An Observation on Selected Malaysian Western Art Music Organisations’ Audience Development Efforts During Pre- and Post-COVID Era
DOI:
https://doi.org/10.37134/impac.v2.21.2024Keywords:
audience development, classical music, COVID-19, Malaysia, western art music organizationAbstract
Faced with financial constraints and sustainability concerns, many organisations implemented adaptive measures following the COVID-19 pandemic, which led to the suspension of live concerts. As live Western art music in Malaysia regains momentum, organisations are building new audience bases and re-engaging prior audiences through creative strategies. Such strategies, namely alternative programming, personnel changes, and expanded artistic horizons, reflect a shift towards aligning with post-pandemic audience interests. This study examined the audience development efforts of four Malaysian Western art music organisations before and after the COVID-19 pandemic. Using an observational approach, data were collected from publicly available online resources. The findings indicate that alternative programming, personnel changes, and expanded artistic horizons played a crucial role in aligning organisational practices with post-pandemic audience interests.
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Copyright (c) 2024 Stephen Tseu, Alwin Ru Kiet Wong (Author)
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