Getting more audiences into the concert can feel like an uphill battle, so in 2023 the Danish orchestras and RasmussenNordic developed a set of 26 tools and 6 inspiration lists addressing all the known barriers and needs of new classical music audiences. Anyone can use the tools and make audience-friendly changes without major strategy work.
The lead developer, Cecilie Nielsen, and CEO, Søren M. Rasmussen, host this session about using tools to create change.

Expect:

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

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 spring 2024.