ABSTRACT
Chapter 7 delves into the role of technology innovation in classical music management. The chapter discusses the importance of technology and social media for marketing, audience engagement, and public relations. In addition, it touches on the potential impact of artificial intelligence, augmented reality, and virtual reality technologies on the classical music industry, while considering the artistic implications of these technologies. The chapter emphasises the importance of embracing innovation and experimentation with new approaches to programming, marketing, audience engagement, inclusion, diversity, and more. Technology plays a crucial role in the evolution of the classical music industry and management, and orchestras must be willing to adapt, experiment, and take risks to stay relevant and competitive. The chapter also highlights the importance of effective leadership in managing the intersection of technology and classical music, and the need for managers to be open to new ideas and collaborations with other organisations to succeed in this domain.
