Baroque + Beer
Orchestras Canada has relayed a few interesting initiatives addressing what seems to be one of the "classical" scene's perennial problems – attracting the 20-40 crowd. A panel discussion relates steps taken by the Tafelmusik Baroque Orchestra, NAC, and the TSO.
Tafelmusik's approach is especially cool, consciously pairing music with beer. This brings to mind Arboretum's similar multi-pronged approach, explicitly incorporating local food in addition to music. It's also a welcome approach because it suggests the music is of comparable value to the food and beer. Often, beer companies sponsor an event or festival and make several music performances free to attend. This severely undercuts the perception of value of the music, and is especially troublesome for independent artists who are trying to form a consistent and supportive audience.
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