About Elbow Music
This is the website of Ariane Todes – journalist, copywriter, editor and communications consultant specialising in classical music.
I was Editor of The Strad magazine for eight years, where I learnt to plan and create a variety of content, create and drive editorial and digital strategy, manage budgets, schedules and teams – and write.
Since leaving The Strad, I have freelanced as a writer and editor, and also developed my skills in marketing. I have undertaken interim marketing contracts at Guildhall School of Music & Drama, Royal Academy of Music and HarrisonParrott, where I created content for the company’s 50th anniversary in October 2019, including a special magazine. I currently support Maestro Arts in its marketing and communications, alongside my freelance work.
As a journalist, I love interviewing musicians and finding out what is special about them and what makes them excited and exciting. My own training as a violinist and my experience interviewing, hearing and working with some of the finest musicians in the world helps me dig deep.
The featured interviews here are all of artists that I admire. They have not been paid for and are a labour of love. I make it clear in the text when an interview has come about as the result of a commission for another outlet.
Whether you’re a musician, luthier or editor, or you run a venue, festival, orchestra, agency or PR company, please get in touch!
How can I help you?
I believe that the future of classical music lies in developing direct relationships between artists and audiences, and that quality editorial and video content is the best, most cost effective, way to achieve this. My experience as Editor of The Strad magazine and working with clients including HarrisonParrott, London Symphony Orchestra, Guildhall School of Music & Drama, Royal Academy of Music, Wigmore Hall, ChamberStudio and Baltic Sea Youth Philharmonic puts me in an ideal position to understand musicians’ individual voices and the best ways to convey those to different audiences in a variety of formats.
I can help you work out your story and devise a communications plan to make sure that your message reaches the people you need it to reach.
Together, we can create compelling editorial content. It might be an absorbing article about your latest project; an opinion piece about classical music education; a regular newsletter outlining your activities and future performances; a video interview where you explain the finer points of instrumental technique.
I can generate ideas and produce content for a variety of formats, from long reads to succinct blogs; from video interviews to snappy social media posts. My experience as Editor of The Strad, curating Elbow Music and creating content marketing for various classical music brands puts me in an ideal position to help.
I can help you create:
CD booklet notes
Social media posts
If you would like to find out more, please get in touch. I look forward to chatting.