New Audiences and How to Retain Them: What I learned at Classical:NEXT

Headshot of Boran Zaza

By Boran Zaza, Director of Communications & Development at Orchestras Canada.


It’s been three months since I returned from Berlin, where I attended Classical:NEXT (C:N), the world’s largest global gathering of art music professionals. I went to many conference sessions focused on orchestras, mainly on the topics of Innovative Leadership Models, Environmental Sustainability in Orchestras, and today’s blog post topic, Audience Trends and Tools.

It’s no secret that orchestra audiences have been aging and declining, both in Canada and globally. So, how do we bring in and retain new audiences? This was exactly what a C:N conference session entitled The Complete Audience Toolbox: A Practical Guide to Getting Larger Audiences into the Concert Hall addressed. The session was led by Danish culture consultants Cecilie Szkotak Nielsen & Søren Mikael Rasmussen from RasmussenNordic 

Cecilie and Søren developed the Tutti project with DEOO (Danish Ensembles, Orchestras and Opera Institutions). Over the course of their work together, ten Danish orchestras took a deep dive into audience development and the cultivation of new audiences. Their methodology was simple: they invited 28 first-time concertgoers to attend a concert and share their unfiltered experiences through extended interviews after the concerts. The result? A detailed (and downloadable!) report with extremely interesting insights that can help orchestras better understand what motivates (or demotivates) first-time ticket buyers to return for a second (third…fourth…fifth) orchestral experience.  

This project and report reminded me of a similar experiment led by Aubrey Bergauer and the California Symphony in 2016-17 called Orchestra X. In that experiment, the orchestra invited millennial and young Gen-Xers (otherwise largely absent from the California Symphony’s audiences) to attend a few California Symphony concerts and then debrief on their experiences – as a group – over pizza and beer.  The process and findings are documented in a pair of posts on Medium: Introducing Orchestra X and Orchestra X: The Results. 

Back to the Tutti project & report: the report identified several barriers that made the selected participants not want to come back after their concert experience. In response, Danish orchestras and RasmussenNordic developed a set of 26 tools and 6 inspiration lists to help address barriers to entry and inspire orchestras to respond more thoughtfully to the requirements of new classical music audiences. These tools and inspirations are documented in a book called Tools for Orchestras and Ensembles: Get More Audiences. 

During the conference session at C:N, Cecilie and Søren shared valuable insights from both the report and the book. Here are my top learnings from the session: 

 

1- The brand of orchestras is… unrelatable! 

Kelvin, 20, was one of the case study participants. He is interested and curious about classical music. He spends around 1000 euros per year on cultural experiences, yet classical concerts are not one of them. “I have seen the posters around town. The older severe white people with their instruments didn’t speak to me,” he said.  

How can orchestras resolve this? As part of the tools in the book, RasmussenNordic suggest trying to fill the following brand promise out:  

“With us, audiences will experience _______, _______ and _______.” 

“We promise you _____________________.” 

“Music that _____________________.” 

“Experience ___________________.” 

The 10 participating orchestras found these prompts hard to complete, and it’s not surprising: it takes the brand promise from orchestra-focused to audience-experience- focused. Some orchestras wondered if they would lose what differentiated them if they simply took their lead from audience members.  Yet if we actually take a look at the visual images of our orchestras that we use to market our events and enhance our brand, THEY ALL LOOK THE SAME! (I proved this to myself by reviewing orchestra websites from different continents: it’s hard to argue that they promote a unique brand when the photos are almost identical.  See below for proof.) In short, by listening to your audiences and centering your brand around them, you might start to stand out! 

Symphony Orchestra of India
KBS Symphony Orchestra – Korea
Syrian Expat Philharmonic Orchestra
Orchestre national de France
Austin Symphonic Band
Royal Stockholm Philharmonic Orchestra

 

2- Artistic programming: New audiences don’t understand it 

Audiences new to orchestras and classical music typically have very few tools to help them determine whether or not they will like a concert. We’re advertising pieces and composers they have never heard of, rather than enticing them with concepts that help them understand what they can expect from the concert experience. The RasmussenNordic team suggests that, instead of awkwardly super-imposing a concept onto a program at the marketing stage, (when it’s too late!) it should be an integral part of the programming work. To help with this, RasmussenNordic has developed a Concept Compass tool, which you can find below. Additionally, they suggest that marketing folks and musicians should be part of the programming process, to build understanding and commitment across the organization. That way, all parties can be part of conveying the concept to audiences new and established.  

RasmussenNordic’s Concept Compass

 

3- Storytelling is vital: are you engaging people’s imaginations? 

Once you have a strong concert concept, the consultants suggest that you need an inspiring story to accompany it, to give audience members cues. Caroline, a case study participant, reported that she thought she should like classical music: but having experienced one concert, she has decided that she won’t return. She was seeking an activity that would catalyze her imagination, take her to other worlds, and help her to experience things differently.  But her concert experience failed to deliver. Can we help people like Caroline experience our concerts differently?  

The consultants suggest that we need to develop a great story for each concert, prompted by the inspiration behind the music, a personal anecdote, a story about the instruments, or the composer. For example, if the chosen concert concept is “At the royal ball”, the supporting story could look like this: “Come along on a journey back in time when kings feasted in castles, seated in lavish halls of marble, dressed in silver and gold. Imagine you are invited to a royal wedding. The light from chandeliers showers you in gilded splendor while lively tunes invite you to dance.” 

Is your imagination provoked yet? 

Cecilie and Søren presenting at Classical:NEXT – Photo by Boran Zaza

4- Great hosting skills are essential  

First-time concert attendees typically arrive in the concert hall without being greeted or welcomed. They sit in their seats, the musicians and conductor walk on stage without saying a word of acknowledgment, and everyone – on stage and in the audience – leaves afterwards without saying goodbye. Nor are those first-time attendees invited to stay in touch.  

Can we be better hosts?  How? Think about the warm and memorable experiences you’ve had of being thoughtfully hosted, whether at a friend’s dinner party or at a favourite restaurant or hotel. This is the vibe you want to create. What if you offered first-time ticket-buyers help in choosing their first concert? What if there was someone greeting them with a smile when they entered, and asking them what they needed? What if you asked them after the concert “What did you think about the experience? Did you have a good time? What could we have done better? When will we see you again?” 

One orchestra experimented with offering a free recording of the concert to people who signed up for their newsletter after the concert, and reported long line-ups to sign up because people loved the idea of having a souvenir to share with their family and friends. Even if we can’t offer recordings, are there ways we can help audience members sustain and share the experience we’ve created for them?  

Credit: Classical:NEXT, #Cnext24
Photo: twinematics

 

This brings to conclusion the 3-part blog post series from my time at C:N! To get a taste of the C:N experience in video format, check out the Instagram stories I posted while in Berlin! I am deeply grateful for the generous funding from the Canada Council for the Arts through the Supporting Artistic Practice: Professional Development for Arts Professionals program that made my trip to Germany to attend Classical:NEXT possible.   

 

We acknowledge the support of the Canada Council for the Arts.

Logo, Canada Council for the Arts logo

Innovative leadership models in Orchestras: What I learned at Classical:NEXT

Headshot of Boran Zaza

By Boran Zaza, Director of Communications & Development at Orchestras Canada.


Classical:NEXT (C:N) is the largest global gathering of art music professionals. Traditionally, it has taken place in different European cities each year — as of 2024, C:N has made Berlin, Germany its permanent home. C:N features conference sessions, showcases, meetups and project pitches. Over 1400 art music professionals from 49 countries attended this edition – their biggest gathering yet, after a hiatus in 2023 to consider “what’s next?” 

From May 13 to 17, I had the privilege of attending C:N for the first time, thanks to generous funding from the Canada Council for the Arts through the Supporting Artistic Practice: Professional Development for Arts Professionals
program. As someone in the “conference organizing” business, I must say that I was quite impressed by the magnitude of this event, the variety of sessions offered, and the plethora of experiences present at the same space! There is something for everyone at C:N. My main interests were conference sessions focusing on the future of orchestras, of which there were many. Three key orchestra-specific themes emerged from the sessions that I attended:  

  1. Leadership models in orchestras  
  2. Environmental sustainability  
  3. New audiences: How to retain them?  

The topic of Diversity, Equity, Inclusion, and Belonging was also present, especially at the global orchestras meetup that I attended. Feminism in classical music was another topic of discussion and interest, about which I attended a fascinating session.  

In this first blog post, I will focus on the first theme: Leadership models in orchestras.  

No Conductor, No Chairs, No Sheet Music 

On the opening day of the C:N in Berlin’s newest concert hall, Saal Pierre Boulez (opened in 2017), five showcases took place. The one that stuck with me the most was Stegreif, the Improvising Symphony Orchestra from Germany. Stegreif is a collective of 30 musicians, who “combine the heritage of classical compositions with improvisation and regard the classical symphony as the starting point for a new concert experience”. Stegreif’s showcase was called “The Symphony of Change”, was based on the works of 4 female composers:  Hildegard von Bingen (1098-1179), Wilhelmine von Bayreuth (1709-1785), Emilie Mayer (1812-1883) and Clara Schumann (1819-1896). Stegreif started by performing each piece as originally composed, then the original transcription diverged and opened space for improvisation, complemented with choreography.  

Credit: Classical:NEXT, #Cnext24
Photo: twinematics

Their performance was immersive: in the oval concert hall, musicians walked around barefoot between the audiences, all leading and following one another without a conductor. Their energy was contagious… it felt like a big classical music party among friends! Even the cellos had stools with wheels that allowed them to move around. This reminded me of the Montreal-based ensemble Collectif9, which also performs standing up with neither sheet music nor a conductor. Stegreif has taken that concept of having no conductor and the musical freedom while playing to a whole different level to create a truly immersive experience, and their ensemble is made up of about 2/3 classical musicians and 1/3 jazz musicians – I had never seen anything like this before!  

The next day, still buzzing from this unique musical experience, I attended a conference session titled Leading and Following in the Orchestra: Models Beyond the Traditional Hierarchy, presented by Stegreif. The three speakers were the Artistic Director, Lorenz Blaumer, the Managing Director, Lorina Strange, and their Jazz Drummer and composer, Hiromu Seifert. In this session, Stegreif spoke in detail about their philosophy, how they work together, their artistic mediation and community outreach efforts, governance, and pay equity, among other topics.  

Here are my top learnings from this presentation:  

Photo: Boran Zaza

1. Collective leadership happens on-stage, and most importantly, off-stage
The end result that we see on stage when attending a performance by Stegreif is impressive, with musicians leading and following one another on stage seamlessly. Achieving this result requires the involvement of all musicians in decision-making, artistic and otherwise, on and off stage. All the musicians participate in shaping the performance, and rehearsals are led by different people (even for the same work). The musicians also participate in “Future Days,” where they share (and sometimes argue) about their values and artistic goals.  

2. Inward mediation is as essential as the outward mediation
You probably know about artistic mediation and community outreach. But what is integrated mediation?  

Integrated mediation is the interplay of collective management culture, artistic work, and mediation. It has 2 components:  

  • Outward mediation, which is one the many orchestras across Canada already do through programs presented at schools, community centers, retirement homes, hospitals and more.  
  • Inward mediation, which means learning from each other within the orchestra. For this, each musician takes a leadership role in educating their colleagues through a workshop or a seminar on a topic relevant to the orchestra.  

The outcome of both different mediations helps inform artistic decisions of the ensemble.  


3. Pay equality doesn’t equal pay equity, but it’s a good starting point
At Stegreif, all musicians are paid equally. This worked well for a while, but as some orchestra members had children, “equal” pay didn’t respond to disparities in living situations. For example, when the orchestra goes on tour, who pays for childcare for those who require it? Everything can be discussed at Stegreif. So now, on tour, the orchestra pays for the accommodation and flight of a babysitter but not the babysitter fees. They encourage the musicians to bring a family member to take care of the kids.  

For staff salaries, the board of directors (comprised of 5 musicians) decides how much the staff is paid.  

4. Collective leadership is not about one leadership style: It’s about knowing when to use which leadership style
Every musician of Stegreif knows exactly what the 5 leadership models are: Democratic, participative, autocratic, charismatic, and natural (competence-based). By educating all musicians on these leadership models, they understand exactly what strategies are employed when, why they are used, and how to be better followers when a certain leadership style is in use. For example: the musicians are co-creating a new work in a democratic style but conversations take longer than expected, the show is the next day, and executive decisions must be made quickly – the musicians know exactly how to react to this and how to help one another, whether leading or following, to ensure the show is ready on time.  

5. The magic ingredient: Having fun together!
The Stegreif team radiates a unique pride in their pertinence, belonging and making a difference for each musician in this orchestra. The trust that has been built over the years among the musicians and their sense of ownership of their orchestra makes it more than a job: it is family and friends. Oftentimes after rehearsal, the musicians will stay to jam together and have fun. One of the topics that came up throughout C:N was how to keep orchestra musicians engaged and inspired throughout their career, and Stegreif is certainly on to something through their leadership model!  

You can learn more about Stegreif on their website.

You can see videos of what a Stegreif concert experience is like here

And What if Orchestras were Owned by Musicians?  

Photo: Boran Zaza

The other conference session that focused heavily on leadership models was titled A Vision for the Symphony Orchestra: Transformative Leadership and Collective Innovation in Orchestral Music. Panelists included Simon Webb, Head of Orchestras and Choirs at BBC and Fiona Stevens, CEO of Concerto Köln. The panel was chaired by Karsten Witt, Managing Director of Karsten Witt Musik Management GmbH.  

In London, UK, the four main orchestras (Royal Philharmonic, London Symphony, London Philharmonic and Philharmonia) are owned and governed by the musicians. Simon Webb talked about how he, a seventh cellist, found himself in a leadership role as someone on the board without any prior leadership experience.  

Fiona Stevens used to be an extra at the Concerto Köln. She changed her career during the pandemic when the job of CEO at that orchestra opened.  She’s currently doing an MBA in Arts Innovation at the Global Leaders program to address the gaps in training that did not necessarily prepare her for a leadership position.  

Those are two instances of musicians finding themselves in leadership roles with many responsibilities without having formal training or preparation for handling them. Both examples here are thriving, but it took them a lot of courage, time, and hard work. This raises the question: How can we better prepare musicians for leadership roles for which their musical training did not prepare them?  

Some of the main discussion points of this panel included the following: 

  1. If musicians are involved in leadership, they should have access to the training and resources needed to be good leaders. Leadership training is not part of musical training, despite the fact that musicians are likely to find themselves in a leadership role, one way or another, at some point in their careers.  
  2. What are musicians in orchestras and ensembles learning from their organizations, and what are their organizations learning from them? Orchestras have long prized compliance and efficiency in the rehearsal and delivery of concerts for the public. But what if we prioritized experimentation and learning – by musicians, by staff, by volunteers – instead?    
  3. Orchestras should open up to communities and stay relevant to them. How do orchestras develop talent within the community? Every orchestra and choir must support learning by the people they serve, so they can participate more deeply in the art form.  How orchestras partner with universities, nurseries, and schools is very important to how they stay relevant in their communities.  

Additional Reading Resources:

In my next blog post, I will cover environmental sustainability in orchestras. In the meantime, to get a taste of the Classical:NEXT experience in video format, check out the Instagram stories I posted while in Berlin!  

A beer brewery turned into a cultural hub in Berlin. Photo: Boran Zaza

 

We acknowledge the support of the Canada Council for the Arts.

Logo, Canada Council for the Arts logo

Guest Blog: Playing it Forward

Meeting with young people and making music ever more accessible are priorities for the Orchestre Métropolitain. Each year, the OM sparks wonder in more than 11,000 young people across Montreal through an educational program with two initiatives: The OM at School and Playing it Forward.

The OM at School provides an opportunity for meaningful encounters between students and musicians, in the form of workshops held in schools, and by welcoming school groups to rehearsals and concerts. Last December, the art works of some 15 kindergarten students at École Notre-Dame-des-Neiges embellished the foyer of the Maison symphonique. The students, who attended the dress rehearsal, were able to see their works on display, and to present one as a gift to conductor Yannick Nézet-Séguin. In preparation for the outing, the students had learned about Schumann’s Piano Concerto, one of the works on the program, and were paid a visit by the OM’s artistic partner, conductor Nicolas Ellis, who answered their questions.

Playing it Forward aims to provide a forum for young musicians and to support their development through mentoring, master classes and other activities. The OM Preludesmusical performances given by young and talented musicians as a prologue to OM concerts, is an example. The young performers then attend the concert free of charge and a few have the privilege of presenting flowers on stage to the conductors and soloists we welcome. Another Playing It Forward project is the creation of the OMNI competition. Devoted to young musicians between 7 and 17, the competition gives entrants the chance to display their talent in a relaxed setting that encourages connections between young people who share the same passion, and discussion with professional musicians. These initiatives are inspiring, not only for the young people involved but also for the OM musicians, who find them a source of great pride.

Thank you to Laura Eaton at the Orchestre Métropolitain for guest blogging for us.