Changing the Channels
By Rebecca Schmid
When the coronavirus brought activities to a lurching halt last March, classical music organizations adapted rapidly by investing in online content in order to stay engaged with audiences. At the same time, the deluge of free material on the internet raised questions about how to maintain a sustainable business model for live performance. But with most traditional fall seasons cancelled and health protocols evolving, digital channels remain a lifeline not just for sharing live or archived performances but for creating opportunities for education and fundraising. For some industry experts, this is in fact an overdue development against the backdrop of a digital revolution that has been underway for over two decades.