The Millennials’ Orchestra: Engaging Younger Symphony Audiences and Donors in the Classical Music Experience
Millennial generation – “Generations, like people, have personalities, and Millennials – the American teens and twenty-somethings (ages 18-29) who are making the passage into adulthood at the start of a new millennium – have begun to forge theirs: confident, self-expressive, liberal, upbeat and open to change.”
It is no secret that symphony orchestras are facing hard and changing times. In addition to the challenges posed by the struggling economy, symphony audiences are continuing to increase in age as overall attendance continues to decline (Alan Brown’s Classical Music Consumer Segmentation Study and Thomas Wolf’s “The Search for Shining Eyes”). This decline has been most dramatic among young adults over the past thirty years. Without adequate numbers of younger people to eventually replace current audiences, the future of symphony orchestras in the US has been called into question. Despite the doom and gloom of bankruptcy announcements and foreclosures in the world of symphony orchestras, some organizations are managing to adapt and survive through innovative programming and by offering greater opportunities for audience engagement.
The Baltimore Symphony Orchestra, Brooklyn Philharmonic, San Francisco Symphony, Chicago Symphony, and Detroit Symphony Orchestra have gained attention for their ability to engage 21st century audiences in the concert experience through 21st century means – the BSO’s Off the Cuff and Webumentaries series; Brooklyn Phil’s Beethoven Remix (click here for finalists) and collaboration with Mos Def; San Francisco Symphony’s Keeping Score and conductor MTT’s TEDTalks; Chicago Symphony’s Beyond the Score; and Detroit Symphony’s webcasts. I believe that engaging the Millennial generation as members of the audience and as donors will increase the potential for these symphony orchestras, as well as other arts organizations, to maintain and sustain future success. Not only would this help fill an ever-growing void in audience attendance, it would also lend to renewed interest and excitement in orchestral work and foster future generations of support for music and the arts.
As a member of the Millennial generation, I am excited to meet and talk with other Millennials who are passionate about symphony orchestras, classical music, and the arts. As arts managers we must know how to attract and engage these individuals in ways that resonate with their rapidly evolving interests and needs (Pew Research Center – Millennials: A Portrait of Generation Next) , while retaining the current audiences and donors already supporting our organizations. In general, Millennials are eager to get involved, take on leadership roles, and contribute time and money to philanthropic efforts in nonprofit organizations (see Millennial Impact Report). Symphony orchestras are beginning to take notice and placing greater emphasis on engaging these younger audiences and donors in exciting and relevant ways.
It is an honor to be the guest host of #ArtsMgtChat in the upcoming discussion The Millennials’ Orchestra: Engaging Younger Symphony Audiences and Donors in the Classical Music Experience. I look forward to hearing your ideas on engaging Millennials in the performing arts!
- As an arts consumer and arts manager, what are some of the major barriers to symphony orchestras and classical music?
- What are professional symphony orchestras doing well to engage the Millennial generation?
- What role(s) do Millennials play in and for your organization?
- How much priority should Millennials be given in the nonprofit arts?
- What marketing strategies does your organization have in place for targeting and attracting younger audiences?
- Does your organization have development programs and/or opportunities for younger donors?
- How important is mobile and social media technology for engaging audiences and donors?
- How have you been involved with music in your life?
 PewResearchCenter, 2010, Millennials: Confident-Connected-Open to Change, In Millennials: A Portrait of Generation Next, edited by Paul Taylor and Scott Keeter: Pew Research Center.