Building Stronger Community Connections: How Eastern Music Festival Embraced Digital Innovation
Eastern Music Festival Transitions to a Seamless Digital Experience with InstantEncore
Every summer for the past 64 years, Eastern Music Festival (EMF) has transformed Greensboro, North Carolina, into a musical epicenter, attracting young musicians from across the globe. With over 265 students attending each summer in recent years, a world-class faculty, and an alumni network of more than 10,000 musicians EMF creates a dynamic environment where the next generation of artists can hone their craft. It’s not just about the music; it’s about fostering a spirit of excellence, collaboration, and cultural exchange that impacts students and audiences alike.
What sets EMF apart is the deeply personal experience it provides. Imagine a teenager, newly graduated from an arts high school or immersed in conservatory studies, still wide-eyed and hungry to grow. Or picture an international student traveling halfway across the world to play music alongside peers and discover new cultures. EMF is where stories like these come to life each summer, inspiring all who attend.
At the forefront of sharing these stories is Erika Frazier, EMF’s Communications and Media Director. Erika’s connection to the arts is deeply rooted, with a childhood steeped in music—her father held a doctorate in music, and her mother was a music teacher. This passion led her to pursue a degree in vocal performance and music industry studies at Appalachian State University. With a career spanning nonprofits and arts organizations, Erika brings a wealth of experience in storytelling, marketing, and community engagement to EMF. Erika sat down with InstantEncore’s CEO, Nancy Trigg, to share EMF’s digital journey.
“This role is more than just a job to me,” Erika says. “I do all of the festival marketing and storytelling, getting to know the students and sharing their stories. I love it.”
However, keeping a legacy festival like EMF alive requires more than passion—it demands strategic innovation. With rising financial pressures and a need to connect with tech-savvy, modern audiences, EMF knew it was time for a change.
Erika sat down with InstantEncore’s CEO, Nancy Trigg, to share EMF’s digital journey.
The Challenge: Preserving Tradition While Embracing Innovation
Running a world-renowned festival isn’t without challenges. For EMF, these included:
Rising Printing Costs: Producing a 165-page program was draining valuable resources.
Outdated Content: As Erika described, “By the time our festival started, our printed guide was half incorrect. We needed a way to keep information accurate and up to date.”
The Need for Community Buy-In: Beyond logistics, Erika wanted to deepen the festival’s community roots, inviting not only emotional but also intellectual and financial investment from Greensboro and beyond.
“Our students invest so much to be here—from travel expenses to instrument costs, sometimes even buying an extra plane ticket for a cello or bass. It’s our duty to support them in every way possible”
The Solution: InstantEncore’s InstantGuide
When Erika discovered InstantEncore’s InstantGuide, it presented a clear path forward. The platform’s digital, interactive solution allowed EMF to cut costs and create a more engaging experience for patrons.
Real-Time Updates: No more outdated programs. InstantGuide enabled Erika to update content instantly, reducing the chaos of last-minute changes.
“With InstantGuide, I could keep everything accurate. That flexibility made operations smoother and less stressful,” Erika noted.
Personalizing the Digital Experience: Erika and her team made the transition feel personal, ensuring it was about human connection, not just technology.
“Our front-of-house staff took time to help patrons pin the guide to their phones, making it a community effort,” Erika said. Nancy Trigg, InstantEncore’s CEO, found this approach inspiring: “Those small moments of connection are what the arts are all about.”
Enhanced Sponsor Engagement: Digital ads gave sponsors more visibility, boosting their impact compared to traditional print.
”Our sponsors loved the prominence of their ads within the guide,” Erika explained.
Building a Stronger Community
EMF has always been about connection—between musicians, audiences, and the broader community. Erika is passionate about expanding this even further. “What I’m really looking forward to is offering more programs for the community to get involved with EMF and doing more outreach with our students,” she said.
Her vision is to engage the community not just through music but intellectually and financially. “We’re working on buy-in from the community,” Erika shared. “I want people to hear the stories and understand why it’s so important to support these young artists.”
Impact: Efficiency, Engagement, and Heartfelt Stories
The transition to digital had immediate benefits:
Operational Efficiency: The ability to update content in real time saved countless hours and stress. “My librarian no longer had to scramble with last-minute changes,” Erika pointed out.
Audience Buy-In: While some patrons were initially hesitant, the EMF staff’s thoughtful support helped them adjust. “By week two, everyone was on board, and we saw fewer distractions and more engaged audiences,” Erika said.
Deep Connections Through Stories: From Claire Lewis, the young Juilliard conductor, to the cultural exchange with students from Taiwan, EMF is full of stories that inspire and bring people together.
“We live in a world that’s craving authentic stories and real connections. Technology can enhance that if done thoughtfully.”
Nancy emphasized how digital tools can amplify these stories. “It’s about taking these beautiful moments and making them even more impactful.”
Stories That Inspire and Unite
The festival’s true magic lies in the stories it fosters. One example is Claire Lewis, a Manhattan School of Music and Peabody Institute Conducting Masters graduate who pursued conducting after being inspired by a childhood cartoon. Stories like hers remind the community of EMF’s impact on young artists.
Another highlight was EMF’s collaboration with a school in Taiwan, which brought cultural exchange to life. “Watching those students connect through music despite language barriers was amazing,” Erika shared. “They discovered so much, even simple things like American hush puppies!”
Nancy loved hearing these stories, noting how technology can amplify their reach. “It’s wonderful to see how digital tools can bring these narratives to a broader audience, keeping the community engaged year-round,” she said.
Looking Ahead: Endless Possibilities with InstantEncore
With InstantEncore’s platform, EMF is poised to deepen its impact. Erika is excited to use InstantGuide for alumni engagement, storytelling, and year-round community outreach. “The possibilities are endless,” she said. And Nancy added, “The world is your oyster—use these tools to build an even stronger community.”
Advice for Other Festivals
Erika’s biggest takeaways for other festival organizers:
Prime Your Audience: Prepare them for the change, and explain why it matters.
Stay Authentic: “Tell real stories from real people,” Erika advised. “That’s what resonates.”
Adapt to Survive: “Our biggest lesson is that you have to be flexible,” she said.
Conclusion: Tradition Meets Technology
Eastern Music Festival’s journey with InstantEncore shows how embracing digital solutions can preserve tradition while expanding impact. If your arts organization is ready to transform, EMF’s story proves that thoughtful innovation can keep the magic alive—and even make it stronger.
Discover how InstantEncore can elevate your festival. Schedule a demo today!
