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The arts sector has seen a steady decline in audience attendance over the past four decades. Yet many organizations continue relying on traditional marketing strategies that speak primarily to insiders—those already familiar with their art forms—rather than reaching new, curious audiences.

Ruth Hartt is challenging this paradigm with a forward-thinking, audience-first approach to arts marketing. With a unique background as both a professional opera singer and a business innovation expert, she introduces Harvard Business School professor Clayton Christensen’s influential “jobs to be done” framework—a groundbreaking theory of consumer behavior—as a powerful tool for audience growth.

Instead of targeting demographics or promoting artistic features, Ruth urges arts leaders to understand what people are really seeking—stress relief, connection, inspiration—and position the arts as a way to meet those needs. It’s not about diluting artistic excellence; it’s about creating relevant, resonant entry points for a broader public.

With examples like the Peabody Essex Museum’s “Escape the Algorithm” campaign, Ruth shows how this shift in perspective opens the door to entirely new audience segments. She also tackles common resistance to the idea of “customers,” arguing that it’s not about commercialization—it’s about making the transformative power of art accessible and relatable.

Whether you’re an artist, marketer, administrator, or advocate, this conversation is a practical and inspiring guide to reimagining arts marketing and revitalizing cultural participation.

All episodes are also available in video form on our YouTube Channel. All episodes are hosted by Elizabeth (Lizzie) Bowman.

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What makes a great music institution? Is it world-class facilities, exceptional faculty, or something more intangible? Matthew Loden, Dean of the Shepherd School of Music at Rice University, brings perspective from both sides of the music world—as a former professional violinist and as a seasoned arts administrator who's led major organizations including the Philadelphia and Toronto Symphony Orchestras.

Loden's journey reveals what originally sparked his passion for arts leadership. "I found that I could enjoy the creative aspects of building something in the same kind of way I enjoy sitting in a big orchestra doing Mahler 3," he reflects. This revelation led him through increasingly complex challenges, from managing the Aspen Music Festival to helping navigate the Philadelphia Orchestra through Chapter 11 bankruptcy.

Now overseeing Rice's prestigious music program during its 50th anniversary, Loden emphasizes what makes the Shepherd School distinctive: its intentionally small size (just 275 students), extraordinary facilities including the new Brockman Hall for Opera, and its unique position within a top research university. Rather than chasing growth, the school focuses on excellence within a carefully defined framework.

Included in the Shepherd's School's outreach initiatives is the school's partnership with the Concert Truck, which brings classical performances directly to communities throughout Houston—including the annual Rodeo and Livestock Show. This immersive experience teaches students to communicate effectively while breaking down barriers between classical music and new audiences. As Loden describes watching cowboys in Fort Worth encountering chamber music, you can feel his excitement about classical music's potential to transcend cultural boundaries.

When discussing what today's musicians need, Loden offers wisdom that extends beyond music: disciplined curiosity, resilience in the face of failure, and intellectual humility. His thoughts on artificial intelligence in music are particularly nuanced, acknowledging both legitimate concerns and exciting possibilities while asserting that the human soul behind a performance remains irreplaceable.

Have you experienced a transformative musical moment, either as performer or listener? Share your story and join our exploration of how classical music continues to evolve and inspire in unexpected places.

*photo credit: Bedoya Fitlow

All episodes are also available in video form on our YouTube Channel. All episodes are hosted by Elizabeth (Lizzie) Bowman.

Don’t forget to subscribe, share the love, and leave us a review to show your support—it means a lot to us!

Don't hesitate to reach out to us with guest ideas, information you'd like covered, or any ideas you might have—the hope is for this to be a continuous resource and dialogue with our listeners.

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Barry Shiffman challenges the doom-and-gloom narrative surrounding classical music by spotlighting the remarkable growth of chamber music across North America. Drawing from his roles as Executive Director of the Banff International String Quartet Competition, and Associate Dean and Director of Chamber Music at the Glenn Gould School and Dean of the Taylor Performance Academy for Young Artists at Toronto’s Royal Conservatory of Music, and Artistic Director of Classical Music & Rockport Chamber Music Festival, Shiffman shares stories of thriving festivals, purpose-built venues, and passionate audiences redefining the art form’s future.

From Rockport Music’s evolution—from volunteer-run gallery concerts to a year-round presenter with its own performance center—to similar transformations in La Jolla and Parry Sound, this episode reveals how grassroots enthusiasm has sparked major investment in chamber music.

Shiffman ties this growth to the art form’s unique intimacy: the direct connection between performers and audience, the communal experience, and the personal resonance audiences are craving today. At Banff, this intimacy creates an immersive, high-stakes environment where audiences become advocates and every quartet leaves with meaningful career momentum.

For aspiring musicians, Shiffman emphasizes that exceptional listening—both musical and interpersonal—is key to unlocking the “flow state” that defines great ensemble work and, ultimately, quartet success.

Whether you’re a chamber music devotee or simply curious about where classical music is thriving, this episode reveals a flourishing art form that brings people together through shared experiences, deep artistry, and a powerful sense of belonging.

All episodes are also available in video form on our YouTube Channel. All episodes are hosted by Elizabeth (Lizzie) Bowman.

Don’t forget to subscribe, share the love, and leave us a review to show your support—it means a lot to us!

Don't hesitate to reach out to us with guest ideas, information you'd like covered, or any ideas you might have—the hope is for this to be a continuous resource and dialogue with our listeners.

Visit TheSceneRoom.com for more information.