Mar 28, 2019

There’s nothing more satisfactory than watching a person sat in the Auditorium of Barcelona for the first time being moved by the Titan Mahler’s symphony. That audience member belongs to the over 110.000 people that come to listen to the Orquesta Sinfónica de Barcelona & Nacional de Catalunya (OBC) every year. And each of these audience members is unique to us.

Moving from global communications to micromarketing; from the orchestra notoriety to detailed Audience management; from branding to subscription; from Mahler to The Lord of the Rings”.

About 2 years ago we had the need to boost the OBC. We had to, the OBC was literally disappearing from the city’s imaginary! And this time we needed it to be cool, we needed people to be amazed, we wanted an orchestra that connected with people and to do so through symphonic music, which was what we best thing we knew how to do. If today there are thousands of people amazed by Shostakovich, there are many more thousands that don’t know they would love Shostakovich if they had the chance to enjoy it. And there’s the challenge, Are we able to seduce them? How do we do it? And how do we get them to come back? Who could be the Pied Piper of Hamelin? … And suddenly it came to my mind… What do the Holst’s Planets and the original movie soundtrack of Gladiator have in common? The answers in this video of Valentí Oviedo (Former CEO at L' Auditori y de la Orquesta Ciutat de Barcelona i Nacional de Catalunya, Spain) in #MarketingArtes16 (Madrid).


Valentí Oviedo

Former CEO at L' Auditori y de la Orquesta Ciutat de Barcelona i Nacional de Catalunya, Spain

Valentí Oviedo (Manresa, 1977) is the CEO of the Auditorium and Orchestra of Barcelona Consortium. Before that, he was CEO at Teatre Kursaal of Manresa during 5 years and worked for corporations such as Siemens or Reckitt Benckiser in marketing and controlling departments.

Valentí has a UAB bachelor degree in Business Administration and an IE MBA Master’s degree and an IESE PDD Master’s degree.

During these last years he has been leading L’Auditori and the Orquesta Sinfónica de Barcelona y Nacional de Catalunya one of his objectives has been to increase the interest and curiosity for symphonic music, putting in place new marketing, communications and programming policies in order to achieve it.



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