Carnegie Hall+ Carnegie Hall’s Newest Media Venture

Where does a streaming service fit within the Carnegie Hall ecosystem?

Carnegie Hall+, a subscription streaming service by Carnegie Hall, faced the challenge to clarify what the product was to a broad audience. A refinement of their brand strategy, one that emphasized strengths like access to performances from the leading concert halls, opera houses, and dance companies from around the world, and curatorial excellence worked to clarify its offering and strengthen its market position. 

Carnegie Hall attracts around 1.5 million visitors annually and presents around 200 highly curated performances each season. For those with a visit to Carnegie Hall still unchecked on their bucket list, Carnegie Hall+ is a way to experience the curatorial excellence of the Hall. 

Most of the country will never get to Carnegie Hall.

Launched by one of the most prestigious performance venues in the world, Carnegie Hall+ is a subscription-based streaming service found on the Apple TV app, Prime Video and other major distributing platforms. After three years in the market, it had amassed a loyal audience base of performing arts lovers around the world who look to Carnegie Hall as curators of exceptional performances. Yet, viewers were confused about what the product was. Carnegie Hall+ would need to better manage expectations through its communications about the diverse offerings on the channel by artists closely aligned with Carnegie Hall.


To clarify its offering to the public, we worked with Carnegie Hall+ to first crystallize its value within its own ecosystem at Carnegie Hall with a close examination of the mission, vision, and values driving both the hall and the channel. We spoke with internal staff and outside partners closely associated with the project, including their catalog partners based in Munich, to understand what was driving operations.

Removing barriers to history-making performances.

Interviews provided us with the wildly simple, yet foundational difference between both entities; while audiences everywhere traveled far and wide to witness the magic of the Hall, Carnegie Hall+ brought the transformative power of music to people where they were.

Through our peer audit, we charted and assessed 100+ attributes that make a subscription compelling for audiences within the world of streaming and video-on-demand. Together with the project team, the large pool of attributes, defining what Carnegie Hall+ would be known for, narrowed with each meeting.

Be there when history is made.

Carnegie Hall+ has every tentpole ballet and opera title, the most extensive collection from Leonard Bernstein, and the most exciting artists performing today, making their most salient attributes to be variety, quality, its curatorial excellence and association with one of the most prestigious performance venues in the world .

Carnegie Hall+ was your ticket to witness history be made.

With a clear understanding of their unique value, based on curation, quality, variety, and its association to one of the greatest performing arts venues in the world, Carnegie Hall+ is better positioned to communicate that clarity to viewers around the world. A strategic framework furthermore equips the channel with a mechanism to stay true to that clarity across all of its decision-making, giving the channel the best possible chance at winning.