“This October, there is a youthful revolution at the Toronto Symphony Orchestra, where 11 of the 13 concerts feature visiting artists under the age of 35,” writes Trish Crawford in Thursday’s (10/9) Toronto Star. “The slew of young performers this fall begins with Jakub Hrusa, who was 23 when he began his professional conducting career.… The shock of having artists barely out of school performing center stage has worn off in classical music circles as orchestras deliberately woo talented young musicians and, in turn, attract young audiences. The strategy seems to be working. More than 37,000 people under the age of 35 have joined the symphony’s reduced-price TSOUNDCHECK program.… The TSO itself also has a strong contingent of young players.” Lisa Robinson, co-chair of the TSO’s Young Leadership Council, notes that younger audiences want a “night out, not just a concert that might satisfy an older demographic. They overwhelmingly attend the late night concerts and are attracted to events where they meet orchestra members.… The Tafelmusik Baroque Orchestra’s marketing coordinator, Tim Crouch, lauds the TSO for its leadership and advice for other arts agencies as they reach out to younger audiences. The two [groups] collaborated on a movie and music night last season featuring The Red Violin and many TSOUNDCHECK members.”
Posted October 9, 2014
