Audience Marketing and Promotion Grant

What is the AMP Up Grant?

Building relationships with your community is a vital skill for all musicians to develop new audiences and grow the impact of your music.  Dean Sheeran, together with IML, announce the new AMP Up Grant, where you can engage our University and Rochester communities and connect with local individuals, groups, and organizations. In recognition of presenting professional concerts today, the Dean believes that all students need to know how to connect with communities through marketing and communication channels, and also how to listen to feedback from audiences to help shape and inform future programming. The purpose of the AMP Up Grant is to provide Eastman students with funding and support to test out ideas for connecting with audiences. Applicants’ goal is to generate at least 50 additional attendees from our community to attend Eastman concerts – solo, chamber, and small or large ensemble performances. Up to 10 Grants may be awarded in the 2025-2026 academic year in support of students initiating creative promotion strategies for promoting upcoming concerts at Eastman.        

Applicants may apply as an individual or in a group, but those applying must be a performing member of the concert.  Groups are limited to up to 5 matriculated students.  Both undergraduate and graduate students are eligible to apply.  In order to apply, the applicant(s) must identify which concert will be promoted. Any Eastman concert is eligible: solo degree recitals, chamber recitals, large ensembles, on-campus ensemble performances (e.g. OSSIA), studio ensembles (e.g. Eastman Saxophone Project), and other Eastman-affiliated performances and series. 

Formats of promotion may include: 

1. Instagram Reel / Tik Tok video(s) 
2. Community Engagement, including (but not limited to):
   • Organizing a talk before the event to bring in a specific group 
   • “Street” performances and/or pop-up concerts to generate interest 
   • Connecting with other organizations in the community for cross-promotion
     • Local Businesses or organizations  (gyms, restaurants, etc.)  
     • Senior homes 
     • Other groups that you work or perform with (choirs, ensembles, etc.) 
     • Student groups at River Campus or other local schools 
3. Or any other non-traditional promotion and combinations 

Note: Applicants should be aware of promotion and social media tactics and advertising channels already employed by Eastman’s Office of Marketing and Communications.  Submissions that use these same approaches and resources will not be funded.   

Who is eligible to apply?

• Applicant(s) must be current, full-time enrolled undergraduate or graduate student. 
• Applying student(s) must be eligible to receive grants/awards in the US. 
• One applicant can submit on behalf of a group, though groups cannot exceed 5 students.  Group submissions can only receive one award, however.   
• Grant advising is not required for eligibility, but still offered to applicants. Please email jdunn@esm.rochester.edu to schedule an appointment, or do so on Handshake.
• Grant advising does not guarantee funding.

When is the application deadline?

• July 30^th at 11:59 PM for concerts from August 25^th through September 30^th
• September 7^th at 11:59 PM for concerts from October 1^st through October 31^st
• October 1^st at 11:59 PM for concerts from November 1^st through March 7^th
• February 1^st at 11:59 PM for concerts from March 16^th through the end of the semester

Which concerts are eligible for the AMP Up Grant?

1. Performances must be an Eastman affiliated performance or series
   • Large Eastman Ensembles (e.g. Philharmonia, New Jazz Ensemble, Eastman Opera Theatre) 
   • Studio Ensembles (e.g. Eastman Saxophone Project, Brass Guild) 
   • Series (e.g. Going for Baroque, Tuesday Pipes) 
   • Degree and/or Chamber Music recitals
2. Concerts must take place on the Eastman School of Music campus, or affiliated space (e.g. Christ Church, the MAG). 
3. Concerts must be listed on the Eastman Concert and Events Calendar 

Please note that for a guest or faculty recital to be eligible that an ESM student must also be in the performance. The Holiday Sing is not an eligible performance for this grant.

What criteria are applied to assess AMP Up Grant proposals?

• Projects must be unique and creative approaches to promoting a concert; any approach currently supported by Eastman’s Office of Marketing and Communications will not be funded. 
• Applicants must demonstrate a realistic timeline and budget for completing the project.   
• Applicants must identify a target audience and provide metrics and tools for assessing the impact on the concert attendance.   
• Viability of reaching the target goal of increased attendance.   
• Applicants must create original content for promotional materials, and hold any necessary rights for using pre-existing media. 
• Proof of track record (if available) in project management, marketing, and/or content creation.   
• Note: For these projects, Eastman’s Office of Marketing and Communications will not create any content for student initiatives. The Office of Marketing and Communications may, at their discretion, re-share the content that students create.  

What is the mentorship component of the award?

Each winner will receive one (1) advising session with the IML and two (2) advising sessions with Eastman’s Office of Marketing and Communications to be completed after notification of the award, and before the promotion is completed.  Advising appointments are a required component of the award.   

What is the monetary size of the award?

Successful applicants will be awarded between $500-$1000.  Funds may be used for purchase supplies and materials that assist in promotion, along with compensating individuals for their time and services.  Food and beverage purchases are not acceptable uses of funding.

How is the award money distributed?

Half of the awarded funding will be paid to the successful applicant as a prize payment through accounts payable, following all initial checks and documentation.  The second half of the funding will be dispersed similarly following receipt of the final report that assesses the impact of the promotion.   

How many award winners are chosen?

Up to ten submissions can be awarded during the academic year. Winners from one cycle will not be eligible to be awarded in a future cycle during the academic year.  Only one award will be granted for an ensemble performance.  The committee reserves the right to determine the number of successful and funded submissions during each cycle. The committee reserves the right to not select winners during a review cycle.

Who chooses the winners?

The AMP Grant committee, comprised of the ESM Dean, staff from the Institute for Music Leadership, the Office of Marketing and Communications, and ESM Faculty will evaluate the proposals to select AMP Up Grant Winners. 

Requirements of the Grantees

In order to receive the first half of the funding, grantees are required to sign a letter of agreement and submit a headshot and bio.  As stated above, the grantee will be required to complete three advising appointments during their project, and submit a final report in order to receive the second half of the funding.  The final report will detail the steps taken to promote the concert, along with the assessment if the target audience goal was reached.  The final report will be accompanied by receipts for all transactions using grant funding.    

How do I submit an application?

Who should I ask if I have additional questions?

Please use our Contact Us page if you have any questions.