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.
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.
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.
