Gulbenkian música

: digital transformation in classical music

Abstract

This Dissertation examines the strategic transformation of the Calouste Gulbenkian Foundation's Music Department, focusing on its shift from traditional marketing methods to a comprehensive digital marketing strategy. Under the leadership of Chief Marketing Officer Nuno Prego, the Foundation successfully navigated the challenges of low occupancy rates, declining revenues, and an aging audience by embracing digital transformation and innovative programming. Key initiatives included the creation of a unified digital presence, active engagement on social media platforms, and the use of data analytics to inform marketing strategies. The case also explores the introduction of new concert formats designed to attract younger audiences and the appointment of a charismatic young conductor, Lorenzo Viotti, which significantly boosted audience engagement. Additionally, the case highlights the impact of digital tools such as live streaming in extending the reach of classical music performances globally. The success of these strategies underscores the importance of adaptability, audience diversification, and the integration of new technologies in maintaining the relevance and financial sustainability of cultural institutions. Including a Literature Review on relevant topics and a Teaching Note to assist instructors in preparing the in-class Case discussion, this Case Study serves as a valuable resource for students and professionals in arts management, strategic marketing, and non-profit management, offering insights into the effective management and modernization of cultural organizations.

Date of Award	1 Jul 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Magalhães Guedes (Supervisor)