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Classical music pundits have no shortage of ideas for saving classical music. More social media, cheaper tickets, shorter concerts, more contemporary repertoire, young musicians on Instagram, concerts in bars, movie scores, video game scores, new donor programs, new audience initiatives, new branding. Some of these are good ideas and a few of them demonstrably work. My concern is that we keep trying them without being particularly clear about what problem we are trying to solve. If an orchestra discounts tickets and attendance goes up, have we solved an affordability problem or temporarily bought an audience? If a clip gets 100,000… Read more: What Problem Are We Actually Solving?