Under your guidance, Music in the Regions has become an important addition to the classical music touring opportunities for classical musicians throughout our state…Thank you once again, for the passion and commitment you have brought to this initiative.

The Hon Ben Franklin MLC, past Minister for Aboriginal Affairs, Arts, Regional Youth and Tourism. February 2023.

Music in the Regions

Create NSW provided seed funding to set up a new entity, Music in the Regions in response to an identified gap in the presentation of classical music across NSW. Janine Collins and J9, was appointed founding Executive Director. The brief was to expand the reach of classical music and build new audiences in regional and remote NSW.

Approach

Operational systems were set up such as premises, brand and website build, strategy, PR plans, stakeholder engagement,  financial systems, data management, staff recruitment, governance and reporting.

Unlikely infrastructure such as railway platforms were activated. Partnerships were formed with community, local business and councils.  Tailored marketing campaigns supported every tour.

Impact

Within six months of launching, survey results showed that up to 48% of respondents had not been to a classical music concert in that area before and 62% of venues had not presented classical music performances.

New touring routes were established creating opportunities for artist development and employment.

Regional economic benefits included new cultural tourism, income for local businesses, social cohesion and community fundraising.