Tom Morris on making classical music more saleable

Play

Tom Morris at the ABO conference

Bristol Old Vic artistic director predicts "Real revenue streams" from new concert techniques

05:02

Speaking at the ABO Conference, the Bristol Old Vic artistic director discusses new ways to make money from the concert experience in testing times for live music.

Morris, who was speaking on a panel at the Association of British Orchestras Conference at the Sage Gateshead, first tackled the issue of the classical concert experience:

"We need to make a concert a bit more welcoming, we need to mallow technology make audiences able to see as well as hear, and we need to trust the art form a little bit more to connect with people."

Referencing his own event, the Bristol Proms, Morris also foresees a revolution in  how concert-goers will spend money and create new revenue opportunities:

"There are digital experimenters in Bristol who are looking at different ways of recording music and giving people different things that they might buy after a concert… I think that probably music publishing is going to evolve in those directions - there will be real revenue streams from that."