Audiences

The Intrinsic Impact Audience Project is the first-ever systematic study of choral music audiences. The results shed light on what moves and motivates the people who attend choral music performances. In partnership with leading research and consulting firm WolfBrown, Chorus America has made the study and the surveying tools used available to the field to help all choruses create meaningful and engaging experiences for their communities.

 
The Intrinsic Impact Audience Project is the first-ever systematic study of choral music audiences. The results shed light on what moves and motivates the people who attend choral music performances. In partnership with leading research and consulting firm WolfBrown, Chorus America has made the study and the surveying tools used available to the field to help all choruses create meaningful and engaging experiences for their communities.

As optimism for the return to live gatherings cautiously dawns, it’s time to commence the work of rebuilding your choral organization’s capabilities and re-engaging its audiences. Building on “Asking Thru Adversity,” his breakout presentation at the Chorus America Winter Conference, leadership and community engagement consultant Matt Lehrman offers this guide to focusing your efforts.

Many choruses and choral leaders are wondering if their organizations should require vaccination as a condition of returning to in-person rehearsal and performance as safely as possible. Their first question: “Is that even allowed?”

In the U.S., under federal law and current guidelines, choruses—like other private employers and organizations—can require staff, volunteers, and audiences to get vaccinated in most cases. Below you’ll find more detail about the guidelines around each of these cases, as well as some important things to consider.

Digital Content Revenue Strategies During the Pandemic and Beyond

BY KATHERINE CASTILLE

As it became clear the COVID-19 pandemic would wear on for months, many choruses launched digital initiatives to keep their music and their message in front of their audiences. Those with digital strategies already in place have stepped up their efforts. Others are just beginning to navigate this new frontier. All of them are learning valuable lessons about what digital content their audiences want and are willing to pay for.

With singers and concertgoers alike missing festive outings to beloved holiday concerts, this season’s online holiday choral events are giving us the chance to adapt our time-honored traditions. Chorus America is promoting these events to the public to help choruses connect with new audiences and choral fans discover good cheer from the safety of their homes.

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