Marketing: How to inspire people to want to see you perform by Leontine Hass

Marketing. A dirty word in the Arts. However, the reality is that if you are to succeed in this competitive business, marketing yourself as an artist is something you need to think about.

Why should someone come to see you in a gig or a concert rather than another artist. The pace of life for most of us is relentless. To give up an evening, especially after a long day at work, traffic,bad weather and bills to pay is a sacrifice. To bother to actually spend time surfing the internet for the event information, type in payment details, then to have to remember your online banking password adds insult to injury. Why should someone do this to come and see you?

In my experience people do not easily budge from their comfort zone. What can you do to inspire someone to make a small change in their life and add a stressful moment to their day? You need to inspire them. They want to see an artist who confirms and strengthens something they believe in. They want to see an artist who has beliefs and a sense of WHY they are doing what they do. They want to be inspired, taken out of mundane existence, elevated above the ordinary day to day. The greatest artists channel this truth in a way that transcends technique. The greatest artists manage to connect their audience with something bigger than themselves and our ordinary existence.

Why do you want to perform? What is important to you in life? What message do you want people to hear? Who are you? What are you passionate about? What do you want to inspire in people? If you lead by example and let your light shine, it will inspire others to do the same. Do we want to see someone on stage apologising for their existence? No. We want to see someone who has a sense of who they are, what they believe in, and inspires us.

If you want people to give up their precious time to come and see you, you need to be so much more than just another performer who wants to be famous.

It may surprise you to know that the arts sector and the financial sector are equal in that they each make up roughly 20% of our economy.The arts are not to be sniffed at. Why? Because people are passionate about the arts. Marketing is a wonderful thing.  If what you have to offer is worth seeing, marketing is the activity which facilitates this. It allows people to find out about you. And if you can work on defining why you do what you do and what the bigger picture is for you as an artist, the process of convincing others that you might be worth seeing will be infinitely quicker.

Leontine Hass – CEO

Founding Principal | Vocal Coach
Leontine Hass is an internationally renowned Vocal Coach and Principal of the Associated Studios London Performing Arts Academy.

Leontine Hass is currently vocal coach for Motown at The Shaftesbury Theatre London. She has served as vocal coach to Matt Henry (Lola in Kinky Boots West End), Alice Stokoe (Sophie in Mamma Mia, West End), Gloria Onitiri (Lead in The Bodyguard & Hair, West End), Claire Sweeney (Tell Me on a Sunday) and many other leads and swings in the West End, national and international tours of productions such as Thriller-Live, Oliver!, Carousel, Parade, Tell Me on a Sunday, The Lion King, The Phantom of the Opera, Witches of Eastwick, Nine, The Wizard of Oz, Ragtime, Sweeney Todd, Cats, Sister Act, We Will Rock You, Footloose, Wicked, The Sound of Music, Ghost, Hairspray, Porgy and Bess, The Bodyguard, Jesus Christ Superstar, Jersey Boys, Barnum, Miss Saigon, Book of Mormon, Mamma Mia, In the Heights, The Color Purple, Memphis, Spamalot, Les Miserables, Miss Saigon, Aladdin, Chicago, The Pyjama Game, Kinky Boots and the upcoming production of Dreamgirls.

Leontine coaches members of The Swingle Singers, Collabro, The Magnets, The Sons of Pitches and classical singers with ENO, Welsh National Opera and ROH, as well as Pop/Rock/Jazz singers. Leontine was the Vocal Coach for shows including the London premiere of Bernarda Alba the Musical, and currently the a cappella hit, ‘Gobsmacked’.

Leontine teaches workshops and lectures internationally on singing, voice and performance. She rehabilitates voices after surgery, or as surgery prevention. She has taught at leading Music & Drama Schools including GSA Conservatoire, the Oxford School of Drama, Mountview, LSMT, YMT, The Brit School, La Salle (Singapore), the Queensland Conservatorium, Centre Stage and The VCA (Melbourne).

Leontine has acted as vocal consultant to various music management/production companies, including ITV and the BBC. Leontine is vocal coach for ‘The Voice’ for BBC TV. She was featured as a mentor/vocal coach on the Gareth Malone show, ‘The Naked Choir’, for BBC2 and will also be involved with Series 2. She is a regular columnist at and for The Stage newspaper. She is a contributor to ‘The Singer’s Complete Guide to Vocal Health’ (Oxford Uni. Press), and advisor/contributor to ‘The Ultimate Guide to Singing’ published by TC Helicon in 2014.

Having originally trained as a classical singer (BA, Melb. Uni, BMus. Kings College London, Dip. RAM), Leontine has performed as a singer and actress in concert, theatre and TV.

Leontine is the CEO/Founding Principal of the Associated Studios Performing Arts Academy London, which she founded in 2007, then based at The Royal Academy of Music. Associated Studios provides full-time and part-time training and professional development in Musical Theatre and Opera ( The Board of Directors includes Rory Bremner (Chair), Patrick Lawrence QC and Dr Christopher Stewardson. Patrons include Sir Tim Rice, Jeremy Irons, Jeremy Herrin, Timothy West and Scott Alan.

Leontine is represented by Lesley Duff at Diamond Management.