| dc.description.abstract | Classical music venues are largely funded by governmental resources. The different governmental funders expect classical music venues to perform classical art of high quality in return. It is expected that the recipients are actively working on reaching and attracting its audience. Assumptions indicate that classical music venues and symphony orchestras are challenged. Presumably having to counteract an increased ageing among participators in its audience. Our thesis` purpose is to identify strategic challenges, connected to an ageing audience, in classical music venues and symphonic orchestras. In this paper we discuss strategies counteracting an ageing audience and measures to attract a younger audience.
Information is collected through a qualitative research design. Using an exploratory design enables us to increase the knowledge on the strategical challenges by utilizing both existing literature, secondary data, and acquired primary data. Primary data is collected through seven individual semi-structured in-depth interviews with representatives located in Norway, Sweden, and Denmark. Selected venues and orchestras differ in geographical location, size, and possible outreach towards potential audience.
Results indicate similarities among our participating organizations. Classical music venues and orchestras focus their marketing on attracting a wider audience. Furthermore, attempting to develop strategies aiming to ensure a well-prepared first-time audience member. Educating audience participants and increase their understanding of the performed arts are likely to reduce uncertainty and enhance the experience.
Implemented strategies are developed attempting to introduce children to the performed arts. Early exposure will have a positive impact on participation at an older age. Additionally, multi-tier and age sensitive pricing on tickets increase participation in younger generations. The perceived challenge surrounding an ageing audience were not supported by our participators. Although we find evidence of an average age, in the audience, being relatively old. However, result suggest that the average age remain steady rather than increasing. The industry may likely experience an increase in audience participators, with research anticipating increased ageing by 2050 (Beard et al., 2012, p. 35). | |
