How to Engage Young Audiences with Classical Music

Classical music has a rich and illustrious history that offers something for everyone, but engaging younger audiences can be challenging. This article explores strategies for orchestras to broaden their appeal beyond just traditional performances, moving out of siloed programming to include innovative and integrated approaches. We’ll explore how orchestras can use modern technologies and non-traditional programming to introduce a new generation to classical music, create financial benefits, and grow a diverse audience appreciative of various music styles.

A Better Way to Make Money — And Grow Audiences — Than Pops Alone

Orchestras often rely heavily on “pops” concerts to generate revenue, featuring broadly appealing music from popular movies and musicals. While this can be lucrative, it limits the exposure of younger audiences to the rich tapestry of classical music. Instead of relying solely on pops, orchestras could embrace programs that combine classic compositions with contemporary elements that resonate with younger listeners.

By innovating in programming and showing that classical music is not only about the old masters but also includes living composers and relevant themes, orchestras can increase ticket sales and donations. Such integration results in dynamic experiences that enhance audience engagement and satisfaction, and ultimately create a more sustainable financial model.

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“Using sacred siloes in our programming is a disservice to our cause.”

Many orchestras have structuring programs into specific genres or “siloes”, such as traditional classical, pops, or modern music events. While this organization provides clarity, it can inadvertently reinforce the idea that certain types of music won’t mix well. This segregation can alienate younger audiences who typically experience music through more integrated mediums like playlists or streaming services.

Instead, orchestras should consider blending styles and genres within single performances, introducing audiences to something new while delivering familiar tunes. By challenging these silos, audiences won’t just appreciate a singular type of music, but rather the broader scope of the orchestra’s capabilities and repertoire.

Non-Traditional, Non-Siloed Programs

To reach younger demographics, orchestras must experiment with non-traditional programming that incorporates elements from electronic, alternative, and cultural music forms. Collaborations with contemporary artists from varying genres not only draw in fans who might not typically attend a classical concert, but also promote co-creation and cultural exchange.

Another approach is thematic concerts that address current social, environmental, and technological themes. This relevance can make the concerts more engaging and informative, creating a platform where music becomes a space for dialogue and action that resonates with younger individuals’ experiences and concerns.

“We used new music and turned into a fundraising gold mine. How many orchestras are doing that? Not enough.”

Innovative orchestras that have embraced new music and rising composers have often found untapped sources of revenue and funding. By commissioning new works and celebrating emerging talents, orchestras position themselves as arbiters of today’s cultural conversation, helping diversify their financial streams through grants, sponsorships, and increased audience donations.

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Content like multimedia presentations alongside live music can also draw sponsors keen on matching their brand with forward-thinking, culturally rich organizations. By investing in fresh sounds, orchestras potentially open up larger markets and financial support, making the classical music space more vibrant and inclusive for performers and audiences alike.

What to do Instead of Siloed Programming

When moving away from siloed programming, consider mergers between traditional and contemporary concerts. Incorporate famous solos played over electronic backdrops, add visuals or dance performances that complement the music, and enhance cross-genre experiences to capture audience interest and keep them coming back for more.

Use online platforms to preview pieces, share behind-the-scenes practices, and stream smaller live sections to generate interest. Encourage partnerships with local schools and community centers, organising events or workshops that provide access to musical education and appreciation. These activities can drive attendance to concert series that no longer fit simply into one genre category.

“If you want to develop an audience that likes a variety of good music, then program a variety of good music.”

The belief that classical music lovers only enjoy specific composers or periods is outdated. Many people, young audiences included, appreciate music that moves them, regardless of genre. Curating setlists with sensitivity to this eclectic taste presents varied opportunities for orchestras to showcase unique and compelling music.

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This doesn’t mean abandoning tradition; rather, it’s about recognizing that classical music’s beauty lies in its adaptability and universal themes. A carefully crafted program may include Beethoven, John Adams, high-energy film scores, and new media compositions. Such rich diversity confirms that classical music adapts to modern times while preserving legacy and encouraging discovery.

Final Thoughts

Intermingling traditional and contemporary offerings, engaging new composers and leveraging multimedia technology, sets a stage where classical music thrives with younger audiences. Innovative orchestras daring to explore varied programming, seeking conversation with current issues, and creating learning opportunities beyond the concert hall, are better positioned to attract, entertain, and educate a more diverse crowd.

Key Points	Description
Better Revenue Models	Focus on integrated programs beyond “pops” to grow audiences and finances.
Avoiding Silos	Combining genres promotes a broader appreciation and reduces isolation.
Non-Traditional Programs	Incorporate new music forms and thematic elements that resonate with young audiences.
Harnessing New Music	Use new compositions to tap into fresh audiences and funding opportunities.
Interactive Media	Leverage digital platforms for engagement and expanding reach.
Diverse Programming	Embrace audience diversity with music that transcends conventional boundaries.

About the Author

Lucas Martin is a 23-year-old journalism and communications graduate passionate about creative writing. He is dedicated to exploring innovative storytelling methods in travel, technology, and culture, aiming to make classical music engaging to younger audiences. Follow him on social media for more insights into modern media.

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Bridging the Gap: Engaging Young Audiences with Classical Music