“For musicians and arts organizations to achieve financial sustainability, it’s vital that they develop new audiences and build communities of supporters.”
-Gerald Klickstein*
If we aim to increase attendance at our concerts and, in the process, attract loyal supporters, then it’s crucial that we offer concert experiences that delight our audiences.
It won’t suffice to merely present traditional programs delivered in traditional formats. Attendance at those sorts of concerts has been declining for years.**
Our performances should resonate with new and established listeners on multiple levels, providing them with extraordinary experiences that spur them to hear us again and again.
Out-of-Date Aspects of Traditional Concerts
Although attendance at traditional classical and jazz performances has generally declined, let’s recognize that not all standard concerts fall flat.
Those by long-established artists often succeed, even when their repertoire hasn’t changed for decades.
But for aspiring musicians and arts organizations to grow their audiences, they do well to adapt to the times.
First, let’s consider some out-of-date aspects of many traditional concerts:
- The repertoire is identical to what similar musicians have performed and recorded for generations.
- The concert program lacks any distinctive curatorial concept binding it together.
- As seated guests await a performance, there’s no pre-concert media other than a drab printed program.
- While on stage, performers don’t speak to nor acknowledge listeners.
- The performers dress in formal attire, even at relatively informal events.
- The musicians perform accurately but without much vitality, in part due to their stale programs.
- The presentation lacks technology integration – neither audio/visual elements nor online features.
- Leading up to formal concerts, the performers seldom appear in community settings.
Modern Features of Engaging Concerts
- The repertoire incorporates unconventional, high-quality compositions, whether by living or historic composers.
- Programs are organized under insightful concepts, making the concerts exclusive events that attract media attention and diverse arts lovers.
- Before a concert begins, seated listeners enjoy some bespoke media such as a slide show rich with imagery or a brief video that amplifies the program.
- Performers greet attendees and offer alluring comments about the event, sprinkling concise spoken content throughout.
- The performers’ attire matches the program and occasion.
- The musicians bring every phrase to life, immersing themselves and their listeners in transcendent music.
- In addition to pre-concert media, projected content might be shown during intermission, and some concerts could incorporate video; performers post compelling content online and use sound reinforcement as needed.
- Ahead of many featured concerts, the performers deliver workshops, interviews, and casual presentations in varied community venues – whether in person or virtual – generating additional impacts and income as well as driving concert ticket sales (such community events can often be generously funded by grants).
Other Facets of Concert Design & Production
Although this article tackles the central feature of concerts – what happens while listeners are in their seats – the total audience experience also encompasses pre- and post-concert components. Those include, among other things, ticketing, venue access, parking, and guest services.
If you’re new to planning performances, ensure that you educate yourself in all facets of event design and production.
To that end, see the related articles below, and do Web searches to learn about best practices. Also seek help from mentors.
And finally…
Are Music Schools Adequately Equipping Performers?
The short answer to that question is, with few exceptions, “No. Not at all.”
In fact, conservatories may even limit young performers’ abilities to present up-to-date concerts and forge independent careers.
For instance, faculty may model the out-of-date practices listed above and even require students to abide by them.
In parallel, rigid music school curricula, which have changed little for a century, generally lack the modernizations that would equip interested graduates with new-century competencies.
I hope that enterprising young musicians seeking higher education will avoid musty institutions and instead insist on teachers and schools that embrace 21st-century creative skills.
* * *
*Klickstein, Gerald. Oct. 30, 2023. “Online Audience Development Resources,” The Musician’s Way Blog.
**Klickstein, Gerald. Feb. 3, 2018. “Supply and Demand for Classical Musicians,” The Musician’s Way Blog.
Related posts
6 Steps to Better Program Notes
Attract Bigger Audiences with Better Concert Programs
Design Thinking for Audience Development
Motivations & Barriers to Arts Attendance
New-Generation Classical and Jazz Concerts
Speaking from the Stage
Supply and Demand for Classical Musicians
© 2025 Gerald Klickstein
Photo via Pixabay