Abstract
In the unfortunate circumstances of the current declining consume of classical music, the intention to facilitate the access of the young, uneducated audience to classical music is becoming increasingly visible in the practices of the local, national and international cultural operators. Identifying the optimal methods around which unconventional, innovating artistic events can develop is essential in order to shape the audience of the future. The consumer needs to be educated progressively in order to accept what some call “elite art”. The mediation of the education process must be initiated from a point that places the audience in a comfortable position, even though this may, on the other hand, represent a compromise for the artists. From this perspective, the classical artistic product must become flexible, must outgrow patterns as well as traditional social constraints and adapt in order to be closer to the community. The research relies on a survey involving a sample group of 571 people, study aimed to measure the individuals’ propensity to consume symphonic music, opera and classical ballet. The mission consisted in highlighting the reasons that cause consumers to move away from classical music as well as searching for solutions to lure them and win their loyalty, in order to be transformed into an educated audience capable of understanding and processing artistic emotions.