Piano, 2017

 All photos taken at Source Park by Alex Brattell

Hastings International Piano Concerto Competition links with Source Park to reach out to a new audience.

MSL Digital, with the Hastings International Piano Concerto Competition, helped to consolidate and broaden the audience for classical music at the Source Park in Hastings.

On 14 February Source Park, the world’s largest subterranean skate park, was the setting for a very unusual event. Freestyle BMXers and skateboarders were able to hear former HIPCC winner, Alexander Panfilov, killing it on the keyboard of a grand piano while they shredded the vert. Putting the grand piano into the extraordinary Source Park was about taking serious music out of the concert hall and placing it in a completely different setting and context, shaking up pre-conceptions of what and where classical music belongs.

We also facilitated live-streaming of the competition from the White Rock Theatre to Silverdale Primary Academy in St Leonards, to Hastings Pier Cafe and, of course, to the world.


And, working with The Audience Agency and Technology Box Limited, MSL has piloted a new model for combining footfall data (digitally mapping visitors’ presence by WiFi) with conventional approaches to audience data gathering (such as surveys). By using WiFi access points at the White Rock Theatre and the Source Park, we were able to record where visitors to the events were and how long they stayed. As a result of the new model, we are now able to learn more about HIPCC’s audience and how to develop it for future events.

For more information about the Hastings International Piano Concerto Competition and for links to the live streaming events, click here.

Piano was funded by Arts Council England, Hastings Borough Council, and East Sussex Arts Partnership.

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