Classical music has long struggled with an image problem. Often perceived as exclusive—reserved for a certain type of listener, venue, or social class—it remains out of reach for many. Despite efforts to challenge this perception, significant barriers remain, whether financial, cultural... or simply a matter of presentation. The question of how we can make classical music more accessible is thrown around constantly, yet few are willing to change the ways in which they have always done things in order to allow for these barriers to be overcome.
So, how can classical music professionals connect with new audiences in fresh, imaginative ways, while still promoting high quality, unapologetic classical music works, composers, and creators? Let’s explore some possibilities.
1. Redefining Access: Beyond the (Digital) Concert Hall
Classical music is more accessible (logistically) than ever, no longer confined to concert halls and traditional performance spaces. Digital platforms have expanded its reach, yet countless untapped opportunities remain. There is still a lot of scope for collaboration: from wellbeing and fashion to gaming and technology—and virtually any industry with a bit of creative thinking—classical music can share space with many different industries!
Classical music often feels inaccessible not because of the music itself, but because it’s presented in spaces that seem exclusive. While bringing classical music into "old money" designer fashion shows and art galleries is still a great thing, these contexts primarily reach an audience which is already likely to have some education and an interest in "high art". This can contribute to the art form feeling exclusive for newcomers.
True accessibility means also integrating classical music into everyday contexts—whether through interactive public projects, fun events and initiatives, partnerships with local businesses, or performances in unconventional venues. Community education and outreach programs make an impact, but they need to be prioritised (and funded!) to ensure that classical music isn’t just available—it’s truly welcoming to all.
2. Going Viral? Leveraging Classical Music in the Digital Age
Going viral shouldn’t be the goal—building a loyal, engaged audience is far more valuable in the long run. Yet many classical music professionals still hesitate to embrace social media as a powerful (and often free) tool for education, outreach, and marketing.
Digital platforms offer an unprecedented opportunity to connect with audiences, share knowledge, and make classical music more relatable. While trends and algorithms are constantly shifting, this doesn’t have to be overwhelming—it’s an opportunity to keep content fresh and engaging.
A good starting point is sharing “traditional” content in a personal, relatable way: behind-the-scenes glimpses into your creative process, insights into performance preparation, or fun historical tidbits about a piece of music. You can also share content about actually attending a classical music performance—you wouldn't believe how many people are still unaware that many opera houses have a screen with surtitles so they can understand the stories!
Today’s audiences crave authenticity. Embracing the raw, human side of classical music—rather than only showcasing polished perfection—helps to build genuine engagement.
3. Step Up Your Marketing
Classical music marketing has long leaned into elegance, sophistication, and intellectual appeal. But in an era where authenticity and relatability drive successful campaigns, a fresh approach is needed.
Luxury brand collaborations, like those with Cartier, create striking moments, but they only speak to a niche audience. If we want to bring new people into the world of classical music, we need to start asking ourselves more questions about who those people are. Who do you want to attract to your musical projects? Where can you find them, and how can you reach them? Are they seasoned listeners or newcomers still figuring out the difference between a symphony and a sonata? How can you make them feel welcome in the world of classical music?
Regardless of experience or background, one thing remains true: classical music’s potential to engage people's emotions is not limited by education and expertise. The key to effective marketing isn’t just promoting classical music as something that exists—it’s about telling compelling stories and creating experiences that invite people in.
The Bottom Line: Think Beyond Tradition
Making classical music truly accessible isn’t just about lowering ticket prices or offering free streaming—it’s about expanding the entire experience into the "mainstream" and not restricting it to the "safe" options. From innovative performance formats and cross-disciplinary collaborations to digital storytelling and immersive grassroots projects, the possibilities are limitless.
As classical musicians, educators, and industry professionals, we must follow the needs and interests of society and our future audiences, as they are the reason why we make music and why our industry exists. By taking bold, creative steps, we can bring our art form to wider audiences, not just preserving classical music’s legacy but ensuring its vibrant future.
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