16 May, 2024
– 11:45

The Complete Audience Toolbox

A practical guide to getting larger audiences into the concert hall.

Getting larger audiences into concert halls can feel like an uphill battle. In 2023, Danish orchestras and RasmussenNordic developed a set of 26 tools and 6 inspiration lists to address barriers to entry and the requirements of new classical music audiences. Anyone can use the tools and make audience-friendly changes without major changes in strategy.
Lead developer, Cecilie Nielsen, and CEO, Søren M. Rasmussen host this session on using tools to create change.


  • An introduction to several new, useful tools for branding, programming, concert concepts, data, hosting, storytelling, and digital marketing.
  • Learn the needs of and barriers to entry for first-time audiences.
  • Learn which tools can overcome which audience barriers.
  • Hear about the changes in Denmark after orchestras and ensembles began using the tools.
  • Discuss which tools you might need in your organisation.

The tools are based on research into first-time audiences: Young urbans (age 20-30), families (age 30-45) and empty nesters (age 45-65).
The English version of the tools will be published in spring 2024.


Chaired by:

Cecilie Szkotak Nielsen , Denmark

Senior Consultant, RasmussenNordic


Søren Mikael

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