It is difficult to argue that theatre and live entertainment as a whole haven’t become an unaffordable luxury. The impact of the global pandemic was cataclysmic, and even five years later, the industry has not recovered, with the average price of tickets for plays increasing by 50 per cent between 2023 and 2024. Operational and running costs, combined with inflation and the cost-of-living crisis, have evolved procuring tickets for live entertainment into an exorbitant endeavour.
The importance of live theatre and music cannot be underestimated. These art forms build community, allow for storytelling, and stimulate the joint expression of lived experiences.
This price increase perpetuates the divide between those who can afford to attend such shows and those who cannot.
The merits of young people’s priced tickets are simple: they reduce this gap. I would argue that they are vital for promoting both the creation and consumption of the arts, which often take a hit in times of economic hardship. They also provide students and young people, who often have little to no disposable income, with access to these forms of entertainment.
Classical music has always had an elitist image problem. Cultural attitudes have convinced a large majority of the population that, with its unique terminology, formal concert etiquette, and cost-prohibitive nature, classical music is an old-fashioned, intellectual pursuit of the upper classes.
Where the Royal Scottish National Orchestra (RSNO) is concerned, young people’s priced tickets could be a way to combat this perception and promote diversity in their audience. If young people are encouraged to watch classical music in concert, it follows that they would be far more likely to develop an appreciation for what should, and most definitely can, be a universal art form.
One could argue, though, that whilst reducing prices to encourage young people to participate in and consume more art is a brilliant initiative, in the case of the RSNO, that alone may not result in the desired effect of increased participation. I would point out that Premier League football tickets are just as cost-prohibitive as many concerts or theatre tickets, and stadiums are sold out daily. The idea of attending an opera or a classical music concert is unthinkable to some, and the blame, I am sure, partly lies in its marketing. What it really needs is a good brand makeover.
“Shubert Theatre auditorium in New Haven, CT” by Toby Simkin is licensed under CC BY-NC-SA 2.0.