|“For nearly seven decades, Hal Leonard has provided consumers with the highest quality information available,” said Group Publisher John Cerullo. “We know who our readers are and what knowledge they crave. Backwing offers us a dynamic new means of reaching them, responding to their feedback, and cultivating conversations around our content in real time.”
Backwing is comprised of three main components. The first two—exclusive content pertaining to or drawn from HLPAPG products and a resource database populated with all manner of performing arts-related materials—will feature, in tandem with a vivacious comment section, multimedia created by and for HLPAPG authors and the publisher’s myriad industry associates.
“Since we reside at an intersection frequented by all manner of clientele, from nonprofits, educational organizations, and professional coalitions to gear, equipment, software, and instrument manufacturers, our contacts quite literally run the gamut of the performing arts world,” Cerullo explained. “We now aim to bring these brands together at backwing for the exclusive benefit of visitors to the site.”
The third component, a direct-to-consumer sales portal featuring daily deals, giveaways, contests, and a slew of weekly/monthly special offers (many of which are also available to third-party vendors), can be found at backwingstore.com—an entirely separate domain.
Why two distinct websites? For the sake of every visitor’s experience, according to Cerullo: “Since backwing was designed with the end user foremost in mind, we’ve decided against tangling content and commerce. As such, multimedia content and resources are hosted at the deliberately noncommercial domain backwing.com while consumer products and services are restricted to the backwing Store.”
Thus, while backwing.com visitors may elect to peruse the site unencumbered by crass commercialism, backwingstore.com is always available to those who wish to explore HLPAPG’s catalog of more than 2,000 titles, take advantage of promotions featuring new releases and backlist titles, and enter contests to win fantastic prizes.
To get backwing off to a rousing start, HLPAPG is giving away great prizes for devotees of the performing arts, including an Epiphone guitar for music fans; a Rodgers + Hammerstein’s The Sound of Music package along with gift certificates to digitaltheatre.com for theater lovers; subscriptions to online streaming services for film and television buffs; and Met Opera on Demand Gift Subscriptions for classical music and opera enthusiasts.
HLPAPG encourages all performing arts enthusiasts, regardless of their skill level, industry status, or background, to join the creative conversation at its new digital hub. Welcome to backwing!