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!