Keeping Classical Music Alive: Strategies of Three Orchestral Titans

Mary Jarchow
Berklee College of Music (undergraduate student paper)

Abstract

An analysis of the Boston Symphony Orchestra of the United States, the London Symphony Orchestra of the United Kingdom, and the West Australian Symphony Orchestra of Australia to learn how these successful orchestras were keeping classical music relevant, thriving, and an integral part of their communities during the recession of 2008. These three orchestras were chosen based on their dedication to increasing contributed income from foundations and their donor base using unique and creative yet basic strategies that have proven successful and are fortifying their longevity. These and other orchestras throughout the world have implemented practices such as creating and/or reinvigorating their brand to connect with a current and broader audience, expanding their educational commitments and tactics for audience development, and associating their product to the digital movement. The findings show that by actively engaging orchestral musicians in the fundraising and educational process the orchestra can provide a long-term commitment to the culture in its community and the society’s fostered growth, while increasing financial support to secure the future success of the organization.

Keywords: orchestra management, classical music, non-profit arts administration, audience development, Boston Symphony Orchestra, London Symphony Orchestra, West Australian Symphony Orchestra

Jarchow, Mary. “Keeping Classical Music Alive: Strategies of Three Orchestral Titans.” Journal of the Music and Entertainment Industry Educators Association 8, no. 1 (2008): 139-152. https://doi.org/10.25101/8.7