League of American Orchestras

Understanding Audience Motivations in a Time of Ongoing Uncertainty


Classical music fans and the general population have been transformed by the experience of living through a pandemic. What does your orchestra’s audience need in 2022?

Join us for a 60-minute webinar on January 25, 2022 at 3:00pm Eastern where we will share the key findings from Culture + Community in a Time of Transformation – A Special Edition of Culture Track, a report by LaPlaca Cohen and Slover Linett Audience Research that analyzes a robust sample of more than 75,000 Americans and compares insights from the first 30 days of lockdown with audience perspectives more than a year into the pandemic.

We’ll investigate the level of participation in online cultural activities among classical music attendees (which is particularly high) and opportunities for audience diversification through digital offerings. We’ll also explore what classical music attendees want more of in their lives as they re-engage with arts activities. And we’ll share insights from the general population that highlight a desire for change in the cultural sector and point to the possibility of a more relevant and resilient future for the arts.

María Huiza, Strategist, LaPlaca Cohen
Madeline Smith Project Director and Research Operations Lead, Slover Linett Audience Research