What arts groups are doing to attract a huge demographic: millennials

Posted on: October 7, 2016

“Music institutions across the country are having to look in new directions to try to attract millennials, now the largest demographic in the United States,” writes Adam Faze, a nineteen-year-older filmmaker, in Wednesday’s (10/5) Forbes.com. At Sleepless: The Music Center After Hours in Los Angeles last month, “guests could hear music by Kroma Quartet and sets by DJs Frosty and Joey Altruda, play in an ’80s arcade featuring games like PacMan and Galaga, lie down in a lounge filled with bean-bag chairs … take part in art installations, and dance the night away.… This past weekend, the [Los Angeles Philharmonic] launched their yearly ‘Green Umbrella’ season with an event called Noon to Midnight. The event featured new music, drinks and food trucks…. The New York Philharmonic offers 100 free tickets every week to people between the ages of 13 and 26 for their Friday night performances. The Boston Symphony Orchestra recently tried … loaning iPads to select audience members with relevant content synced to the performance…. Concert halls and opera houses … will need to be creative … by featuring new events, making it more of an experience and opening their doors to a much more diverse community.”

Posted October 7, 2016

Pictured: At a “Green Umbrella” concert at L.A.’s Walt Disney Concert Hall in January 2015 entitled “Theater of the Outrageous,” the multimedia collective Chromatic filled the stage with beach balls, and John Adams conducted the Los Angeles Philharmonic’s New Music Group in HK Gruber’s Frankenstein!!” and Olga Neuwirth’s “Hommage à Klaus Nomi.” Photo by Lawrence K. Ho / Los Angeles Times