JackNov2016

jacked up I mover shaker
BRINGING CLASSICAL MUSIC
TO THE MILLENNIAL MASSES
Jacksonville Symphony’s Jennifer Behr talks about the next generation of listeners
By Courtney Clark
Illustration by Roosevelt Watson III
The Jacksonville Symphony, a nonprofit orchestra, is revamping its programs to appeal to the millennial generation of music lovers. After a
rebranding last year, the new mantra is “reimagining what a Symphony can be.” In always looking to remain meaningful and personal to all types
of audiences, the organization has aimed to be more affordable, start diversity committees and more.
We asked Jennifer Behr, Director of Patron Engagement, a few questions on the work she and Courtney Lewis have been spearheading
to make the symphony hipper to a younger audience and more accessible to all.
jack: How is classical music faring with
the millennial generation?
Jennifer Behr: We are very open to new
experiences and care about the role that arts
and culture plays in our lives. I think the
issue with classical music is that our generation
is only starting to form its own traditions
and culture around the classical music
experience. Musicians are doing incredible,
fun and innovative things, and our generation
is starting to make the experience into
its own.
jack: What is the Symphony doing to
make the genre more accessible?
JB: We’re breaking down the price barrier
by offering two weeks of free community
concerts, and also with offers like our Under
18 Free ticketing programs … We’ve started
to offer Sunday Matinees so that families can
attend concerts together … We’re shaking
up traditions of a typical Symphony concert
with our Symphony in 60 series — shortening
the concert to one hour after work,
featuring one piece of music … and serving
drinks on-stage following the performance.
These are just a few things happening right
now, and we’ll continue to evolve with our
community as we find new ways to inspire
and connect people with music.
jack: Why is classical music important?
JB: Music represents culture, the way of life
that we work and even fight for. Classical
music is relevant and important because it
gives our lives texture beyond what it takes
to meet our basic needs. It reflects and
awakens our deepest emotions, takes them
to new heights and inspires new ways of
thinking or even action. Those experiences
are uniquely human, and what could be
more universal, uniting and relevant than
the thing that reminds us of the joys of our
humanity in the first place?
jack: What is UpTempo?
JB: UpTempo is the symphony’s Young
Professionals program, and we are creating
a symphony experience that is aligned with
the interests and lifestyles of the next generation
of concert-goers. Each month, our
members meet up for a concert that a small
group choses at the beginning of the year
… They enjoy pre-receptions, sit together in
a group and sometimes even continue the
evening over a late-night dinner with our
musicians.
jack: What is one thing about the
Jacksonville Symphony you want people
to know?
JB: We are able to do what we do, because
thousands of people across the First Coast
who support us believe in the power of
music to enrich the human spirit. Thank
you to our wonderful friends who are leading
the way for us during this exciting time.
To those who don’t know us so well, or
have known us in the past and we haven’t
you seen lately, it’s a new era. Come give
your symphony a try. I think you’re going
to like it.
j
For more info on the Jacksonville Symphony
jaxsymphony.org, tickets: 904-354-5547
12 jack november 2016