How can classical music become 'cool'?
Well the simple answer to this is: I don't think it really can.
This point shouldn't be taken negatively for plenty of things, people and places aren't 'cool' but they are successful. A lot of orchestras have been accused of trying too hard to play the cool card, instead of playing to their natural strengths. Gimmicks don't fool anyone, least of all those they are trying to attract, which in turn risks alienating loyal audience members.
Classical music will never compete on the same popularity level as Pop or Rock music, but does it have to? I don't think so. I think the biggest hurdle classical music has to face is in live performance. Many people have heard some form of classical music, if only through adverts on the tv, many may have the odd cd in their collection but how many of these people have ever been to a classical concert? I think the transfer rate is very low.
People simply do not know what to expect, and are nervous, therefore a night out at a concert would not be this persons idea of a good night out. And so they don't go. I think most people not primarily interested in classical music themselves only go because somebody else they know wants to. Due to its lack of general popularity unlike pop or rock music, not everyone knows someone interested enough in classical music to suggest going to a concert. And so they also don't go
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So promoting to people unaware of classical music is in essence rather pointless. This is the sad thing.
There are glimmers though, to make classical concerts appear more appealing:
The brightest glimmers I've seen from a orchestra in London are the OAE. Multiple concert times, great viral marketing and the fantastic Night Shift which isn't a gimmick, make them my favourites by a mile (and no I haven't been paid to say this). I think what makes me like them is a feeling that they lack falseness. They add innovations and promotions, yet what comes across from all this is; it's ALL about the music
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The music they play is the star of the show and thats the point. They have opened the door for anyone to hear the music, if they want to and in so doing removed some of those invisible boundaries that spring up in concerts (concert times, etiquette, formality etc).
So no, maybe classical music can never be 'cool' but it can become more open.
