Press PLAY: Seeking New Classical Consumers thru Technology

Learning from the YouTube Symphony, Classical Live, Oculus Rift, 360 video

Jessica Lustig
Sarah Willis, by Gregor Hohenberg
James Davis, courtesy of Google
Luke Ritchie, courtesy of Philharmonia Orchestra
  • event type:Classical:NEXT 16 conference
  • date:27 May 2016
  • time:10:30 - 11:30 CEST
  • city/area:Rotterdam
  • venue:De Doelen, Conference Room 1 (fourth floor)
  • country:Netherlands
  • event posted by:Piranha Arts

Chaired by J. Lustig (US), 21C Media Group, Inc.
with S. Willis (UK/Germany), Berlin Philharmonic
J. Davis (UK), Google
L. Ritchie (UK), Philharmonia Orchestra

Where are the new consumers of classical music and how can we reach them? While our field searches for answers to this most crucial of issues, there is learning to extract and apply from recent digital initiatives that seek to engage with both worldwide audiences and underserved local communities. The YouTube Symphony Orchestra ( webcast reached people in nearly every country in the world and had more than 33M views. Classical Live ( seeks to reach a diverse audience of music fans seeking to add classical to their listening "mix". Experiments with immersive video experiences allow more access to more people in more places than ever before, both near and far.

With Jessica Lustig, Managing Director, 21C Media Group (Chairperson); James Davis, Program Director, Google Cultural Institute; Luke Ritchie, Digital Director; Philharmonia Orchestra; Sarah Willis (Moderator), Berliner Philharmoniker, host of “Sarah's Music” on Deutsche Welle.