Søren Mikael Rasmussen on why orchestras must shift from selling tickets to building relationships

In this episode, David talks with Søren Mikael Rasmussen from culture consultants RasmussenNordic.RasmussenNordic help cultural institutions across Europe with new knowledge, innovation and strategy, and are the creators of “Get More Audiences – Tools for Orchestras and Ensembles” with the Danish orchestras and DEOO (Danish Ensembles, Orchestras, and Opera. These tools were also created in conjunction with audience research groups, bringing some fascinating insights into the user journey and thought processes of audiences all along their customer journey.In this conversation, we dive into the challenge that arts organisations face with audiences. We look at the toolkit and how it can be used to create a practical plan for developing audiences. We also explore the challenges of bringing innovation to the industry, what the user journey is for first-time audiences, and the benefits of creating offerings for your community.Resources - “Get More Audiences – Tools for Orchestras and Ensembles” https://www.rasmussennordic.dk/tools/ Join us in Katowice, Poland for Classical:NEXT 2027 from the 11th to the 14th of May: www.classicalnext.comFollow us on: Facebook | Instagram | LinkedInThe Classical:NEXT Podcast:Hosted by David TaylorProduced by Aliena HaigLearn more: classicalnext.com/update/introducing-the-classicalnext-podcastwww.classicalnext.com