Heartland Men’s Chorus’ New Vision, New Mission, & New Look

M E D I A   A D V I S O R Y 

For Immediate Distribution    July 15, 2020


Media Contact:

Rick Fisher, Executive Director

Heartland Men’s Chorus


(816) 931-3338



Heartland Men’s Chorus’ New Vision, New Mission, & New Look

With Singing On Hold, HMC Keeps Focused on Its Future


KANSAS CITY, MO – As a nonprofit founded during the AIDS epidemic in the 1980s, Heartland Men’s Chorus is using the current pandemic to focus on its future. A planning committee made up of HMC board members, staff, and singers started on a new vision, mission, and branding in late 2019. “The continuity we had as a branding team, respecting the history and meaning of the organization to its stakeholders, while also looking ahead, created a seamless and constructive

ideation and design process that had energy and momentum,” says Matt Schulte, HMC Board Member.


NEW VISION: “Singing to inspire a world of love and acceptance.”

“It feels very “infinity and beyond” to me, and it leads with “singing” as that is our #1 calling as a chorus,” says Stefan White, HMC Board Member and singer.


NEW MISSION: “To build community, celebrate pride, and empower authenticity.”

Brandon Shelton, a longtime member, started singing with the Chorus in 2005. He is currently the HMC Design Manager and he was also hired to create the new icon and look. “Having worked professionally for 20+ years developing and steering major brands throughout the world, I was honored to be asked to join the committee responsible for the overhaul of HMC’s brand – two of my greatest passions colliding before me in a golden opportunity I could not pass up. In creating the new brand, it was very important to me that we respect and build off the rich heritage of the chorus, 35 years strong, while setting our sights well into the future,” says Brandon.

New Artistic Director Shawn Cullen was also part of the branding team and believes the new look will build on the foundation he started when he was hired. Cullen says, “A legacy of musical excellence, creative expression, and enriching fellowship that changes the hearts and minds of singers and audiences alike. Now more than ever, it seems that united voices against inequities, injustices, and ignorance are needed loud and proud. We stay present so our faces are seen and our songs are heard while we stand with voices strong for those that need us now and always.”

The new branding will be used on www.hmckc.org, on all social media platforms, and printed material going forward.


About Heartland Men’s Chorus

Heartland Men’s Chorus (www.hmckc.org) is Kansas City’s gay men’s chorus, now in its 35th season. Founded in 1986 with 30 singers to make music, HMC quickly became a safe oasis for a community scarred by fear and hatred, while plagued by a virus. Now with 120 singers, HMC is a vital part of Kansas City’s robust arts and cultural scene, making the historic Folly Theater its performance home for 26 years. The Kansas City Star has called Heartland Men’s Chorus “one of the most beloved arts institutions in Kansas City.” More information can be found at Heartland Men’s Chorus. # # #

New brand launch video: https://youtu.be/cJ3d8XfJKo4