T R A I L E R M U S I C anon.
PARTNERSHIP KIT
Concert at fortyfivedownstairs, Dec 2013
Who is anon.?
anon. is a chamber music group. Founded in 2013 by violinist Thomas Lo and pianist Nicole Tj, anon. serves as a platform for innovative collaboration with top young musicians and other creatives alike in and reimagining the concert experience for a new generation of classical music audience.
Classical music.
Creative ideas.
We don’t do pop covers and don’t write our own songs. The music is well and truly ‘classical’ - from the masterpieces of Beethoven to Debussy; from the Argentinian tangos of Piazzolla and minimalist Phillip Glass, to contemporary Australian composers.
Here’s where we feel classical music has suffered a bad rep. And rightfully (or stubbornly) so. To us the idea of creative collaboration with design, photography and more is only natural. We are out to bend the invisible barriers and reimagine the classical music experience for a young and receptive audience.
CURRENT PROJECT: TRAILER MUSIC
What if we created a film inspired by music, instead of the way around?
3 musicians. 6 film makers. 30 days. 1 film. In this film & music project initiated by anon., 6 emerging film makers come together to create a serie of short films based on and set to Melbourne composer Nicholas Buc’s cinematic piano trio, ‘Trailer Music’. The culmination of these visual responses produce a feature film that will be presented as part of anon.’s concert experience in August 2015.
Listen at projectanon.net/tr ailermusic
OUR AUDIENCE 75%
of our audience are
under 35
years old. This is cultivated
through intimate concert settings and events, and wide use of social media. We are proud to have at least one-third of the audience being
timers
first-
to classical music performances, and continuously aim to
maintain our reach within a young audience.
P r i m a r y A u d i e n c e
S e c o n d a r y A u d i e n c e
Our primary audience are typically
Middle aged families, typically
culturally
young
successful professionals
adults under 35, with graduate
with school-going children who
and
are
diverse,
post-graduate
degrees.
learning
music. They
are
Majority are not musically trained,
avid supporters who are keen to
though generally have an interest
develop their own learning as well
in creative arts and design. They
as
also enjoy social events
exposure among their children.
over food and are technology savvy.
cultivate
interest
and
0-18 months in a snapshot
PROJECTS:
FASHION:
5 concert series with 520
Kuwaii, Gary Bigeni, Christina
overall attendance
Exie and Kara Liu.
CROSS-GENRE:
MEDIA COVERAGE:
fashion film, animated video,
Herald Sun, Limelight Magazine,
creative photoshoots
3MBS FM, Cut Common, ArtsHub
PERFORMED
at:
fortyfivedownstairs, Hamer Hall, Melbourne Recital Centre, MYER Chadstone
DIGITAL STATS: 630 Facebook Likes 1798 Website unique visitors 250 EDM subscribers with 4 4.6% average open rate
Partnership Exploring the intersectionS of classical music and creative collaboration, anon. is at the forefront of a deeply rooted genre long overdue for a change, with access to an audience who are young, creatively curious, and open to new experiences.
anon. is able to present you with a unique platform for alignment. We can work in collaboration with your editorial and creative team to produce exclusive editorial content tailored to suit your objectives.
Your brand can be exposed to the following benefits:
Branding
Build strong alignment with acknowledgement in film credits Access to exclusive content aligned with Broadsheet’s readership
Marketing
Access to anon. database for promotional purposes Integration across social media platforms
Event activation
Product and/or brand placement at events
Publicity & acknowledgement
Creating profile via acknowledgement on all print and online collateral, including but not limited to postcards, programs, media releases, eNews, Facebook
Networking
Complimentary tickets to engage with audience Invite to media/program launches
ENDORSEMENts ‘They are individually excellent musicians, and in addition take an imaginative curatorial approach to the artform.’ - Anna Goldsworthy (Artistic Director, Port Fairy Spring Festival) ‘(meetings) have revealed a strong drive and willing determination to produce new and innovative ways of showcasing classical music.’ - Nicholas Buc (Composer/Conductor)
‘anon. recognises that live concerts are as much visual as they are audio, and created a refreshing spin on what you might expect from a classical music performance.’ - Uma Muthia (CutCommon)
Contact Nicole Tj Co-Founder, Director 0431 373 553 projectanon@live.com.au facebook.com/projectanon projectanon.net/trailermusic