The number 1 thing you MUST do before commencing any new promotion

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Last week I talked about the number one thing you must do before launching a project. If you fail to do this, you won’t get the results you desire.

So, what is it? It’s so simple, and yet it’s sometimes more challenging to identify than we care to admit. It’s CLARITY. I’m talking about clearly identifying the OUTCOME you want, and your big reason WHY you want this outcome. Don’t make it overly complicated; in a sentence or two describe what it is you want and why in such a way that you engage emotionally with the outcome. You see, we have all made these big promises and set these major goals (New Year Resolutions anyone?) but all too often we don’t see them through. The reason is often not lack of discipline but lack of support on a daily basis.

Let´s say you have this big vision for a promotion you want to do. It could be a concert, an upcoming event or launch of some kind. Now, take out a piece of paper and write down exactly what you want to do and why. Do you have a time frame in mind? Add that too. You don’t have to have all the details of the plan in place just yet, but by knowing where you want to go and when, you can then add the missing pieces in an aligned way where it all fits in with the bigger picture.

Make your vision compelling and attractive, something you would be willing to fight for – and be inspired by – on a daily basis. Also, identify several goals within the project; Creative/Artistic, Financial, Educational, Development goals (for instance, the development goal could be to organise a list of media contacts, audience goers etc as a result of this particular promotion). Again, keep it simple and to the point. You don’t want any confusion about what it is you are setting out to do. And you should be able to easily explain it to anyone who asks.

An inside tip is to not only be clear about what you want to achieve, but also what you are willing to sacrifice to get to the goal. This, my friend, is one of the biggest lessons to learn. One which will dramatically improve your results. Let’s face it, all too often it sounds exciting at the start but then things happen along the way that knock you off balance and you lose momentum and motivation. You might fall ill, another big and time consuming job comes up, a close relative needs your support, your children are on school holidays and you have no childcare to back you up etc; these are all things that slow you down. Identify potential internal and external challenges and problems within the project beforehand and have a think about how you plan to handle them. For a live event, one challenge could be that the majority of people are away on summer holiday at the time of the event, which might affect ticket sales. How could you overcome that? Do more marketing and PR beforehand? Fine tune your offering to attract the people who are in town? Another thing stopping you is that you might have to increase your marketing efforts and you don’t particularly like doing that. So the sacrifice could be to set aside 30 mins first thing every morning to focus your attention on ticket sales, social media marketing and PR outreach.

Do you have an upcoming promotion that you are about to set in motion? Remember: the clearer you are about your goal and the sacrifices you are willing to make in the process, the more likely you are to succeed.

Now go out and SHINE. The world needs you.

Keep making magic!

Sofie Haag
Founder, From Sweden Productions

Hugo Ticciati with Dame Evelyn Glennie at Kings Place, 27th April 2016

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We are delighted to announce that we have partnered up with Hugo Ticciati’s and his orchestra O/Modernt to support on the promotional side for his upcoming concert at Kings Place in April 2016.

You can download a flyer HERE

More information about the concert below:

O/Modernt with Hugo Ticciati + Evelyn Glennie: ‘Mindstream’
Music / Wednesday, 27 April 2016 – 8:00pm / Hall One
Online Price: £16.50 – £34.50 | Savers £9.50*
Kings Place website

Askell Masson Prim
Orchestral Improvisation
Jill Jarman Mindstream (UK premiere)
James Tenney Having Never Written a Note For Percussion
Tchaikovsky Serenade
O/MODERNT Kammarorkester
Dame Evelyn Glennie percussion
Hugo Ticciati violin
David Lundblad conductor

‘We should learn how to look at life as streams of being, and not as separate entities. You of this moment are no longer you of a minute ago. There is no permanent entity within us, there is only a stream of being.’
(Thich Nhat Hanh Buddhist monk, teacher, writer, peace campaigner)

Dame Evelyn Glennie joins O/MODERNT Kammarorkester, under the direction of Hugo Ticciati, on a journey inspired by the hope to live in the moment, as the flow of music carries us out into the waters of the present impermanent.

Masson’s arresting work for solo snare drum leads directly into a free, orchestral improvisation. This is followed by the UK premiere of Jill Jarman’s Mindstream, a double concerto for violin, marimba/vibraphone and orchestra. A stream of musical consciousness in continual flux, Mindstream reflects, in part, the Buddhist view of impermanence, which implies not only change but also a ceaseless letting go. Relinquishing grief, anger, love, joy and finally ego, we can, as the idiom suggests, wholly let ourselves go and experience life as joyful abandonment. Musically, the listener is invited continually to let go of motif, idea, phrase and finally an entire soundscape in order to remain fully present in the passing moment.

DIY Promotion Tips!

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Adee

Image: TalentCoach: Adée

Welcome and thank you for visiting this new blog, dedicated to empowering cultural professionals with their promotions and creative businesses.

This is a very exciting moment for me. For a long time I have wanted to create a DIY Promotion Platform sharing cutting edge strategies, tips and tricks that I have picked up along the way and that I know work (and don´t work!) to help people such as yourself successfully set up successful promotions for you and your creative business organisation and projects. I want to help you be at the forefront of new technology and at the same time be able to use them to your advantage in a genuine and authentic way.

The reason for this is that I truly believe that arts and culture are necessary for a healthy society. It brings people together from all backgrounds and connects us on an individual and collective level with something higher than ourselves. Very often in our industry there is a lot of talk about “lack”. Lack of money, lack of resources, often waiting for someone else to “discover us” etc. The good news however is that with the internet of things we are able to create our own media empires and control our own content, without the approval of anyone else. And this in turn means that it is easier than ever to attract large audiences and even start as entrepreneurs, where we are in charge of our own businesses from start to finish.

Does this resonate with you? Would it be of help to you if we on a weekly basis shared strategies and case studies to help you get noticed, build your fan-base and make it financially sustainable at the same time? All of this for free, no catch. Only with a deep desire to be of service to you to help you shine. Deal? If so, read on and comment below so that we know what problems and challenges in particular you are facing and how I and we at From Sweden Productions can be of help.

So, first of all – let me introduce who we are to give you a feel for what we do.

I founded From Sweden Productions in 2009 with the aim to promote Swedish Performing Arts, Media and Entertainment abroad and we have since produced and promoted several large-scale and high profile concerts, productions, festivals and events in London and internationally.

It has been a great journey so far. As part of this, we are currently working on several wonderful projects including promotion of Swedish Musical Star, Fred Johanson in relation to his West End production, Sunset Boulevard, with Glenn Close in April. Other clients include one of Europe’s leading classical music ensembles, Camerata Nordica ,and the exciting Kalmar-based music project, Talent-Coach, which is making a big noise with their artists including Swedish rising star, Adée, who performed at South by Southwest in Texas earlier this month.

What we have noticed over these past years, is that there are so many amazing artists and creative projects out there that deserve to get noticed but they just don’t know how. To be able to serve more people in our industry, we are therefore now opening up a free DIY Promotion blog section, to be able to share the latest strategies and tools with all of you, so that you can successfully promote yourself and your upcoming promotions.

We will also share with you our inside tips and tricks as a producer and promoter, which we use our-selves for ourselves and our clients.

So, whether you are a musician, singer, choir, ensemble, festival, producer, promoter or even an arts organisation, this blog is dedicated to you and your success!

Topics we will cover are branding, PR and marketing strategies, how to attract large audiences, online promotion, revenue making strategies and much more. Based on what you want to hear more of, we will also aim to answer your questions to empower you on your creative journey.

No. 1 in successful promotion of any business, production or personal brand is to be consistent and reliable. We are therefore committed to blog once a week from now on, on Tuesdays starting today.

I, Sofie, have a personal goal as well. One of my business mentors challenged me to scale things up and find a way of helping 80 people in my main niche, which is the cultural and creative industries. (So far we have been working with clients one to one.) Since I specialise in Arts and Business, this is something I am very passionate about. This blog is part of that quest, in a humble attempt to be of value to you, dear reader.

Stay tuned for next week, where I will be talking about the number one thing you MUST do before you start any project. Fail to do this, and you are our of business even before you got started.

In the meantime – have a great week ahead and please post comments below so that we know what topics you would want us to cover (please note, no spam or self promotion.)

Thank you.

To your success!

Sofie Haag
Founder, From Sweden Productions

Swedish Musical Theatre Artist Fred Johanson to star in West End-musical opposite Glenn Close

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Sunset BoulevardWe are proud to have been chosen to work alongside Swedish Musical Star Fred Johansson to support him on the promotional side for his appearance in Andrew Lloyd Webber´s Sunset Boulevard, opposite Olivier Award-winning hollywood actress Glenn Close and a stellar London-cast incl. Michael Xavier and Siobhan Dillon in the leading roles.

Fred Johanson (Max Von Mayerling) has starred in several major musicals in both his native Sweden as well as the West End including Peron in Evita, Javert in Les Miserables, Old Deuteronomy in Cats, Reverend Shaw in Footloose, The Beast in Disney’s Beauty and the Beast, Louis B. Meyer in Garbo, Frollo in Notre Dame de Paris as well as Max in Sunset Boulevard at the Gothenburg Opera. He played Pontius Pilate in Jesus Christ Superstar both on stage and in the 2001 film version and as a soloist he has performed at the Royal Albert Hall, the National Concert.

The semi-staged production, which is set to have its opening night at the London Coliseum on April 4 2016, is the second collaboration between English National Opera and the GradeLinnit Company following the success of the critically-acclaimed, sold-out production Sweeney Todd with Bryn Terfel and Emma Thomson in the inaugural production of their partnership.

Fred Johanson said: “We are now three weeks into Sunset Boulevard rehearsals with the fantastic cast starring Glenn Close, and will next week be going into our wonderful venue, the Coliseum, which is very exciting. I’m thrilled to be part of this production as it will no doubt be extraordinary and unique in every way! If you get a chance, go and see it!!”

Sofie Haag, Founder and Director at From Sweden Productions said: “Fred is a much-loved musical theatre artist with several big roles on stage and screen under his belt, and we are incredibly honoured to have been chosen to support him with his promotion now that he returns to London´s West End. He is a wonderful person to work with, highly professional and always striving for top quality in everything he sets his mind to. This is a top class production, and we cannot wait for the show to premiere in April!”

With music by Andrew Lloyd Webber and book and lyrics by Don Black and Christopher Hampton, Sunset Boulevard is produced by arrangement with The Really Useful Group Ltd and is based on the original Paramount film by Billy Wilder.

Lonny Price will direct the strictly limited run of 43 performances at ENO’s London Coliseum which begins on 1 April 2016 with press night on 4 April 2016 at 7.30pm and will have its final performance on 7 May 2016. The full ENO orchestra will appear on stage alongside the cast in this semi-staged production. Orchestrations are by David Cullen and Andrew Lloyd Webber with choreography by Stephen Mear, set designs by James Noone, costume designs by Tracy Christensen, Glenn Close’s costumes designs by Anthony Powell, sound by Mick Potter and lighting by Mark Henderson. Musical Director is Michael Reed who also conducts.

For full cast and production details, see the official UK press release below.
For full Swedish press release and press pics in Swedish, click HERE.

www.fredjohanson.com
www.facebook.com/fredjohanson
www.twitter.com/fredjohanson

Media contact and press photos:
Sofie Haag, From Sweden Productions
Tel: +44 79 7210 4125, E. sofie (at) fromswedenproductions.com
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Official press release, UK (with special thanks to Premier Communications):
MICHAEL XAVIER, SIOBHAN DILLON AND FRED JOHANSON JOIN GLENN CLOSE IN SEMI-STAGED PRODUCTION OF ANDREW LLOYD WEBBER’S SUNSET BOULEVARD

Michael Xavier, Siobhan Dillon and Fred Johanson will join Glenn Close in Sunset Boulevard,the second production in the partnership between English National Opera (ENO)and the GradeLinnit Company. With music by Andrew Lloyd Webberand book and lyrics by Don Black and Christopher Hampton, Sunset Boulevard is produced by arrangement with The Really Useful Group Ltd and is based on the original Paramount film by Billy Wilder.

Lonny Price will direct the strictly limited run of 43 performances at ENO’s London Coliseum which begins on 1 April 2016 with press night on 4 April 2016 at 7.30pm and will have its final performance on 7 May 2016. The full ENO orchestra will appear on stage alongside the cast in this semi-staged production. Orchestrations are by David Cullen and Andrew Lloyd Webber with choreography by Stephen Mear, set designs by James Noone, costume designs by Tracy Christensen, Glenn Close’s costumes designs by Anthony Powell, sound by Mick Potter and lighting by Mark Henderson. Musical Director is Michael Reed who also conducts.

Close, Xavier, Dillon and Johanson are joined by a Company including Julian Forsyth as Cecil B DeMille, Mark Goldthorp as Sheldrake, Fenton Gray as Manfred, Haydn Oakley as Artie Green and James Paterson as Jonesy. Further company members include Carly Anderson, Jacob Chapman, Ria Jones, Katie Kerr, Aaron Lee Lambert, Vicki Lee Taylor, Jo Morris, Ashley Robinson, Gary Tushaw and Adam Vaughan. Final casting will be announced shortly.

In her mansion on Sunset Boulevard, faded, silent-screen goddess, Norma Desmond, lives in a fantasy world. Impoverished screen writer, Joe Gillis, on the run from debt collectors, stumbles into her reclusive world. Persuaded to work on Norma’s ‘masterpiece’, a film script that she believes will put her back in front of the cameras, he is seduced by her and her luxurious life-style. Joe becomes entrapped in a claustrophobic world until his love for another woman leads him to try and break free with dramatic consequences.

Glenn Close, making her West End debut as well as her first reprisal of the role for UK audiences, plays faded silent movie star Norma Desmond, for which she has previously won a Tony Award, a Drama Desk Award, a Los Angeles Drama Critics Circle Award and a Dramalogue Award for the Broadway production directed by Trevor Nunn.

Michael Xavier (Joe Gillis) is currently playing the role of Gaylord Ravenal in the critically acclaimed musical Show Boat at the Sheffield Crucible. His other theatre credits include Suffolk/ George of Clarence in Sir Trevor Nunn’s production of The Wars Of The Roses at The Rose Theatre, Emmanuel Schikaneder in Emmanuel and Eleonore (workshop) directed by Sir Trevor Nunn and composed by Stephen Schwartz, John Wilkes Booth in Assassins at the Menier Chocolate Factory, Sid Sorokin in The Pajama Game at the Shaftesbury Theatre, Captain Von Trapp in the Sound of Music at the Regent’s Park Open Air Theatre, Cornelius Hakl in Hello Dolly at the Leicester Curve Theatre, Oliver in Love Story at The Duchess Theatre (Olivier Nomination-Best Actor in a Musical), Wolf/Cinderella’s Prince in Into The Woods at Regent’s Park Open Air Theatre (Olivier Nomination-Best Supporting Performance in a Musical), Curly in Oklahoma! at the Chichester Festival Theatre, Sir Galahad in Spamalot at The Palace Theatre, Raoul in The Phantom of the Opera at Her Majesty’s Theatre, Bob Baker in Wonderful Town for the Royal Exchange Theatre, James Prince in Soho Cinders, Sky in Mamma Mia and Freddy in My Fair Lady. His television and film credits include Tom in Never Let Go (Latitude Films), Rob in Gnomeland (Short) and The Muppets..Again! (Disney). Michael has also hosted the UK Theatre Awards, West End Live and the Olivier Awards at the Piazza.

Siobhan Dillon (Betty Shaefer) was a finalist on Andrew Lloyd Webber’s How Do you Solve A Problem Like Maria? on BBC1. Her theatre credits include Sandy in Grease at the Piccadilly Theatre, Vivienne Kensington in Legally Blonde at the Savoy Theatre, Molly Jensen in Ghost The Musical at the Piccadilly Theatre, Ellen in Miss Saigon at the Prince Edward Theatre and Sally Bowles in the UK tour of Cabaret.

Fred Johanson (Max Von Mayerling) has starred in several major musicals in both his native Sweden as well as the West End including Peron in Evita, Javert in Les Miserables, Old Deuteronomy in Cats, Reverend Shaw in Footloose, The Beast in Disney’s Beauty and the Beast, Louis B. Meyer in Garbo, Frollo in Notre Dame de Paris as well as Max in Sunset Boulevard at the Gothenburg Opera. He played Pontius Pilate in Jesus Christ Superstar both on stage and in the 2001 film version and as a soloist he has performed at the Royal Albert Hall, the National Concert Hall Dublin, the Berwaldhallen and the Stockholm Concert Hall. He has released two solo albums and reached number one in the Australian charts with the group Scandal’us, achieving double platinum status. He has also written songs for ABBA’s Annifrid Lyngstad.

Tickets for Sunset Boulevard are £12 – £105, with 400 seats at £25 or less including 100 at £12 for every performance.

Based on Billy Wilder’s classic film, Sunset Boulevard originally premiered in London at the Adelphi Theatre in 1993, where it ran for almost four years and played to nearly two million people. It went on to open on Broadway in 1994 to what was then, the biggest advance in Broadway history, $37.5million.

Sunset Boulevard will be presented by Michael Linnit and Michael Grade for Gate Ventures PLC with ENO. Johnny Hon as Executive Producer.

In March 2015 ENO and the GradeLinnit Company presented the critically acclaimed sell-out run of Sweeney Todd with Emma Thompson and Bryn Terfel in the inaugural production of their partnership.

LISTINGS INFORMATION

Theatre: English National Opera, London Coliseum, St Martin’s Lane, London WC2N 4ES
Dates: 1 April – 7 May 2016
Press night: 4 April 2016 at 7.30pm
Performances: Monday – Saturday at 7.30pm, Tuesday and Saturday matinees at 2.30pm
Prices: £12 – £105.00, plus booking fee (no booking fee in person at Box Office)
Box Office: 020 7845 9300
Website www.eno.org
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FROM SWEDEN. WITH LOVE
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