Hello and welcome to Knight Classical on Substack.
We’ve set this up, along with our website Insights section, as a place to share practical industry insights, ideas and occasional opinion for classical musicians, artists, managers and arts organisations, particularly around digital presence, audience development, websites, video, email, AI and the changing ways people discover and connect with music.
To begin, we’ve gathered together a small archive of recent Insights articles. Rather than sending them all separately, we wanted to share them here in one place so you can browse the pieces that are most relevant to you.
From next week, we’ll be sending one new post each week, with useful, practical thoughts for people working in and around classical music.
Here are the first pieces to get started with:
2026 has sent many artists and organisations back to a quieter, more reliable tool, the email list. Here's a friendly, non-technical guide for marketing and audience development teams on building an audience you genuinely own.
Video is now the front door to your artistry, and 2026 has thrown AI tools like Veo and Sora 2 into the mix. A friendly, non-technical guide for marketing teams and administrators on what is genuinely worth filming, where AI video helps, and how to get more from the footage you already own.
More people are asking ChatGPT and Google’s AI for recommendations instead of scrolling through search results. So when someone asks a machine to suggest an artist, is yours in the answer? A friendly, non-technical guide for artist managers and marketing teams on getting found in AI search.
People are going to Google you, so it’s worth deciding what they find. Here’s a friendly, jargon-free guide to the ten things every young classical musician should get right when commissioning their first website, from a clear homepage to a proper press kit.
AI does not need to be intimidating. In this practical guide, Knight Classical’s Head of Digital Content, Martin Kendrick shares simple ways classical music professionals and arts organisations can use AI to save time on meetings, marketing, biographies, funding applications, social media and everyday admin.
A professional website helps classical musicians get booked. Learn how a strong online presence builds credibility, showcases your artistry, and gives promoters everything they need in one place.
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