Social media · Reels · Events · 2022
Pianola Museum
Putting a hidden music museum on the feed.
ROLEMarketing & Events Coordinator
WHENFebruary – September 2022
MY WORKReels (filmed and edited), content strategy, event series
WHERESpecialist music museum, Westerstraat, Amsterdam
01 — The idea
A small museum with a concert programme few people knew about. I made Instagram its front door, and brought it a new audience.
70×
growth in online reach
Reels
filmed, edited and posted by me, introducing each performer and their music
2
recurring event series launched, from programme to on-site
02 — The reels
Made to make a small concert feel worth crossing the city for.
Short vertical videos that put the performer and the room first. Each one introduced a musician, their programme and the museum’s self-playing pianos, posted on a steady rhythm so the account kept showing up in people’s feeds.
03 — How it worked
Three rules for a museum nobody had heard of.
Performer first
Every concert introduced through the musician and their music, not a date and a price.
A steady rhythm
A content calendar and consistent posting, so the museum kept appearing in people’s feeds.
Read the numbers
Weekly analytics to see which videos reached new people, then more of what worked.
04 — 1922: a musical time machine
A concert series where the audience dresses the part.
Together with the museum team, I helped shape a new concert format for autumn 2022. The museum needed to bring audiences back after the Covid closures, reach a younger crowd and make the most of what makes it unique: 40,000 music rolls and the self-playing pianos that read them.
The answer was a series of costumed concerts set between Art Nouveau and Art Deco, 1900 to 1930, when automatic pianos were everywhere. When we tested the idea in vintage communities online, the response was immediate: people wanted to come, and bring their friends.
i.
Step into 1922
Guests come in vintage costume; staff, bar and hosts are costumed too, and modern objects disappear.
ii.
Only acoustic
Music from pianola rolls and at least one gramophone recording per night, with a live guest musician.
iii.
Parlour to dance floor
A short parlour concert, then the chairs move aside for 100-year-old dance music.
iv.
Built to be shared
A photo and video shoot, Instagram and TikTok content, bilingual leaflets and posters for vintage shops, plus a period mood board to guide costumes.
From the leaflet
“Come, and travel with us in our musical time machine. Experience the fin de siècle and the roaring twenties. You are part of the experience, in your vintage look.”
1922 Costumed Concert Series, Pianola Museum, 2022
Let’s connect: verakarulina1@gmail.com