Renewal – The Challenge of Reaching Younger Audiences

The orchestra can better satisfy students ’ inquisitiveness regarding music... when it finds creative ways to engage them in the work the orchestra does best... through programs that present the life and work of musicians in ways that fulfill students ’ natural curiosity about how music works, how musical problems are solved... and how the orchestra fits uniquely into the vast menu of musical opportunities available in today’s society...With careful planning, students ’ ears and minds are capable of being stretched well beyond the limits many adults tend to impose on them (Myers, 1996, p. 115). The Challenge The challenge of reaching younger audiences is part of a complex issue facing today’s orchestras and arts organizations. A 1996 report from the Canadian Conference of the Arts, funded by the Samuel and Saidye Bronfman Family Foundatio, and made to the Department of Canadian Heritage, states that the most urgent challenge facing not-for-profit cultural organizations today is to build deeper and more meaningful connections with their audiences and host communities (CCA Report, 1996, p. 10)