Today’s blog post is written by Ellen Hindson, Education Specialist, PatronManager.
“Is Classical Music Dying?”
“Classical Music in America is Dead”
“Saving Classical Music”
Above: Actual headlines from the New York Times, The Wall Street Journal, and Slate.
It’s likely you’ve heard the dialogue surrounding classical music over the last few years, largely centered rather dramatically on whether or not classical music is dying, or already dead. Amid concerns that classical music audiences are simultaneously “shrinking [in numbers] and aging” (literally dying away), many institutions have made wild assumptions about what newer and younger concertgoers in their 20s and 30s really want, often without consulting them.
One orchestra, however, has taken a different approach and the rest of the classical world could benefit hugely from following their lead. In 2016, the California Symphony sought out a group of Millennials and Gen Xers who didn’t know a lot (or anything) about orchestras, to attend a few concerts (at the nominal price tag of $5 per ticket), use their website, and join their email list. Then they held an event at a local brewery where they facilitated a discussion over pizza and beer to hear the participants’ comments and critiques about their experiences. Taking inspiration from Google’s research and development project Google X, they called this project “Orchestra X,” and committed to changing their business practices according to the feedback they received. Read the Article