Adapting musicology for commercial outcomes

Recent claims that orchestras around the world are facing new financial pressures threatening their survival, suggest that it is critical to investigate the potential for musicology to adapt to commercial outcomes. This paper takes the Australian music industry as a case study to prototype a new and sustainable orchestral model appropriate for twenty first century audiences. The paper includes a review of musical and social innovations from previous and current orchestral models, a review of arts marketing strategies developed for the new consumer, the identification of successful new performance modes including distribution methods and developments in acoustic and digital instrument design, and the documentation of the implementation and testing of such a model to live audiences.