Analyzing the decline of symphonic music in the United States: public relations strategies to attract Millennials

2015-05-01This paper explores the evolution of public relations and marketing for symphonic orchestras in the United States over the past two decades. Currently, major industries are experiencing seismic shifts in the ways they reach their key audiences. As the Baby Boomers and members of Generation X grow older, the focus of the communication function now turns to the “digital natives” of today, otherwise known as “Millennials.” This young group interacts with society in a radically different fashion than its generational predecessors. They are faced with more choices, resources and opportunities than ever before, thanks in part to their embracing of social media and technology. The challenge for symphonic orchestras is the struggle to redefine and re-contextualize symphonic music to encourage acceptance and viewership among Millennials, who are predisposed to other forms of entertainment. The purpose of this paper is to examine the key issues that orchestras must overcome to take centuries-old music and make it relevant to young adults. In-depth analysis of the history of the symphonic orchestra, statistical data on arts attendance and participation, insight into other popular brands, as well as best practices public relations will all help determine recommended strategies and tactics to attract Millennials to attend the symphony