY 98.1 FM

Posted by Allentown Symphony Orchestra on Tuesday, October 4, 2016


Video #2

We're less than one week away from our spectacular opening gala at Miller Symphony Hall. Join legendary saxophonist Branford Marsalis in this unforgettable program of Villa-Lobos' Fantasia for Saxophone and Orchestra and Bachianas Brasileiras No. 5. Also on the program, the Allentown Symphony Orchestra performs Beethoven’s mighty Symphony No. 3 “Eroica” that many people will recognize from movies such as the King’s Speech starring Colin Firth.TICKETS Saturday, October 15 Sunday, October 16 call the Box Office: 610-432-6715Concert Sponsor: Alvin H. ButzConductor Sponsors: Senior Solutions, OFFIXMedia Series Sponsor: WDIY 98.1 FM#Allentown #PA

Posted by Allentown Symphony Orchestra on Sunday, October 9, 2016


I secured permission to use video footage of Mr. Marsalis taken from different performances, separate from the ASO. Then, I used a combination of photos, audio, and existing video footage to stitch a promo together for the concert using iMovie.

It’s not perfect, but if you are creating from nothing and have a zero-dollar budget to create said video, this is the best option from my perspective.

The end result? The first video garnered over 8,300 views and the second over 7,300.

In upcoming posts, I want to explore other ways in which I used videos to promote artists on Facebook.

Photo of author
Jonathan Eifert
Trained as a classical pianist, Jonathan realized early in his career he preferred the business of music, rather than making music professionally. He moved to London to study arts management and after a series of successful encounters, returned to the U.S. to build his PR firm. People in the industry started hearing about his work and innovative approach to PR. Word travelled fast and projects began. Work started at his kitchen table in a leafy Philadelphia suburb. Fast forward to the present day, Jonathan is based in New York City. As needed, he provides on-site client visits around the United States, but most projects are maintained remotely through a strong infrastructure of digital platforms and global contacts. Over the years he has enjoyed providing marketing, communications, and PR support for the Cleveland International Piano Competition, Portland Piano International, Allentown Symphony Orchestra, Golandsky Institute at Princeton University, Philadelphia Young Pianists' Academy, and Pianofest in the Hamptons. Jonathan previously worked at IMG Artists (London) and Astral (Philadelphia). He now serves clients throughout the U.S. as the founder of Jonathan Eifert Public Relations. He is an associate member of the Grammy Recording Academy and regular contributor to Jonathan completed his Master of Arts degree in cultural policy and management (arts administration) from City, University of London—specializing in classical artists’ brands and their development. He holds his Bachelor of Music degree from Cairn University. Jonathan is a board member of Living the Classical Life and member of Astral's Institutional Advancement Committee. Learn more on
Author Archive

Leave a Comment