AMA Conference 2020

Getting big audiences for contemporary classical music

Getting big audiences for contemporary classical music

By Leif Karlsson

SUMMARY

Kroumata is a full-time chamber orchestra based in Sweden. Its mission is to perform contemporary music and promote the work of Sweden’s living composers wherever possible. This case study discusses how Kromata developed its audience and started to lead the way in contemporary classical music.

Target audience

  • Consumers of trend-setting popular culture: under 35s who dress in black, want to be part of the cultural in-crowd and to be noticed 
  • Students 
  • Opinion formers from Swedish cultural life and business 
  • Festival managers 
  • Music and dance schools 
  • Local authority culture departments
Resource type: Case studies | Published: 2014