Positioning, Strategy, Copywriting, Web

The Idea

Music House was a musical program for children, teenagers and adults that had been developed inside the house of Meryl Danziger for the past two decades. The idea of Music House being located in Meryl Danziger’s residence provided a nurturing environment for musical creativity, but also limited the evolution of the pedagogy and principles. The initial directive given when collaborating with Meryl was straightforward: to transition “Music House” as a program from a home-based setting to one more accessible to other educators.

The Challenge

The challenge was how to take the intuitive practices that Meryl had developed over decades of one-on-one experiences and synthesize them into structured ideas for other educators to follow and expand upon. Among defining the pillars of her practice, we also created an interactive musical detective newsletter series titled "What Would You Do?" This series put other educators and enthusiasts into teacher-student situations, asking them how they would approach the particular scenario. The following week, Meryl would write a “reveal,’ detailing the experience that modeled the mystery and learnings other educators could incorporate into their own teaching practices. From the work Meryl did with the WLHNT Group, she was selected to present her work at Carnegie Hall's Educator Program.

About

Founded by Meryl Danziger, a former professional violinist and music educator, Music House is a highly individualized, holistic alternative to traditional music lessons. This one of a kind approach is based on the belief that every one of us has some type and degree of musical inclination, that musical inclination can take different forms, and that there are many ways to connect to music making. By broadening the definition of music learning to include a variety of musical activities and experiences, Music House advocates for the right of every individual to discover and nurture her own “Inner Musician,” and to forge lifelong, personal musical connections. The Music House approach is based off of the following principles: All of us are born with some type of musical potential;, everyone is inclined to be musical in a different way; there are many forms that musical involvement can take. When the individual has the opportunity to explore a variety of musical stimuli at her own pace, in her own way and in keeping with her own interest and readiness, her musical inclinations will be revealed.

meryldanziger.com

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