Moving on two tracks at once

A dilemma for big classical music institutions. How to keep doing what they traditionally do, to keep the audience and donors they already have. And need, to keep the institution going.

But then they also have to change, to commit themselves to doing new things. Because the older audience and donors won’t be there forever. New ones have to be found, which you do by giving new kinds of performances.

Simple to say all that, and people who runs these institutions knows it’s true. But time and money are limited. So there’s a dilemma. How can an institution go down two tracks at once?

Well, they have to do it! Here’s an outline of a solution. Really believe in the new ways, both in their necessity and in what they’ll be. And then work, work, work.

(Another version of this is on my blog.)