Making Your Orchestra’s Concerts Discoverable in the Age of AI
More and more audiences find concerts by asking a search engine or an AI tool what’s happening near them. But AI can only recommend your concerts if it can find clear, reliable information about them. So how do you make sure your orchestra shows up?
On November 3, 2026, Orchestras Canada and CAPACOA hosted a webinar on this question. Morgan Pannunzio, Digital Discoverability and Community Project Manager at CAPACOA, showed how your website, the Artsdata knowledge graph, and Schema.org structured data can work together to make your concerts easier to find online.
What you’ll learn
- How search engines and AI tools find information about upcoming events, and why your website is still the most important source of information about your orchestra
- What persistent identifiers are, and how they connect your orchestra, your venues and your artists across the web
- What Artsdata is, and how this pan-Canadian knowledge graph helps machines understand the arts sector
- Which details to include for each concert (name, date, venue, description, organizer and performer), and which ones have the biggest impact on discoverability
- What CAPACOA’s research shows about how structured data affects page views
- Practical ways to publish structured data, whether through your venue, your ticketing platform, Footlight, Google Sheets to Artsdata, or a custom solution built by your web developer
Who is this for? Leaders and staff at Canadian orchestras who manage their website, concert listings or marketing. No technical background is needed.
Presenter: Morgan Pannunzio, CAPACOA / Artsdata
Morgan Pannunzio (she/her) is a multidisciplinary artist and arts administrator based in Toronto, on the traditional territory of the Anishinaabe, Mississaugas of the Credit, Huron-Wendat, and Haudenosaunee peoples.
Her work brings together community engagement, digital discoverability, and open-data best practices to improve how Canadian arts organizations, individual artists, live performances, and venues are found and represented online.
Morgan is the Digital Discoverability and Community Project Manager at the Canadian Association for the Performing Arts (CAPACOA), where she contributes to Artsdata and leads programs including Digital Discoverability On Demand. In this role, she helps arts organizations make information about their events, artists, and venues easier to find, access, and reuse.
Since joining CAPACOA in 2024, Morgan has contributed to open-data initiatives involving cultural organizations and venues across Canada, supported the quality of CAPACOA member data, and collaborated with partners including BC Live, the Toronto Arts Council, and the Toronto Alliance for the Performing Arts. She has also facilitated a national webinar series on ticket fraud and resale, presented by the Canadian Live Music Association and Artsdata.