A new survey released from Orchestras Canada offers some insight into the directions Canada’s orchestra are going in and current challenges they are facing.
The survey, which included 57 orchestras, showed that 84 percent have tried at least one digital event since March 2020. Of those that did, the vast majority utilised performances, podcasts and archive material published on social media platforms.
According to the survey, the primary goals were not on ticket revenue, but on maintaining connections with their audiences, providing work for performers, and increasing brand visibility and fundraising.
“From the start, it was clear that if the OCM (Orchestre classique de Montréal) was to remain relevant and continue growing its audience, we had to jump into this digital realm whether we knew exactly how to do it or not.”, commented Taras Kulish, Executive Director of the OCM. “We figured it out as we went, and in consequence, our audiences have grown exponentially, not just locally but internationally.”
Key challenges were in coordinating musicians and keeping them engaged, copyright clearances, knowledge gaps in digital content and infrastructure, and lost revenue.
The survey outlined initiatives for current and future seasons will be focus on expanding livestreamed content capture (recording and filming content), audience development via newsletters, and additional online social media content (Q&A’s, podcasts, online interviews). Forty-four percent of respondents stated they plan to continue their online activities once the pandemic is resolved and venues are clear to open, and 8 percent said they would stop.
In terms of support, Orchestras need support and resources to continue and strengthen their digital offerings. Survey respondents cited the need for better equipment to film live events, as well as access to technical expertise, including editing and audio-video production.
Survey results can be found here (PDF).
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