Colleen Dilenschneider disagrees with the speculation that millennials will age into donating to arts and culture organizations. Data shows that millennials care about marriage equality and the environment more than any other age cohort. Organizations rely on the idea that once millennials get older, they will understand the importance of the arts and start giving.
Dilenschneider believes that the main reasons to why younger and nontraditional audiences are not engaging with this type of organizations are:
- Because they don’t feel welcomed into that environment;
- Because arts and culture are less empathy-inspiring and connective in comparison to human or animal cause;
- Because arts and culture organizations don’t consider the changing needs of connected audiences.
Some types of art forms, like classical music, opera, and ballet, have always been associated with the upper class. Long ago, when this was society’s primary type of entertainment, it was easier to reach audiences, old and new from the high class. But it was also desirable by other classes because they wanted to be able to attend these performances. However, with the creation and dissemination of popular art, those who couldn’t have access to performance started to feel included.
I believe that there is something to do with ticket prices that made people not want to attend cultural events. However, more relevant than ticket prices, it was the image of these elite organizations that pushed people away. Currently, we see many museums admitting people for free, orchestras putting on concerts with no fees, and yet the majority of young audiences are not attracted to those organizations. Millennials do pay hundreds of dollars to attend their favorite band’s concert in crowded arenas, so why wouldn’t they attend free or cheap events at concert halls?
Addressing reason #1: Make the audience relate to your organization.
I believe it is because they don’t relate to classical art anymore. Young audiences relate to pop artists because there are reachable; they are connected. But one might argue, saying that museums have Instagram pages, and they often post on Facebook. However, it is not the presence that is important. The engagement is what it counts. We have been confronted by data saying that young audiences do value the relevance of art and culture. They do not want to attend a concert where orchestra members are dressed in jeans and t-shirts. In my opinion, the reason for that relates to what I have mentioned previously about less privileged audiences desiring to attend a concert. They wait for that moment when they will experience the magnitude of art, but the trick is that they can’t wait for too long, because someday it will be too late. Making performers accessible to the audience, enabling connections is the most important.
Addressing cause #2: Engage your audience at a young age.
In order for audiences to engage with arts organizations (classical or popular), they have to be exposed to art from a young age and in the right way, meaning that it has to be a good experience. Using musical theatre as an example, Disney on Broadway is the front door for many theatergoers. Millennials that still support this art form saw Beauty and the Beast when it was first done on Broadway in 1993 when they were five years old. Young audiences relate to Disney musicals because it is something that they are familiar with since they were toddlers. That experience of being in the theatre and seeing your favorite movie come to life on stage will stay with them in their memories, and they will want to experience it again whenever they can. Ticket prices for musicals are not cheap, yet if audiences have a good experience in the theatre, they will want to keep coming back. And once they have children of their own, they will want to provide that same experience that made them fall in love with art. It might be a long term investment, but it would be worth a shot. Using myself as an example, I have been exposed to classical music since I was born. I attend concerts since when I can remember. I grew up with it, so I know how to appreciate it, and I will continue to spread the importance of classical music because I was taught about it.
Addressing cause #3: Create an experience
There are so many organizations, events, artists that people can choose as their entertainment. The key is to create a different and memorable experience. Millennials want to be part of something, they want to experience, they want to make a difference. If organizations don’t want to change, then they will not have millennials who want to make a change in the audience.
Isabella Schiavon 