Samuel Holmes
This thesis explores different methods to engage young adults in classical music. First, a lot of research was conducted into both the positive aspects of classical music and the challenges facing the genre. Several case studies, including the New World Symphony in Miami and the Philharmonie de Paris, were studied. This gave practical ideas for future approaches to engaging young adults in the genre. A survey was carried out among this age demographic to gauge their opinions on these case studies, as well as their opinions on some of the positive and negative aspects of the genre which were identified in the research. Then, two interviews were conducted with industry figures familiar with classical music and the classical music industry.
Through the research in this thesis, I aimed to gain a greater knowledge of how young adult participation works within the classical music industry. I also aimed to be able to present practical ideas for future improvement through specific case studies. I completed a survey, aiming to be able to identify which aspects of my research held true and which aspects were less important to the participants. I also aimed to use survey responses to provide data-backed recommendations for which researched case studies could be replicated and which case studies may be less useful.
Interviews were conducted to provide access to the opinions of professionals with experience working in the classical music or contemporary classical music space. The interviews were aimed at helping provide perspective to the survey and to provide an insight into how professionals in the industry would react to the recommendations proposed through the research and the survey.
The survey received 83 responses in total. The consensus among the respondents was that most agreed that classical music was still relevant today, and that it had cultural value in the 21st century. They also responded mostly positively to outreach in the form of youth orchestras, film soundtrack concerts and contemporary music with classical concerts. Diversity was less likely to influence their willingness to attend a concert, although many respondents felt it was important for classical music audiences to be diverse. Youth orchestras and youth outreach was the most popular of the case studies presented. Regarding the challenges facing classical music, many respondents agreed that financial backing was necessary for participation in classical music. Many also were reluctant to believe that classical music is accessible regardless of your social background. The interviews conducted also involved discussion of the importance of youth outreach, as well as discussion of the lack of disposable income among young adults compared to older adults.
Based on the survey and the interviews, the thesis was able to highlight youth outreach as a key factor in engaging more young adults. The thesis as a whole provides a broad overview of some of the factors that must be taken into consideration when aiming to engage young adults.
My name is Samuel Holmes. I am 22 and I have developed a passion for classical and orchestral music over the past several years. I never learned an instrument as a child and I have never been a prolific composer either. Thankfully, Creative Music Production has allowed me to pursue a more academic side of the music industry. I have spent the last few months researching and writing about classical music and young adults. The degree course gives us a lot of flexibility with doing practical projects; it has also given me the chance to write an extended thesis with the help of the academic team in IADT and the Sound Training College.
