Building a fanbase
We’re at the early stages of working with the LPO on a Fanbase Strategy and exploring what we can borrow from fan culture.
Selling every concert on its individual merits (artists, repertoire etc) not only requires a whole lot of effort for each concert but only works if those factors actually mean something to the audience. More traditional audiences are equipped to select based on repertoire and artists (leaving some concerts fuller than others) but what about those who aren’t regular orchestral attenders? How can the LPO build an enticing invitation to the broader experience – enticing people in for the powerful, personal experiences always delivered by the orchestra regardless of repertoire.
In fandoms we see diverse groups of individuals brought together into relationships involving enthusiasm, affinity and active participation. Often quickly. Being a fan can be about finding inclusion and acceptance – the expression of social and personal identity. It can feed our need for belonging. These are needs the LPO can help fulfil and this sounds like a place a younger more diverse audience would thrive. Through a series of workshop we’re helping the LPO take a fresh look at the invitation we present, the experiences we craft and ways we interact with a newer audience?
