• Home
  • About
    • What’s happening here
    • Greg Sandow
    • Contact
  • AJBlogs
  • ArtsJournal

Sandow

Greg Sandow on the future of classical music

The Friday post

July 12, 2013 by Greg Sandow

Happy

retta blogI’ll start with one of the happiest endorsements for classical music we’ll ever see.  Retta, who stars in Parks and Recreation, holds forth with great delight on the Conan show. You have to watch this. Trust me!

New World

Concerts aimed at new audiences — with paid admission  — bring more new people to an orchestra, more even than free concerts do. They also have a younger, more diverse, more satisfied, and more engaged audience than concerts for the normal audience.

Those are some of the findings from a study by the New World Symphony, presented last month at the League of American Orchestras conference. I was there. The presentation was powerful. Some of the conclusions — that alternate formats attract a younger audience — are things we pretty much know. If, like New World, you alternate 20-minute new music performances with DJ sets (that’s one of their alternate formats), of course you get younger people.  

But did we know that the people at those performances like them more than traditional concertgoers like traditional concerts, or that they’re more likely to talk about the concert to their friends? This is new. These are important findings. I was impressed (and not least by the savvy and enthusiasm of New World’s presenters). 

The link above goes to the PowerPoint New World’s people used at the conference. Worth looking at. One eye-popping detail — for concerts in mostly traditional format, 68% of the audience (you read that right: 68%) is over 65. That’s a big red flag, a warning of trouble coming in the future, unless things change. And New World is making changes.

And finally…

From Seth Godin’s blog:

Instead of working so hard to prove the skeptics wrong, it makes a lot more sense to delight the true believers.

Which — in future of classical music terms — means that those of us who want change should spend less time arguing with those who think we’re wrong. And more time sharing our ideas, and making change happen.

I know that’s not always possible, especially within an institution, an orchestra, let’s say, or a conservatory. To make change, we have to have debate, and some of the debate will be with people who don’t like the changes we propose.

But still we should note Godin’s advice. History is on our side. Change is coming. Much of it, to a greater extent than most people realize, is already here. So the people who oppose us — for all the true passion for classical music that makes them care so much — are fighting a rearguard battle.

Or as someone in the field put it to me a couple of weeks ago: “The train has left the station.” Skeptics, in the end, have only one question they can ask themselves: Do they want to join the ride? 

Filed Under: Uncategorized

Comments

  1. pwgoodman says

    July 12, 2013 at 11:28 am

    Great video. Right onto Facebook.

  2. Laurence Glavin says

    July 12, 2013 at 1:00 pm

    An interesting thing happened on the episode of the quiz show “Jeopardy!” (one must always add an exclamation mark after the title or the Estate of Merv Griffin will sue) that aired on Thursday, July 11th: A woman was well on her way to accumulating $30.000 plus that night’s championship due to her knowledge of a variety of topics, including 19th Century literature; she was no dope, and the other two contestants were a few thousand dollars below her accumulated funds at the end of regulation. Then the category for the Final Jeopardy “clue” was revealed as Classical Music. The aforementioned lady BET NO MONEY AT ALL, hoping that the other two contestants wouldn’t bet enough to catch her and presumably because she felt her knowledge of the genre was too weak or maybe nonexistent! The “clue” was about as theoretically easy as any question could be: a composition from 1882 that was based on the tunes “God Save the Czar” and “The Marseillaise”, of course the “1812 Overture”. The other two contestants bet enough to catch and surpass her, while she wrote “I don’t have a clue”. So she walked away NOT with $30,000-plus and a chance to play again, but a paltry $1,000 just because she never considered listening to classical music and learning about it.

Greg Sandow

Though I've been known for many years as a critic, most of my work these days involves the future of classical music -- defining classical music's problems, and finding solutions for them. Read More…

About The Blog

This started as a blog about the future of classical music, my specialty for many years. And largely the blog is still about that. But of course it gets involved with other things I do — composing music, and teaching at Juilliard (two courses, here … [Read More...]

Follow Us on FacebookFollow Us on TwitterFollow Us on RSS

Archives

@gsandow

Tweets by @gsandow

Resources

How to write a press release

As a footnote to my posts on classical music publicists, and how they could do better, here's a post I did in 2005 -- wow, 11 years ago! --  about how to make press releases better. My examples may seem fanciful, but on the other hand, they're almost … [Read More...]

The future of classical music

Here's a quick outline of what I think the future of classical music will be. Watch the blog for frequent updates! I Classical music is in trouble, and there are well-known reasons why. We have an aging audience, falling ticket sales, and — in part … [Read More...]

Timeline of the crisis

Here — to end my posts on the dates of the classical music crisis  — is a detailed crisis timeline. The information in it comes from many sources, including published reports, blog comments by people who saw the crisis develop in their professional … [Read More...]

Before the crisis

Yes, the classical music crisis, which some don't believe in, and others think has been going on forever. This is the third post in a series. In the first, I asked, innocently enough, how long the classical music crisis (which is so widely talked … [Read More...]

Four keys to the future

Here, as promised, are the key things we need to do, if we're going to give classical music a future. When I wrote this, I was thinking of people who present classical performances. But I think it applies to all of us — for instance, to people who … [Read More...]

Age of the audience

Conventional wisdom: the classical music audience has always been the age it is now. Here's evidence that it used to be much younger. … [Read More...]

Return to top of page

an ArtsJournal blog

This blog published under a Creative Commons license

Copyright © 2025 · Magazine Pro Theme on Genesis Framework · WordPress · Log in