This paper examines the strategies that symphony orchestras have taken to develop youth audiences aged 18 to 35 years old. As the arts industry grows, many arts organisations in Singapore are looking at different methods to develop their audiences. It is the same in the classical music industry, except that the industry faces the added challenge of an ageing and declining audience. However, there exists a gap in current research as to whether symphony orchestras and other classical music organisations in Singapore have adopted strategies to develop youth audiences to counter these challenges.

Through the incorporation of qualitative data from semi-structured interviews with personnel from various local symphony orchestras in Singapore, this study aims to understand the strategies that they have implemented to develop youth audiences, and the rationale and impact behind such strategies. This paper will also argue for the importance of audience segmentation and profiling in shaping audience development strategies. Through an understanding of the common youth audience profiles in symphony orchestras, the paper highlights the importance of structuring audience development strategies according to audience segments, rather than out of mere convenience.