CLASSICAL MUSIC First-time audiences

What do you need to know about potential new guests?

As an ensemble or an orchestra, what do you need to know about potential audiences? Break down the barriers for new guests with knowledge about what stops them from buying a ticket and what they need from their concert to come back for more.

These exciting insights are the result of our research interviews with 28 men and women between the ages of 20 and 55, who had never before attended a classical music concert. Read what what the young, the families and the couples with grown kids think when they see the concert poster, the website, the program, the foyer, the concert and how they reflect on their user journey after their visit.

The book was written for the Danish association of ensembles, orchestras and opera (DEOO) and is a part of the TUTTI-project, where this knowledge is utilized to forge the strategies for the future orchestras and ensembles as they improve their capabilities for audience development.

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15 stories about audience development

RasmussenNordic and Center for Art and Interculture and have joined forces to create an anthology that aims to compile the work on audience development from a Nordic perspective, connecting the threads of Scandinavian work on audience development and cultural democracy from perspectives such as leadership, cultural policy, programming, diversity, and everyday audience engagement.

This anthology contains entirely new articles from researchers, practitioners, artists, and professionals specializing in audience-focused work and audience delvelopment. Topics include digital art dissemination, politics, music in schools, access and inclusion, data collection and utilization, leadership, planetary design thinking, and representation. There is plenty of inspiration to be found for the cultural sector in these many stories.

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