Covid Could Accelerate Downward Audience Trends By Ten Years

Michael Vincent writes at Ludwig Van Toronto about a scary new trend in classical music: Orchestras that have seen incremental audience declines in recent years may be headed for a frightening fast forward.

If your cultural organization has been steadily losing audiences, the pandemic could accelerate the trend by ten years, says NYU Stern School of Business professor and New York Times best-selling author Scott Galloway. If true, this could mean a devastating plunge in paid participation for already vulnerable arts organizations.

For the last ten years I’ve been begging classical music organizations to abandon their outdated, amateurish promotional traditions and get serious about new audiences, which most have neglected to do. Now it may be too late. The classical music industry has proven itself unable to prevent decades-long audience attrition, let alone reverse downward trends, so it’s pretty clear that a ten-year jump forward – on top of 2020/21 losses – will be catastrophic.

Newer, smaller, more nimble organizations may rise to the challenge, but I fear that larger, less flexible organizations won’t be able to adapt. Survival for many legacy institutions will require a radical overhaul of deeply entrenched organizational cultures and a top-to-bottom restructuring of the way they relate to their support systems. Anyone who has ever worked with a large orchestra or opera company knows that the chances of this happening are slim.

The good news here is that this acceleration will force organizations to do what they’ve been avoiding for so many years, which is to humble themselves before the people on whom their futures depend and find more democratic ways of making themselves relevant to a broader cross-section of their communities. This is, and for some time now has been, the key to cultivating new audiences.

How about your arts organization? Are you prepared to survive a ten-year acceleration in the trends you’ve seen in the last ten years? Or, put another way, if you’ve projected where you’re likely to be in 2031 under normal circumstances, are you ready to be there tomorrow without having had ten years to prepare?

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