The Art of Orchestra Photography

An interview with expert orchestra photographer Tam Lan Truong
By Boran Zaza


If you attended our last Rendez-vous des orchestres du Québec, then you will have seen an energetic, enthusiastic, friendly photographer roaming around the room smiling to everyone, capturing different moments of the event with great discretion and professionalism (some shared below)Tam Lan Truong has established himself as one of Montreal’s most sought-after photographers for classical musicians, ensembles and organizations, including orchestras such as Orchestre Métropolitain, Orchestre classique de Montréal, Ensemble Obiora, among others, and artists such as Maria Dueñas, Yannick Nézet-Séguin, Lang Lang, and even Michael Bublé. In the following blog post, I interviewed Tam to learn more about how he gets the perfect shot, how orchestras can make the most out of their relationship with a photographer, and what to look for in a photographer! 

1. How did you start doing classical music photography?

Tam: In Germany, where I grew up, I spent a lot of time on the other side of the camera—as a classical musician and performer. My dad is a cinematographer who trained in Russia, and my grandfather had the only photo studio in his town in Vietnam. So yes, photography is in my blood, but its music that really drew me in. 

I still remember my first classical music photography gig back in 2015. Opera McGill hired me after they saw some photos I took of a Broadway choir I used to sing with, and that opened the door to a whole new world. Later that year, Schulich School of Music asked me to update their entire photo catalogue—everything from orchestra shots to concert photos, even brochure covers. Thats when my photography career really took off. 

These days, Im lucky enough to work with some of Montreals top classical music institutions like Opéra de Montréal, Concours Musical International de Montréal, Salle Bourgie, and Orchestre Métropolitain. Whether its a donor cocktail,  a passionate performance at Maison Symphonique, or fun moments backstage, capturing the heart of classical music in a city like this is something Im grateful for every day. 

2. How do you prepare for an orchestra concert shoot? 

Tam: One of the biggest challenges in orchestra photography is finding the best angles without disrupting the performance. Thats why I always get to the hall early to figure out the space. I check which doors I can use without making noise, where I can move without being noticed by the audience, and which angles might work best without drawing attention. 

I also make sure to go over any specific requirements with the orchestra—like if there are particular moments they want captured or areas I should avoid. Then, I clean my gear, review the evening’s program to time my angles with the musical movements, and get everything ready. That way, when the music starts, I’m in the right places to get the shots I need without being in the way. 

3. What is your go-to photography equipment when you are hired for an orchestra concert?

Tam: Shooting orchestras is all about context. Concert halls are dark, the lighting doesnt change, and you cant move around much because the audience shouldnt even know youre there. And trust me, theyll notice if youre not careful—unlike a rock concert, nothing moves in the hall, not even the musicians! So, staying unobtrusive is key. 

Thats why I use two mirrorless camera bodies with a ‘silent photography’ mode—no clicks, just quiet captures. My Nikon lenses silently autofocus using advanced technology, ensuring I dont disrupt the performance. This setup not only keeps me invisible but also lets me capture every detail with precision, from the subtle expressions of the musicians to the grandeur of the concert hall. I keep my gear handy with a solid black tool belt, and I always wear my go-to outfit: a black shirt, grey pants, and comfortable, elegant, non-squeaking shoes. 

For close-ups that capture the engagement of individual musicians, I rely on a long lens. To showcase the full beauty of the concert hall and the entire orchestra, I switch to the camera with the wide-angle lens. And when I need to be completely invisible—like during the Concours Musical International de Montréal—I bring out my secret weapon: a camera on a robotic arm, set up in advance and controlled remotely. This setup allows me to capture the emotion and atmosphere of the performance without ever being in the way.

An action shot from Concours musical international de Montréal – 2019 | Credit: Tam Photography

4. What are the 5 top qualities an orchestra photographer should have?

Tam: Being an orchestra photographer requires a unique blend of skills and qualities. You need to: 

  1. Be a Musician: Knowing the rhythm and flow of music helps you anticipate those key moments that make a shot special. 
  2. Be a Professional: Being on time is a given. Then there is delivering on your promises, being polite, and respecting the atmosphere of the performance. 
  3. Be Human: Stay present and open to whats happening around you. Building a connection with the musicians and understanding their energy can lead to more authentic photos. 
  4. Be an Artist: Creativity is key. Whether its finding a new angle or capturing a fleeting emotion, being spontaneous and seeking out novelty is what makes each shoot unique. 
  5. Be Adaptable: Every performance is different, and things dont always go as planned. The ability to adapt quickly to changes, whether its adjusting to lighting or responding to a last-minute request, is crucial. 

5. How do you get the perfect action shot of a conductor/orchestra musicians?

Tam: Music is all about change—notes, moods, everything shifts in an instant. A magical moment might last just a second, and you could miss it if you’re only watching.  

Thats why I rely on my ears as much as my eyes. Being a musician myself, Ive learned to listen for those magical moments: the build-up in the strings, a sudden change in dynamics, or the way a conductors energy shifts before a big crescendo. It’s the music that guides me to the perfect shot, often before the moment even happens, allowing me to consistently capture the emotion and intensity that define a performance. 

Yannick Nézet-Séguin conducting Orchestre Métropolitain | Credit: Tam Photography
Daniel Bartholomew-Poyser conducting Ensemble Obiora | Credit: Tam Photography

6. How can orchestras be good clients to you and other photographers?

Tam: To get the best results, its important to start with clear communication. I need the usual details: where, what, who, and when. But it also helps to know about any specific shots the orchestra is looking for. For example, if an orchestra has a new conductor, I can focus more on capturing their presence. If photos are needed within 24 hours for social media or press releases, thats something I can accommodate as well.

The more information provided upfront, the better I can tailor the shoot to meet my clients’ needs. Its also helpful to discuss any special requests or potential challenges ahead of time. Maybe certain sections need more attention than others. Perhaps the conductor prefers a certain side. Open communication not only ensures were on the same page but also helps maximize the impact of the photos we create together. 

Of course, in case of uncertainty, it’s also sufficient just to let me know the date, time, and place, and I will take care of the rest. 

7. From your perspective, besides concert shots/orchestra and conductor shots, what should marketing managers ask a photographer to capture when they hire them?

Tam: Besides the usual concert and conductor shots, I always suggest getting some behind-the-scenes photos. Capturing those moments when musicians are warming up, chatting, or just relaxing adds a personal touch that really resonates with audiences. These shots are perfect for websites, social media, and presentations, giving people a peek into the life of the orchestra. Sure, it might add an extra hour to the shoot, but if we do it on concert day, its more efficient and can save on costs. 

As a plus, this provides your musicians with content that they can proudly share on their social media, increasing the reach of your orchestra organically. It also fosters a sentiment of belonging to the orchestra.  

Other shots that will enhance the story you tell about your concerts are shots that highlight your audience before, during, and after the concert. 

Photo from a donor appreciation event by Orchestre Métropolitain | Credit: Tam Photography

8. How do you keep your shots interesting and unique to every orchestra/concert when the lighting conditions are often quite similar in concert halls and all musicians are dressed the same?

Tam: Last year, I shot about 30 concerts at Maison Symphonique. The lighting was pretty much the same every time, and of course, all the musicians were dressed in their go-to black. So how do you keep the shots interesting when the setup doesnt change much? The trick isnt in the what—you could see it as a bunch of people on stage with their instruments while the conductor waves their arms. Its in the how—how the individuals come together to make something special. 

As a photographer, youve got to be fully present. Listen to the music and watch the performance closely. Focus on isolating individuals, sections, and the conductor. Pay attention to their movements and their tendencies. Then, capture those moments where the energy shifts and the magic happens. Thats where you find something unique every time, even when everything else stays the same. 

9. What are three things orchestras can do to ensure their concert photos stand out instantly?

Tam: Here are three things you can do to make your concert photos really stand out: 

  1. Play with lighting: Lighting can completely change the atmosphere of your photos. Take the Orchestre Philharmonique et Choeur des Mélomanes at Maison Symphonique—in some concerts, they add extra lights in the background, creating patterns and colors that match the music. Just tweaking the lighting a bit can make a huge difference in how your concert is captured. 
  2. Add some unique elements: Doing something unexpected can make your photos pop. For instance, Ive seen Ensemble Caprice have their front row of singers toss roses into the audience at the end of a piece—it made for some amazing, dynamic shots. Orchestre Classique de Montréal brought in tango dancers during a Piazzolla performance, adding movement, energy, and passion that really came through in the photos. 
  3. Go for a color theme or special detail: Even small visual touches can set your orchestra apart. Ensemble ArtChoral had everyone wear a red accent for a concert called “A Viennese Evening”, which looked striking on stage. 

It doesnt have to be complicated. With musicians typically dressed in black and sitting still on stage, even the smallest detail can make your orchestra stand out visually. 

Tango dancers at a performance of Orchestre classique de Montréal | Credit: Tam Photography
Different lighting at Maison Symphonique during a performance by Les 9 de Montréal | Credit: Tam Photography

10. What can orchestras expect from you when working with you?

Tam: Everything I mentioned about being a musician, professional, human, artist, and adaptable comes into play when you work with me. Im committed to bringing all those qualities into our collaboration to make sure you get the best results. 

In terms of deliverables, if were shooting for a two-hour block, you can expect around 40-60 beautiful photos within a week. For an extra fee, I can also make a selection of 5-10 photos for social media the next day. 

My goal is to help make classical music accessible to as many people as possible, and a big part of that is contributing to the image an orchestra presents. Thats why I offer different packages to suit different needs. For example, I can do a 1-hour shoot with a set number of edited photos if thats what fits the budget. I can also offer discounts when booking me for a whole season to make it more affordable. I definitely understand that orchestra budgets can vary a lot, from large institutions to volunteer-led groups.  

Learn more about Tam Lan Truong here:  https://www.tamphotography.net/

 

About Tam Lan Truong 

A headshot of Tam Lan Truong. He is wearing a brown shirt, a black blazer and is smiling.As a graduate of McGill University’s Desautels Faculty of Management, fluent in English, French, Vietnamese, and German, my career as a professional photographer and artist is shaped by a global perspective and a genuine passion for classical music. This passion is rooted in a family legacy of cinematographers and photographers, driving my dedication to capturing moments that tell a meaningful story. 

Over the past nine years, I’ve developed a strong presence in Montreal’s classical music scene, earning the trust of clients like the Concours Musical International de Montréal, Orchestre Classique de Montréal, Opéra de Montréal, Schulich School of Music, and GFN Productions. I’ve had the privilege of visually narrating their most significant moments. My work has been featured in respected publications such as The Strad and CBC, reflecting the impact and reach of my photography. 

While I’ve had the opportunity to collaborate with internationally renowned artists like Maria Dueñas, Yannick Nézet-Séguin, Lang Lang, and Michael Bublé, these are just some of the highlights of the diverse range of projects I’ve been fortunate to be part of, both within and beyond Montreal. 

My background as a classical musician enhances my artistic approach and deepens my connection to the music and its performers, enabling me to capture moments with authenticity and sensitivity. This blend of music and photography isn’t just my profession; it’s a passion that drives me to create images that celebrate the legacy and beauty of classical music. 

New Audiences and How to Retain Them: What I learned at Classical:NEXT

Headshot of Boran Zaza

By Boran Zaza, Director of Communications & Development at Orchestras Canada.


It’s been three months since I returned from Berlin, where I attended Classical:NEXT (C:N), the world’s largest global gathering of art music professionals. I went to many conference sessions focused on orchestras, mainly on the topics of Innovative Leadership Models, Environmental Sustainability in Orchestras, and today’s blog post topic, Audience Trends and Tools.

It’s no secret that orchestra audiences have been aging and declining, both in Canada and globally. So, how do we bring in and retain new audiences? This was exactly what a C:N conference session entitled The Complete Audience Toolbox: A Practical Guide to Getting Larger Audiences into the Concert Hall addressed. The session was led by Danish culture consultants Cecilie Szkotak Nielsen & Søren Mikael Rasmussen from RasmussenNordic 

Cecilie and Søren developed the Tutti project with DEOO (Danish Ensembles, Orchestras and Opera Institutions). Over the course of their work together, ten Danish orchestras took a deep dive into audience development and the cultivation of new audiences. Their methodology was simple: they invited 28 first-time concertgoers to attend a concert and share their unfiltered experiences through extended interviews after the concerts. The result? A detailed (and downloadable!) report with extremely interesting insights that can help orchestras better understand what motivates (or demotivates) first-time ticket buyers to return for a second (third…fourth…fifth) orchestral experience.  

This project and report reminded me of a similar experiment led by Aubrey Bergauer and the California Symphony in 2016-17 called Orchestra X. In that experiment, the orchestra invited millennial and young Gen-Xers (otherwise largely absent from the California Symphony’s audiences) to attend a few California Symphony concerts and then debrief on their experiences – as a group – over pizza and beer.  The process and findings are documented in a pair of posts on Medium: Introducing Orchestra X and Orchestra X: The Results. 

Back to the Tutti project & report: the report identified several barriers that made the selected participants not want to come back after their concert experience. In response, Danish orchestras and RasmussenNordic developed a set of 26 tools and 6 inspiration lists to help address barriers to entry and inspire orchestras to respond more thoughtfully to the requirements of new classical music audiences. These tools and inspirations are documented in a book called Tools for Orchestras and Ensembles: Get More Audiences. 

During the conference session at C:N, Cecilie and Søren shared valuable insights from both the report and the book. Here are my top learnings from the session: 

 

1- The brand of orchestras is… unrelatable! 

Kelvin, 20, was one of the case study participants. He is interested and curious about classical music. He spends around 1000 euros per year on cultural experiences, yet classical concerts are not one of them. “I have seen the posters around town. The older severe white people with their instruments didn’t speak to me,” he said.  

How can orchestras resolve this? As part of the tools in the book, RasmussenNordic suggest trying to fill the following brand promise out:  

“With us, audiences will experience _______, _______ and _______.” 

“We promise you _____________________.” 

“Music that _____________________.” 

“Experience ___________________.” 

The 10 participating orchestras found these prompts hard to complete, and it’s not surprising: it takes the brand promise from orchestra-focused to audience-experience- focused. Some orchestras wondered if they would lose what differentiated them if they simply took their lead from audience members.  Yet if we actually take a look at the visual images of our orchestras that we use to market our events and enhance our brand, THEY ALL LOOK THE SAME! (I proved this to myself by reviewing orchestra websites from different continents: it’s hard to argue that they promote a unique brand when the photos are almost identical.  See below for proof.) In short, by listening to your audiences and centering your brand around them, you might start to stand out! 

Symphony Orchestra of India
KBS Symphony Orchestra – Korea
Syrian Expat Philharmonic Orchestra
Orchestre national de France
Austin Symphonic Band
Royal Stockholm Philharmonic Orchestra

 

2- Artistic programming: New audiences don’t understand it 

Audiences new to orchestras and classical music typically have very few tools to help them determine whether or not they will like a concert. We’re advertising pieces and composers they have never heard of, rather than enticing them with concepts that help them understand what they can expect from the concert experience. The RasmussenNordic team suggests that, instead of awkwardly super-imposing a concept onto a program at the marketing stage, (when it’s too late!) it should be an integral part of the programming work. To help with this, RasmussenNordic has developed a Concept Compass tool, which you can find below. Additionally, they suggest that marketing folks and musicians should be part of the programming process, to build understanding and commitment across the organization. That way, all parties can be part of conveying the concept to audiences new and established.  

RasmussenNordic’s Concept Compass

 

3- Storytelling is vital: are you engaging people’s imaginations? 

Once you have a strong concert concept, the consultants suggest that you need an inspiring story to accompany it, to give audience members cues. Caroline, a case study participant, reported that she thought she should like classical music: but having experienced one concert, she has decided that she won’t return. She was seeking an activity that would catalyze her imagination, take her to other worlds, and help her to experience things differently.  But her concert experience failed to deliver. Can we help people like Caroline experience our concerts differently?  

The consultants suggest that we need to develop a great story for each concert, prompted by the inspiration behind the music, a personal anecdote, a story about the instruments, or the composer. For example, if the chosen concert concept is “At the royal ball”, the supporting story could look like this: “Come along on a journey back in time when kings feasted in castles, seated in lavish halls of marble, dressed in silver and gold. Imagine you are invited to a royal wedding. The light from chandeliers showers you in gilded splendor while lively tunes invite you to dance.” 

Is your imagination provoked yet? 

Cecilie and Søren presenting at Classical:NEXT – Photo by Boran Zaza

4- Great hosting skills are essential  

First-time concert attendees typically arrive in the concert hall without being greeted or welcomed. They sit in their seats, the musicians and conductor walk on stage without saying a word of acknowledgment, and everyone – on stage and in the audience – leaves afterwards without saying goodbye. Nor are those first-time attendees invited to stay in touch.  

Can we be better hosts?  How? Think about the warm and memorable experiences you’ve had of being thoughtfully hosted, whether at a friend’s dinner party or at a favourite restaurant or hotel. This is the vibe you want to create. What if you offered first-time ticket-buyers help in choosing their first concert? What if there was someone greeting them with a smile when they entered, and asking them what they needed? What if you asked them after the concert “What did you think about the experience? Did you have a good time? What could we have done better? When will we see you again?” 

One orchestra experimented with offering a free recording of the concert to people who signed up for their newsletter after the concert, and reported long line-ups to sign up because people loved the idea of having a souvenir to share with their family and friends. Even if we can’t offer recordings, are there ways we can help audience members sustain and share the experience we’ve created for them?  

Credit: Classical:NEXT, #Cnext24
Photo: twinematics

 

This brings to conclusion the 3-part blog post series from my time at C:N! To get a taste of the C:N experience in video format, check out the Instagram stories I posted while in Berlin! I am deeply grateful for the generous funding from the Canada Council for the Arts through the Supporting Artistic Practice: Professional Development for Arts Professionals program that made my trip to Germany to attend Classical:NEXT possible.   

 

We acknowledge the support of the Canada Council for the Arts.

Logo, Canada Council for the Arts logo

10 Insights: What do Performing Arts Audiences Want Now?

On June 22nd, Orchestras Canada, in partnership with CAPACOA and the Association for Opera in Canada, presented a free webinar on the latest trends and research on ticket-buying behavior of performing arts patrons. Eric Nelson from TRG Arts presented research on the recovery of the performing arts post pandemic, and Zander Kyba from AudienceView presented and analyzed ticket buyer research collected by their team.  

We’ve put together 10 insights we learned from their presentation that will help orchestras boost their bottom line, five from Eric & TRG Arts and five from Zander & AudienceView.  

 

10 Insights: What do Performing Arts Audiences Want Now?  

 

Insights from Eric and TRG Arts 

1.We need to compete with the couch

Eric shared that in order to compete with the comfort of home, organizations should lean into the intrinsic value of gathering together and the elevated experience. Audiences are looking for experiences that are immersive, gamified, diverse and/or with technology everywhere 

2. Donations are decreasing 

When we compare quarter 4 of 2022 and quarter 1 of 2023 to the same quarters in 2019, some very interesting insights into revenue recovery post pandemic are revealed. To begin with, we can see that revenue is down 5%, but units are only down 17%. This indicates that, while attendance is down to events, those who do attend are spending more than they did pre-pandemic. Donation revenue tells a different story. Donations are down 38% in revenue and 24% in units, meaning that there are fewer people donating and those who do are donating less than before. To address this, Eric recommends speaking to donors and investigating what is holding them back from donating at the same level as before. Later we will explore other strategies to bring back donors.  

3. Take a closer look at patron loyalty

What is RFMG? TRG Arts offers this anagram to analyze the commitment and loyalty of patrons:  

  • Recency: Are they engaging in some way every year? 
  • Frequency: Do they engage frequently during the same season? 
  • Monetary: How does their financial investment compare? 
  • Growth: Can we count on their investment/activity to be consistent (or grow) every season? 

These are the metrics we should be assessing when looking at loyalty programs and targeted marketing. 

4. New Customers are coming, but they aren’t staying!

TRG Arts divides patrons into segments that cover the wide spectrum of loyalty within an organization’s database. They describe 3 levels of engagement and further segments them below; acquisition, current customer, and re-engaged: 

Acquisition 

  • New Customer: Had not transacted previously. 

Current Customer 

  • Once before: Transacted once before within the past 18 months. 
  • Convertee: Transacted twice before and at least once within the past 18 months. 
  • Active: Transacted 3-9 times in their history and at least once in the past 18 months  
  • Super Active: Transacted 10+ times in their history and at least once in the past 18 months  

Re-Engaged  

  • Stale: last attendance, prior to the most recent purchase, was 18-36 months ago  
  • Lapsed: last attendance, prior to the most recent purchase, was 3 years or more ago

From these segments, TRG Arts has collected data that shows significant participation from New Customers but that loses momentum from Once Before and Convertee patrons. This tells us that the churn rate of consumers is higher than ever before and that organizations need to be taking extra measures to drive retention from new patrons.  

5. Gen X and Millennials are participating more! 

Finally, Eric presented data divided by generations and taken exclusively from orchestras within the dataset. TRG Arts found that Gen X and Millennial participation has grown post pandemic while older generation participation has declined. Yet, Baby Boomers are still the largest donors within the data set. Millennial contributions have grown but Gen X has remained stagnant. Eric pointed out that Gen X patrons should be nearing the peak of their earning potential and thus should be larger philanthropists. He recommends organizations reach out to this demographic and make a targeted effort to engage them.  

 

Insights from Zander and AudienceView 

6. 41% of patrons are attending fewer events than they did pre-pandemic 

Zander began his section of the webinar by revealing that, according to AudienceView’s data, most patrons are attending the same or more performances than they did pre-pandemic. Yet, there remains 41% of patrons who are attending fewer events than they did in 2019. So how do we get these folks back?  

AudienceView’s data revealed that 63% of patrons said that ticket sales and discounts would compel them to attend more events followed by new shows and content being brought to the venue. The 3rd most popular option was subscriptions and packages with flexibility and value.  

7. Patrons are looking for elevated experiences 

AudienceViews data also revealed that audiences are looking for full and elevated experiences when they attend events, with 4 of 5 reporting that they prefer to pair event attendance with another experience. Patrons are looking to make a full afternoon or evening of their event experience by pairing a meal or drink with their experience. Zander suggests that organizations appeal to this by partnering with food and drink venues to offer packages or reservations along with ticket purchases.

8. Box office and phone purchasing are on the rise 

AudienceView reports that while most patrons this year continue to prefer to buy tickets online, 20% of patrons reported that they preferred to make purchases using the box office in person or via phone call. This is of interest as last year’s data showed that only 13% of patrons preferred in person or phone call purchases, showing a significant increase.  

Additionally, Zander pointed out that when asked why they abandoned purchases, 39% of patrons reported that they found that added online fees were unexpected and too high. For this reason, he suggested that organizations should notify patrons from the beginning of the purchase journey that these fees exist or working them into ticket prices, so they seem less shocking to consumers.  

9. Make donation opportunities available along the patron journey  

AudienceView’s data suggests that patrons are welcome to donate during multiple stages of their purchase journey. Patrons reported a smattering of responses when asked. The top two answers were online separate from the ticket buying process, and in person at the event separate from the ticket buying process. This is followed by online during the ticket buying process. What this suggests is that organizations should be providing opportunities to donate in multiple locations across the patron journey to address all preferences. 

10. Patrons want exclusivity in exchange for their donations 

So, how do we persuade patrons to donate when we ask them? AudienceView’s data suggests a few strategies, most of which provide a sense of exclusivity. Top examples include early access to purchase event tickets, tax deductions and access to exclusive donor only events. The data also shows that patrons are most likely to donate to public fundraisers hosted by venues and associations that share specific goals. People want to know where their money is going, so Zander recommends making that clear in fundraising communications. 

 

We would like to offer a final thank you to Eric and Zander for sharing their insight and expertise on this topic! Additionally, thank you to our co-presenters CAPACOA and the Association for Opera in Canada. If you would like to learn more about what Eric and Zander shared or review the recording and slide deck from their presentations, check out https://oc.ca/resource/performing-arts-recovery/.  

Please note that the Orchestras Canada office will close for the holidays on 19 December 2024, and re-open on the morning of 3 January 2025. Happy holidays!

L'équipe d'OC sera déconnectée à partir de la fin de la journée du jeudi 19 décembre 2024 et sera de retour au bureau le vendredi 3 janvier 2025.