{"id":40167,"date":"2024-07-26T14:45:55","date_gmt":"2024-07-26T14:45:55","guid":{"rendered":"https:\/\/americanorchestras.org\/?p=40167"},"modified":"2024-07-30T14:32:04","modified_gmt":"2024-07-30T14:32:04","slug":"adapting-to-changing-audience-tastes-and-preferences","status":"publish","type":"post","link":"https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/","title":{"rendered":"Adapting to Changing Audience Tastes and Preferences"},"content":{"rendered":"\n<p><em>Originally recorded July 25, 2024<\/em><\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-coral-background-color has-background wp-element-button\" href=\"https:\/\/americanorchestras.my.site.com\/s\/lt-event?id=a2cVt00000IyUAxIAN\" target=\"_blank\" rel=\"noreferrer noopener\">Register to watch the recording<\/a><\/div>\n<\/div>\n\n\n\n<p>How are ticket buyer tastes in music changing and how can orchestras adapt programming models to match those expectations? In this illuminating 60-minute webinar reviewing recent research by WolfBrown, we analyze survey data from nearly 10,000 patrons of 18 League member orchestras. The session explores the larger landscape of musical tastes, types of orchestral experiences, interest in music appreciation (educational) programming, interest in thematic programming, receptivity to immersive formats, and other topics. Representatives of participating orchestras share how they\u2019re digesting the research and what practical steps they\u2019re taking to serve a broad range of taste communities.<\/p>\n\n\n\n<p><strong>Speakers:<\/strong> Alan Brown, Managing Principal, WolfBrown; Grace Kennerly, Executive Director, A Far Cry; Annemarie Leenhouts-Petrov, President and CEO, Edmonton Symphony Orchestra\/Francis Winspear Centre for Music; and Peter Rodgers, Director of Marketing, Madison Symphony Orchestra<\/p>\n\n\n\n<div class=\"wp-block-pb-accordion-item c-accordion__item js-accordion-item no-js\" data-initially-open=\"false\" data-click-to-close=\"true\" data-auto-close=\"true\" data-scroll=\"false\" data-scroll-offset=\"0\"><h2 id=\"at-401670\" class=\"c-accordion__title js-accordion-controller\" role=\"button\">Who Should Watch?<\/h2><div id=\"ac-401670\" class=\"c-accordion__content\">\n<p>Marketing directors and staff, programming directors and staff, executive directors, education and community engagement directors and staff, artistic administrators, board members, and anyone interested in better understanding the tastes of orchestral audiences.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-pb-accordion-item c-accordion__item js-accordion-item no-js\" data-initially-open=\"false\" data-click-to-close=\"true\" data-auto-close=\"true\" data-scroll=\"false\" data-scroll-offset=\"0\"><h2 id=\"at-401671\" class=\"c-accordion__title js-accordion-controller\" role=\"button\">Cost<\/h2><div id=\"ac-401671\" class=\"c-accordion__content\">\n<ul class=\"wp-block-list\">\n<li>$20 for members<\/li>\n\n\n\n<li>$35 for non-members<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-coral-background-color has-background wp-element-button\" href=\"https:\/\/americanorchestras.my.site.com\/s\/lt-event?id=a2cVt00000IyUAxIAN\" target=\"_blank\" rel=\"noreferrer noopener\">Register<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-pb-accordion-item c-accordion__item js-accordion-item no-js\" data-initially-open=\"false\" data-click-to-close=\"true\" data-auto-close=\"true\" data-scroll=\"false\" data-scroll-offset=\"0\"><h2 id=\"at-401672\" class=\"c-accordion__title js-accordion-controller\" role=\"button\">About the Speakers<\/h2><div id=\"ac-401672\" class=\"c-accordion__content\">\n<p><strong>Alan Brown<\/strong> (he\/him)<strong><br><\/strong><em>Managing Principal, WolfBrown<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image alignleft size-medium\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"201\" src=\"https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/Alan-Brown-300x201.jpg\" alt=\"\" class=\"wp-image-40083\" srcset=\"https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/Alan-Brown-300x201.jpg 300w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/Alan-Brown-1024x685.jpg 1024w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/Alan-Brown-768x514.jpg 768w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/Alan-Brown-1536x1028.jpg 1536w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/Alan-Brown-2048x1370.jpg 2048w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><figcaption class=\"wp-element-caption\"><em>Photo credit: Jim Cox<\/em><\/figcaption><\/figure>\n\n\n\n<p>Alan Brown, managing principal of WolfBrown, is a leading researcher and management consultant in the arts and culture sector worldwide. His work focuses on understanding consumer demand for cultural experiences, evaluating support structures for the arts, and helping cultural institutions, foundations and agencies to see new opportunities, make informed decisions and respond to changing conditions. His studies have introduced new vocabulary to the lexicon of cultural participation and propelled the field towards a clearer view of the rapidly changing cultural landscape. He speaks frequently at national and international conferences about trends in cultural participation, innovations in programming, and new approaches to customer relationships.<\/p>\n\n\n\n<p><strong>Grace Kennerly<\/strong> (she\/her)<strong><br><\/strong><em>Executive Director, A Far Cry<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image alignleft size-medium\"><img loading=\"lazy\" decoding=\"async\" width=\"225\" height=\"300\" src=\"https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/Headshot_Kennerly-Grace-225x300.jpg\" alt=\"\" class=\"wp-image-40084\" srcset=\"https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/Headshot_Kennerly-Grace-225x300.jpg 225w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/Headshot_Kennerly-Grace-768x1024.jpg 768w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/Headshot_Kennerly-Grace-1152x1536.jpg 1152w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/Headshot_Kennerly-Grace-1536x2048.jpg 1536w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/Headshot_Kennerly-Grace-150x200.jpg 150w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/Headshot_Kennerly-Grace-scaled.jpg 1920w\" sizes=\"auto, (max-width: 225px) 100vw, 225px\" \/><figcaption class=\"wp-element-caption\"><em>Photo courtesy of the speaker<\/em><\/figcaption><\/figure>\n\n\n\n<p>Grace Kennerly is a musician and arts administrator dedicated to creating shared experiences that inspire community and nurture our authentic selves. Her medium is music, whether playing viola or presenting a concert at A Far Cry, Boston\u2019s self-conducted, democratically-run string orchestra, where she has served as the Executive Director in partnership with their 17-headed co-Artistic Directorship since 2018. Grace celebrates the Criers\u2019 hyper-collaborative approach to programming and music making and seeks to reinforce A Far Cry\u2019s vision of \u201ca world that listens.\u201d<\/p>\n\n\n\n<p>Prior to A Far Cry, Grace was the Director of Admissions and Artistic Planning at Boston University Tanglewood Institute, where she recruited more than 400 talented young musicians each summer and oversaw BUTI\u2019s programs and curriculum development in coordination with the BU School of Music, Boston Symphony Orchestra, and Tanglewood Music Center. Grace grew up in North Carolina where she could be found onstage with her string quartet, recording tracks for local artists, or promoting student bands at UNC-Chapel Hill through Vinyl Records, the record label she co-founded in 2007. Grace resides in Shelburne Falls, MA with her partner Michel where they enjoy hiking and restoring mid-century modern furniture for their business Teak Freaks.<\/p>\n\n\n\n<p><strong>Annemarie Leenhouts-Petrov<\/strong> (she\/her)<strong><br><\/strong><em>President and CEO, Edmonton Symphony Orchestra\/Francis Winspear Centre for Music<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image alignleft size-medium\"><img loading=\"lazy\" decoding=\"async\" width=\"200\" height=\"300\" src=\"https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/Annemarie-Leenhouts-Petrov-200x300.jpg\" alt=\"\" class=\"wp-image-40085\" srcset=\"https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/Annemarie-Leenhouts-Petrov-200x300.jpg 200w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/Annemarie-Leenhouts-Petrov-683x1024.jpg 683w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/Annemarie-Leenhouts-Petrov-768x1152.jpg 768w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/Annemarie-Leenhouts-Petrov-1024x1536.jpg 1024w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/Annemarie-Leenhouts-Petrov-1365x2048.jpg 1365w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/Annemarie-Leenhouts-Petrov-scaled.jpg 1707w\" sizes=\"auto, (max-width: 200px) 100vw, 200px\" \/><figcaption class=\"wp-element-caption\"><em>Photo courtesy of the speaker<\/em><\/figcaption><\/figure>\n\n\n\n<p>Annemarie Leenhouts-Petrov is the President and CEO of the Winspear Centre, one of Canada&#8217;s premier concert venues, the home of the Edmonton Symphony Orchestra and a focal point of music in Northern Alberta. Leenhouts-Petrov pursued a performance career in Europe before joining Symphony New Brunswick as general manager. She also held posts with the National Arts Centre and Winnipeg Symphony Orchestra.<\/p>\n\n\n\n<p>Throughout her career, Leenhouts-Petrov focused on advancing the important impact that live music has on our communities. Since 2008, she has led the Winspear Centre, working to create a state-of-the-art centre for music where everyone is welcome, harnessing the power of music to build community and satisfy humanity\u2019s search for meaning.<\/p>\n\n\n\n<p>Leenhouts-Petrov currently serves on the boards of directors of the Lieutenant Governor of Alberta Arts Awards, the Edmonton International Airports Business Advisory Committee and is the incoming chair of the Edmonton Chamber of Commerce. She is a founding member of the Edmonton Chapter of the International Women&#8217;s Forum and a recipient of both the Rozsa Innovation Award and the national Betty Webster Award.<\/p>\n\n\n\n<p><strong>Peter Rodgers<\/strong> (he\/him)<strong><br><\/strong><em>Director of Marketing, Madison Symphony Orchestra<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image alignleft size-medium\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"240\" src=\"https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/peteraldenrodgers_c_george_lang_155_96dpi_2000x1600pix-300x240.jpg\" alt=\"\" class=\"wp-image-40086\" srcset=\"https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/peteraldenrodgers_c_george_lang_155_96dpi_2000x1600pix-300x240.jpg 300w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/peteraldenrodgers_c_george_lang_155_96dpi_2000x1600pix-1024x819.jpg 1024w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/peteraldenrodgers_c_george_lang_155_96dpi_2000x1600pix-768x614.jpg 768w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/peteraldenrodgers_c_george_lang_155_96dpi_2000x1600pix-1536x1229.jpg 1536w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/peteraldenrodgers_c_george_lang_155_96dpi_2000x1600pix.jpg 2000w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><figcaption class=\"wp-element-caption\"><em>Photo credit: George Lang<\/em><\/figcaption><\/figure>\n\n\n\n<p>Peter Rodgers is an accomplished artist and brand expert with a keen eye for original creative and business strategy. He\u2019s been active for more than 25 years in art, music, design, education, nonprofits and business development. Peter produces campaigns that combine the art of design with the priorities of nonprofits and business.<\/p>\n\n\n\n<p>Rodgers has helped bring to life brands and products for CVNL\/Center for Volunteer &amp; Nonprofit Leadership, Madison Symphony Orchestra, Marin Symphony, Hanson Bridgett, Dun and Bradstreet, E-LOAN, NextCard, Dolby Labs, Zoom, San Francisco Art Institute, Apple Computer, SONOMA Magazine, Pantone, E*TRADE Financial, Frank Howard Allen Realtors, and Shutterfly to name a few. Peter and his teams continue to develop and execute award-winning brand, advertising and marketing campaigns for nonprofits, travel, hospitality, business and technology, and the arts and music industry.<\/p>\n\n\n\n<p>In addition to his work, Peter has volunteered time and resources to multiple local San Francisco Bay Area organizations including; The Buck Institute, Bread and Roses, Youth in Arts\/Italian Street Painting Festival and Pets Lifeline. Peter served as Youth in Arts Board of Directors chair\/president for nine years, and board member for twelve years.<\/p>\n<\/div><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Questions?<\/h4>\n\n\n\n<p>Please contact Member Services at&nbsp;<a href=\"mailto:member@americanorchestras.org\"><strong>member@americanorchestras.org<\/strong><\/a>.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<p><em><em>The content of this webinar was developed by WolfBrown<\/em><\/em>.<\/p>\n\n\n\n<p><em>This webinar was made possible by a generous grant from&nbsp;<strong><a href=\"https:\/\/www.wallacefoundation.org\/pages\/default.aspx\" target=\"_blank\" rel=\"noreferrer noopener\">The Wallace Foundation<\/a><\/strong>.<\/em><\/p>\n\n\n\n<p><em>Additional support is provided by generous grants from the&nbsp;<\/em><a href=\"https:\/\/howardgilmanfoundation.org\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong><em>Howard Gilman Foundation<\/em><\/strong><\/a><em>&nbsp;and&nbsp;<\/em><a href=\"https:\/\/www.arts.gov\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong><em>National Endowment for the Arts<\/em><\/strong><\/a><em>, as well as, in part, by public funds from the&nbsp;<strong><a href=\"https:\/\/arts.ny.gov\/\" target=\"_blank\" rel=\"noreferrer noopener\">New York State Council on the Arts<\/a><\/strong>&nbsp;with the support of the Office of the Governor and the New York State Legislature.<\/em><\/p>\n\n\n\n<div class=\"wp-block-group has-gray-dark-color has-blue-light-background-color has-text-color has-background is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image aligncenter size-large\"><a href=\"https:\/\/howardgilmanfoundation.org\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"238\" src=\"https:\/\/americanorchestras.org\/wp-content\/uploads\/2021\/02\/HowardGilman-1024x238.png\" alt=\"\" class=\"wp-image-19224\" srcset=\"https:\/\/americanorchestras.org\/wp-content\/uploads\/2021\/02\/HowardGilman-1024x238.png 1024w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2021\/02\/HowardGilman-300x70.png 300w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2021\/02\/HowardGilman-768x178.png 768w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2021\/02\/HowardGilman.png 1107w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.arts.gov\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/americanorchestras.org\/wp-content\/uploads\/2021\/02\/2018-Horizontal-Logo-with-url2-2-1024x512.png\" alt=\"\" class=\"wp-image-19190\" srcset=\"https:\/\/americanorchestras.org\/wp-content\/uploads\/2021\/02\/2018-Horizontal-Logo-with-url2-2-1024x512.png 1024w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2021\/02\/2018-Horizontal-Logo-with-url2-2-300x150.png 300w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2021\/02\/2018-Horizontal-Logo-with-url2-2-768x384.png 768w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2021\/02\/2018-Horizontal-Logo-with-url2-2.png 1500w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"241\" src=\"https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/01\/NYSCA-Logo-Black-1024x241.png\" alt=\"\" class=\"wp-image-38833\" srcset=\"https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/01\/NYSCA-Logo-Black-1024x241.png 1024w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/01\/NYSCA-Logo-Black-300x71.png 300w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/01\/NYSCA-Logo-Black-768x181.png 768w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/01\/NYSCA-Logo-Black-1536x361.png 1536w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/01\/NYSCA-Logo-Black.png 1704w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><em>Photo: Audience enjoying an outdoor concert from the Mercury Chamber Orchestra, part of Conference 2024. Credit: Melissa Taylor.<\/em><\/p>\n\n\n\n<p><em> Severini.<\/em><\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>The session explores the larger landscape of musical tastes, types of orchestral experiences, interest in music appreciation (educational) programming, interest in thematic programming, receptivity to immersive formats, and other topics. <!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":20,"featured_media":39948,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[133],"tags":[],"class_list":["post-40167","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-learn","format-on-demand-webinar","learning-type-events-webinars","topic-artistic-planning","topic-audience-engagement","topic-education-community-engagement"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Adapting to Changing Audience Tastes and Preferences - americanorchestras.org<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Adapting to Changing Audience Tastes and Preferences - americanorchestras.org\" \/>\n<meta property=\"og:description\" content=\"The session explores the larger landscape of musical tastes, types of orchestral experiences, interest in music appreciation (educational) programming, interest in thematic programming, receptivity to immersive formats, and other topics.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/\" \/>\n<meta property=\"og:site_name\" content=\"americanorchestras.org\" \/>\n<meta property=\"article:publisher\" content=\"http:\/\/www.facebook.com\/orchleague\" \/>\n<meta property=\"article:published_time\" content=\"2024-07-26T14:45:55+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-07-30T14:32:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/Melissa-Taylor_Lowres_6.5.2024-246-cropped-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1440\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Joanna Bettelheim\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@orchleague\" \/>\n<meta name=\"twitter:site\" content=\"@orchleague\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Joanna Bettelheim\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/\"},\"author\":{\"name\":\"Joanna Bettelheim\",\"@id\":\"https:\/\/americanorchestras.org\/#\/schema\/person\/141366fc8ad5dbeeddd66de957dbcd87\"},\"headline\":\"Adapting to Changing Audience Tastes and Preferences\",\"datePublished\":\"2024-07-26T14:45:55+00:00\",\"dateModified\":\"2024-07-30T14:32:04+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/\"},\"wordCount\":1021,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/Melissa-Taylor_Lowres_6.5.2024-246-cropped-scaled.jpg\",\"articleSection\":[\"Learn\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/\",\"url\":\"https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/\",\"name\":\"Adapting to Changing Audience Tastes and Preferences - americanorchestras.org\",\"isPartOf\":{\"@id\":\"https:\/\/americanorchestras.org\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/Melissa-Taylor_Lowres_6.5.2024-246-cropped-scaled.jpg\",\"datePublished\":\"2024-07-26T14:45:55+00:00\",\"dateModified\":\"2024-07-30T14:32:04+00:00\",\"author\":{\"@id\":\"https:\/\/americanorchestras.org\/#\/schema\/person\/141366fc8ad5dbeeddd66de957dbcd87\"},\"breadcrumb\":{\"@id\":\"https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/#primaryimage\",\"url\":\"https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/Melissa-Taylor_Lowres_6.5.2024-246-cropped-scaled.jpg\",\"contentUrl\":\"https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/Melissa-Taylor_Lowres_6.5.2024-246-cropped-scaled.jpg\",\"width\":2560,\"height\":1440},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/americanorchestras.org\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Adapting to Changing Audience Tastes and Preferences\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/americanorchestras.org\/#website\",\"url\":\"https:\/\/americanorchestras.org\/\",\"name\":\"americanorchestras.org\",\"description\":\"Advancing the Orchestral Experience for All.\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/americanorchestras.org\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/americanorchestras.org\/#\/schema\/person\/141366fc8ad5dbeeddd66de957dbcd87\",\"name\":\"Joanna Bettelheim\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/americanorchestras.org\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/6881e127df2edd7e310748fb440f407dc491194ad8e3fce7b6bf759b1ee96251?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/6881e127df2edd7e310748fb440f407dc491194ad8e3fce7b6bf759b1ee96251?s=96&d=mm&r=g\",\"caption\":\"Joanna Bettelheim\"},\"url\":\"https:\/\/americanorchestras.org\/author\/joanna-bettelheim\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Adapting to Changing Audience Tastes and Preferences - americanorchestras.org","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/","og_locale":"en_US","og_type":"article","og_title":"Adapting to Changing Audience Tastes and Preferences - americanorchestras.org","og_description":"The session explores the larger landscape of musical tastes, types of orchestral experiences, interest in music appreciation (educational) programming, interest in thematic programming, receptivity to immersive formats, and other topics.","og_url":"https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/","og_site_name":"americanorchestras.org","article_publisher":"http:\/\/www.facebook.com\/orchleague","article_published_time":"2024-07-26T14:45:55+00:00","article_modified_time":"2024-07-30T14:32:04+00:00","og_image":[{"width":2560,"height":1440,"url":"https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/Melissa-Taylor_Lowres_6.5.2024-246-cropped-scaled.jpg","type":"image\/jpeg"}],"author":"Joanna Bettelheim","twitter_card":"summary_large_image","twitter_creator":"@orchleague","twitter_site":"@orchleague","twitter_misc":{"Written by":"Joanna Bettelheim","Est. reading time":"6 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/#article","isPartOf":{"@id":"https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/"},"author":{"name":"Joanna Bettelheim","@id":"https:\/\/americanorchestras.org\/#\/schema\/person\/141366fc8ad5dbeeddd66de957dbcd87"},"headline":"Adapting to Changing Audience Tastes and Preferences","datePublished":"2024-07-26T14:45:55+00:00","dateModified":"2024-07-30T14:32:04+00:00","mainEntityOfPage":{"@id":"https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/"},"wordCount":1021,"commentCount":0,"image":{"@id":"https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/#primaryimage"},"thumbnailUrl":"https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/Melissa-Taylor_Lowres_6.5.2024-246-cropped-scaled.jpg","articleSection":["Learn"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/","url":"https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/","name":"Adapting to Changing Audience Tastes and Preferences - americanorchestras.org","isPartOf":{"@id":"https:\/\/americanorchestras.org\/#website"},"primaryImageOfPage":{"@id":"https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/#primaryimage"},"image":{"@id":"https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/#primaryimage"},"thumbnailUrl":"https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/Melissa-Taylor_Lowres_6.5.2024-246-cropped-scaled.jpg","datePublished":"2024-07-26T14:45:55+00:00","dateModified":"2024-07-30T14:32:04+00:00","author":{"@id":"https:\/\/americanorchestras.org\/#\/schema\/person\/141366fc8ad5dbeeddd66de957dbcd87"},"breadcrumb":{"@id":"https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/#primaryimage","url":"https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/Melissa-Taylor_Lowres_6.5.2024-246-cropped-scaled.jpg","contentUrl":"https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/07\/Melissa-Taylor_Lowres_6.5.2024-246-cropped-scaled.jpg","width":2560,"height":1440},{"@type":"BreadcrumbList","@id":"https:\/\/americanorchestras.org\/adapting-to-changing-audience-tastes-and-preferences\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/americanorchestras.org\/"},{"@type":"ListItem","position":2,"name":"Adapting to Changing Audience Tastes and Preferences"}]},{"@type":"WebSite","@id":"https:\/\/americanorchestras.org\/#website","url":"https:\/\/americanorchestras.org\/","name":"americanorchestras.org","description":"Advancing the Orchestral Experience for All.","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/americanorchestras.org\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/americanorchestras.org\/#\/schema\/person\/141366fc8ad5dbeeddd66de957dbcd87","name":"Joanna Bettelheim","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/americanorchestras.org\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/6881e127df2edd7e310748fb440f407dc491194ad8e3fce7b6bf759b1ee96251?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/6881e127df2edd7e310748fb440f407dc491194ad8e3fce7b6bf759b1ee96251?s=96&d=mm&r=g","caption":"Joanna Bettelheim"},"url":"https:\/\/americanorchestras.org\/author\/joanna-bettelheim\/"}]}},"_links":{"self":[{"href":"https:\/\/americanorchestras.org\/wp-json\/wp\/v2\/posts\/40167","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/americanorchestras.org\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/americanorchestras.org\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/americanorchestras.org\/wp-json\/wp\/v2\/users\/20"}],"replies":[{"embeddable":true,"href":"https:\/\/americanorchestras.org\/wp-json\/wp\/v2\/comments?post=40167"}],"version-history":[{"count":2,"href":"https:\/\/americanorchestras.org\/wp-json\/wp\/v2\/posts\/40167\/revisions"}],"predecessor-version":[{"id":40191,"href":"https:\/\/americanorchestras.org\/wp-json\/wp\/v2\/posts\/40167\/revisions\/40191"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/americanorchestras.org\/wp-json\/wp\/v2\/media\/39948"}],"wp:attachment":[{"href":"https:\/\/americanorchestras.org\/wp-json\/wp\/v2\/media?parent=40167"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/americanorchestras.org\/wp-json\/wp\/v2\/categories?post=40167"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/americanorchestras.org\/wp-json\/wp\/v2\/tags?post=40167"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}