Jeremy Reynolds reports on how classical music organisations have created young professionals clubs, boasting offers like free hors d’oeuvres and interval drinks, to lure millennials into the concert hall.
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Let Them Eat Cake: How Young Professionals Clubs Bring Millennials Into the Concert Hall (San Francisco Classical Voice)
It’s no secret that classical music organizations around the country are dubiously haring after that most evasive of demographics, the Millennial.
Symphonies are attempting to lure these 22-to-37-year-olds with drastically increased social media presences, discounted tickets, and exclusive backstage access. Opera companies are capitalizing on the socializing aspect of their milieu and setting snares of free hors d’oeuvres and drinks during intermissions. Musical institutions around the nation are rapidly preparing and codifying lists of benefits and creating individual “young professionals clubs” to attract and retain a younger demographic of listeners... Keep reading on San Francisco Classical Voice