Developing Audiences, Developing Knowledge, Developing Connections

Introduction: Identifying the Problem

Live classical music is largely supported by middle-aged and older audiences, and is not, as yet, successfully reaching out to younger audiences. This paper proposes new ways of creating younger audiences and forging connections between them and orchestral players. Apart from highly talented and motivated young musicians, classical music is not a central part of the school curriculum, and in many districts, hardly any part, while rap, heavy metal and Israeli pop are streamed online for a young Israeli market.

Stage 1. Proposing a Plan with Technology

Using audio/visual online streaming, the plan proposes that the three major Israeli orchestras – IPO, Jerusalem Symphony and Israel Symphony – develop series of educational music videos that will be integrated into the school curriculum, targeting children ages 7-10. The departure point will be the orchestral families of instruments – strings, wind, brass, percussion – with each instrument explained by one of the orchestral players, followed by a piece for that orchestral group, such as the Scherzo from Mendelssohn`s Octet for the strings. In turn, the players will introduce works for more than one instrumental group, such as Bartok`s Music for Strings Percussion and Celesta, building towards full orchestra. The videos will explain about musical components, such as dynamics (loud/soft), articulation (smooth/jagged), motifs and melodies and will open a range of follow-up options to the teacher, such as quizzes, team projects, visiting an instrument workshop, starting a wind band or percussion group as after school activity.

Stage 2. `IPO Goes Live!`

Orchestral players in the videos in the IPO and other orchestras go out into the community twice a year, to community centers, schools and libraries, to meet the children and play live for them. To reinforce this connection, each orchestra`s website should have special pages for `IPO Goes Live!` for each orchestral family and links for the players in the videos, so that children can email their favorite orchestral player and ask him or her music questions. In addition, school districts should bring children in this age group twice a year to Tel Aviv, Jerusalem and Rishon le Zion for special free concerts followed by a kids` party with the players they have connected with. With positive input and connection with orchestral players, this is a way to build young audiences.

Summary

In many countries, classical music has aging audiences and many orchestras are struggling to survive. However, music can be a powerful means of enhancing self-esteem as a different way of learning as well as profound experience. An initiative like this requires the co-operation of mayors and school districts with the orchestras, and orchestral managers involving their players in this educational initiative. As well as connecting orchestral players and young listeners, music is especially important for children and young people in depressed neighborhoods, as has been shown by the phenomenal success of `El Sistemo`.