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    10 Commandments for Classical Music Audience Building

    These commandments are from an ArtsJournal blog:

     Seems like good advice to me!

    1. Thou shalt not ignore the different interests and needs of your community and/or audience segments.

    2. Thou shalt not assume that your internal likes, dislikes, habits, traditions and expectations are better than those of the patrons you serve.

    3. Thou shalt not assume that everyone in your community knows about classical music and that your masterworks will sell themselves.

    4. Thou shalt not alienate your patrons through poor customer service tactics and rigid, inflexible, outdated, non-patron-friendly policies.

    5. Thou shalt not try to cut your way to success. (Thank you, Michael Kaiser.)

    6. Thou shalt reflect your community’s unique culture in your programming, collaborations and outreach programs.

    7. Thou shalt be open-minded, experimental and brave when making programming decisions. Marketing is a lot more effective when the product is fantastic.

    8. Thou shalt believe in soliciting input from others and looking outside of the bubble.

    9. Thou shalt participate in transparent communication, planning and decision-making processes.

    10. Thou shalt commit to what is presented on stage by investing in a unified vision, your artistic product, your marketing engine and your musicians.