Classic FM and The Lowry Build New Audiences for the Arts
Leading UK arts venue, The Lowry, Salford Quays, has entered into a three-year partnership with Classic FM, the UK's favourite classical music radio station.
At the heart of the agreement is a shared desire to build new audiences for the arts and together, Classic FM and The Lowry will undertake a series of education and outreach projects in Salford and the surrounding region. The partnership comes at a time when audiences for the arts and classical music in particular are said to be at an all-time low.
Classic FM will additionally support various productions including the only UK performance outside London (Sadler's Wells 4 - 9 Nov) of the world-renowned Dance Theatre of Harlem. Their performance at The Lowry (12 - 13 Nov) is their first visit to the North West in 28 years.
The radio station will also throw its weight behind a raft of other events at The Lowry, ranging from Carmen, an Andalusian Folk Opera (23 - 26 Oct), Opera North (Der Rosenkavalier, Jenufa, Tosca, Troilus and Cressida (5 - 9 Nov), Paco Pena and his Flamenco Dance Company (26 - 27 Nov), the Latvian National Ballet (17 - 29 Dec) the Chinese State Circus (16 - 18 Jan '03) to Birmingham Royal Ballet's Coppélia (21 - 23 Jan).
Located in the re-developed Salford Quays, The Lowry houses two theatres and numerous gallery spaces and is regarded as the UK's leading visual and performing arts centre.
Roger Lewis, Managing Director and Programme Controller of Classic FM said: "We are thrilled to be working with one of the most exciting centres for the arts in the UK. We're both committed to developing new audiences for the arts. Our new partnership in Salford is a major step forward for us."
Robert Robson, Theatres Director: "We are delighted that The Lowry has been selected to be Classic FM's partner in the North West. We're committed to presenting high profile quality theatre and this partnership will assist The Lowry in strengthening its national profile and in diversifying its audience base."
Jane Saxon, The Lowry's Corporate Relations Sales Manager continues: "We're thrilled that our profile and award-winning artistic programme in both the theatres & galleries has helped to attract this branding partnership with a unique national radio station."
Posted on Sunday, 10 November 2002 under Press General Press