Where’s Classical Music’s Caitlin Clark?
By Daniel Jackson, Graduate Music Fellow
As a musician straddling both Western classical tradition and popular music culture, I offer a unique perspective shaped by my appreciation for the artistic beauty and rich history of both genres. This blog discusses how major sports marketing strategies may be used to inform marketing activities by classical music organizations. While acknowledging the differences between these fields, I believe that certain aspects of sports marketing could benefit classical music.
Professional organizations in sports effectively use athletes to broaden their audience, as seen in the WNBA’s resurgence with Caitlin Clark‘s rise to popularity. Her appeal resonates with novice fans and has transformed the league’s narrative, illustrating how a single individual can invigorate a sport. The league has used this opportunity, making sure that more of her games were televised. Although racial tension increased among league fans due to the rivalry between Clark and fellow rookie Angel Reese, the league took a conservative approach, allowing the talking points to become a national discussion among sports analysts and fans. Sold out arenas, new television deals and sponsorships have helped the WNBA slowly crawl out of debt. News and media call it the Caitlin Clark Effect.
Could classical music find its “Caitlin Clark”? Historically, classical music has not been “America’s musical pastime”, but rather a domain of the upper-middle class, often seen as inaccessible. While celebrated for its beauty, classical music struggles with representation and relevance in a diversifying society, overshadowed by more popular genres. Classical music needs an awe-inspiring figure that can become the type of household name that inspires others to join in the fun. I recently came across an article listing the top 30 classical musicians, with Marin Alsop leading the list. In a quick social media survey, only 6 out of 31 respondents recognized her name, and just one was not a trained musician. Contrastingly, my conducting students at Temple University recognized Caitlin Clark but struggled to name a contemporary classical musician who resonates with the broader public, with John Williams being the closest mention.
For classical music to regain prominence, it must identify its own star who can engage a new generation and bridge the gap between itself and popular culture. This requires a marketing strategy that resonates with a diverse audience. Current marketing efforts should broaden to include collaborations with popular artists and utilize social media, digital platforms, and community engagement.
Here are several suggestions:
- Integrate music business and marketing courses into college music curricula.
- Develop collaborations with contemporary artists for live performances and recordings.
- Produce creative documentaries displaying the lives of musicians, conductors, composers, and organizations.
- Partner with local businesses and popular community entities (e.g., sports teams).
- Engage audiences with contemporary performance formats, akin to André Rieu’s open-air concerts.
- Incorporate popular music into programming.
- Be more intentional about developing imaginative media content for both social media and television.
These strategies can help classical music connect with broader audiences. Ultimately, finding a figure who captures the public’s imagination—akin to Caitlin Clark—can inspire communities and make classical music more inclusive and relevant.
