Attracting and Retaining Our Audiences

My husband and I are concerned - the art form that we live and love, classical orchestral music, seems to be in trouble.  Well, okay the music itself is not in harm’s way; happily we will always have the musical treasures of our greatest composers on paper or safely locked away in PDF form on our computers.  Unfortunately, what good are these masterpieces tucked away on shelves or hard drives?  We need musicians, conductors, and great concert halls to bring these works to life!  Upon every orchestral musician, board member, artistic director, donor, and classical music lover the weighty question lies: “How do we continue to attract new audience members and donors, and retain the ones we have?”  Of course this inquiry is not unique to classical music; it is one repeatedly asked by every business. 

So what is the answer?  In my opinion, there are several – education, exposure, advertisement, and a superior product are just a few.  I could speak at length on this subject, but I’m going to attempt to keep it concise.  This may be quite a challenge as my genetic heritage has definitely encouraged my “gift of gab.”  In any case, I believe that exposure to an idea or product is the first step in piquing interest.  Of course the other elements are essential for success, but doesn’t it make sense that if we don’t see it or hear it, we won’t think about it? 

Let’s face it, many people just do not enjoy classical music and that is okay.  There are many things I don’t like, but can appreciate their value.  For those who have given classical music a chance and simply don’t like it, all the exposure in the world to different kinds of classical music genres will probably not win them over.  I believe there are many more who don’t like classical music in the same way I don’t like sardines – I’ve never tried them, but they creep me out!  For many people who have not had much musical education, classical music can be intimidating.  I believe there is a misconception and expectation that you have to know something about it before you go to an orchestral concert in order to enjoy and understand it.  This is simply not true, one can go and just let the music wash over them and enjoy it as much as the musicologist sitting next to him/her. 

It is my goal with Morningside Chamber Musicians to break down this false impression and barrier about classical music.  When we began discussing our goals as an ensemble, it became clear that we simply want to play great music together and share it with our community.  In order to make it attractive (oboe, clarinet, and bassoon can be a hard sell), the music had to be accessible and easy on the ears.  At the same time a constant barrage of “watered down” arrangements did not appeal to us as musicians and in all likelihood would not be sustainable and enjoyable product for the community.  Happily, a large majority of the works written for this combination are really charming, lively, and quite enjoyable to listen too.  These works also continually challenge us as individuals and as an ensemble.  A win win situation!

Many will disagree with me, but I believe the best way to expose our community to classical music is through live background music.  In my experience, many people appreciate what they are hearing much more when they actually see it being performed.  The reason I think live background music is the best course of action is because it takes the intimidation factor out of the equation.  If Morningside Chamber Musicians are playing at a social gathering or a restaurant, people are welcome to focus on us at their leisure.  If they like what they are hearing, they may approach us and ask some questions, give us a nice “kudos,” or say nothing at all.  Whether or not those who hear us during these performances like what they see and hear, at least they are thinking and building opinions about classical music (consciously or not) and this is a step in the right direction.    

Katie Curran

Comments

[Sharon Bolton]

Right on! Really enjoyed this piece.

[Dick Bolton]

Disclosure: I am Kate's dad. She makes me very proud.

That aside, this is wonderful, thought-provoking essay, Kate. Keep up the good work.

[Jodie]

Katie, you are "right on" about us losing the "moving" and beautiful music of our forefathers. I am truly glad there are folks still out there who appreciate these compositions and put out the effort to preserve it like your group does. Keep up the good work and never tire of it. Your blog is outstanding!