Sheffield - Manchester Collective - The 'crisis' in classical music: exploring alternatives in audience development (CDA)

This CDA aims to fill the research gap around understanding and resolving the perceived 'crisis' in orchestral music via a longitudinal study of events, audiences, and performers of Manchester Collective (MC). The research will analyse how MC, a 'new cluster' orchestra that presents 'intense human experiences' radically different from the 'heritage orchestral sector', affects perception of and engagement in orchestral music via alternative methods in audience development. The study will suggest collaborative and data-informed approaches to tackle issues of aging audiences, audience retention, and relevance within the orchestral sector.