It still offers a live experience of classical music, but in a slightly altered format. There are some key aspects that make it more appealing to a broader audience.
- Late start of 10pm Cooler like a gig. Different event and audience to the earlier one at 7.30pm – high proportion of young people in the foyer.
- Could take drinks into the auditorium – this is usually not allowed in auditoriums while it is common practise at gigs, jazz clubs etc.
- Pre-concert live band Though some concerts have pre-concert talks and workshops it is quite unusual for a non-classical pre-performance to take place. This acknowledges the fact that classical music fans don’t just like classical music. It makes the evening more a appealing to one who is unfamiliar with classical music as they are slowly introduced to classical instruments in a format that they are probably more familiar (band in a bar) and then go onto the hard core stuff during the main concert.
- Spoken word Presenter on stage who introduces the pieces, interviews the musicians and asks for demonstrations = very cool, assumed didn’t know very much about music and nicely broke up the concert with dialogue. Casual way of talking – called people by their first names. Flautist introduced rest of the woodwind section by their first names – felt like a friendly family. Celebrity appearance of Goldie to reinforce the fact that cool people attend classical concerts.
- Alternative programme notes Explains exactly what and when everything happens during the course of the evening.
- Audience behaviour Presenter informed audience at the beginning when to clap – this helped break up the symphony, as we clapped between the movements. Also had cheering and wolf whistles from the audience. People laughed at the boring bassoon part. Whispers towards end of concert. Encouraged to get up and get drinks during the concert. Problem as hard to leave seat without disturbing people.
- Interactive Imaginative feedback forms – had to write one word to describe how the concert made you feel. Gave audience members cameras to document the evening – later shared on flickr. Audience member to be voice for podcasts. Conventional feedback forms -but chance to win free tickets.
Though not entirely unheard of at classical concerts, there were were some elements that contributed to the style of the event.
- 1. Young conductor and leader – easier for young audience to relate to them. Violinist had cool hairstyle showing that playing the violin means that you can still be a cool hip and with it person in the C21st.
2. Free programme
3. Hall was lit up with pink lights
4. Wore Night Shift badges – contrast of pink on black concert wear.