Tafelmusik goes overseas for new managing director
London’s William Norris says audience expansion, engagement will be his top priorities
British arts administrator William Norris is Tafelmusik Baroque Orchestra’s new managing director, it was announced Wednesday.
Norris, 37, is communications and creative programming director of London’s Orchestra of the Age of Enlightenment and replaces Tricia Baldwin who, after 14 years with Tafelmusik, left to become director of the Isabel Bader Centre for the Performing Arts at Queen’s University last December.
Reached at his home in London, Norris noted the many similarities between Tafelmusik and the Age of Enlightenment.
The two classical music organizations “perform on period instruments and play the same type of repertoire. We share a vitality and each have performers heavily invested in the organization.”
He joined the the Age of Enlightenment in 2005 where he increased ticket revenue by 150 per cent and introduced programming for students and a popular Night Shift series, late-night events with drinks and DJs before and after concerts.
He has also worked at the London Philharmonic Orchestra.
Norris sees audience expansion and audience engagement as his top priorities upon taking the helm at Tafelmusik, which plays primarily at the Trinity-St. Paul’s Centre on Bloor St. W.
He says that the multimedia work done by Tafelmusik gives it a unique presence in the Baroque field.
He mentioned House of Dreams, created by bass player Alison McKay, which presented music within the visual context of the homes and artsworks of various composers.
Baldwin left Tafelmusik in sound financial shape with surpluses, a newly renovated performance space, an expansive touring schedule and prolific recording company.
“This is a real luxury in the arts that few people have,” Norris says, since many arts organizations are struggling financially.
Tafelmusik has an international reputation, he adds.
He plans to just “listen and learn” for the first few months as well as participate in the search for the new music director to replace Jeanne Lamon.
The search has taken two years and involves some candidates leading the orchestra as guests.
Norris has built a reputation as a keen curator of programming and was twice shortlisted for the Royal Philharmonic Society Music Award for Audience Development.
He plans to continue programming to reach the under-35 age group as well as broadening the appeal for families.
Being well-respected within the music community is not enough for Tafelmusik, he says. “My job is to take it further and make it a household name.”
He has only visited Toronto in winter and underwent interviews during last February’s cold spell. The only time he has experienced similar temperatures was in Scotland, he says.
“It’s a fun challenge getting to know the city and its arts.”
He recently completed the DeVos Fellowship at the Kennedy Center in Washington, D.C.