How can classical music, a centuries-old art form, maintain its resonance in today’s digital culture, where metrics of approval often prevail? My essay explores this question, arguing that the genre’s vitality depends on remaining anchored in its authenticity and collective artistry while purposefully engaging with the modern world—qualities that ricochet into reflections on identity, integrity, and the timeless human connection it fosters.

Key sources (hyperlinks embedded) include social media’s mental health risks, as cited by U.S. Surgeon General Dr. Vivek Murthy, and the #StatusOfMind report by the Royal Society for Public Health (UK); the enduring value of classical music’s older audience demographics noted by former New York Times critic Anthony Tommasini; insights from The Cleveland Orchestra on integrity-driven strategies; the impact of  Canada’s National Arts Centre Orchestra’s Arts Alive and Carnegie Hall’s Link Up programs in fostering lifelong appreciation for the arts; research by the League of American Orchestras on audience expansion and diversification; and a study published by Population Europe on demographic shifts and classical music.

Sustaining the Soul of Classical Music in the Digital Age

By Jean-Claude Picard, 20 December 2024.

In today’s digital age, where likes and follows often prevail, classical music faces an evolving challenge. Social media, designed to reward and amplify self-promotion has undeniably reshaped how this art form is portrayed and shared. Cultivating online profiles and seeking visibility in an ever-growing and competitive space has become a sine qua non for many musicians, yet what is often a pursuit of quantifiable validation and personal recognition risks overshadowing its collective spirit and essence. At its heart, classical music’s raison d’être is to connect us through something greater—something that has passed the test of time: humanity’s shared beauty, complexity, and vulnerability. By reaffirming its core values, strengthening genuine connections, and embracing authenticity, artists and institutions can preserve the genre’s rich legacy while engaging the modern world.

Though individuality has always played—and will always play—an essential role in the arts, these digital realms have fundamentally altered this dynamic, even as they offer an unprecedented and important platform for reaching vast and diverse audiences. In contrast, this art form embodies a sense of humility: understanding the positive role of selflessness provides a framework for self-expression to flourish, where the act of honoring the music goes beyond ego—a quality exemplified by the ethos of collaboration that defines orchestral practice. In fact, a vast majority of musicians dedicate themselves to their craft not for personal fame, but to serve the music, the composers, and ultimately, the audience. In concert venues, this commitment creates a space where performances become a shared journey that moves us beyond personal boundaries, offering a universal sense of belonging. In essence, these moments of collective artistry foster meaningful emotional resonance, which can be transformative for both listeners and performers alike, uniting us across linguistic, cultural, and social barriers.

Yet, these qualities stand in stark contrast to the pull of algorithm-driven media, where self-presentation is often dictated by its demands and trends. The challenge is not a lack of integrity, but the pressure to adapt to platforms that reward the instant and the catchy. As a result, potential new listeners drawn in by these curated profiles and narratives may feel disillusioned when confronted with the patience and engaged listening classical music requires. This disconnect can hinder their appreciation of its gift, perhaps even making them hesitant to attend another concert. Importantly, it raises deeper questions: at what point does visibility come at the expense of artistic integrity, and what are the long-term implications for the mental health of musicians who must reconcile these pressures with their dedication to a craft that forms a core part of their identity?

By staying rooted in its values and mission—which, notably, reinforce its relevance in today’s world—this art form can remain a guiding voice. In doing so, it offers both seasoned and new concertgoers a space to (re)connect beyond the confines of the self, a role it has fulfilled for centuries. Therefore, artistic integrity must be more than a moral stance; it should also serve as a strategic path for long-term sustainability, harnessing social media to foster genuine connections while preserving the essence of classical music.

If institutions increasingly turn to social networks to attract younger audiences, they may risk overlooking a fundamental truth: classical music has long been cherished by an older demographic. Far from signaling decline, this reflects one of the genre’s unique and enduring strengths. As former New York Times critic Anthony Tommasini observes in his article “Classical Music Attracts Older Audiences. Good.”, these patrons bring a wealth of dedication and understanding to the art form, constituting the backbone of its support.

To be clear, expanding and diversifying listeners across all age groups is crucial, as highlighted in studies; however, overemphasizing surface-level strategies aimed at individuals in their 20s to 40s may not effectively address the issue and risks alienating long-time patrons. The language and style common to digital platforms, shaped by the psychology of such messaging, may fail to resonate with concertgoers who often value and seek authentic excellence.

Essentially, viewing younger audiences as the ‘solution’ to classical music’s future can create a false sense of urgency, overlooking the genre’s natural ability to attract listeners across various life stages as their tastes evolve. While this group may not fill concert halls overnight, research shows that they often find their way to the genre organically over time. This gradual engagement allows genuine bonds to flourish and offers institutions the opportunity to nurture or spark meaningful connections through strategies rooted in artistic integrity, sustaining and growing their audiences holistically, a case in point being The Cleveland Orchestra.

In this context, investing in early music education emerges as a vital strategy for cultivating these bonds. Studies consistently show that exposure to music during youth—notably through programs such as Canada’s National Arts Centre’s Arts Alive and Carnegie Hall’s Link Up—not only enhances cognitive development but also fosters a lifelong appreciation for the arts, making it more likely that these musically initiated individuals will grow into engaged adult concertgoers.

Furthermore, the recent advisory from U.S. Surgeon General Dr. Vivek Murthy and the Royal Society for Public Health’s #StatusOfMind report highlighted the mental health risks associated with social media, particularly among adolescents. Dr. Murthy warned that excessive time on these platforms can foster feelings of comparison, inadequacy, and emotional distress. Together, these should serve as a call to action for artists and organizations to approach digital engagement with care.

By setting a positive example for young audiences and aspiring musicians—highlighting the rewards and challenges of music-making, including artistic integrity, empathy, passion, fun, and commitment—organizations can shift the focus from idealized portrayals to authenticity over digital metrics. Additionally, emphasizing stories of personal growth and resilience within orchestras, such as those conveyed by the Chineke! Orchestra, can demonstrate to new generations that classical music offers a space where dedication and community support matter. This approach not only makes the genre more relatable but also provides an integrity-driven model for engaging with social media. Such authenticity would naturally deepen bonds with core supporters while attracting newcomers seeking meaningful interaction that reflects the true mission of this art.

The classical music world navigates not only external pressures but also internal potentials as it strives to foster a more collaborative environment. While conductors, agencies, and administrative powers play vital roles in sustaining the art form, there is remarkable scope to thoughtfully integrate the invaluable perspectives of orchestra musicians. These performers, who bring a wealth of insight and expertise to the table, are well-positioned to enrich discussions that lead to significant decisions shaping their orchestras’ artistic and organizational direction.

One area where this dynamic is particularly evident is in the selection of guest conductors, and, at times, music directors. External pressures to align with broader trends or prioritize visibility can sometimes overshadow the focus on artistic excellence, leading to performances that, while competent, could achieve greater engagement and emotional resonance, qualities essential for delivering a truly impactful concert experience.

Empowering musicians with a greater voice in decision-making processes—especially in areas such as artistic invitations and appointments—could be a key strategy in securing virtuous cycles of engagement and growth. Organizations like the Berlin Philharmonic, the London Symphony Orchestra, or the Vienna Philharmonic exemplify how inclusivity strengthens both artistic quality and organizational cohesion.

At the same time, leadership remains essential for shaping an organization’s vision. By amplifying collective voices while maintaining clarity, focus, and direction through decisive stewardship, leaders enable stakeholders to contribute their unique strengths and perspectives with confidence, fostering a unified commitment to upholding the organization’s core ideals while advancing the shared goal of artistic excellence. Though this approach requires trust and sustained commitment, it ultimately builds a thriving community and a lasting sense of belonging.

While orchestras are shaped by deeply rooted traditions and operate within complex frameworks, they also have opportunities to embrace new dynamics. Because music thrives on collaboration, orchestras are uniquely positioned to inspire, offering a benchmark for other sectors. Furthermore, advancing these principles can galvanize a new generation of musicians and supporters who see themselves reflected in this inclusive, forward-thinking model that embodies the values of the art form.

As classical music navigates the complexities of the digital world, its greatest strength lies in its ability to offer something enduring: a sanctuary of authenticity, integrity, and shared humanity. To preserve this, institutions and performers must uphold the values that have sustained this art for centuries by fostering genuine engagement with audiences and rethinking traditional hierarchies to build a more collaborative and inclusive environment. The future of this art is bright if it continues to serve as a beacon, in both prosperous and uncertain times, providing a lasting connection across generations and a grounding influence—or timeless companion—to the evolving landscape of today’s digital culture.