• 27 - 30 SEPT 2021

Older audiences in classical concerts

Session 22 | Debate | Friday, 16 May 2014 | 16:00 - 16:45 | Lecture Hall

Promoters of classical concerts spend a lot of time complaining about the structure of their audiences and bemoaning the fact that young people are not attending their concerts. The same questions are being asked in almost every field of classical music. But shouldn’t we also focus on trying to earn money from the audiences we already have by offering concerts that are specially tailored towards older people? Advertisements for so-called “mass products” already see older, wealthier people as their main customers. They can afford certain offers that other demographics can’t, because they belong to a group of people who have money to spend. What should special offers for older audiences look like? This is also a big opportunity for record labels and other organisations working in classical music.

Chaired by


Carsten Dürer (Germany)

Publisher and chief editor, STACCATO-Verlag

Carsten Dürer founded his own publishing house, STACCATO-Verlag, in 1996. He is editor in chief of the magazines Piano News and Ensemble. He is also on the jury of the Echo Klassik Awards, and is a board member of the Anton Rubinstein International Academy in Düsseldorf and the European Chamber Music Teachers’ Association. (Photo: Yoko Tsunekawa)



John Gilhooly (Ireland/UK)

Director, Wigmore Hall

John Gilhooly joined Wigmore Hall as executive director in December 2000 and was appointed overall director in 2005. During his tenure, he has transformed the hall’s artistic, financial and administrative affairs. He is also chairman of the Royal Philharmonic Society and led the society’s bicentenary celebrations in 2013. (Photo: Ben Ealovega)


Matthias Naske (AUSTRIA)

Executive and artistic director

Matthias Naske is chief executive of the Vienna Konzerthaus. He has previously worked at the Gustav Mahler Youth Orchestra, Camerata Academica Salzburg, Jeunesses Musicales Austria and the Philharmonie Luxembourg. He is also a founding member of Écouter pour Mieux s’Entendre (EME), which funds innovative music projects. (Photo: Sebastian Grebille)