Welcome to IN FOCUS, a series presented by Downtown, exploring the ideas shaping the future of music and technology. 

Each episode spotlights a key theme and features short, candid conversations between our team and our clients or partners – deep diving into the questions, trends, and insights driving change across the industry. We share key takeaways from each conversation to help shed light on different areas of the music business and spark new ways of thinking about its future.

Episode six sees FUGA’s Senior Marketing Strategy Manager for Classical & Jazz, Amy Nelson, in conversation with Naxos Music Group’s Sales & Label Marketing Manager, Sascha Braunreuther, exploring how classical audiences are evolving, how artists are adapting, and what the wider industry can learn from the genre’s shifting landscape.

Key Takeaways:

• Understanding the three core classical audiences: traditional, passive, and the new “curious & connected” listeners
• How younger listeners discover classical music through TikTok, Instagram, and YouTube
• Why authenticity, emotional storytelling, and visibility are vital for classical artists today
• Simple digital “quick wins”, from optimized profiles to informal, engaging content
• How labels and the wider industry can support classical artists in bridging tradition with modern fan engagement

You can find all episodes of IN FOCUS on Downtown’s YouTube channel. IN FOCUS is also available as a podcast.