Friday Plenary: Understanding Audiences

More than ever, choruses need a deeper understanding of what moves and motivates their audiences. Be among the first to hear the results of Chorus America's Intrinsic Impact Audience Project, a two-year study of choral music audiences done in partnership with WolfBrown. This special project worked with choruses across North America to examine factors like buyer behavior, loyalty, demographics, perception of artistic quality, and intrinsic impacts such as emotional resonance and social bonding. The study's findings will help choruses create even more meaningful and engaging experiences for their communities.