Orchestras that appeal directly to younger audiences, tackle inclusion, support wellbeing and invest in education programmes are more likely to attract support from businesses in the post-Covid world, according to new research from the Royal Philharmonic Orchestra (RPO).

At a time when the arts sector is in great need of philanthropic support following more than a year of COVID-related challenges, the RPO study asked more than 900 businesses what they would look for from an orchestra if they were to consider committing financial support in the next few years.

While the quality of performances topped the list of priorities (27%), the research indicates the importance that corporates placed on a wide range of broader issues. More than one in five businesses (22%) said they would be more likely to support an orchestra if it could demonstrate its work was broadening the genre’s appeal to younger audiences. In addition, 21% placed great importance on how the arts supported health and wellbeing, social inclusion and education work in the community.

The RPO’s research comes as it announces LG Signature as a major new corporate partner for its 75^th Anniversary Season. LG SIGNATURE is the world’s principal brand for ultra-premium, state-of-the-art home appliances and electronics; combining cutting-edge technology and world-class design with exquisite attention to detail for only the most discerning consumers. LG SIGNATURE is demonstrating leadership in supporting the arts at a critical time; their support is an investment in the tangible impact the RPO’s work has on education, wellbeing, inclusion and community outreach.

In the RPO’s research, the perceived importance of orchestras doing more to appeal to young people and supporting inclusion also played out in businesses being drawn to ensembles that reflected these issues in the music they played. Overall, 19% of businesses placed importance in the diversity of repertoire that an ensemble played – and 15% rated the importance of orchestral music having powerful creative synergies with other areas of the arts, such as film and gaming.

The business community’s view on the arts doing more to appeal to young people is timely. The RPO’s latest research also revealed that younger people would be leading the return to concert halls in the months ahead. With restrictions easing, three-times as many young people plan to go to a live concert as soon as they possibly can (17% of under 35s compared to 5% of over 55s). Nearly half (46%) of people under 35 plan to attend a live concert within the next three months, compared with just 14% of people aged over 55.

After a year of unprecedented economic uncertainty, businesses were also drawn to orchestras that could demonstrate dynamism and the power to endure. One in five businesses placed importance on an ensemble’s financial strength – and a similar proportion believed the history and reputation of an orchestra was important.

Most important attributes to businesses considering supporting a classical music organisation

Huw Davies, Deputy Managing Director of the Royal Philharmonic Orchestra commented: “As we re-emerge from a succession of lockdowns, the economic landscape for orchestras will be different. Support from the Culture Recovery Fund was a lifeline to many ensembles at an important time but, moving forward, orchestras are going to need to become more commercially savvy and self-reliant to survive.

“Our research from the business community presents a clear picture of their terms of engagement with orchestral music. The good news is that the appetite for support and collaboration is there, but it is no longer just about sponsoring concerts. Corporate partners expect orchestras to make a positive, enriching impact on society and we a thrilled that LG SIGNATURE has chosen to collaborate with the Royal Philharmonic Orchestra, supporting the RPO’s education, community and inclusion work. In return the RPO will deliver culturally enriching experiences for LG SIGNATURE and its clients. At the RPO, we have put inclusion and diversity at the top of our agenda; our repertoire is unmatched for its diversity and RPO Resound has grown to become the most innovative and respected orchestral community and education programme in the UK and internationally.”