I recently had the good fortune of my name appearing on a poster in the NYC subway for the first time. More people in my own age bracket responded to this advertisement than to any other listing I’ve ever gotten—comprising the coveted “young people who don’t necessarily rush to buy every new David Lang album, and in fact may not have even heard of David Lang” demographic. And the audience ended up packed with those very people.
I’ve made fun of BAM’s subway posters in this space before (that’s because they were terrible), but I think they’re a great music-PR strategy, especially when deployed on the G line, where one is bound to spend dozens of minutes on the platforms staring at the advertisements. I remember seeing a Chamber Music Society subway poster a few years ago featuring the excellent cellist Nick Canellakis, and maybe one with Wu Han in a red drapery? Classical presenters should clearly be doing more of this!