What Atlanta Master Chorale does

Atlanta Master Chorale is a registered IRS 501(c)(3) nonprofit community choir founded in 1985 in Atlanta, Georgia (originally as Gwinnett Festival Singers, later Atlanta Sacred Chorale, rebranded to its current name in 2013). The ensemble is composed of approximately 64 volunteer but professionally trained choristers from diverse professional backgrounds, performing roughly 100 pieces across five main concerts each season at Emory University's Schwartz Center for Performing Arts. Under Artistic Director Dr. Eric Nelson — Director of Choral Studies at Emory University — and Executive Director Jill Arrington, the organization has received the Margaret Hillis Award for Choral Excellence from Chorus America (2013), the Prudential Board Leadership Award (2014), and was featured at the 2017 ACDA National Convention.

The organization's core offerings include live concert performances (season subscriptions and individual tickets priced $10-$42 plus a $20 livestream tier), an 18+ album catalog of recordings sold as physical CDs and digital downloads, and published sheet music through the AMC Choral Series via MorningStar/ECS Publishing Group. Technology assets are modest but functional: a YouTube channel exceeding one million lifetime views and reaching 100+ countries, livestream broadcasts, a Spirited Conversations video series, the Virtual Concert Hall playlist, and a Monday Music Moments email newsletter. Complementary community programs include a biennial Composition Competition, a Commissions Program that has commissioned eight works over thirteen years (including premieres in 2022, 2024, and 2025), the Tickets for Teachers educational outreach program, corporate leadership training seminars, and an annual community choral festival.

Revenue mechanics combine ticket sales (season packages and individual concerts), donations (general fund, Eric Nelson Artistic Fund, and sustaining monthly giving through Kindful), merchandise sales, and chorister membership fees with scholarships available. The organization is independently governed by its own Board of Directors with no parent company or institutional owner, and its virtual programming — funded in part by the Sally Angevine estate donation — represents a meaningful channel for extending reach beyond the metro Atlanta live audience.

Name

Atlanta Master Chorale

Legal name

Atlanta Master Chorale

Website

https://atlantamasterchorale.org

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

51–100 employees

Short description

Atlanta Master Chorale is a 501(c)(3) nonprofit community choir of approximately 64 volunteer, professionally trained choristers, presenting a five-concert season at Emory University's Schwartz Center and selling recordings, published sheet music, and donations to Atlanta arts audiences and a global virtual audience.

Ownership category

akta.pro rank

Product category

Choral Music Performance

NAICS

Performing Arts Companies (7111), Musical Groups and Artists (711130), Record Production and Distribution (512250), Other Performing Arts Companies (71119)

akta.pro primary industry

Performing Arts Organizations (Theater, Dance, Opera, Music) (BPAGAHAB)

akta.pro secondary industries

Performing Arts Centers & Presenters (Programming/Booking) (MPAGABAM), Virtual Concerts & Music Festivals (Livestreamed Performances) (MPAGAOAD)

Keywords

• Choral music performances
• Live concert series
• Choral music recordings
• Choral sheet music
• Music arts education

Headquarters

HQ city

Atlanta

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. Ticket Sales: Season ticket packages and individual concert tickets for performances at Emory University's Schwartz Center for Performing Arts. Full-season subscriptions and discounted 2-3 concert packages available.
2. Donations: Individual donor contributions including general fund and designated funds. Sustaining monthly donation option available. Atlanta Master Chorale is a registered IRS 501(c)(3) organization.
3. Merchandise Sales: Physical CDs and digital downloads of recorded performances available through the online shop. Albums include 'Sing On', 'Songs and Spirituals of the Civil War', 'Where Music Touches Spirit', 'Crossroads', 'Christmas with AMC', and more.
4. Membership Fees: Annual membership fee for choristers who join the ensemble. Scholarship options available for members who need financial assistance.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Atlanta Master Chorale produces and presents live choral concert performances, primarily at Emory University's Schwartz Center for Performing Arts, selling season subscriptions and individual tickets. The organization also sells recorded choral music albums (physical CDs and digital downloads), publishes sheet music through the AMC Choral Series, runs virtual programming (livestream broadcasts, video series, email highlights), and offers educational and community programs including a composition competition, commissions program, and teacher ticket outreach.

Product overview

Atlanta Master Chorale is a volunteer community choir organization offering a diverse portfolio of products and services centered around choral music performance and education. The core offerings include live concert performances (season subscriptions and individual tickets) and music recordings (albums available as physical CDs and digital downloads). The organization maintains an extensive catalog of 18+ recorded albums spanning from 2000 to 2021, covering classical choral repertoire, spirituals, Christmas music, and commissioned works. Beyond recordings, the portfolio includes virtual programming (Spirited Conversations video series, Monday Music Moments, Virtual Concert Hall), published sheet music (AMC Choral Series via MorningStar/ECS Publishing), community programs (composition competition, commissions, corporate leadership training, community festivals), and merchandise (artistic notecards). The ensemble performs four main concerts annually at Emory University's Schwartz Center for Performing Arts, with livestream options, and operates an audition-based volunteer choir model.

Differentiator

Problem solved

Functional benefit

Brands

• AMC Choral Series: A choral music series published by MorningStar/ECS Publishing Group, capturing new repertoire premiered by the ensemble. Features original works and arrangements composed by Eric Nelson, Atlanta Master Chorale's Artistic Director, in addition to commissioned pieces.

Products and services

• 2026-2027 Concert Season Tickets Subscription and individual ticket packages for the ensemble's annual season of live choral performances at Emory University's Schwartz Center for Performing Arts, targeting individual concert-goers, seniors, faculty, and youth/students with tiered pricing.
• Livestream Concert Access Virtual livestream access to live choral performances for audiences outside metro Atlanta, funded by the Sally Angevine estate donation. Priced at $20 per concert.
• Sing On Album Choral music recording sold as a physical CD and digital download, featuring 12 tracks of arrangements by Eric Nelson and works by Lauridsen, Duruflé, and other composers.
• Songs and Spirituals of the Civil War Album Choral music recording featuring 14 songs from the 'Music and the Civil War' concert of the 2017-18 season, including 'Didn't My Lord Deliver Daniel' and 'Battle Hymn of the Republic'.
• Where Music Touches Spirit Album Celebratory greatest-hits album marking Atlanta Master Chorale's first 30 years, bringing together popular recordings from three decades of choral artistry.
• Crossroads Album Collection of favorite choral pieces from 2014-16 programs, featuring the peace, joy, beauty, and technical accuracy that characterize the ensemble's musical aesthetic.
• Christmas with AMC Album Compilation of 15 Christmas tracks spanning several decades of holiday recordings, including 'Carol of the Bells' and 'Silent Night'.
• Artistic Notecards Custom-designed concert artwork notecards sold as a boxed set of 10 cards (two each of five designs), printed on white linen paper, blank inside, priced at $10.
• AMC Choral Series (Sheet Music) Published sheet-music series released through MorningStar/ECS Publishing Group, capturing new choral repertoire premiered by the ensemble, including works composed by Artistic Director Eric Nelson and commissioned composers Ivo Antognini, Joel Thompson, and Stacey Gibbs.
• Chorister Membership (Auditioned Volunteer Ensemble) Annual membership in the ~64-member volunteer chorister ensemble, open to auditioned, professionally trained singers, with scholarship options available for members needing financial assistance.

Quantifiable outcome

• 14,000 people reached weekly through combined musical influence
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Leadership DeKalb Community Outreach ProgramminorStrategic or Co-development Partner · 1 January 2017Collaboration with Leadership DeKalb's Community Outreach Program providing marketing coaching as part of Bloomberg Philanthropies grant support.
• MorningStar/ECS Publishing GroupcoreTechnology or IntegrationAtlanta Master Chorale's Choral Series is published by MorningStar/ECS Publishing Group. The series captures new repertoire premiered by the ensemble, featuring original works and arrangements composed by Artistic Director Eric Nelson, in addition to commissioned pieces from composers Ivo Antognini, Joel Thompson and Stacey Gibbs.
• Emory University (Schwartz Center for Performing Arts)coreStrategic or Co-development PartnerAuditions, rehearsals, and concerts held at Emory University's Schwartz Center for Performing Arts. The venue provides the performance space and box office services for ticket sales.

Scale indicators8 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Seattle Pro Musica: Auditioned community choir presenting subscription concerts, recordings, and educational programs. Closely comparable operating model to Atlanta Master Chorale as a community-focused, award-eligible choral organization.
• Chanticleer: Internationally acclaimed GRAMMY-winning vocal ensemble. Listed alongside Atlanta Master Chorale as a Margaret Hillis Award recipient, sharing the same competitive benchmark for elite community/professional choral excellence.
• VocalEssence: Minneapolis-based choral presenting organization also a Margaret Hillis Award recipient. Comparable as a community-focused choral institution presenting subscription concerts, commissions, and educational programs with a similar operating model.
• Los Angeles Master Chorale: One of the country's premier professional choral ensembles, also a Margaret Hillis Award recipient. Comparable as a similarly named metropolitan master chorale presenting subscription concerts, recordings, and educational programming, though larger in scale and budget.
• San Francisco Symphony Chorus: Premier symphonic chorus performing with a major orchestra. Comparable as an elite community/professional choral ensemble presenting subscription concerts and recordings with a similar artistic profile.
• Masterworks Chorale: Community-based choral ensemble performing subscription concerts and educational outreach. Comparable scale and volunteer-auditioned model to Atlanta Master Chorale.
• Chicago Master Singers: Community choral ensemble presenting subscription concerts and educational outreach. Comparable scale, volunteer/professional hybrid model, and metropolitan-anchored programming to Atlanta Master Chorale.

Broad incumbents

• Atlanta Opera: Major performing arts institution in the Atlanta market with overlapping audiences, donors, and venues. Comparable as a leading local performing arts nonprofit presenting subscription seasons, though focused on opera rather than choral music.
• Atlanta Symphony Orchestra: Premier performing arts institution in Atlanta sharing the same metropolitan arts market and donor pool. Comparable as a leading local performing arts nonprofit, though operating at much larger scale across orchestral rather than choral programming.
• Mormon Tabernacle Choir: Massive, globally recognized choral institution also a Margaret Hillis Award recipient. Comparable at the level of artistic excellence and brand, but operates at dramatically larger scale, with paid musicians and a much broader institutional platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/amchorale
• YouTubeyoutube.com/atlantamasterchorale
• Facebookfacebook.com/atlantamasterchorale
• LinkedInlinkedin.com/company/atlantamasterchorale
• Instagraminstagram.com/atlantamasterchorale

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Atlanta Master Chorale