New age markets for classical music

Are meditation, mindfulness and therapeutic audiences the next growth market for the classical music sector?

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Like all arts organisations, practitioners of classical music are always looking to expand their audience beyond traditional subscriber bases and the concert hall. Some, like the Sydney Symphony, are seeking to attract new audiences online, or overseas, in growth markets like China. Others, like Melbourne Symphony Orchestra, have had marked success by targeting younger, more specialist audiences through programs like the Doctor Who Symphonic Spectacular and Video Games Unplugged.

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Richard Watts is ArtsHub's National Performing Arts Editor; he also presents the weekly program SmartArts on Three Triple R FM, and serves as the Chair of La Mama Theatre's volunteer Committee of Management. Richard is a life member of the Melbourne Queer Film Festival, and was awarded the status of Melbourne Fringe Living Legend in 2017. In 2020 he was awarded the Sidney Myer Performing Arts Awards' Facilitator's Prize. Most recently, Richard was presented with a Lifetime Achievement Award by the Green Room Awards Association in June 2021. Follow him on Twitter: @richardthewatts