Quaderni IRCrES-CNR, (2019) vol. 4, n. 2
    pp. 3-18
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Il pubblico della musica classica:  innovare l’offerta per ampliare il consumo dei giovani

The Classical Music and its Public: Innovating the Offering to Increase Consumption by Young People

 Ottavia Arenella (a) e Giovanna Segre (b)

(a) Fondazione Santagata per l’Economia della Cultura, Torino (TO) – Italia

(b)  Università degli Studi di Torino, Torino (TO) – Italia

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The purpose of this paper is to investigate threats and new possibilities for the classical music and its public in the digital era. The age composition of the public listening and attending classical music concerts is continuously shifting towards older cohorts, so that future audience for classical music is at risk. With the aim of discussing the main causes of this phenomenon and find possible solutions, the study focuses on the profile and preferences of classical music consumers. A specific analysis on under 35 public is conducted by investigating through a questionnaire habits and interests of a sample of University student from Turin. The results of this section are further explored by discussing a number of significant examples of successful strategies based on a less formal and more modern way of communication and organization of the concerts, both at national and international level. In particular, the paper focuses on the positive experience of the Turin Philharmonic Orchestra, which was able to shift its audience towards the youngest generations, lowering from 85% to 52% the public over 65 years.

Keywords: Classical music, innovation, Italy, price strategies, public development, social media, tradition, Turin

JEL codes: Z10, Z11, Z13


How to cite this article

Arenella, O. & Segre, G. (2019). Il pubblico della musica classica: innovare l’offerta per ampliare il consumo dei giovani. Quaderni IRCrES, 4(2), 3-18. http://dx.doi.org/10.23760/2499-6661.2019.007 




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