Concert Programming as a Strategic Art

Abstract

Concert programming extends beyond repertoire selection; it is a multidimensional process that integrates narrative structure, audience psychology, and entrepreneurial strategy to enhance the concert experience. This editorial examines the impact of narrative-driven programming, audience engagement techniques, digital interaction, and the role of humor in live performance. It further explores how musicians can utilize Freytag’s Pyramid to shape concert programs, foster audience retention, and establish long-term relationships with venues, demonstrating that successful concert curation is both an artistic and business strategy.

Keywords: Concert programming, audience engagement, Freytag’s Pyramid, concert storytelling, music entrepreneurship, digital audience interaction, humor in performance, narrative-driven programming, concert curation, performance strategy.

Why it Matters?

Concert programming is not merely an act of repertoire selection; it is a strategic and artistic endeavor that shapes audience experience, engagement, and retention. A concert functions as a narrative structure, guiding the audience through an emotional and intellectual journey that unfolds in real-time. The effectiveness of a performance is often contingent not only on the technical proficiency of the musicians but also on the coherence of the program’s design. Pizzolitto (2024) emphasizes that structured programming significantly influences audience engagement, with listeners responding more favorably to concerts that incorporate an element of anticipation and resolution. This aligns with the historical approach of composers such as Beethoven and Mahler, who intentionally crafted their symphonic works as dramatic arcs rather than standalone movements. However, this principle is not limited to classical music. Contemporary performance settings—ranging from jazz ensembles to interdisciplinary multimedia productions—can similarly benefit from applying narrative principles to program construction.

Creating the Narrative

A well-curated concert mirrors the dynamics of storytelling. A series of unrelated pieces, no matter how well executed, lacks cohesion and fails to sustain audience engagement over time. Conversely, a program structured with narrative flow provides a sense of progression, contrast, and emotional connectivity, which enhances the audience’s overall experience. Research into concert experience design suggests that programming decisions should be informed by cognitive and emotional engagement models (Pizzolitto, 2024). Freytag’s Pyramid, a widely recognized storytelling framework in dramatic arts and literature, can be effectively applied to concert planning.

Freytag’s Pyramid and Concert Design

Theater professionals have long utilized Freytag’s Pyramid to structure compelling narratives. This model consists of five key phases:

1. Exposition – The introduction, setting the tone of the performance.
2. Rising Action – Increasing complexity and contrast, engaging the audience on a deeper level.
3. Climax – The emotional or intellectual peak of the concert, where tension or excitement reaches its highest point.
4. Falling Action – The resolution phase, where the intensity diminishes and prepares the audience for closure.
5. Resolution – A final moment that leaves a lasting impact, providing either reflection or celebration.

This framework, when applied to concert programming, enables musicians to craft performances with intentional emotional pacing. The strategic placement of repertoire within this structure ensures audience retention and engagement, as it mirrors the way people naturally process narratives in other art forms. Mancini (2023) highlights that audiences are more likely to recall performances structured around thematic or emotional continuity, as opposed to programs that appear fragmented or disconnected. A carefully curated program can maximize emotional resonance, leading to a stronger impact on audiences and higher likelihood of repeat attendance.

Curating an Emotional Arc

Concert programming is inherently contextual. The venue, time of day, cultural backdrop, and audience composition all influence the effectiveness of a given setlist. The same repertoire that resonates in an academic recital hall may not achieve the same impact in a festival setting or a community outreach program.

Studies indicate that audience demographics significantly impact programming preferences (Mancini, 2023). For example:

• Seasoned concertgoers are often more receptive to contemporary or experimental compositions.
• Casual listeners tend to engage better with familiar or accessible material.
• Younger audiences respond favorably to interactive or interdisciplinary elements, such as visual projections, spoken-word elements, or digital engagement before and after the concert.
• Cultural considerations play a critical role, as audiences may resonate more with programs that reflect their musical heritage and traditions.

A balance between familiarity and novelty is crucial in concert programming strategy. While familiar pieces create a sense of comfort and recognition, new material stimulates intellectual curiosity and audience engagement.

Digital Engagement and Concert Programming

Concert programming extends beyond the physical performance space. With the rise of digital media and audience interactivity, musicians and artistic directors must consider pre-show and post-show engagement strategies to enhance audience retention. Hong et al. (2024) highlight that concerts with digital pre-engagement elements (such as video previews, interactive social media campaigns, and artist interviews) experience higher audience turnout and sustained interest. This suggests that musicians must approach concert programming as a holistic experience, where storytelling extends beyond the stage. Furthermore, post-performance engagement through exclusive digital content, Q&A sessions, and social media interactions strengthens audience connection and enhances long-term audience loyalty.

Humor and Human Connection in Performance

Concert programming is often perceived as a formal and structured discipline, yet numerous case studies demonstrate the efficacy of humor and spontaneity in enhancing audience connection. Victor Borge, a Danish pianist and comedian, successfully blended virtuosity with humor, making classical music more accessible to broader audiences. Similarly, Igudesman & Joo integrate theatrical and comedic elements into their performances, subverting audience expectations and fostering engagement. Dizzy Gillespie, Leonard Bernstein, and Elton John have all utilized humor and storytelling as part of their performance identities, demonstrating that concert programming does not have to be rigid—it can be dynamic, interactive, and playful, depending on the setting. Humor, when integrated effectively, does not diminish artistic integrity; rather, it humanizes the performance and fosters a stronger audience-performer relationship.

Concert Programming as Entrepreneurial Leadership

Successful concert programming is not only an artistic endeavor but also a business strategy. Musicians who approach concert curation with an entrepreneurial mindset are better positioned to:

• Establish stronger relationships with venues and arts organizations.
• Increase audience retention and concert attendance rates.
• Secure funding, sponsorships, and professional opportunities.

Branding and market positioning are critical in this regard. Musicians must recognize that their programming choices contribute to their artistic identity and shape how venues, sponsors, and audiences perceive them. Concert programming, therefore, is both a creative and economic decision, requiring an understanding of audience behavior, engagement strategies, and the financial ecosystem of the performing arts.

Final Considerations

A well-structured concert transcends the music itself—it is a story, a curated experience, and a business strategy that shapes audience perception and artistic reputation. Thus, musicians must ask themselves these 10 questions:

1. Am I merely selecting a setlist, or am I crafting an experience that resonates beyond the stage?
2. How does the sequencing of my program contribute to an emotional and intellectual journey for the audience?
3. Have I considered the audience’s demographics, cultural background, and expectations in my programming choices?
4. Am I balancing familiarity and novelty to engage the audience while also expanding their listening experience?
5. How does the venue, setting, and time of the concert influence the effectiveness of my program?
6. What pre-concert and post-concert engagement strategies can I implement to deepen audience connection and retention?
7. Am I incorporating interdisciplinary elements—such as storytelling, humor, or digital media—to enhance the concert experience?
8. How does my programming align with my artistic identity and long-term career strategy as a musician?
9. What collaborative opportunities (with other musicians, artists, or organizations) could enrich the thematic or experiential aspects of my concert?

References

Hong, P., Kim, S. C., Lee, A., & Kang, H. (2024). The entrepreneurial transformation process of BTS: Initiation, development, growth, and expansion. Emerald.

Mancini, M. (2023). A sustainable approach to the planning, organization, and management of big events in the music entertainment industry. Springer.

Pizzolitto, E. (2024). Music in business and management studies: A systematic literature review and research agenda. Springer.