Snapchat is a domain ruled by celebrity royalty like DJ Khaled and Kylie Jenner, as well as engagement machines like Buzzfeed and MTV. There’s a reason everybody’s getting on board: Snapchat boasts a jaw-dropping 8 billion video views per day and rising. It’s the messaging app whose 100 million daily users spend an average of 30 minutes a day using it.
So…. question: with all that action, where are the classical musicians?
The answer? Hiding in plain sight. Like elusive forest creatures, there are indeed a few (though not many) classical musicians and symphony orchestras lurking on Snapchat. We can only assume this is temporary. The platform presents a huge opportunity for fan recruitment.
In the meantime, Classical Dark Arts did some foraging, and some crowd-sourcing, and came up with the best classical music Snapchat accounts (in no particular order). We’ll update this list as new ones come to light.
(For the CDA roundup of killer classical Instagram follows, click here.)
The Atlanta Symphony Orchestra
Snapchat username: atlantasymphony
The Atlanta Symphony Orchestra is a formidable orchestral presence on Snapchat. Last week the ATL Symphony was snapping sneak previews of Mark Grey’s “The Frankenstein Symphony,” a piece they later premiered. That’s some high-level access. Best of all they’re responsive and solicitous. They want to hear from fans.
Here’s what Atlanta Symphony Marketing Coordinator K.C. Commander told me in an email:
Like many orchestras, our audience is older. The majority of our social communications happen through Facebook and Instagram, because, for the most part, that’s where our “socially” active audience interacts with ASO content. However, Snapchat has been a great way to communicate with the younger generation. But for us, that also includes the 20-30 year olds that are on Snapchat, too.
Indeed! Snapchat has Millennial users for days. In case you’re interested, we’ll be running the entire behind-the-scenes interview with the Atlanta Symphony’s K.C. Commander in the next CDA Mailer. Sign up here so you don’t miss it.
TwoSetViolin: Brett Yang & Eddy Chen
Snapchat usernames: Brettybang & Eddy.Chen
You’re getting a two-violins-for-one deal on this. Brett Yang (pictured) and Eddy Chen are better known as the duo TwoSetViolin. They’re young, ferociously talented, and they’re baller at Snapchat. After just a couple days you’ll see why they’re a must-follow.
Los Angeles Philharmonic
Snapchat username: LAPhilharmonic
The mighty Los Angeles Philharmonic will not be left behind in a battle for social media supremacy. Their account is in its infancy, but the LA Phil digital team hit the ground running. Here’s Celeste Tabora, Director of Digital Initiatives, explained the LA Phil’s Snapchat strategy:
[W]e just wanted to do something new and fun – so we didn’t spend dedicated time researching other accounts. NPR’s is really interesting, we love what they do on many social platforms. DJ Khaled of course has one of, if not the biggest Snapchat account[s] and it’s interesting to see how he utilizes it but we didn’t model our activities after him.
What was the reaction like from fans?
[W]e didn’t think it would be so popular right from the start! We’re very lucky in that our fans are fun and are always looking for new ways to connect – just like we are.
Add them for behind-the-scenes orchestra shots, and savor Disney Hall snaps along the way.
Snapchat username: lindseyviolin
Violinist Lindsey Stirling is a genius at marketing and fan engagement, so it’s no surprise Sterling is also a Snapchat savant. Stirling posts mainly candid shots like this one, and seems as comfortable here as she is on Instagram, Youtube and Twitter. As to whether or not Stirling is strictly a classical musician, well ….. I leave that up to you.
Snapchat username: mackeycomposer
Composers snap too, and John Mackey is holding it down for classical tunesmiths. His snaps are entertaining: last week there was a night shot of Harvard’s Sanders Theater while snowflakes fell, and this week a screenshot of a Scottish home shopping network. It’s only a matter of time before we get a glimpse of the composing process, too.
Snapchat username: Juilliardigital
It makes sense the world’s preeminent conservatory would get out in front of the Snapchat trend. It’s unclear how often Juilliard/Digital’s account is updated, but based on past activity it’s worth a follow. Never know when it will roar to life.
Snapchat username: raychenviolin
A late entry to the list! Violinist Ray Chen has built a cult of Facebook followers with live streams and joke-y videos. (Oh, with exciting performances, too.) This week saw the irrepressible Chen joining Snapchat and immediately posting videos with the guys from TwoSetViolin. That’s some classical celebrity convergence, friends.