When the government cut grants to school music programs, the Regent Park School of Music swiftly took matters into their own hands.An amazing audio idea was created in Toronto recently.
Most music lessons cost upwards of $80 an hour. The Regent Park School of Music wanted to remove that barrier for kids who come from low-income families and teach music for $1 or $2 an hour instead. But when the school could no longer rely on government funding, it had to figure out a way to support itself.Together with advertising agency BBDO Toronto, they created a library of original music tracks performed by the kids at the Regent Park School of Music.
But it was their marketing strategy that was so smart. They didn't target the public with the music. Instead, they targeted musicians.