2021-2022 & 2022-2023 San Franisco Classical Music Audience Choice Awards winner:
Best Chamber Ensemble, Best Streaming Performance or Series(2 years), Best Chamber Performance, & Best Early Music/Baroque Performance
“There was little competition here, as Salastina’s chamber version of Gustav Mahler’s symphonic-sized song cycle, performed in June, easily pinned the runner-up to the mat.”
— Simon Cohen (San Francisco Classical Voice 2023 Audience Choice Awards)
“Salastina was the favorite among the L.A. chamber groups nominated here, all with something of a new music bent. But for the seven core members of Salastina, contemporary compositions are just a part of the programming equation, in addition to classic works, film and television music, and even the occasional updated take on opera. It all fits in with the group’s goal of “broaden[ing] the definition of what classical music was, is, and can be.” For proof, look no further than Salastina’s popular series of Happy Hours, which sees the group taking home another award, ‘Best Streaming Performance or Series.’”
— Peter Feher (San Francisco Classical Voice 2022 Audience Choice Awards)
Salastina’s OC fan tutte Proves We’re All “Like That”Sometimes
“With three robust, energetic chords, the eight-piece band opened the performance with a glorious punch, instantly enveloping the audience in an intoxicating sonic embrace. From there they drew us into the action with an energetic tempo that delivered momentum and verve while never feeling rushed. Playing with the tight clarity of a well-rehearsed chamber group and… the broad warmth of a much larger ensemble, they delivered a remarkably pithy and charming performance.”
— Catherine Womack (San Francisco Classical Voice)
“Salastina is leading the way for the future of chamber music. With audience numbers shrinking and a general lack at interest from youth in classical music, String Visions has always applauded those who are bold enough to break with tradition… If classical music is going to remain relevant to our entire culture and not just a select portion of society, then we need to modernize the concert hall so that audiences won’t feel intimidated. Salastina does just that, and they’re not afraid to try just about anything to bring classical music to a wider public.”
— Nicholas Heinzmann (Ovation Press)
“There are groups, however, that have seen returns from their internet initiatives that have made them financially stronger and artistically more visible… in Los Angeles, chamber group Salastina met the pandemic with a series of Happy Hour livestreams in which they talked with high-profile musicians in a Zoom chat room.
Maia Jasper White, Salastina’s co-founder, and co-director Kevin Kumar… always thought about chamber music in terms of creating community and routinely mingled with their audiences before and during concerts.
“All of us know that COVID was a really isolating time,” White said, “so it didn’t take heavy thinking to realize that a social experience was absent from people’s lives. The Zoom room was as real as any other room.” The feedback from the Happy Hour experiment was: “‘Oh, I’m so happy to be getting to know these beautiful artists.’ There was constant reinforcement of that approach, that what we were doing was creating an artistic community, not just broadcasting content to keep ourselves and our work justifiable.”
As live performances resumed, White and Kumar noticed what White called “Zoom fatigue.” People wanted a break from the chat room, and in response, Salastina changed the Happy Hour concept to integrate a live audience and an online one. The group is upgrading the experience, making it “meatier and more well produced” and also less frequent. And they’re combining that initiative with their live programming, which is also livestreamed.
White reports that some local audience members are choosing to continue attending online, but now Salastina also has out-of-state loyalists who come to L.A. for the ensemble’s concerts. Most importantly, Salastina saw a 58 percent jump in revenue during 2020–2021, and their membership base tripled.
Modestly, White added, “In terms of individuals reached, our audience grew 3,900 percent because of online engagement. It was 27,000 people (over two years) when we include the Happy Hours and how many people are served by our hospital concerts.” Not surprisingly, White expects to continue livestreaming in the future. “When I went through our finances and added up our earned income, I was surprised to see the final tally of online ticket sales. I thought we shouldn’t discount having that as a [continuing] option. It’s the expectation now.”
— Jim Farber and Michael Zwiebach (San Francisco Classical Voice)