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Alan Davey Controller Radio 3, Proms, Orchestras and Choirs, BBC Potsdam October 2019 the Audience Is out There

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Alan Davey Controller Radio 3, Proms, Orchestras and Choirs, BBC Potsdam October 2019 the Audience Is out There Alan Davey Controller Radio 3, Proms, Orchestras and Choirs, BBC Potsdam October 2019 The Audience is Out There There is a clear available and demonstrably growing audience for classical music amongst under 35s – with many engaging through radio, digital streaming, mood-based playlists and prominent public classical figures like Sheku Kanneh-Mason and Nils Frahm. No.1 Top on Insta >1m “Orchestral/Classical” came top for all in May 2018 Classic FM’s total interactions, 4.7m 15-35s listen to Classic FM every adults and 18-25 year-olds in a Feb interaction rate and growth surpassed week. Up 200k year on year. 2018 poll of 2,000 people asking which Radio 1, Capital and all other BBC and UK 15-34s engage with classical 449,000 15-24-year-olds also genres of music they would be Commercial Radio stations music, 29% of the population* listen, up 66,000 § interested to learn more about# Sheku Sold Out BGT Winner and his new album topped the US iTunes pop chart after the Royal Wedding and scored the The market for classically-scored gaming New diverse artists like BGT winner Tokio biggest-selling British debut of the year to date and events like ‘Playstation In Concert’ is Myers are shifting perceptions of the genre soaring with under 25s and blurring its lines with ‘mainstream’ music #YouGov Poll Feb 2018 commissioned by RPO *Touchpoints 2017 §RAJAR May 2018 2 Classical Making Headlines Classical is outperforming all other music genres in terms of streaming growth with an increase of over 10% year on year compared with 5.7% for the UK music industry as a whole. 270 % rise in streaming of its most popular classical music playlist in the six months to March 2019 – 43% of listeners under 35 3 Idagio and Midia Research White paper on global streaming consumption of classical* – June 2019 • Classical is the 4th most popular genre across the globe ahead of hip hop and rnb with 35% of all adults listening to it • 30% of classical listeners are now under 35. 31% of consumers aged 24-34 listen to classical and 25% of 20-24s listen • 30% of all music consumers are 'Classical Enthusiasts' i.e. they enjoy listening to classical even if they're not experts and represent a mass scale opportunity for the industry • 49.3% of classical listeners listen via audio or video streaming platforms • Mood based playlists play a large role in this. 2 in 5 classical listeners say playlists are a great way to discover classical with relaxation and concentration upper most 4 The Marketplace There are two major linear radio stations in the UK, one new DAB station and multiple big and niche digital players in the global classical market. Their classical music offers do not specifically target young audiences so there is a big opportunity in this space. 5 SCALA RADIO Bauer have recently launched the first major new UK classical radio station for 30 years underpinned by three key insights and trends driving interest in classical music: 1. The boom of the experience economy with 70% agreeing that there is nothing quite like hearing a live orchestra. 2. Music being much more readily available via digital channels, leading to a new and younger audience discovering classical music through a new set of influencers 3. Younger audiences enjoying classical as an emotional escape from the noise of modern life with 45% saying they want to know more about the classical genre. 6 A STRATEGY 7 What Young People Want from Media Mood-led Playlists – Digital & Streaming Mood and need-state-led playlists are consistently the most popular classical offers across streaming platforms with many exceeding 1million followers. There is a particular appetite for music that aids focus, chillout, mindfulness and sleep. Tailoring Music Mixes to our Target Audience’s Behaviours and Needs There are common listening occasions Across these occasions, audio services are identified throughout the day* fulfilling different need-states* *MTM Listening Choices research debrief Sept 2017 Three key mood-led mixes across the day Three mixes dictated by the most popular and relevant moods, occasions and need states across the day - Motivation (stimulation), Concentration (focus) and Wind Down (chillout & mindfulness). DAYBREAKER IN THE ZONE THE WIND DOWN 7am – 9am 11am – 1pm & 2pm – 4pm 9pm – 11pm Curated classical music to ease you out Carefully curated background music Ambient music from solo piano to of bed and get you motivated for the from neo-classical to orchestral to help choral to chill you out, get you day ahead concentration as you work or study mindful or simply lull you to sleep Linking Broadcast Mixes to On-Demand, Podcasts and Radio 3 Programmes We want to create rich journeys of discovery that help listeners make the most of the full BBC Sounds audio ecosystem. BROADCAST MIX ON-DEMAND MIX RADIO 3 NIGHT TRACKS PODCAST Leveraging our Archive, Orchestras and Choirs We have a unique archive of 20 years of recordings from our BBC Orchestras and Choirs. These recordings, with their favourable rights positions, will form the backbone of our output and future works can be specially commissioned for the station. 13 And on the linear network… And our new passion….. 18 More Information: [email protected] 19 THANK YOU .co.uk ey@bbc alan.dav.
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