Step-by-step plan setting up an ensemble

There are more than 1,000 active ensembles in the Netherlands. That is why it’s a good idea to set out what you will add and what difference you will make with your ensemble, as well as why you think that programmers will book you and people will want to listen to your ensemble.

Set out your precise goal in a business plan. Describe what you are going to do exactly, what kind of ensemble you are going to set up (for example, a string quartet or a piano trio) and which works you are going to perform (Early music or contemporary music). Explain ‘why’ too – what are the ideas behind these choices? State what kind of activities you are going to organise and where. You should also describe what the position of the ensemble is in relation to the range of chamber music on offer, what the strengths and weaknesses are, and which competing ensembles exist. What will you add and how will you stand out? In short: what makes your ensemble unique and urgent?

Determine the type of enterprise of your ensemble. Most ensembles are a foundation (stichting), which is useful if you want to apply for grants. The musicians work as self-employed professionals and send invoices to the foundation or are paid by a payroll bureau.

Make clear agreements among yourselves and put down as much as possible on paper, where applicable in the form of contracts. How are you going to divide the costs and revenues? How long are you going to team up with each other? Make agreements that are in line with your business plan.

Set up your (financial) administration and create an annual budget or a budget for each project. As a result of this, you will gain insight into the costs that you will incur and the associated revenues. This can help you to determine your rate or to apply for additional (project) grants.

Divide the tasks that arise from your business plan. Who will arrange the production matters? Who will do the accounts? Who will arrange the insurance policies? Who will be responsible for the bookings? Who will do the marketing and publicity? Who will arrange the transport to and from concerts? There are tasks that you may consider outsourcing.

Launch your ensemble in the market and ensure that your target group knows that you exist. This can be done in various ways. Create a marketing plan first and subsequently a publicity plan. By drawing up these plans, you will make your follow-up steps concrete and you will know how to implement them. One example of this is creating a website or another place where you can put your music and tour dates online (and the images and text needed for this). You should also determine how you will start using social media channels and if you need publicity materials, such as flyers.

It is important that you can clearly describe what you are offering precisely and what your identity is. You should subsequently look for venues where your ensemble would fit in well with the programming. Therefore, conduct research into the various venues. In addition to regular venues, you also have other options, such as a performance in a living room, a museum or at a chamber music society. In the case of suitable venues, check who the programmer is and approach them with your repertoire and promotional materials. You can also tailor your repertoire to a specific venue/audience. Then you should make an adapted proposal. If you are an organisational talent, you can also choose to start your own venue or to rent a location on a one-off basis. You should lay down a booking (or room rental) in writing with a contract.

When organising concerts, it is handy to begin with your own network; do you know people at venues? These or other ‘warm’ contacts may be able to help you with the marketing and publicity.