US orchestra changes its name – from dumb, to dumber
NewsT
he New Jersey Symphony Orchestra has just concluded an expensive rebranding and is about to change its name. These exercises cost tens or hundreds of thousands of dollars.
See what they have come up with, then wonder if that is money well spent.
Press release:
NEWARK, NJ—The New Jersey Symphony today launches a new brand to better reflect the institution’s innovation, evolution, warmth and bold vision. To develop this new brand, the Symphony partnered with brand strategy firm Sametz Blackstone Associates and conducted focus-group studies with institutional stakeholders and community members to inform the project’s direction.
New approaches to storytelling, a simplified brand architecture and a new system of visual expression better project who the New Jersey Symphony is and how it continues to evolve. The name change, from New Jersey Symphony Orchestra/NJSO to New Jersey Symphony, allows the Symphony to build its brand equity and elevate awareness and recognition of the institution’s musicians and programs.
President & CEO Gabriel van Aalst says: “This new branding is vibrant and exciting, much like our incredible musicians, Music Director Xian Zhang and the dynamic musical experiences we create. We have made great strides as an organization to become more relevant and more accessible to our communities. We felt our branding should match and reflect that, and this reinvigorated visual identity better positions us to communicate who we are and how diverse audiences and communities can engage with us.
“I know this new brand will open people’s minds to what it is like to have a world-class orchestra in their backyard in the great state of New Jersey, and I hope this will inspire audiences to hear this spectacular orchestra in action.”
Roger Sametz, CEO of Sametz Blackstone Associates, adds: “New Jersey Symphony is one of the most innovative orchestras we’ve worked with—an organization that even through this pandemic has continued to increase its commitment to its community, to inclusion and to top-notch artistry. But its brand was under-presenting this gem. An evolved vision, new name and messaging—coupled with a bold, energetic system of visual expression—now better position New Jersey Symphony to continue its impressive trajectory.”
The orchestra doesn’t have the best record—between President who resigns because of previous child sex abuse conviction and the ill-advised instrument purchase from the tropical fish expert.
“Vibrant and exciting”indeed…LOL
Wow.
They paid consultants to conclude that the rebrand should be from “New Jersey Symphony Orchestra” to the “New Jersey Symphony”?
This is a joke right?
Wonder what the musicians think about how this money was spent.
A name isn’t the only part of a rebrand. In fact, I’d say that a consultant had nothing to do with dropping “orchestra” from the name.
I mean, I’m not saying this is great, but there are also logo and webpage redesigns, among others.
https://www.newjerseystage.com/events2021/NJSO-NewLogo.jpg
That’s a logo? Clunky at best. Three different fonts, three colors for three words?
And a conductor with an unpronounceable name, to boot.
Dropping the name was the main recommendation from the consultant. It was pathetic and completely opposed by the musicians of the orchestra who were ignored.
you’ve been ignored for decades. Onwards and Upwards, lol.
If that is the actual graphic design they are using then they’re flushing $$$ down the toilet. Horrible.
Wrong tense, sadly.
They don’t have money to pay musicians a living wage. But they have money to spend over 100k on a consultant that removes “Orchestra”…
Trust me many of us are NOT happy.
How about not having a salaried Principal Harp, who got the job by winning a national audition?
What? You don like Joyzey or somethin?
This is TOO funny for words if only they hadn’t wasted donors money on this exercise in mental masturbation. If I was a donor I’d ask for my money back.
Where, oh where, are Gilbert and Sullivan when needed? Again.
Thinking about doing exactly that, or at least cutting them from my list of donations. The clunkiest “logo” I have ever seen. Doesn’t have the flow of the old one.
Now they only have to play one symphony. The New Jersey one. Gym, Tan, Symphony.
Bullshit jobs in free flow.
Yep, and now it sounds even more like a replacement garment.
Yes, it’s costs tens and hundreds of thousands of dollars.
The local bus company has been doing this for year.
150 thousand, and they come up with something that sounds like it will do something, and a whole [very elite special] mob is excited about something, which goes back into the science of making people excited about something, something “something.” In the meantime, it’s the improvement from the last something, that was something to get the mind to stop thinking because then something it has been told will be something.
Like with computer programmers, there must be a martini’s bar near by, after having gone to the (what’s it called) “climb the trellis and bear fruits league” or something; then get to a point where it’s approaching new and approved, but when it starts to get there somewhere other than somewhere, go out and have martinis; and talk about how this new and approved will lead to the next one. Or just whatever cutesy gossip comes out of the precious habits of those making all of the money for doing something…..
Or as Trelawny says, after her first “prophesy,” which will end up and the point where it will repeat itself (another orphan whose parents were heroes): “Did I say something?” But actually that was the movie version, after someone did something…..
uhuh…. yep……
someone
I’m terribly sorry, but the last “paragraph” was supposed to read:
“Or as Trelawny says, after her first “prophesy,” which will end up at the point where it will repeat itself (another orphan whose parents were heroes): “Did I say something?” But actually that was the movie version, after someone did something…..”
This truly really nice, preventative, and kind agency let me know about my mistake. These amazing people whose science, company and whole community is founded on the wonderful concept: “we did something, let us start a business about it.”
They even informed me that n + d = r (not t), which might be why I had to replace an “and” with an “at.”
I have worked professionally in the NY (classical) music industry for 35 years. Not once in that entire time have I heard anyone refer to ‘the New Jersey Symphony Orchestra’ in conversation.
Not even when Neeme Jarvi was music director? This tell a lot about the industry…
Just to be clear… All I meant was that “New Jersey Symphony” or “NJSO” has always been how everyone I knew referred to it.
Why am I not surprised??!!! Vienna Philharmonic stands alone; I guess it doesn’t have quite the same ring as New Jersey anything!!
oh, i have: the stringed instrument fiasco, the doomed Dvorak Cello Concerto, the firing of their miserable personel manager, the corrupt audition process, i could go on
As a long time member of the NJSO, I have never heard anything about a “corrupt audition process”. The NJSO has a good reputation in that regard. If you have a complaint to make about auditions, I certainly hope you will make it known to the national AFM and/or AFM Local 16-248. I’m curious about what you mean by the “doomed Dvorak Concerto”.
The American Symphony Orchestra League changed its name to League of American Orchestras. Can someone tell me the difference?
The Alliance of Artist Communities changed its name to Artist Communities Alliance. Can someone tell me the difference?
The Tacoma Symphony changed its name to Symphony Tacoma. Can someone tell me the difference?
The New Jersey Symphony Orchestra changed its name to New Jersey Symphony. Can someone tell me the difference?
When I grow up I want to work for a “branding strategy firm.”
The abbreviation of American Symphony Orchestra League too closely resembled a profane term for a person who is a jerk and an essential part of human and anatomy. Endless fun was had at ASOL’s expense for years.
In the case of the American Symphony Orchestra League’s name change, I have been told this was due to the fact that if somebody says “ASOL” instead of spelling “A.S.O.L.” it sounds a bit funny.
Wasn’t the change in the first example made to avoid the unfortunate acronym?
the american symphony orchestra league change is defensible.
ASOL
I can tell you about the first one. Before the name change, their acronym was ASOL. Say that out loud, and you will know why they changed it.
I thought the reason they changed their name was to keep people from pronouncing their acronym as “a**hole.”
What’s stopping you from doing it right now, other than the apparent inability to sell anyone on paying you good money to make such profound suggestions? That might be an indication right there that you aren’t cut out for such work, which you might reasonably interpret as either praise or an insult.
Well, in the case of the League of American Orchestras, the difference is their acronym is no longer ASOL, which did see usage.
And there are many Friends of Chamber Music organizations in North America, but only the one in Portland managed to score FOCM.ORG for their website. FOCM indeed.
You left out Cleveland Opera, which became……Opera Cleveland.
And the Australian Opera became… Opera Australia.
In the same vein the Australian Opera changed its name to Opera Australia way back in 1996. I don’t know why there has been this trend to put ‘opera’ at the front of company names instead of at the back as was always the case traditionally. It’s as though these overpaid consultants think it somehow makes the name more hip. It doesn’t. I still call them the Australian Opera.
This all allows those “in” to use jargon – “the league” instead of having to say what league it is.
Bush League?
The American Symphony Orchestra League was never happy about the word the initials spelled…
You’d be bored comatose. Just ticking boxes all day isn’t for everybody. But it’s become a new business model for many, er, progressive companies.
The American Symphony Orchestra League probably changed its name because of the unfortunate pronunciation of its abbreviation.
“Where were you last week?”
“I went to the ASOL conference in Washington DC.”
Solemn nod.
You mean “Strategy Branding Firm” … that’ll be $10,000 please.
I can understand why the ASOL might have wanted to change its name…
The American Symphony Orchestra League was best known by its acronym ASOL. Need I say more?
The American Symphony Orchestras League changed their name when someone dropped to it that their acronym was ASOL. If the acronym fits… change it.
The League name change did mean something: acknowledging that not all their constituents are necessarily _symphony_ orchestras (there being chamber, youth and other types). But the others I’ll grant you.
“The American Symphony Orchestra League changed its name to League of American Orchestras. Can someone tell me the difference?”
They got tired of musicians calling them “ASOLs”
The American Symphony Orchestra League changed its name to League of American Orchestras. Can someone tell me the difference?
Well, to go from ASOL to anything is an improvement. Personally, I’d have preferred League Maintaining American Orchestras.
ASOL changed its name because the jokes were grating.
As for the League of American Orchestras, I think they were tired of being referred to as ASOL.
Say “ASOL” a few times, you’ll hear why they changed that one…
Re: the first example, I would guess it’s to avoid confusion with the American Symphony Orchestra. The League of American Orchestras works in partnership with actual orchestras, but is not an orchestra itself.
The American Symphony Orchestra League changed their name in order to avoid a rather unfortunate acronym.
I’ll take a stab at some of them. Mind you, I’m simply speculating and have no direct inside knowledge. All I need was a little more imagination than you might have.
1) League of American Orchestras (eliminated the word “symphony”). This would be easy to understand if the change was made in order to become welcoming to chamber orchestras.
2) Artist Communities Alliance (placed “Artist” up-front instead of it being the caboose). It’s a stronger identity, placing the artists front-and-center, more assertive, more driven-sounding, more activist-feeling. “Alliance of Artist Communities” sounds weak and passive.
Believe it or not, branding companies spend a great deal of time and energy to create a certain tone or flavor, nuance, just as musicians do. If you can’t pick up on these types of nuances or differing tones, you wouldn’t be successful as a brand designer.
3) Symphony Tacoma instead of Tacoma Symphony. Same deal, Bro. “Tacoma Symphony” sounds boring, blah, “OK, we are the orchestra belonging to the city of Tacoma. When you come to Tacoma (which, by the way, does anyone know anything distinctly special about Tacoma setting it apart from other cities? Because if not, then leading with the city name is boring and nondescript), we are the symphony you would come to to hear an orchestra concert.”
But “Symphony Tacoma”? Now THAT has pizzazz! It says, “Tacoma is just a secondary characteristic for us. WE’RE the big thing, the big deal! Yup, you are going to DEFINITELY want to make a special trip to Tacoma (even when you otherwise might not) JUST to come witness one of our amazing symphony performances!” It makes the experience and the anticipation of the experience all about the symphony orchestra – not all about Tacoma, which might be a bit of a drag on the tone of the name.
Are you beginning to get the idea?
4) NJ Symphony – from the article:
“President & CEO Gabriel van Aalst says: ‘This new branding is vibrant and exciting, much like our incredible musicians, Music Director Xian Zhang and the dynamic musical experiences we create. We have made great strides as an organization to become more relevant and more accessible to our communities. We felt our branding should match and reflect that, and this reinvigorated visual identity better positions us to communicate who we are and how diverse audiences and communities can engage with us.’
From this statement it’s clear the surrounding Newark community has the idea that the NJSO was boring (opposite of “exciting”), irrelevant (opposite of “relevant”), and inaccessible (opposite of “accessible”). They’re seeking a relationship with the surrounding diverse communities.
Who knows – they may bring in jazz bands? Remember the “Glenn Miller Orchestra”? They may offer programming which at times doesn’t include strings. Maybe even a rock band, maybe a drumming ensemble. The withdrawal of the word “symphony” opens up a whole realm of possibilities for the ensemble to engage with the surrounding diverse community in a way which broadens the music itself, maybe they will present more composers of color, more music from indigenous communities or in the style thereof.
It’s clear the word “symphony” connotes something very different to the Newark metropolitan area than the strategic planning of the board wanted. They’re turning in a new direction now. A name change coupled with an announcement as to why is clearly hoped to raise the antennae of readers and drive more local inquisitiveness and attendance out of curiosity and a new idea of what the orchestra is and wants to become.
I hope this helps.
Read the article again closer. That should help. They didn’t drop the word “symphony” they dropped the word “orchestra.”
Should be no problem for someone so eloquent to come up with a convincing justification for an opposite fact.
Yes, because now its acronym isn’t “ASOL…”
I seem to remember a certain classical news site rebranding its online image not that long ago … How much they paid the design firm was not revealed
Why, it’s…….BRILLIANT!!!
Alternative names:
1) West New York Philharmonic
2) East Philadelphia Orchestra
3) Not Newark Symphony
4) move to Princeton and become the Princeton Symphony (frankly, I think subscription and prestige would go up 1000%)
From an observe not in the US, this sounds even weirder. Most US orchestras have Orchestra in their names but are never referred to as such, so we have the Boston Symphony, New York Philharmonic, the Cleveland, LA Symphony etc. So why spend that money removing a word that is probably never used? Presumably there are a lot of legal fees to change the corporation/association/entity name, tax changes. They could have just stuck with a logo and brand redesign.
Nobody is going to refer to it as New Jersey Symphony. They will always put the article “the” in front of the name. So why not include it?” Duh Nu Joysy Simfony”. Anybody got a problem wit dat?
This is the same band that slathered on the window dressing with a “resident artistic catalyst,” LOL. I’d say that donors need to take a long, hard look at where to put their dollars next time around.
Can’t the Americans even speak plain English?
It may be a badly managed and run orchestra, but their music director, Xian Zhang, is a fabulous conductor with a real flair for Romantic composes.
When a letter starts with “To serve you better, we’ve changed our name,” can ANYTHING that follows be good?
Idiotic
The title of this SD article is so unfair and uncalled for. For God’s sake, give them a chance! NOBODY knows exactly what to do these days in order to get the public to embrace an orchestra, so try everything – even witchcraft – to keep the engine running.
Show me; don’t tell me!!
They’re so “innovative” that they didn’t even really change their name! There’s (or was) an orchestra called Red. One called Iris.
Orchestras are struggling today to stay relevant to the communities they serve. The issue here is not a brand issue, its really about the core product. What is their core product? Their core value prop? There core product is the music they make, and upgrading their brand is not going to really change their product. Instead of focusing on their name change and new logos (two things that will not result in an increase in audience), focus on the product, which is their music. I can’t speak for their product as I have not heard this orchestra or its new conductor. My feeling is that all orchestras should produce fewer concerts, keep musician pay the same, and make each concert a special event, not a commodity. The core product, which in this case is music, suffers when it is performed day in and day out. It loses its appeal, and it loses its magic. The audience (or customers) sense this and won’t be as engaged. Changing the name, colors on a website, brand, marketing and hiring conductors who look good on paper, but have little experience, won’t make a difference.
What did Delaware?
She wore her new New Jersey brand.
That reminds me….years ago, I lived in Westchester County NY. On the main drag, there was an express bus (red sign) and a local bus (blue sign). From a distance, you couldn’t read the sign, but you could simply see the color and flag down the express or local bus, as needed. And then one fine day (Un bel di vedremo), a consulting company changed the signs so that both the express and local had the exact same color. I asked, “Did somebody actually get paid to come up with such a pinheaded idea?”
“…brand equity and elevate awareness and recognition of the institution’s musicians and programs. “New approaches to storytelling, a simplified brand architecture and a new system of visual expression better project who the New Jersey Symphony is and how it continues to evolve. “focus-group studies with institutional stakeholders and community members to inform the project’s direction”.
“New approaches to storytelling”? Forgive me for my ignorance but I thought their job was playing music; storytelling is for politicians.
NL says that the payment for producing this will be tens or hundreds of thousands of dollars, and you guys who think you are in the wrong business must surely be correct. But it need not cost anything at all; anyone can manufacture stuff like this at no cost whatsoever. Just go to http://www.bullshitgenerator.com and press the button a few dozen times. You’ll get a string of words that will probably be much more coherent than this miasma of convoluted claptrap.
I can’t wait to hear whether the footfall (sorry, another bullshit buzzword – and OK, ‘buzzword’ is itself a bullshit buzzword, I suppose) at their concerts is dramatically increased through this name change. If not, could they get their money back?
I guffawed. How utterly foolish. What a waste of money. Is this really a true story?
“Symphony” is an orchestral composition, not an orchestra.
Exactly. This misuse of the word was more prevalent decades ago. I always thought it was funny in watching movies from the 40s hearing some upper crust type saying “I’m going to the symphony.”
Not exactly. Symphony can refer to a multi-movement work for orchestra, a symphony orchestra, or an orchestral concert. Many musical terms have multiple meanings– see also sonata, tone, and classical. Orchestra began with a very different meaning. Confusing, but true.
…or even a single movement work, Larry W, such as Roy Harris’s Third, Sibelius’s 7th or Strauss’s Alpine Symphony.
Whatever the name, hearing them play the Mahler 2nd under Neeme Järvi was an experience I will never forget.
‘allows the Symphony to build its brand equity’. Its what! I am not a sensitive soul, but I sometimes I get a slight panic attack reading such degrading abuse.
They’ve actually had some great conductors, Norman. Dumb is not to be applied to them.
They are a lovely orchestra!
It’s always a treat to go hear them.
My advice is to not pay the consultants because they have breached their contract. And yes, I’m a lawyer.
The Emperor’s new clothes!
They actually had focus groups over this? And this idea actually registered as something that had to be done?
Is April1st coming late this year?
I wonder how many millions the branding consultants got for this vibrant and exciting idea.
Not just any commoner off the street could have thought of removing one word from the name.
I sometimes jokingly refer to my hometown orchestra as the New York Philharmonical Orchestra Society.. maybe these consulting firms could shake things up and EXPAND the titles of orchestras sometimes. New Jersey Symphonical Orchestra Group
The actual name is Philharmonic Symphony Society of New York. That’s what’s on the paychecks and on the Guidestar page.
How about the Turnpike Symphony?
An excellent idea. Plus, they could have saved on the consultant’s fee, and used the money instead to build a huge windmill farm, pointed south, along the Hudson, to keep that NJ smell in NJ where it belongs. Why share it with New York when you could have it all to yourselves?
Good grief, what’s with the animosity here? Organizations and institutions do rebrands all the time. While the statement from NJS is a bit hyperbolic, that’s true of any press release.
What I don’t understand is the aggressiveness of this author (Norman Lebrecht) in calling the orchestra’s name “dumb” in the headline, and then making assumptions about the cost of the rebrand without any direct knowledge.
Did he once audition for them, and get rejected? Sheesh.
THANK YOU!
From a New Jerseyan not affiliated with the orchestra but who loves it!
I agree that implying it was “dumb” in the first place is idiotic and mean. Nothing wrong with NJSO. BUT he’s right about the cost likely being six figures and about the name change being pathetic.
I wonder if dropping the word “orchestra” may signify a future branching-out as to type of instrumentation? Perhaps there will be some concerts involving no strings but a jazz band, or even a rock band? To me, this is perhaps implied by the expressed idea that this will help the ensemble better reflect the surrounding community. We should suspend judgment until we see what’s up ahead.
Nope. Had nothing to do with it.
If there were programming changes I would hope they would lead with that and mention the name change almost as an afterthought.
Then, it is not a symphony orchestra at all.
World-class orchestra? A load of woke nonsense.
How about “New Underpants Symphony”? Quite catchy…
NJS CEO: “I know this new brand will open people’s minds to what it is like to have a world-class orchestra in their backyard in the great state of New Jersey, and I hope this will inspire audiences to hear this spectacular orchestra in action.”
Roger Sametz, CEO of Sametz Blackstone Associates, adds: “New Jersey Symphony is one of the most innovative orchestras we’ve worked with…”
…so you’re rebranding as a Symphony by calling yourself an Orchestra?
I don’t think they want to use the acronym NJS sounds like NJ ASS… Probably would have been better to just keep NJSO and call themselves New Jersey Symphony in most instances. Which is what most people did in the first place i think. Coming from a person who has attended many NJSO concerts.
The Fraternity of United Corporations for Knowledge, the Professional Institute of Sociological Studies and an ambulance service called Special Help for Injured Tarantulas would like to change their names so the acronyms don’t sound funny.
What a waste of money. The logo looks absolutely ridiculous. What the NJSO needs is Gabriel gone. Don’t get me started on the laundry list of bad ideas that have spewed from his mouth.
Well dang. I’ve been calling it the New Jersey Symphony all these years. It never occurred to me to sell the idea to them.
This country will always have an organized crime problem so long as there are consultants and consulting firms.
It does have better rhythm.
I played with the group one week. During a break in rehearsals, one of the violinists was yelling how good they were, that they all deserved to be members of the New York Philharmonic, and not stuck “out here in New Jersey.” I didn’t speak out and say, “you’re lucky to have a job at all.” This same violinist later attacked the conductor for being rough on a player as part of his job to instill discipline in this egotistical group, and succeeded in ending his career.
They’d have better spent the money on finally replacing the principal harpist, who retired perhaps twenty years ago.
To Ruby Yacht,
I would be curious to know when these incidents with the violinist occurred. As a long time member of the NJSO, I never witnessed anything like this. As to your characterization of the orchestra musicians as an “egotistical group” I have to disagree. I would say that overall, we are a rather collegial group. Finally, our Principal Harp retired about eight years ago. The Music Director decided to add a member to our string section instead of hiring a new harpist.
This highly mediocre community orchestra has been doomed from its inception. If they dropped off the face if the earth nobody would notice. Although the article is grotesque, it pales in comparison to sitting on their stages, or in their halls.
Clearly you’ve never heard the NJSO or been to a concert at NJPAC. Incredible hall and the Orchestra under Xian Zhang sounds phenomenal. NY Times reviews back that up. Don’t be a fool
How do you know how much they paid, and how do you know the name change is all they got? Do you have insider or public records confirmation for it, or is this one of your gossip and fake news posts? Consulting firms of this kind often do pro bono work for non profits including orchestras. McKinsey and company did work that would cost hundreds of thousands or millions for free for the American league of orchestras. Like others pointed out the name change is obviously ridiculous on its own, but there’s also new logos and maybe a new website. It’s sad when there’s actually something to report on here, but I can’t tell if this is a real scandal or just another one of your fakes
“ Fact checking from an NJSO player: 1. Fee paid to the rebranding firm was $115,000. 2. Consultant did craft and then push for the name change. 3. Rebranding fee included name change, new logo, fonts, color pallet.
Many NJSO musicians did not like the rebranding process, the money spent, the result. The musician committee protested during the process.”
Dear NJS: I’ve got a bridge you’ll want to buy. Will provide you a venue for photo ops that will brilliantly illustrate your brand promise and the greater clarity of that brand architecture in a way that will make you feel and play like the Chicago Symphony Orchestra in one week. Or your money back.
Please don’t call it NJS. It sounds like NJ ASS….
Imagine having $100,000 during a global pandemic, and spending all of it on a name change that doesn’t actually change the name.
Fact checking from an NJSO player: 1. Fee paid to the rebranding firm was $115,000. 2. Consultant did craft and then push for the name change. 3. Rebranding fee included name change, new logo, fonts, color pallet.
Many NJSO musicians did not like the rebranding process, the money spent, the result. The musician committee protested during the process.