The Missed Opportunity That’s Right in Front of You

Most music directors don’t think of themselves as marketers. You’re busy enough managing rehearsals, balancing the budget, and making sure your students are prepared for performances. The last thing you want to add to your plate is figuring out how to “market” your program—it’s just not your focus.

But here’s the truth: you’re already doing marketing.

Every time you send out a concert flyer, post a schedule update on social media, or ask parents to share information with their networks, you are promoting your program. The problem is, most of these efforts are one-and-done. A flyer gets thrown away. A social media post is buried in the algorithm. A word-of-mouth mention disappears after a conversation.

But there’s one marketing tool that lasts far beyond the performance and keeps working for you automatically—concert recordings.

The right video, shared in the right way, can increase student recruitment, build community support, strengthen funding efforts, and even help secure local business sponsorships—all without adding extra work to your plate.

So if you’re not using video marketing to your advantage, you’re leaving a powerful tool on the table.

Why Most Music Programs Struggle to Gain Support

Every music director knows the struggle: money is always tight, and music programs constantly have to justify their value.

• You’re competing for budget dollars with sports, academics, and other extracurriculars.

• Parents are supportive, but they don’t always understand what the program needs.

• Administrators respect what you do, but they’re focused on numbers—attendance, retention, and funding.

• Local businesses could be potential partners, but most don’t even know your program exists.

And to make matters worse, music programs don’t have built-in marketing like sports teams do. Schools promote football and basketball games as major community events, but concerts often come and go with little attention outside of the music families.

So how do you fix this? How do you get more people to pay attention, engage with your program, and support it?

The answer is strategic video marketing—using your concert recordings as a tool to increase visibility, connect with more supporters, and even secure funding.

Why Video is the Most Powerful Tool for Your Program

Music is an experience—it’s something people hear and feel. And nothing captures that experience better than video.

A well-recorded performance video is more than just a keepsake. It’s a marketing tool that can:

Showcase your program’s quality and growth over time.

Create a compelling reason for parents to stay involved and engaged.

Help prospective students (and their families) see the value of joining your program.

Demonstrate to administrators why your program deserves more funding.

But Here’s What Most Directors Miss:

• A concert video isn’t just for the night of the performance—it can be used again and again to strengthen your program’s presence.

• The more a performance is shared, rewatched, and talked about, the more it builds excitement and momentum for your program.

• And most importantly, businesses want to be attached to content that gets seen—which is where sponsorships come in.

Without a strong video strategy, most music programs are missing out on free visibility that could help them grow.

How to Use Concert Videos to Gain More Support

Recording a concert is just step one—what you do with the video afterward is what really makes a difference.

Here’s how to maximize your concert recordings and use them to increase engagement and funding:

1. Make Your Videos Easy to Find and Share

• Post highlights and full performances on YouTube and Facebook (two platforms that favor longer videos).

• Share short clips on Instagram and TikTok for quick engagement.

• Send the video out through email newsletters to parents, alumni, and boosters.

• Make sure your school’s website has a “Past Performances” page featuring your best recordings.

2. Engage the Community with Every Post

• Don’t just post a video—start a conversation.

• Good caption example: “We’re so proud of how the band sounded in this performance! What was your favorite piece from the concert?”

• Tag students, parents, and school accounts so they reshare it and increase visibility.

3. Use Video to Strengthen Funding Requests

• When asking for funding or booster support, include a past concert video to show what they’re investing in.

• Example: “Last year, our program performed at an incredible level—check out this recording! With your support, we can continue providing students with experiences like this.”

• A well-produced video makes your program feel bigger, stronger, and worth supporting.

By following these steps, you’re making sure your concert recordings aren’t just forgotten files—they become a key part of growing your program.

Why Businesses Will Pay to Sponsor Your Concert Videos

Here’s What Most Music Programs Get Wrong About Sponsorships

Most directors assume businesses support music programs out of charity—but that’s not how sponsorship works.

Businesses don’t just want to donate. They want visibility and access to a valuable audience.

And that’s exactly what your concert recordings provide.

When a business sponsors a concert recording, they get:

• Logo placement at the start and end of the video.

• A live-streamed video premiere that reaches thousands of local families.

• Ongoing exposure every time someone replays or shares the performance.

• An opportunity to engage directly with parents and students at the concert.

A well-done sponsorship isn’t just “supporting the arts”—it’s a strategic marketing move for businesses.

The Sponsorship Model That Works

Instead of just asking businesses for a donation, offer them:

✔ Exclusive branding in the concert video.

✔ A personalized thank-you message in the recording.

✔ The ability to reach a large local audience that values community involvement.

This isn’t about begging for money—it’s about offering businesses a smart way to connect with local families.

Get a Sponsored Recording for Your Next Concert

If you’re not using your concert recordings as a growth tool, you’re leaving opportunities and funding on the table.

On June 5th at 8:00 PM, I’m hosting a free live webinar where I’ll walk you through:

How to get local businesses to sponsor your concert recordings—without extra work on your part.

The biggest mistakes music programs make when asking for funding—and how to avoid them.

How to turn your concert videos into a tool that helps your program grow.

This webinar will only be available to those who register, and spots are limited. If you want to learn how to make your concert recordings work for you without stressing over funding, this is your chance.

Sign up for the webinar now to be first in line when the Lieber Media Sponsorship Program opens for new schools!

Let’s make sure your next concert is professionally recorded and completely paid for—I’ll show you how on June 5th.