What happens when an outstanding musical organization struggles to attract audiences while another performer has people spending hundreds or even thousands of dollars for a concert experience? Is it the quality of the music, the price, the audience, or something else entirely? Maybe understanding the marketplace can give us another frame of reference. In this episode of Intentional Musicianship, Jeff Price explores how audience choices, business models, and changing expectations influence the opportunities available to musicians. Inspired by a Cadenza article examining the challenges facing American orchestras, Jeff takes a broader look at the marketplace and how musicians, educators, and organizations can better understand where they fit. From the changing price of a Five Guys hamburger to Taylor Swift's concert experiences, the Toronto Symphony Orchestra's programming, and the popularity of candlelight concerts, this episode examines how people decide where to spend their time, attention, and money. You'll discover three ideas to consider in your own musical environment: 1. Notice the patterns in your marketplace. What are audiences choosing, what influences those decisions, and what can those choices tell us about the experiences people value? 2. Understand how your musical environment operates. Whether you're involved with a professional orchestra, a school music program, a community ensemble, or an independent band, understanding funding sources, audience expectations, and organizational relationships provides another perspective. 3. Consider where you fit. Explore how your musical interests, skills, and experiences connect with the people you hope to reach. Sometimes a small adjustment, a new relationship, or a different approach can create opportunities. Jeff also introduces practical business concepts, including price sensitivity, supply and demand, differentiation, customer experience, and value propositions. He touches on nonprofit funding, publicly available IRS Form 990 information, and how understanding the business side of music can expand professional possibilities. Whether you're a student, music educator, community musician, or established professional, this episode offers another frame of reference for considering your musical opportunities. Success at center stage isn't always about improving what happens during the performance. Sometimes it's about understanding where that performance fits into the lives of the people we hope to reach. Continue the Conversation Who are you trying to reach? What other choices compete for their time, attention, and resources? Have you discovered an unexpected opportunity or changed something about how you connect with an audience? We'd love to hear about your experiences. Visit intentionalmusicianship.com to continue the conversation. References and Further Reading Cadenza: The Fall of the American Orchestra Read the article Aubrey Bergauer: Run It Like a Business: Strategies for Arts Organizations to Increase Audiences, Remain Relevant, and Multiply Money Without Losing the Art League of American Orchestras: Orchestras at a Glance, October 2024 View the report Internal Revenue Service: Tax Exempt Organization Search Explore nonprofit organization filings Fever presents Candelight Related Intentional Musicianship Episodes Episode 6: Navigating Audience Expectations and Preferences Episode 19: Customer Service vs. Customer Experience: Building Audience Engagement and Lasting Connections Episode 30: Was It Worth It? ROI, Expected Value, and Transformation in Performance Episode 42: Money, Fundraising, and Finishing the Experience Episode 46: Small Changes, Better Performances: Piloting the 1% #IntentionalMusicianship #MusicInTheMarketplace #MusicBusiness #MusicCareers #MusicEducation #AudienceEngagement #CustomerExperience #ArtsManagement #LivePerformance #MusicianDevelopment #MusicMarketing #CommunityMusic #ProfessionalDevelopment #FindingYourFit Welcome to Intentional Musicianship! The Intentional Musicianship podcast, hosted by Jeff Price, is designed for musicians who aim to elevate their performance on multiple levels. This isn't your average "how to play better" show. We go beyond technique to focus on improving your stage presence, musical storytelling, audience communication, and breaking genre norms to form a deeper connection with your audience. Whether you're an amateur, a seasoned professional, or a music educator, our goal is to help you achieve a greater return on your performance investment. This could range from building a more committed fanbase to increasing merchandise sales. We utilize an adult learning model, so we assume you already have a foundation in performance and aim to refine and innovate on your existing skills. The ultimate goal? To create unforgettable experiences that not only entertain but engage your audience on a deeper level. The call to action is to foster community, encourage engagement, and provide actionable insights, all of which can be further explored at intentionalmusicianship.com.