Sheffield based creative agency Front has been appointed by Music in the Round – the award-winning Sheffield-based promoter of chamber music – to rebrand its annual May Festival as Sheffield Chamber Music Festival.
Music in the Round takes its intimate, informal and informative style of live classical music concerts to numerous venues around the country, many with their resident musicians, Ensemble 360, as well as presenting two concert series and the annual May Festival in Sheffield at its home venue, the Crucible Studio.
The May Festival is being repositioned for 2018 and aims to have an even greater appeal to anyone interested in getting up close and personal to live music; especially the young and those interested in the arts and the ‘new’. The festival programme will include events at new venues, pop-up events with local musicians from Classical Sheffield, and collaborations with new partners both within the city and from beyond.
Joe Chetcuti – director of Front – said: “Music in the Round’s May Festival is a cultural highlight in Yorkshire so we are delighted to have been appointed. Our aim is to help put it firmly on the festival scene and to make it relevant to as many people as possible without alienating the current and much valued audience.”
The new brand will be ready in the New Year and will launch the festival’s full listings programme. The appointment follows high profile projects for several other cultural clients including Leeds Food Festival, Welcome to Yorkshire and Hull City of Culture.
Jenny Davies, marketing and communications manager at Music in the Round, said: “We were really impressed by Front’s innovative approach and obvious passion for Sheffield and the wider region. We are now looking forward to rolling the new brand out and using it as the cornerstone of our communications for 2018’s Sheffield Chamber Music Festival.”