In an age where entertainment is available at the swipe of a finger, symphony orchestras face an unprecedented challenge. Netflix, Disney+, and other streaming platforms have transformed how people consume entertainment, leaving traditional performing arts scrambling to maintain relevance. But innovative leaders like Holly Mulcahy, Concertmaster of the Wichita Symphony Orchestra, are proving that live classical music can not only survive but thrive in the digital age.
The Modern Entertainment Dilemma
“We’re competing against Netflix with the subscription model. We’re competing against really good storytelling, and we’re competing with really big budgets,” explains Mulcahy. The pandemic magnified this reality, forcing orchestras to confront an uncomfortable truth: the traditional concert format needed reinvention.
Breaking Down Barriers to Connection
The key to competing in today’s entertainment landscape isn’t about matching streaming services’ production values—it’s about offering something they can’t: authentic human connection. Here’s how forward-thinking orchestras are making it happen:
1. Reimagining the Concert Experience
Modern symphony performances are evolving beyond the rigid formal structure of the past. Successful orchestras are:
– Creating pre-concert conversations that build anticipation
– Encouraging audience interaction during performances
– Designing multi-sensory experiences that combine music with food, wine, and storytelling
2. Breaking the Fourth Wall
Traditional symphony concerts maintained a strict barrier between performers and audience. Today’s most engaging performances actively work to dissolve this barrier through:
– Direct audience interaction
– Storytelling between pieces
– Post-concert meet-and-greets with musicians
– Community engagement initiatives
3. Emotional Programming
Just as Netflix crafts addictive storylines, modern orchestras are learning to program concerts that deliver emotional journeys. Mulcahy describes it as “creating an emotional meal” where each piece serves a specific purpose in the overall experience.
Digital Age Accessibility
To compete effectively, orchestras must remove friction points that deter new audiences:
– Simplifying ticket purchasing processes
– Offering clear guidance on concert etiquette
– Creating welcoming environments for newcomers
– Providing multiple entry points for different audience segments
The Human Element Advantage
While streaming services excel at convenience, they can’t replicate the communal energy of live performance. Successful orchestras emphasize this advantage by:
– Building community around performances
– Creating opportunities for shared experiences
– Facilitating meaningful connections between audience members
– Offering unique, unreplicable moments
Looking to the Future
As entertainment options continue to multiply, orchestras that embrace innovation while emphasizing human connection will find their audience. The key is not to compete directly with Netflix-style platforms but to offer what they can’t: authentic, shared, live experiences that create lasting memories.
Practical Implementation Tips:
1. Focus on storytelling throughout the concert experience
2. Create opportunities for audience interaction
3. Leverage technology for convenience while emphasizing human connection
4. Design multi-sensory experiences
5. Build community around performances
The Path Forward
The future of symphony orchestras in the streaming era isn’t about choosing between tradition and innovation—it’s about thoughtfully combining both to create compelling experiences that draw modern audiences. By emphasizing human connection while embracing contemporary approaches to engagement, orchestras can offer something unique in today’s entertainment landscape.
As Mulcahy notes, “When you actually listen without wanting to respond, but to understand, that’s going to be the first step of disruption.” This philosophy applies not just to the music itself but to the entire concert experience, pointing the way forward for performing arts organizations looking to thrive in the digital age.
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