William Norris Arts Management
Hello! I’m a cultural consultant providing services ranging from strategic planning through to copywriting. I’ve worked in leadership roles for Scottish Ensemble, Southbank Sinfonia and Tafelmusik Baroque Orchestra, (Toronto), and developed the groundbreaking audience development programme The Night Shift during ten years with the Orchestra of the Age of Enlightenment. I am currently Chair of Nonclassical. You can find out more about me and my services below.
About Me. I’ve worked both sides of the Atlantic in arts leadership, marketing, communications, audience development and programming roles, and spent nine months working and learning as part of the Kennedy Center Arts Management Fellowship in Washington DC. Career highlights include the development of the Orchestra of the Age of Enlightenment’s (OAE) revolutionary series, The Night Shift, developing student programmes NOISE and Attitude at the London Philharmonic and OAE, increasing ticket sales by over 150% at the OAE, recruiting Music Director Elisa Citterio at Tafelmusik and leading a focus on equality, diversity and inclusion at Southbank Sinfonia. If you really want to read my whole bio you can do so below…
Services
Audience Focus and Insight
A hallmark of my career has been enabling organisations to gain an understanding of their audiences, potential and current, and tailoring their communications and artistic offerings to them - from an audience, not organisational, perspective.
Interim Leadership
If you find yourselves between CEOs or General Managers then I, with my experience of business change, can step into the breach and provide your organisation and team with support and direction.
Marketing
A skilled marketer, from print to digital. If you have an event to sell or a marketing plan to write, I can help.
Copywriting
I’ll break the mould of your copywriting - it’s time to break free from the dull tyranny of ‘exciting’ performances and ‘spirited’ symphonies! Talk to your audience like they’re humans, not other arts marketers.
Evaluation
Assistance with gathering data on audiences and participants through surveying, focus groups and research.
Development / Fundraising
At its core fundraising is about….friend-raising. Again, it’s about understanding people’s needs and motivations and tailoring your ask to that, whether it is an individual, foundation or corporation. I can design your membership programme, refine and develop a pitch to a potential corporate partner or write a trust, foundation or public funding body application for you.
Strategic Planning
I can help you to develop your business or strategic plan, making sure it is a living, useable document for everyone in your organisation. I have developed strategic plans for the OAE and Tafelmusik and can combine that practical, on-the-ground experience with the valuable theory of The Cycle, Michael Kaiser’s theory of successful arts management, learnt while at the Kennedy Center.
Project Management
I can oversee your event, be it a fundraising ‘bash’ or a concert, from inception through to evaluation.
General Management
If your organisation needs short or long term assistance with general administration or management I can help.
Also
Governance, branding, PR, internal comms, Social Media management, facilitation, classical music artistic direction, advice on the best plants for your office…
Biography
William is a recognised leader in the field of arts and orchestral management, marketing and audience development.
Mostly recently, William has been Chief Executive (Maternity Cover) of Scottish Ensemble, and prior to this was Managing Director of Southbank Sinfonia. While with Southbank Sinfonia he spearheaded a new emphasis on equality, diversity and inclusion, forged a new partnership with conductor André de Ridder, the Southbank Centre and BBC Radio 3, with a new series of live versions of the cult Radio 3 show, Unclassified, secured the ensemble’s debut appearance at the BBC Proms and programmed new commissions from composers including Nicole Lizée and Gabriela Lena Frank.
Prior to this he was Managing Director of Tafelmusik Baroque Orchestra in Toronto, where he oversaw the recruitment of Music Director Elisa Citterio, introduced Haus Musik, an immersive concert experience for new audiences, developed a new strategic plan for the organisation, initiated a sold-out series of chamber music concerts and forged new artistic partnerships.
In over ten years with the Orchestra of the Age of Enlightenment, he developed The Night Shift, a ground-breaking series attracting new, younger audiences, as well as reshaping the Orchestra’s public image and presiding over a 150% increase in ticket sales. Prior to this, at the London Philharmonic Orchestra, he launched the NOISE student programme, the first of its kind in London.
In 2013 William completed the Arts Management Fellowship at the Kennedy Center, Washington DC, and was a 2014 Fellow of the International Society of Performing Arts. He holds an MA in European Cultural Policy and Administration from the University of Warwick. A regular public speaker and writer, William has given presentations for the Canadian Arts Summit, Association of French Orchestras, Royal College of Music, Mitos 21 Theatre Network, European Union Youth Orchestra, British Council (London and Brazil), Classical:Next and the Association of British Orchestras, as well as contributing to debates, writing for the Guardian and Spectator online and with media appearances including Sky News, BBC Radio 4 Today programme, CBC and NPR.
William is Chair of new music organisation Nonclassical and is a trustee of the National Children’s Orchestra.