ArtsLab

By far the largest group persecuted during the Holocaust was Jewish. But others perished at the hands of the Nazis, including some of the most creative voices of Europe from the gay/lesbian/ bisexual/transgender community. Honoring those voices with its UNsilenced performances in January 2010, One Voice Mixed Chorus––Minnesota’s GLBTA Chorus––touched audiences in ways that transcended words. The performances broke all previous attendance records and engendered audience response on a scale never before experienced.

According to Artistic and Executive Director Jane Ramseyer Miller, the organization experienced “a breakthrough” while planning UNsilenced. To address the possibility that difficult subject matter would deter audiences, Kathy Graves, a partner at Parenteau Graves Communications, worked with the organization’s staff to convey the show’s essence. Together they perfected an appealing description focusing on “hope and resistance.” The powerful message—just three sentences—consistently appeared prior to the concerts in e-blasts, posters, Facebook, Twitter, paid MPR advertisements, pod casts, and singers’ distribution to their social circles. Jane believes that the strong unified message along with creative and compelling programming contributed to record ticket sales.

Jane credits ArtsLab’s philosophy, training, and materials for encouraging the chorus to enhance interaction with its current and potential community. The consultant, funded by ArtsLab, taught One Voice the value of a pithy, repeatable message, a lesson that will influence the way all future concerts are communicated to a widening audience.

You may hear more about this event at Minnesota Public Radio as well as at One Voice Mixed Chorus.