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04 Broadcaster Press
July 9, 2013 www.broadcasteronline.com
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Programs planned to
celebrate music
museum’s 40th
By Travis Gulbrandson
travis.gulbrandson@plaintalk.net
Monday was the
official 40th anniversary
of the National Music
Museum (NMM), and
plans are being made to
ensure that it will become
as national as its title
implies.
Museum director Dr.
Cleveland Johnson laid
out some of these plans
during a special meeting
with the Vermillion City
Council Monday
afternoon.
“My goal at the
museum is to make this
place pop a lot more than
it ever has before,”
Johnson said.
One way this will
happen is through a
variety of NMM-related
programs celebrating its
birthday that will begin
in the fall.
The first of these will
take place in September,
when the NMM will be
the center of a broadcast
of the Public Radio
program, “From the Top,”
which features musical
child prodigies.
The kids will be at the
museum Sept. 14-15
taking tours and playing
instruments, culminating
in the program itself,
which will be held in
Aalfs Auditorium.
Then in November, the
NMM will be visited by
Rob Kapilow, who will
host a show called “What
Makes It Great?”, along
with the Rawlins Piano
Trio.
“They choose a
particular piece of
classical music, and then
(Kapilow) deconstructs
it,” Johnson said. “He’s a
fun, crazy professor-type,
and he deconstructs this
piece of music and
describes it bit by bit. The
Rawlins Trio will
demonstrate what he’s
talking about, he’ll tell
funny anecdotes and help
you to get inside this
piece by Beethovan.”
During the second half
of the program, the
Rawlins Trio will play the
piece as it is written so
that the audience will be
able to appreciate it from
a new perspective.
Kapilow will be doing
the show free of charge
because of a project he’s
interested in doing with
the NMM.
“He and I are going to
be talking about the
possibility of
collaborating on some
kind of media
production, whether it’s a
series of videos or
something that could be
produced for the public
television market,
1670
National Music Museum Director Cleveland Johnson told the Vermillion City
Council that a variety of programs are planned to celebrate the museum?s 40th
anniversary.
(Photo by David Lias)
whether it’s a travel show
or a music show. We don’t
quite not what,” Johnson
said.
These events will come
on the heels of other
recent happenings at the
NMM, such as the open
house featuring “celebrity
instruments,” including a
guitar once owned by
Elvis Presley.
Held on
commencement weekend
in May, the event took
almost 500 people
through the museum in a
day and a half, a new
record, Johnson said.
“My goal is, at lest
once every quarter, if not
more often than that, that
there actually be some
event at the museum to
which we can invite the
public and that we can
have a reception … to
give the public something
to talk about,” Johnson
said.
While the Elvis event
did bring more visitors
than ever through the
museum, it was not
without costs. Johnson
said about $4,000 was
spent on promotion,
Presley’s motorcycle was
brought in at a cost of
$1,000, and all the food
served was provided for
free.
“It is an investment,”
he said. “It’s a sprint that
we couldn’t do every
week … but we’ll do this
every now and then
because it’s fun, it has a
great pay-off and it
creates a lot of buzz for
the community.”
Another way to
generate that kind of
buzz – and not just on a
local level – is through
the Internet.
The museum’s
Facebook page has gained
closed to 4,000 friends
over the past four months
alone, Johnson said.
“We see followers
looking at us from all
over the world,” he said.
“It’s surprising – we have
more followers in LA
than we do in
Vermillion.”
Many other followers
hail from as far away as
Portugal, Russia and the
Philippines, he said.
As those numbers
continue to grow, the
NMM will try to convert
those “likes” into actual
visitors.
“If we can get 1
percent of our Facebook
followers to become
members, 1 percent of
our 4,000 followers now
would be 40 people,
which would be a 7 or 8
percent increase in our
membership,” Johnson
said.
One year from now
Johnson hopes there will
be 10,000 Facebook
followers, 1 percent of
which would be 100 new
members.
“There’s a real
potential there just
because of the sheer
numbers game,” he said.
Johnson thanked the
city for its continued
support of the museum,
noting that after the
South Dakota Arts
Council, the city is the
NMM’s largest funder in
the region.
“We’re looking
forward to making all this
happen, and again, we
couldn’t make it happen
without the support of
the city,” he said. “You are
a significant part of what
makes us tick, and we
hope you continue to see
that as a great
investment.”
Financing provided by
CNH Capital
©2006 CNH America LLC. All rights reserved. Case IH is a registered trademark of
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