Orchestras Seek BFF by Cellphone Texts

Even the tradition-bound classical music world has embraced the democratizing influence of new technology, allowing audiences to participate in programming in a way that would have been unthinkable a short time ago. It is less surprising that music organizations are using the technology to sell themselves or raise money.

To one degree or another, many orchestras have experimented with audience texting, a subject that was discussed at a meeting of marketers and public relations executives from the League of American Orchestras in the fall of 2008.