The Task

Fulfill Music Director Teddy Abrams’s vision and expand Louisville Orchestra’s reputation as a world-class organization fueled by a legacy of innovation and community involvement. 

Our Approach

Increase the orchestra’s visibility with a curated collection of press opportunities and media exposure on the national stage.

Results

Substantial national media coverage has led to a surge of engagement with the orchestra from local and national audiences, including increased funding to support further cultural and community growth.   

Louisville Orchestra’s music director Teddy Abrams had a clear vision from the start of his tenure––“To become known as the most interesting orchestra on the planet.” Abrams realized that the orchestra was an organization meant to serve the entire city, not just regular concert-goers or the cultural elite. His mission centered on bringing the Louisville Orchestra into communities throughout the city, incorporating local musicians into the programming and playing his own role as a composer in the creation of new works. 

Drawing on a long history of innovation, including a catalog of some of the first self-produced recordings by an orchestra, Abrams and the Louisville Orchestra partnered in 2019 with My Morning Jacket frontman Jim James to release The Order of Nature on Decca Gold, resulting in an appearance on NBC’s the Tonight Show with Jimmy Fallon. The performance was part of a massive media wave over the past five years that has included segments on CBS Sunday Morning and PBS NewsHour, as well as features in the New Yorker, The New York Times and the Wall Street Journal. More recently, Teddy Abrams and the LO made their Deutsche Grammophon recording debut on superstar pianist Yuja Wang’s album The American Project, which features Abrams’ piano concerto written for Ms. Wang, and earned a Grammy in 2024 for “Best Classical Instrumental Solo.”  

Increased media attention has expanded opportunities for the Louisville Orchestra. A three-year, $750,000 grant from The Mellon Foundation has helped fund The Creators Corps program, a first-of-its-kind initiative that provides three revolving artists with residencies to compose new works for the orchestra while engaging with the community. Most recently, the orchestra was awarded $4.3 million dollars by the Kentucky Legislature to create a statewide tour, bringing the organization’s music and artistry to underserved regions throughout the Commonwealth. 21C Media Group is proud to support the vision of Teddy Abrams and the Louisville Orchestra, which has drawn the attention of audiences near and far.