What VocalEssence does

VocalEssence is a Minneapolis-based nonprofit choral music organization founded in 1969 by Philip Brunelle, who continues to serve as Artistic Director more than 55 years later. It operates four core performing ensembles: the VocalEssence Chorus (90 volunteer singers), the 32-voice professional VocalEssence Ensemble Singers, the youth choir VocalEssence Singers Of This Age (SOTA), and the Vintage Voices senior choirs. The organization runs an extensive programming portfolio that includes signature annual concerts (WITNESS celebrating Black excellence, Welcome Christmas, River Songs & Tales), school and community education programs (¡Cantaré!, WITNESS School Program, ReMix composer mentorship, Lullaby Project, Young People's Concerts), and digital live-streaming content (GPS & Friends weekly, Take 5 with GPS daily, VocalEssence On Demand archive). Concerts are staged at major Twin Cities venues including Orchestra Hall, Ordway Concert Hall, Northrop at the University of Minnesota, and Saint Mark's Episcopal Cathedral.

The underlying technology stack is intentionally lightweight: a WordPress.com-hosted website with Vimeo and YouTube embeds, Google Analytics, Google Ads Remarketing, and a member portal for the Chorus and Ensemble Singers. There is no public API, no mobile app, and no AI/ML capability disclosed. Digital engagement extends reach beyond the regional footprint via Facebook Live, YouTube Live, and the On Demand platform, while core concert activity remains venue-anchored. Partnerships with Minnesota Public Schools, Minnesota Opera, Plymouth Congregational Church, the National Endowment for the Arts, the American Composers Forum, and Thrivent Financial underpin both programming and funding.

VocalEssence operates a hybrid nonprofit revenue model combining donated contributions (individual donors, the #KeepMNSinging and Choralia campaigns, major gifts), ticketed concert revenue ($29-$49 for general concerts at Ordway, $45 for select premium events at Saint Mark's), corporate sponsorships (Thrivent Financial), and government grants (NEA for the WITNESS program, CARES Act PPP loan in April 2020). Free programming (live streams, community choirs, educational outreach) constitutes a significant portion of activity, positioning accessibility and community impact as a primary mission metric alongside financial sustainability. As a 501(c)(3) governed by an independent Board of Directors, the organization is not investor-owned and does not pursue venture or private equity capital.

Name

VocalEssence

Legal name

VocalEssence

Website

https://vocalessence.org

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

11–50 employees

Short description

VocalEssence is a Minneapolis-based nonprofit choral organization founded in 1969 that operates four ensembles (professional, volunteer, youth, and senior choirs), delivers educational programs, and produces concerts and digital live-streaming content serving Twin Cities audiences and national partners.

Ownership category

akta.pro rank

Product category

Performing Arts - Choral Music

NAICS

Musical Groups and Artists (711130), Musical Groups and Artists (71113)

akta.pro primary industry

Session Musicians & Vocalists (MPAIAHAC)

akta.pro secondary industries

Live Music Clubs & Venues (MPAGAIAB), Private Voice Lessons (Vocal) (EDAMANAB)

Keywords

• Choral music performances
• Music education programs
• Community choir programs
• Performing arts nonprofit
• Live concert productions

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations and Contributions: Nonprofit funding through individual donors, major gifts, and annual campaigns such as Choralia gala and #KeepMNSinging campaign
2. Ticket Sales: Revenue from season concerts and special events at ticketed venues including Orchestra Hall and Ordway
3. Government Grants: Federal funding including NEA grants for WITNESS program and CARES Act PPP loan
4. Corporate Sponsorships: Season sponsorships from organizations such as Thrivent Financial for specific programming

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

VocalEssence is a nonprofit choral music organization that delivers professional choral performances through four ensembles, K-12 and senior music education and engagement programs, and annual concert series. It also produces digital content via its On Demand platform and live streams (GPS & Friends, Take 5 with GPS), and commissions and records new choral works. Programming emphasizes community building, cultural representation, and intergenerational connection through singing.

Product overview

VocalEssence is a nonprofit choral music organization offering a multi-faceted portfolio of performing ensembles and educational programs. The organization operates four core performing ensembles: the VocalEssence Chorus (90 volunteer singers), the VocalEssence Ensemble Singers (32-voice professional choir), VocalEssence Singers Of This Age (youth choir), and VocalEssence Vintage Voices (senior choir program). Educational offerings include the ¡Cantaré! composer residency program, the VocalEssence WITNESS School Program with teaching artists, the ReMix composer mentorship, Young People's Concerts, and the Lullaby Project. The organization also produces live streaming content through GPS & Friends and Take 5 with GPS, annual concert series including Welcome Christmas and WITNESS concerts, and maintains a digital archive platform (VocalEssence On Demand). Programs focus on community building, choral excellence, and bridging societal differences through the power of singing together.

Differentiator

Problem solved

Functional benefit

Brands

• ¡Cantaré!: A program that brings Mexican composers to the Twin Cities for residencies with schools and community choral singers
• WITNESS
• Vintage Voices
• Singers Of This Age (SOTA)
• ReMix
• GPS & Friends
• Take 5 with GPS
• Ensemble Singers
• VocalEssence Chorus

Products and services

• VocalEssence Chorus An ensemble of 90 talented, committed volunteer singers from diverse professional backgrounds (doctors, lawyers, nurses, educators, homemakers, business people), most with college-level or higher training in classical music and voice. Open to community members who audition to participate in professional-level choral performances.
• VocalEssence Ensemble Singers A 32-voice professional choir recognized as one of Minnesota's most highly trained and experienced groups of singers, acclaimed for their 'superbly blended sound' and 'exemplary technique'. Performs commissioned premieres and concert series.
• VocalEssence Singers Of This Age (VESOTA) A radically representative youth choir fostering community and inspiring action among young people of all ages and abilities. Founded and led by G. Phillip Shoultz, III.
• VocalEssence Vintage Voices A choir program for seniors that integrates the arts into the lives of older adults by creating choirs in assisted living communities and senior centers, featuring 12 weeks of rehearsals, concert tickets, transportation, and final performances.
• ¡Cantaré! A composer residency program bringing Mexican composers to the Twin Cities to work with elementary school students and community choral singers, exploring Mexican music traditions.
• VocalEssence WITNESS School Program A school program offering partner schools the opportunity for students to interact with WITNESS Teaching Artists who explore yearly program themes through African American culture, art, music, social studies, literature, and character building.
• VocalEssence ReMix A composer mentorship program for emerging composers and songwriters providing six-month one-on-one mentorship to write a choral work, paired with a Composer Mentor.
• GPS & Friends A weekly 30-minute live stream program showcasing international artists who have a connection to VocalEssence, hosted by Associate Conductor G. Phillip Shoultz, III, streamed via Facebook Live and YouTube Live.
• Take 5 with GPS A daily 5-minute live stream featuring 5 minutes of singing and 5 minutes of inspiration, hosted by Associate Conductor G. Phillip Shoultz, III, designed for wellness, centering, and reflection.
• Welcome Christmas Annual holiday concert series featuring new carol compositions, including the annual Welcome Christmas Carol Contest in partnership with the American Composers Forum.
• WITNESS Concert Series Annual concert celebrating Black excellence and the contributions of the Black community to fine arts, featuring the VocalEssence Chorus, Ensemble Singers, Vintage Voices, and Singers Of This Age.
• Young People's Concerts Concert programs for students (grades 4-12) bringing thousands of young people to experience choral music in professional concert halls like Orchestra Hall.
• Lullaby Project A program connecting teen moms with professional artists to create personalized lullabies, fostering parent-child bonding through music.
• Healing Beats Sessions Community healing sessions led by Melanie DeMore at sites around the Twin Cities, exploring Gullah traditions and storytelling through music.
• VocalEssence On Demand Digital content platform offering recorded concerts, musical moments, and archived performances available on schedule.
• How to Hold On: Songs of Comfort and Solace (Album) A recorded choral music album featuring Melanie DeMore and the VocalEssence Ensemble Singers, released in 2025 and available for purchase.

Quantifiable outcome

• Engaged more than 8,000 people in less than a week with WITNESS concert featuring Morehouse College Glee Club
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Minnesota OperacoreStrategic or Co-development Partner · 26 February 2026Partnership on a series of events surrounding composer B.E. Boykin, including a joint Osher Lifelong Learning Institute course in January. Both organizations collaborated on programming celebrating Black excellence in opera and choral music.
• Thrivent FinancialcoreGTM or Marketing Partner · 26 October 2015Season sponsor for 2015-2016 Season, providing financial support for concert programming and educational initiatives. Thrivent also supported VocalEssence through #KeepMNSinging campaign and Lullaby Project baby shower event.
• Minnesota Humanities Center Veterans' Voices ProgramminorStrategic or Co-development Partner · 1 October 2015Partnership drawing on the power of the humanities to call attention to the stories and contributions of veterans. Featured in Dreams of the Fallen concert program honoring veterans.
• American Composers ForumcoreStrategic or Co-development PartnerCo-presenters of the annual Welcome Christmas Carol Contest, commissioning and premiering new choral works. Also collaborated on Arnesen's 'Child of Song' premiere for American Composers Forum's 40th Anniversary.
• Minneapolis Public SchoolscoreStrategic or Co-development PartnerOngoing partnership for All District Choir Festival and WITNESS School Program. VocalEssence supports MPS choir teachers and provides performance opportunities for students from middle and high schools.
• Plymouth Congregational ChurchcoreStrategic or Co-development PartnerHome base for VocalEssence where Philip Brunelle has led the choir for over 55 years. Provides venue for rehearsals and performances.
• Orchestra Hall / Minnesota OrchestracoreChannel Partner/ Reseller/ DistributorVenue partner for WITNESS concerts and Young People's Concerts at Orchestra Hall. Minnesota Orchestra provides institutional support and collaborative programming.
• Northrop at University of MinnesotacoreChannel Partner/ Reseller/ DistributorVenue partner for major concerts including WITNESS: Symphony of Spirituals. Northrop provides box office services and venue facilities.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Minnesota Chorale: Twin Cities-based professional symphonic chorus that frequently partners with the Minnesota Orchestra. Directly comparable as a Minnesota choral ensemble serving overlapping concert, education, and donor audiences.
• Cantus: Twin Cities-based professional male vocal ensemble performing chamber choral music. Comparable in scale, professional-ensemble structure, and educational outreach to a Minnesota audience.
• The Singers — Minnesota Choral Artists: Minnesota-based professional chamber choir producing concert series and recordings. Shares operating model (small professional ensemble, paid concerts, educational programming) with VocalEssence Ensemble Singers.
• Bach Society of Minnesota: Twin Cities choral ensemble performing Bach and Baroque works. Comparable as a regional Twin Cities choral organization competing for the same concert-goer and donor pool.
• Oratorio Society of Minnesota: Community choral organization presenting large-scale choral-orchestral masterworks. Comparable volunteer-singer model and Twin Cities footprint to VocalEssence Chorus.

Broad incumbents

• Los Angeles Master Chorale: Large, established professional choral organization with professional ensemble and education programs. Comparable in mission to commission and perform new works and serve K–12 audiences, though at materially greater scale.
• Atlanta Master Chorale: Georgia-based professional choral ensemble with youth and education programming. Comparable given G. Phillip Shoultz III's Georgia roots and prior directorship there.
• Chicago Symphony Chorus: Symphony-affiliated professional chorus embedded in a major orchestra. Comparable only in choral-function terms; VocalEssence partners with the Minnesota Orchestra in a similar pattern.

Others

• American Composers Forum: National service organization commissioning and supporting new choral music; long-standing Co-presenter of VocalEssence's Welcome Christmas Carol Contest. Strategic ecosystem partner, not a direct competitor.

Emerging players

• ROOMFUL OF TEETH: GRAMMY-winning vocal ensemble focused on commissioning new works and contemporary repertoire. Comparable in its commissioning ethos (ReMix, Welcome Christmas), though more experimental/emerging and broader geographically.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/vocalessence
• Facebookfacebook.com/vocalessence
• Instagraminstagram.com/vocalessencempls
• Xx.com/vocalessencemn
• LinkedInlinkedin.com/company/vocalessence

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about VocalEssence