{"id":2289186,"date":"2026-02-19T15:03:01","date_gmt":"2026-02-19T15:03:01","guid":{"rendered":"https:\/\/celebrity.land\/en\/?p=2289186"},"modified":"2026-02-19T15:03:01","modified_gmt":"2026-02-19T15:03:01","slug":"new-classical-audience-comparable-to-pop-audience","status":"publish","type":"post","link":"https:\/\/celebrity.land\/en\/new-classical-audience-comparable-to-pop-audience\/","title":{"rendered":"New Classical Audience \u2018Comparable to Pop Audience\u2019"},"content":{"rendered":"<p><\/p>\n<div id=\"\">\n<div class=\"jeg_video_container jeg_video_content\"><iframe loading=\"lazy\" title=\"IN FOCUS: Genre Evolution - The Changing Classical Landscape\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/o-Eg_EeFOWI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<h2>FUGA\u2019s Senior Marketing Strategy Manager for Classical &amp; Jazz, Amy Nelson, in conversation with Naxos Music Group\u2019s Sales &amp; Label Marketing Manager, Sascha Braunreuther, exploring how classical artists are adapting to evolving audiences. They also dive into how the wider music industry can help bridge the gap between classical music\u2019s traditional perception, and the modern need for personal branding.<\/h2>\n<p><i>The following is created in collaboration with <\/i><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.digitalmusicnews.com\/2025\/07\/30\/downtown-music-sierra-spirit\/\" data-wpel-link=\"internal\" rel=\"follow\"><i>Downtown Music<\/i><\/a><i>, a company DMN is proud to be partnering with.<\/i><\/p>\n<p>Amy Nelson and Sascha Braunreuther discuss the evolving set of audiences for classical music: traditional, passive, and the emerging \u201ccurious &amp; connected\u201d listeners.<\/p>\n<p>Nelson explains that the traditional audience is \u2018more likely to take recommendations from Gramophone magazine or BBC radio three.\u2019<\/p>\n<p>\u201cThis core classical audience is older, well educated, and attends prestigious concert venues. They know the repertoire and the composers. They\u2019ve been leaning in for a very long time and consider themselves experts in the genre. They probably engage with classical formats such as SACD and vinyl, and have money to spend on high-end audio equipment.\u201d<\/p>\n<p>But the passive audience is \u2018more millennial, older Gen Z, younger Gen X, who listen to classical music in the background while they\u2019re working, sleeping, cooking.\u2019 \u201cThey\u2019re engaging with classical via well-curated playlists offered by DSPs. They\u2019ll listen to whatever\u2019s being recommended to them, which is a very passive sort of experience.\u201d<\/p>\n<h4>Braunreuther dives into the emerging third audience that\u2019s \u2018most comparable to an engaged pop music audience.\u2019<\/h4>\n<p>Nelson calls this third audience the \u2018curious and connected\u2019 audience. \u201cThey\u2019re connecting with the classical genre on TikTok, Instagram, or <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.digitalmusicnews.com\/2025\/11\/28\/popular-social-media-survey-2025\/\" data-wpel-link=\"internal\" rel=\"follow\">YouTube<\/a>. They\u2019re impressed by the virtuosic nature of the genre.\u201d<\/p>\n<p>While some audiences in the past steered clear of classical music because they failed to understand the culture and felt overwhelmed by it, things are changing.<\/p>\n<p>\u201cI look back at last year\u2019s Eurovision Song Contest <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.digitalmusicnews.com\/2025\/05\/19\/austrias-jj-wins-eurovision-song-contest-2025-with-wasted-love\/\" data-wpel-link=\"internal\" rel=\"follow\">winner<\/a>, JJ from Austria, who is a classically trained countertenor. Rosalia\u2019s Lux album was recorded with the London Symphony Orchestra. These are sounds that have intrigued and impressed a younger audience,\u201d Nelson says.<\/p>\n<h4>Braunreuther and Nelson agree that artists and labels should adapt their approach in ways that welcome this emerging audience into the classical world.<\/h4>\n<p>Classical artists and labels can capture and retain this new audience\u2019s attention by aligning strategies to their novel music discovery process.<\/p>\n<p>Braunreuther mentions that audiences now generally engage with artists who share personal experiences, and form an emotional connection. \u201cAuthenticity, emotional storytelling, and visibility are vital for classical artists today,\u201d Braunreuther says,<\/p>\n<p>Nelson adds that classical artists are now realizing they don\u2019t necessarily need big budgets or professional editing to reach this new, curious, and connected audience. Artists are adapting by engaging with digital platforms such as TikTok, Instagram, and YouTube. She adds, \u201cThey realise they can do something informal whilst retaining authenticity, and create that emotional story their audience can connect to.\u201d<\/p>\n<h4>With the accelerated rise of DSPs and social media platforms, the landscape for classical music has evolved rapidly. This new landscape facilitates both quick wins as well as broader, longer-term strategies for labels and artists.<\/h4>\n<p>Nelson recommends the use of digital marketing tools on Spotify, Instagram, and YouTube. \u201cIt doesn\u2019t take a lot to position oneself on social media\u201d<\/p>\n<p>\u201cFor quick wins, make sure your profiles are optimized and verified. You\u2019re updating your profile picture and maintaining consistent profile branding across platforms. Follow a consistent social media schedule, even if it\u2019s just playing the piano from your bedroom, living room, or a train station. As long as it\u2019s something enjoyable and authentic, post it.\u201d<\/p>\n<h4>The classical industry has originally been all about producing, recording, and releasing repertoire. Now, it\u2019s about building a relationship with audiences.<\/h4>\n<p>To stay relevant in that evolving landscape, Nelson believes labels should help artists develop their identities on digital platforms. \u201cEmpower the artists to connect with their audience in real, authentic, and emotional ways. Help them with the goods. Encourage the use of social media and build a content plan for a well-defined audience strategy.\u201d<\/p>\n<p>\u201cIt\u2019s about ensuring the artist has a voice,\u201d explains Nelson, adding, \u201cThe music and artistic ability should speak for itself.\u201d<\/p>\n<p>Braunreuther believes classical artists and labels can adapt conventional approaches without devaluing classical artistic expression.<\/p>\n<h4>An updated perception is the ticket to evolution. And in the modern context of branding and fan engagement, Nelson and Braunreuther emphasize the balance of authenticity and growth \u2014 to bridge the gap in the traditional perception of classical genre.<\/h4>\n<p>\u201cSocial media is a really <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.digitalmusicnews.com\/2025\/09\/30\/tiktok-launches-classical-music-accelerator-program\/\" data-wpel-link=\"internal\" rel=\"follow\">valuable tool <\/a>to add to your fan engagement arsenal and overall release strategy.\u201d Nelson prods artists and labels to evaluate how contemporary digital marketing strategies can be leveraged for orchestras, choirs, Gregorian chants, and other subgenres.<\/p>\n<p>With transparency, education, and support from the wider industry, classical artists can merge tradition with modern fan engagement.<\/p>\n<p>\u201cThe wider industry needs to bring classical into its conversations. Create an environment that gives artists the confidence and resources to experiment with social media, digital storytelling, and content creation. Receiving guidance on authentic communication and creation of engaging content will help audiences celebrate the genre in all of its nuances,\u201d says Nelson.<\/p>\n<p>Because classical is a relatively niche genre, Nelson points out how the ability to take those conversations to the wider industry will help. \u201cClassical artists and labels can lean on and gain support from the wider music industry\u2019s knowledge.\u201d<\/p>\n<p>Braunreuther agrees, \u201cThat\u2019s something that definitely needs to change. We should all try to have that wider conversation.\u201d<\/p>\n<p><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/youtu.be\/W_EUgjHAC9A?si=XPfjAUVYsQ-a1h24\" data-wpel-link=\"external\" rel=\"nofollow external noopener noreferrer\">IN FOCUS<\/a> <i>is Downtown Music\u2019s latest online content series, featuring conversations among Downtown Music team members, their clients, and industry partners. The collection of videos and podcasts offers diverse perspectives on the trends driving evolution in the music business. <\/i><\/p>\n<p><!-- END .ss-inline-share-wrapper --><\/div>\n<p><script> !function(f,b,e,v,n,t,s)\n{if(f.fbq)return;n=f.fbq=function(){n.callMethod?\nn.callMethod.apply(n,arguments):n.queue.push(arguments)};\nif(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';\nn.queue=[];t=b.createElement(e);t.async=!0;\nt.src=v;s=b.getElementsByTagName(e)[0];\ns.parentNode.insertBefore(t,s)}(window, document,'script',\n'https:\/\/connect.facebook.net\/en_US\/fbevents.js');\nfbq('init', '861435292003562');\nfbq('track', 'PageView'); <\/script><\/p>\n<p><em> \u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n<p><em> \u2018 Some details of this article were extracted from the following source www.digitalmusicnews.com \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>FUGA\u2019s Senior Marketing Strategy Manager for Classical &amp; Jazz, Amy Nelson, in conversation with Naxos Music Group\u2019s Sales &amp; Label Marketing Manager, Sascha Braunreuther, exploring how classical artists are adapting to evolving audiences. They also dive into how the wider music industry can help bridge the gap between classical music\u2019s traditional perception, and the modern [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2289187,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25179],"tags":[],"class_list":["post-2289186","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-music"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2026\/02\/New-Classical-Audience-\u2018Comparable-to-Pop-Audience.png","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2289186","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=2289186"}],"version-history":[{"count":1,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2289186\/revisions"}],"predecessor-version":[{"id":2289188,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2289186\/revisions\/2289188"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/2289187"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=2289186"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=2289186"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=2289186"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}