New Classical Audience ‘Comparable to Pop Audience’

FUGA’s Senior Marketing Strategy Manager for Classical & Jazz, Amy Nelson, in conversation with Naxos Music Group’s Sales & Label Marketing Manager, Sascha Braunreuther, exploring how classical artists are adapting to evolving audiences. They also dive into how the wider music industry can help bridge the gap between classical music’s traditional perception, and the modern need for personal branding.

The following is created in collaboration with Downtown Music, a company DMN is proud to be partnering with.

Amy Nelson and Sascha Braunreuther discuss the evolving set of audiences for classical music: traditional, passive, and the emerging “curious & connected” listeners.

Nelson explains that the traditional audience is ‘more likely to take recommendations from Gramophone magazine or BBC radio three.’

“This core classical audience is older, well educated, and attends prestigious concert venues. They know the repertoire and the composers. They’ve been leaning in for a very long time and consider themselves experts in the genre. They probably engage with classical formats such as SACD and vinyl, and have money to spend on high-end audio equipment.”

But the passive audience is ‘more millennial, older Gen Z, younger Gen X, who listen to classical music in the background while they’re working, sleeping, cooking.’ “They’re engaging with classical via well-curated playlists offered by DSPs. They’ll listen to whatever’s being recommended to them, which is a very passive sort of experience.”

Braunreuther dives into the emerging third audience that’s ‘most comparable to an engaged pop music audience.’

Nelson calls this third audience the ‘curious and connected’ audience. “They’re connecting with the classical genre on TikTok, Instagram, or YouTube. They’re impressed by the virtuosic nature of the genre.”

While some audiences in the past steered clear of classical music because they failed to understand the culture and felt overwhelmed by it, things are changing.

“I look back at last year’s Eurovision Song Contest winner, JJ from Austria, who is a classically trained countertenor. Rosalia’s Lux album was recorded with the London Symphony Orchestra. These are sounds that have intrigued and impressed a younger audience,” Nelson says.

Braunreuther and Nelson agree that artists and labels should adapt their approach in ways that welcome this emerging audience into the classical world.

Classical artists and labels can capture and retain this new audience’s attention by aligning strategies to their novel music discovery process.

Braunreuther mentions that audiences now generally engage with artists who share personal experiences, and form an emotional connection. “Authenticity, emotional storytelling, and visibility are vital for classical artists today,” Braunreuther says,

Nelson adds that classical artists are now realizing they don’t necessarily need big budgets or professional editing to reach this new, curious, and connected audience. Artists are adapting by engaging with digital platforms such as TikTok, Instagram, and YouTube. She adds, “They realise they can do something informal whilst retaining authenticity, and create that emotional story their audience can connect to.”

With the accelerated rise of DSPs and social media platforms, the landscape for classical music has evolved rapidly. This new landscape facilitates both quick wins as well as broader, longer-term strategies for labels and artists.

Nelson recommends the use of digital marketing tools on Spotify, Instagram, and YouTube. “It doesn’t take a lot to position oneself on social media”

“For quick wins, make sure your profiles are optimized and verified. You’re updating your profile picture and maintaining consistent profile branding across platforms. Follow a consistent social media schedule, even if it’s just playing the piano from your bedroom, living room, or a train station. As long as it’s something enjoyable and authentic, post it.”

The classical industry has originally been all about producing, recording, and releasing repertoire. Now, it’s about building a relationship with audiences.

To stay relevant in that evolving landscape, Nelson believes labels should help artists develop their identities on digital platforms. “Empower the artists to connect with their audience in real, authentic, and emotional ways. Help them with the goods. Encourage the use of social media and build a content plan for a well-defined audience strategy.”

“It’s about ensuring the artist has a voice,” explains Nelson, adding, “The music and artistic ability should speak for itself.”

Braunreuther believes classical artists and labels can adapt conventional approaches without devaluing classical artistic expression.

An updated perception is the ticket to evolution. And in the modern context of branding and fan engagement, Nelson and Braunreuther emphasize the balance of authenticity and growth — to bridge the gap in the traditional perception of classical genre.

“Social media is a really valuable tool to add to your fan engagement arsenal and overall release strategy.” Nelson prods artists and labels to evaluate how contemporary digital marketing strategies can be leveraged for orchestras, choirs, Gregorian chants, and other subgenres.

With transparency, education, and support from the wider industry, classical artists can merge tradition with modern fan engagement.

“The wider industry needs to bring classical into its conversations. Create an environment that gives artists the confidence and resources to experiment with social media, digital storytelling, and content creation. Receiving guidance on authentic communication and creation of engaging content will help audiences celebrate the genre in all of its nuances,” says Nelson.

Because classical is a relatively niche genre, Nelson points out how the ability to take those conversations to the wider industry will help. “Classical artists and labels can lean on and gain support from the wider music industry’s knowledge.”

Braunreuther agrees, “That’s something that definitely needs to change. We should all try to have that wider conversation.”

IN FOCUS is Downtown Music’s latest online content series, featuring conversations among Downtown Music team members, their clients, and industry partners. The collection of videos and podcasts offers diverse perspectives on the trends driving evolution in the music business.