Originally a freelance violinist and teacher, he has conducted on and off over the years. However, attending a conducting course 4 years ago inspired him to form his own orchestra, Philharmonia Britannica.
During the set up process, it made him think of all the things he had ever wanted to do. In particular he was interested in mixing different art forms, for example the use of videos with music. It was personal interest rather than audience development that initially spurred him on, as he is also a bit of a Thespian and enjoys chatting to audiences. For example, for a film concert he dressed in a Darth Vader costume to conduct the orchestra!
Thinking about the audience though, he thought that if he combined two art forms, he would have a greater chance of attracting a larger audience. He would be appealing to two sets of people, those who are interested in music and those for example in film. Consequently this broadens the potential audience base. In reality this hasn’t worked quite as well as he hoped, as typically it is the music lovers that attend his concerts. However, he hopes that if someone ever did attend the concert due to being predominately interested in the other art form,they may, in a ideal world, start to also like the music.