Cleveland International Piano Competition | Case Study
1,400% Reach Increase, a First-Ever Webcast with The Cleveland Orchestra, and a Carnegie Hall Debut
The Organization
The Cleveland International Piano Competition (CIPC) is one of the leading piano competitions in the world, attracting top young pianists from across the globe. Presented by Piano Cleveland, the competition had deep roots and strong artistic credibility—but its national and international visibility did not match the caliber of its programming or its association with The Cleveland Orchestra, one of America’s greatest ensembles.
The Challenge
CIPC needed a major visibility upgrade. The competition had a loyal local following but limited reach beyond Cleveland. International press coverage was minimal. Social media was an afterthought. And the competition’s webcast—a critical tool for global audience development—had no distribution partner capable of reaching the international piano community at scale.
The Strategy
Gold Sound Media deployed a multi-channel approach spanning media relations, social media management, and strategic partnerships. The media relations effort extended to both U.S. and U.K. press, with in-person meetings in Europe to cultivate relationships with international journalists and, critically, with medici.tv—the leading classical music streaming platform.
On the ground during the three-week competition, Gold Sound Media coached the internal team on social media strategy and created content designed to drive both engagement and webcast viewership. A music journalist was arranged to be on-site for the full duration of the competition—producing an in-depth report subsequently published in International Piano magazine, the premier piano publication in the world. This was a first for CIPC: sustained, dedicated coverage from a journalist embedded throughout the entire event, published in a globally distributed UK-based magazine that reaches the pianists, presenters, and industry figures who shape careers.
The engagement extended beyond the competition itself. Gold Sound Media managed publicity for high-profile events during CIPC’s season, including Martha Argerich’s first-ever Cleveland appearance alongside Sergei Babayan at Severance Hall (October 2017)—a landmark moment for the organization. Gold Sound Media also provided publicity for the 2016 competition winner, Nikita Mndoyants, surrounding his Carnegie Hall debut at Weill Hall in June 2017—ensuring that CIPC’s investment in launching a winner’s career received the visibility it deserved.
The Impact
Facebook reach increased by over 1,400% through a combination of paid and organic content—a direct result of on-site coaching and strategic content creation during the competition.
Gold Sound Media brokered a partnership between CIPC and medici.tv, resulting in the competition’s final round becoming medici.tv’s first-ever webcast featuring The Cleveland Orchestra. This partnership gave CIPC a global distribution platform it had never previously accessed.
Media coverage appeared in The Huffington Post, The Plain Dealer, Pianist magazine, International Piano, Cleveland Classical, Bachtrack, Slipped Disc, and additional outlets.
The Takeaway
The right partnership can redefine an organization’s reach overnight. By connecting CIPC with medici.tv and embedding international press coverage into the competition’s DNA, Gold Sound Media did not just increase visibility—it gave the competition permanent infrastructure for reaching the global classical music audience.
What the Client Thinks
“Working with Jonathan during my time at the Cleveland International Piano Competition was transformative for the organization. Jonathan brought a fresh perspective, great energy, and a willingness to go above and beyond to achieve our goal of broadening the reach of the CIPC brand. Thank you, Jonathan, for your amazing work!"
— Pierre van der Westhuizen, former Executive Director at the Cleveland International Piano Competition; Director, Gilmore Piano Festival