Musicians deliver an orchestra’s mission, but the mission exists for audiences, and the share of adults attending classical concerts fell by nearly half between 2017 and 2022.
Sector Strategy
What Problem Are We Actually Solving?
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. […]