| dc.description.abstract | Classical music has been in decline for decades, or so it seems. It attracts fewer listeners than before, their finance structures are more precarious and the audiences are getting older. It is only natural to lose faith for the genre’s survival. But, one should not forget that classical music in itself is one of the genres that never goes out of fashion. Even though orchestras may struggle to keep up with the times, make their mark and compete successfully with music from other genres, the fact that Mozart and Beethoven’s music has surpassed generations and still stands relevant proves that it is music that can stand the test of time. Through this research I wanted to investigate how much awareness the different Norwegian symphony orchestras has around current marketing strategies and whether there were any easy measures that could be implemented in order to increase attendance. It has become clearer to me through this research, despite it’s limitations, and through reading up on relevant theory, that there are possibilities worth pursuing. Some of my suggestions are that marketing should focus on each individual concert rather than on pre-programmed series, that the local angle could be exploited with success, that the social element of the concerts could be explored more courageously. But there is no quick fix or one-size-fits-all. Each orchestra has to adopt each concert to their specific strategies and pre-conditions in order to achieve increased attendance. | |