Back on the risers: rebuilding your choir & community during Covid-19
We’ve just come through one of the most challenging times in choral music, and it’s not over yet. The good news is that choir didn’t die, it was re-imagined and has emerged again with new skills, and an even deeper appreciation and commitment to community. As you move into this next stage of re-opening, things will feel different, because they are.
Recruitment of new and returning members
Some choirs have continued to meet, virtually or in small groups, throughout the pandemic, but many have been operating at very limited capacity or not at all. You might be surprised to find that not all of your loyal choristers come back right away, or that the demographic of your choir has shifted somewhat (if only temporarily). Expect the unexpected, be prepared to change your plans, and allow room for the mixed bag of emotions that may come with all of these changes.
Plan something extra exciting!
There’s no better way to re-engage and recruit members than by planning something extra special to make your big comeback. If a big splashy concert isn’t feasible, how about bringing in a well known vocal coach, composer or artist to lead a workshop for your members, or planning a weekend retreat?
Choose repertoire carefully
Choose a few songs that people will be excited to learn. Know the demographics of your members and choose songs that will be appealing to them. Now is a good time to bring back a few of your ‘greatest hits’ from past seasons, you could even poll your membership about what songs they want to revisit!
Pitch the community ‘culture’
Right now, the culture and community connection is what people are looking for. They care about finding a welcoming and engaging community even more than (dare I say it?) the music! Try a community focused recruitment drive, that tells people why your group is the most fun, the most caring, the most wonderful place to be. Ask your long-term choristers to record a testimonial about how amazing you are, and share this video online. Do a funny parody and post it to IG TV or TikTok. People want to connect with the INDIVIDUALS that make up an organization, and they’re more likely to join when they feel a personal connection with those people.
Know your brand and take a stand
“Know your brand” is not only for commercial businesses and sales marketing. Your brand is your public face, like the book cover of your organization. Your brand tells people who you are, what you do, and what you value.
Covid-19 was just one major global upheaval brought to us by 2020. Over the last 18 months we’ve also taken a hard look at ourselves and our society - systemic injustices, structural racism, wealth disparity, climate change, and about a dozen other major issues. I’m not here to tell you WHAT to care about, but I am going to tell you to care about SOMETHING - publicly!
In a study done by the Corporate Executive Board, “shared values” was listed as the number one reason people felt connected to a company. Find causes to engage in, talk about things that you think are important, and let people know what you stand for!
People will want to join, engage with, and support you if they know your values are aligned with their own.
Open house rehearsal
If your rehearsal venue is spacious enough, you can host an open house during one of your rehearsals, and invite potential choristers to attend. Prioritize working on some of your favourite, most exciting repertoire on this day, and provide them with some music so they can sing along. Assign a few trusted choir representatives to check in and engage with the potentials during break, and report back to you. Make sure you have them leave their name and contact info so you can follow up the next day!
‘Bring a friend’ incentive
Consider offering an incentive for members to refer a friend. It could be as simple as a pair of free tickets to an upcoming concert, or a discount on membership fees.
Make use of free advertising and create promotional opportunities
Social media, local news outlets, event listings, choral affiliations. Spread the word about your choir in whatever way you can. Pitch a story of interest to the arts editor in your local paper, plan a free performance in a public space (like a flash mob!) and have someone film it live to post on social media.
Consider a gentle re-entry for chorus members
Some choral groups might choose to program a more relaxed season, with a focus on reconnecting and reengaging members. Here are some things you might do with a gentle re-entry program.
Spend more time on vocal technique, connecting breath, body and voice
Many of us have hardly sung in the last 18 months, and are feeling out of practice and disconnected from our voice. Jumping right into difficult repertoire could cause vocal fatigue or straining. Consider including at least 30 minutes (or more) of vocal technique in your rehearsal plan.
Repertoire selections: songs that are meaningful, poignant or fun, or “greatest hits”
Choose songs that will uplift and energize your choir. Now is the perfect time to break out some old faithfuls and “greatest hits” from your group’s history, or pick music that you know your singer’s will love. Music is an incredible balm in difficult times, and singing themes of community, hope and comfort will help create a safe and healing space for your group.
Plan for a relaxed concert/performance, or no performance at all.
This option isn’t for everyone, but it definitely is an option. If concert revenue isn’t essential to your operations, consider forgoing or downsizing your performance this year. This will shift the purpose of your rehearsals from “performance/concert ready” to “connected and engaged”. It will ease the burden on your members and your staff and give you more time and energy to dedicate to building your community.
Include more social time and engage your members in other activities.
Give people an opportunity to open up about what the past 18 months have been like for them. Your choristers have varied experiences, and need to know that their community is there to support them. People are starved for socialization and meaningful connection, and creating opportunities for these things will do more to ensure your choir’s triumphant return than any piece of music. Some activity suggestions: small groups & connection circles, social events outside of rehearsal, sing-a-long, songs-by-request rehearsal
Overall, I think we are returning to the risers with a deeper gratitude and appreciation for our community and the importance of music in our lives. Sometimes we don’t truly understand the value of something until it’s taken away. The choral community is staging a comeback! Let’s use what we’ve learned to re-imagine and re-shape it stronger than ever.
