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Fall 12-6-2017

Video Killed the Radio Star : An Analysis on the

Decline in Popularity of Classical Music
Malinda Yuhas
Chapman University, yuhas100@mail.chapman.edu

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Part of the Music Performance Commons, and the Other Music Commons

Recommended Citation
Yuhas, Malinda, "Video Killed the Radio Star : An Analysis on the Decline in Popularity of Classical Music" (2017). Student Research
Day Abstracts and Posters. 256.
http://digitalcommons.chapman.edu/cusrd_abstracts/256

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 CLASSICAL MUSIC IS DEAD…
VIDEO KILLED THE RADIO STAR With rapid advances in modern technology and the lack Are we seeing an
An Analysis on the Decline in Popularity of Classical Music of funding in musical education across the United States it end to classical
Yuhas, Malinda has been widely accepted that traditional Western classical music as we know
music is dying. Evidence of shifting preferences in musical it, or does the
genres amongst younger generations and a widening divide genre’s image
JUST THE FACTS: between “art” and “pop” music prove classical music’s growing simply need an
irrelevance in this modern age. “upgrade”?
CURRENT CONSUMER MARKET
“FANS ARE INTERACTING WITH MUSIC DIFFERENTLY, BUT THEIR
PASSION FOR MUSIC REMAINS STRONG.”
WHO ATTENDS THE ORCHESTRA? (2012 CENSUS)
CONCERTS ATTENDED IN THE LAST 12 MONTHS SOLUTIONS FOR THE ORCHESTRA:
CURRENT STRATEGIES
LIVE CONCERTS WITH ONE MAIN “THERE’S NO MORE SUPPORT FOR OPERA” - BOB
7% HEADLINER JONES PRESIDENT AND CEO OF OPERA PACIFIC
8% SMALL LIVE MUSIC SESSIONS
29%

{
LIVE CONCERTS WITH MULTIPLE THE BERLIN PHILHARMONIC
16% HEADLINERS
MUSIC FESTIVALS HAS GAINED OVER 700,000 USERS
CLUB EVENTS (WITH DJS)
HD WEBCASE
ANNUAL GROWTH RATE OF 25-30% IN SUBSCRIBER BASE
20% 20%
CLUB EVENTS (TO SEE SPECIFIC DJ) OF SHOWS *DESPITE ITS SUCCESS
HAS OVER 21,000 SUBSCRIBERS
THE HALL HAS YET TO
Source: http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2016-reports/music-360-2016-highlight-report.pdf
90% HOLDING ANNUAL SUBSCRIPTION BREAK EVEN WITH ITS
PROJECT
8.8% OF ADULT AMERICANS HAVE ATTENDED A CLASSICAL MUSIC EVENT

{
AT LEAST ONCE IN THE PAST 12 MONTHS THE BOSTON POPS
DATA RETIREVED FROM THE NATIONAL ENDOWMENT OF THE ARTS

POPS / AVERAGE AGE OF POPS ATENDEE: 55

GENRE
CURRENT ISSUES WITH THE ORCHESTRA MIXING
AVERAGE AGE OF PARENT ENSEMBLE: 48

YOUNG MUSICIANS FOUNDATION DEBUT ORCHESTRA

TOTAL ADULTS WHO HAVE ATTENDED A CULTURAL CONCERTS
EVENT AT LEAST ONCE IN THE LAST YEAR “DONOR FATIGUE” YEETHOVEN CONCERT FAILS TO BRING IN A YOUNGER CROWD

{
HIGH FIXED COSTS AND WEAKENING DEMAND ALTHOUGH THERE HAS BEEN MUCH RESEARCH DONE ON A

CHILD’S PREFERENCE TOWARDS CLASSICAL MUSIC THROUGH

41% 33% ALIENATION OF CONTEMPORARY COMPOSERS
AND MODERN AUDIENCES EDUCATION REPEATED EXPOSURE AND LEARNING, MORE RESEARCH IS

NEEDED TO DETERMINE IF “KIDDIE CONCERTS” HAS ANY

1992 2012 IMPACT ON SUPPORT FOR THE ARTS AS THE CHILD AGES.

SOLUTIONS FOR THE ORCHESTRA:

EXPANDING STRATEGIES
“I BELIEVE AUDIENCES DON’T DISLIKE “ART MUSIC”,
THEY JUST CANT RELATE TO IT”

“LABELS WORK AS CHEAP MARKETING TACTICS, BUT DON’T SERVE “THE ATMOSPHERE OF A ‘STANDARD’ CLASSICAL MUSIC PERFORMANCE “I REALLY THINK TICKET PRICES ARE A PROBLEM. IF I WISH TO ATTEND
MUSIC WELL AT ALL” IS ISOLATED AND IMPERSONAL… THE PERFORMER WALKS ONTO A THE SYMPHONY WITH MY WIFE, I MUST PAY NEARLY $300-$400 FOR
DISTANT STAGE, PLAYS THEN WALKS OFF, THE END.” TWO SEATS.”

Rename music, which has been referred to as “classical music”. This term is The typical orientation of a performance hall today was the brain-child of the Pricing is an important part of driving demand, however it must be used
used to define a genre which covers music from multiple time periods (not just well-respected German composer, Richard Wagner. The purpose of his opera wisely. Opera Pacific drew in a large audience when they lowered their ticket
classical) up to present. house was to make sure the audience only focused on his music, as well as ass price after receiving a large grant, but had to close down when they angered
a removed, dream-like quality to the performance as his operas were often patrons by having to raise ticket prices when the funds ran out.
based around fairytales. Such an experience was revolutionary at the time but
has lost its appeal with today’s mainstream audience.

QUOTES RETIREVED FROM: http://www.npr.org/sections/deceptivecadence/2011/03/22/133278615/how-do-we-fix-classical-music-heres-what-you-told-us#Defining