Gina Bachauer International Piano Foundation | Case Study
148,000 Webcast Views — Tripling Previous Cycles — for the Bachauer
The Organization
The Gina Bachauer International Piano Foundation, based in Salt Lake City, presents one of the most respected piano competitions in the United States, attracting exceptional young pianists from around the world. The Bachauer had strong artistic credibility and a loyal regional following — but its digital reach did not match the caliber of its programming.
The Challenge
Webcast viewership in previous competition cycles had plateaued. The Bachauer's visibility beyond its regional base was limited, and there was no established relationship with international music press. The competition needed a marketing partner who could expand its audience globally — and do so in the midst of pandemic-era disruptions that made digital presence more critical than ever.
The Strategy
Gold Sound Media developed a multi-channel marketing strategy encompassing video-first social media and paid advertising designed to drive webcast viewership. A media partnership was brokered with International Piano magazine — the premier piano publication in the world — extending the competition's visibility to a global audience of pianists, presenters, and industry professionals. Paid campaigns were hyper-targeted to reach piano and classical music audiences worldwide, maximizing the effectiveness of every advertising dollar.
The Impact
In the inaugural 2021 engagement, webcast views reached 148,000 — tripling previous competition cycles. Social media impressions surpassed 1.4 million. The International Piano partnership gave the Bachauer sustained editorial visibility in the most influential piano publication globally.
The Bachauer has since returned to Gold Sound Media for two additional competition cycles — making this one of the firm's longest-running organizational partnerships.
The Takeaway
A competition's reputation is built on stage. Its audience is built online. The Bachauer's webcast viewership had plateaued for years — until a strategic marketing approach tripled it in a single cycle. The programming didn't change. The visibility did.
What the Client Thinks
"Jonathan Eifert and Gold Sound Media have been instrumental in guiding our efforts to stay connected to the international music world through this time of pandemic. Even with the delays and complications of not being able to hold live piano concerts and competitions, Jonathan found creative ways to promote our events, reach new audiences, shape messaging to appeal to diverse groups, and maximize the effectiveness of every advertising dollar spent. Thanks to his extensive efforts and in-depth knowledge of the classical music world, our online views reached impressive numbers, often tripling those from previous years. I heartily recommend him to all those hoping to create the most impact for their events!"
— Kary Billings, Executive Director, Gina Bachauer International Piano Foundation