Tops for the Pops
New July 4th sponsorship is music to Lockhart’s ears
Attacks on celebrations of joy and pride have become far too common: the May bombing of an Ariana Grande concert in Manchester, England, the 2015 attacks at an Eagles of Death Metal concert in Paris and, of course, the horror at the Boston Marathon four years ago. As the host of the July 4th Boston Pops Fireworks Spectacular, our city's biggest annual public concert, conductor Keith Lockhart knows security is the No. 1 priority. But he also knows law enforcement teams work harder than even he does behind his legendary podium. “You'd have to be blind to current events to think that people don't target big public gatherings. But on the other hand, I have a lot of faith in the people who are protecting us,” Lockhart said. “I also think the very worst thing we can do is start to shy away from these sorts of events. That's when they have won.” The maestro needs to concentrate on the concert's music, which this year will feature guest spots from pop star Andy Grammer, rock singer Melissa Etheridge and “Hamilton” sensation Leslie Odom Jr. But his attention is often diverted by competing forces: security, sponsorship deals and broadcast contracts. Thankfully, a few of those distractions were eliminated recently when the Pops announced a pair of major partnerships. Boston-based investment firm Eaton Vance signed on as presenting sponsor for the Fireworks Spectacular for three years starting this year. Also making a three-year commitment, Bloomberg will be a sponsor and media partner broadcasting the concert via radio, TV and the web. “After the constant uncertainty of the last few years, with Liberty Mutual wrapping up its sponsorship and whole CBS-in-CBS-out thing, this gives us three solid years to really get some momentum going,” Lockhart said.
CBS dropped the Pops' signature concert in 2013 only to return for a big event last year featuring Demi Lovato. This year, it dropped out again. While Lockhart has enjoyed entertaining the CBS audience, he is excited about the freedom Eaton Vance and Bloomberg have given him.
“The networks have their own objectives, their own target markets they are going for,” he said. “There are people who are starting in a sitcom next year that they want to highlight during July 4th. Bloomberg doesn't have that. They just want to put on a great show.”
Bloomberg also wants to put the whole show on and not just a sliver of it, as other networks have done in the past.
“This year, we're not talking about someone taking a halfhour excerpt of the concert, we're talking about someone filming the entire event,” he said. “And that's what we want people to see across the country and around the world.”