In an increasingly fast-paced world, many people prefer to return to tradition in some aspects of life. When it comes to classical music, what comes to mind are inaccessible, expensive performances, reserved only for a certain elite group of older people, as well as being extremely long and boring. This is how we slowly forgot about the beauty of classical music and the thrill of experiencing it live… At least until now. In fact, between social trends, new generations discovering various musical genres, and multisensory concerts, classical music has become interesting again.
The consumption of classical music in Italy and around the world
A study was recently conducted on the consumption of classical music in 10 countries, including Italy. The study shows that classical music thrives thanks to personal relationships. On average, almost half (47%) of people globally are involved with classical music: as students, educators, amateur or professional musicians, or through family or friends. Of course, there are differences between countries.
While in countries such as Mexico, 38% of respondents say they are regular listeners of classical music, in Italy the percentage drops to 28%, placing the country among those where regular listening to the genre is less widespread. As the report highlights, Italians are not among the most involved or consistent listeners of classical music, but they still show significant interest, often mediated by indirect exposure to the genre.
Despite less frequent listening to classical music, among young Italians under the age of 45 who have attended at least once in their lives (more than half of the study sample), almost 100% say they have been in the last 12 months, thus demonstrating the persistence of this genre among young people, in the culture and in the musical tradition of the country.
Classical music: the new discovery of young people?
In terms of age group, Boomers do not lead the global ranking of classical music concert attendees. In fact, the report reveals some interesting data: 15% of Gen Z and Millennials say they are dedicated followers of the genre, compared to just 5% of Boomers. Surprising?
Among the younger generations, classical music seems to represent a new musical discovery rather than a legacy of the past. Social media plays a key role in this process. In fact, 61% of Gen Z and Millennial respondents say they encountered or rediscovered classical music through digital platforms such as TikTok, YouTube, or Instagram.
This raises a question: what are young people looking for today in classical music and in performances featuring it?
Classical music in Milan
Spectacle, wonder, amazement. Today, classical music is expected to provide emotion and a complete sensory experience, which comes not only from listening to the music itself, but also from the context that surrounds it. According to the report, Italians seem to be the most interested in experiencing classical music in an unconventional location.
Think about it: just as techno evenings hosted in museums, castles, or historic bars have enjoyed unprecedented success in a very short time, events and initiatives such as Candlelight concerts in Milan and Piano City Milano have won over the city’s audience since their debut, both for the music and for the venues chosen as the setting for the various performances.
The scenic effect of the frescoed halls of historic buildings, lit by thousands of candles, creates a sense of exclusivity and wealth in people, but also a deep connection with the artistic beauty of times gone by, as if one were suspended in a dimension straddling the past and the present. In contrast, a piano in a flower-filled park reveals the extraordinary nature of two seemingly simple and ‘mundane’ elements, nature and the instrument, which together create a surprising combination… Exactly what the younger generations, in particular, are looking for in any event.