Shape of Sounds to Come

Faster Than Sound

Context

Faster Than Sound is a cutting edge concert and events series developed at Aldeburgh Music. Based at Snape Maltings in Suffolk, this pioneering project continues Aldeburgh Music's long tradition of giving artists the space to experiment and work in new ways, forging innovative collaborations between the worlds of classical and electronic music and digital arts to even further fields such as ecology, mathematics and electronics. Faster Than Sound brings together composers, musicians, technology and the natural world in five week-long residencies each year to create new, innovative work.

Mission and approach

Aldeburgh Music and Faster Than Sound approached WildKat PR in December 2010 to manage a press and communications campaign for all the events in the Faster Than Sound calendar. Our brief was to look further than the core classical music press that regularly covers Aldeburgh Music and its annual festival, targeting media that complemented the pioneering nature of Faster Than Sound. Our approach was to create a distinct media relations campaign for each event: In 2011 Faster Than Sound residencies varied from musical explorations of the weather and climate change; to a meeting of the Ondes Martenot (one of the oldest electronic instruments) and dubstep (one of the most talked about electronic genres of 2011); and residencies from the award-winning artist Christian Marclay and mathematician Marcus du Sautoy. In addition to securing features for individual residencies, we sought coverage for the series as a whole; exploring the new music scene and how Faster Than Sound contributes to the development of new musical styles. This tailored approach enabled us to secure relevant and influential coverage effectively. Our work with Faster Than Sound has required constant versatility and creativity, working extensively outside of the music and cultural sectors; reaching out to readers of technology, scientific, mathematic, educational and ecological publications. WildKat PR’s role in communicating the collaborative and improvisatory nature of each residency led to coverage on television, in print and online, and we continue to work with Faster Than Sound in 2012.

Achievements

Press Coverage
  • A feature in the Financial Times
  • Features in WIRED, Dazed and Confused, The Wire and more
  • A video feature on the BBC News website
  • A slot on BBC television’s The Culture Show
  • Online coverage on international arts and creative blogs including Tech in the Arts, 130BPM, LondonJazz and All About Jazz.
Creating links
  • Building lasting links and relationships with media outlets including the BBC.
  • Using media partners to run exclusive competitions and content.
Building communications strategy
  • Working closely with the Faster Than Sound marketing team and artists in residence to identify and create unique promotional tools for each event.