Getting larger audiences into concert halls can feel like an uphill battle. In 2023, Danish orchestras and RasmussenNordic developed a set of 26 tools and 6 inspiration lists to address barriers to entry and the requirements of new classical music audiences. Anyone can use the tools and make audience-friendly changes without major changes in strategy.
Lead developer, Cecilie Nielsen, and CEO, Søren M. Rasmussen host this session on using tools to create change.

Expect:

• An introduction to several new, useful tools for branding, programming, concert concepts, data, hosting, storytelling, and digital marketing.
• Learn the needs of and barriers to entry for first-time audiences.
• Learn which tools can overcome which audience barriers.
• Hear about the changes in Denmark after orchestras and ensembles began using the tools.
• Discuss which tools you might need in your organisation.

The tools are based on research into first-time audiences: Young urbans (age 20-30), families (age 30-45) and empty nesters (age 45-65).
The English version of the tools will be published in spring 2024.