Assessment of Audience Development Strategies for Classical Music Concerts in Nigerian Metropolitan Cities

This study assesses the audience development strategies employed by classical music promoters and performing arts organisations in Nigerian metropolitan cities, focusing on Lagos, Abuja, and Enugu. Classical music occupies a marginal position in Nigerian popular entertainment culture, yet a small but dedicated audience exists, sustained by cultural institutions, expatriate communities, university music departments, and an emerging middle class with interest in Western art music. This research investigates the programming strategies, marketing approaches, educational outreach initiatives, and ticketing structures used by classical music promoters to attract, retain, and expand audiences. A mixed-methods design is employed, combining document analysis of promotional materials and event reports with semi-structured interviews involving 15 concert organisers, 10 performing musicians, and 20 audience members across the three cities. The study draws on arts marketing, audience development theory, and recent cultural participation research from African urban contexts. Findings are expected to highlight the effectiveness of school outreach programmes, pre-concert talks, and subsidised ticketing in growing classical music audiences among younger and previously unexposed demographics. Recommendations will provide a strategic audience development framework tailored to the Nigerian classical music context. Keywords: Classical music, audience development, arts marketing, concert promotion, Nigeria.