Embracing Innovation in Classical Music: Interview with Max Beckham-Ortner
🎵 In March, we had Max Beckham-Ortner (Secretary General at IMZ International Music + Media Centre) at our Karajan MusicTech Conference.
In this interview, he shared insights on the evolving landscape of classical music and arts in the digital age.
During the interview, Beckham-Ortner emphasized the importance of engaging younger audiences in classical music through modern storytelling and digital platforms. He stated: "They are crucial. [...] In order to engage a new audience who might not have a [classical background], we have to tell them a story... And getting their attention is only possible if we access them where they are, like on TikTok, YouTube, and other social media channels." What role does the so-called "serious art" play for today’s youth? Beckham-Ortner expressed that there is still a significant audience for traditional live performances: “But I also think [...] that it's important to have more of an entertaining art as well, again, to engage a new audience. Because that's maybe how you get hooked.” Furthermore, he highlighted the importance of blending entertaining art forms to capture the interest of newcomers, suggesting that even a lighter event like an André Rieu concert could lead to greater appreciation and attendance at major classical music festivals like the Salzburger Festspiele.
Addressing the future of opera, Beckham-Ortner was optimistic about its potential to attract younger people through lower prices and the use of digital media to increase awareness: "It has to work again together with the different broadcasters or streaming platforms simply in order to get their attention in the first place. Because a lot of people might not even know that the Salzburg Festival is happening.”
The impact of artificial intelligence on the arts was another important topic. Beckham-Ortner discussed the ongoing and future changes AI is expected to bring, particularly through VR headsets. He noted: "AI had an impact and will even have a further impact on our industry… Over the next five years, I think we'll have at least a small revolution within the industry."
Thank you for the interview!
#KMT24 #ClassicalMusic #MusicInnovation #MusicAI #DigitalTransformation #PerformingArts #arttech @IMZInternational