Free taster tickets offered to potential audience members across the UK
An innovative new scheme to increase attendance at classical music concerts is set to be rolled out across the country in the coming months.
Get Them In sees orchestra staff making door-to-door visits in their catchment areas, offering free tickets to homeowners who have never been to a classical concert before.
The initiative has been trialled across the South East, with marketing staff armed with flyers and complimentary tickets, speaking directly to potential new audience members—explaining what an orchestra is, and why it matters. Inclusion criteria is deliberately broad: anyone who answers the door, and is considered eligible. If the dweller demonstrates curiosity, interest, or even mild confusion, they’re immediately offered tickets to the next available concert.
The scheme was inspired by a viral LinkedIn video from the US, showing American orchestral players hand-delivering tickets to local residents. Arts marketing professionals across the Atlantic hailed the clip as a promising solution to declining ticket sales. UK orchestras took the idea and evolved it into the current door-to-door model, with early signs of success.
Not everyone is thrilled. Some orchestras have faced opposition from Musicians’ Union representatives and board members, who are calling for more accountability. In response, certain organisations have introduced follow-up visits: if data shows the ticket hasn’t been used, a non-attendance fee is charged. A few have even begun applying a retroactive booking fee.
Musicians themselves remain sceptical. “This is effectively a scam,” said one second violinist, speaking anonymously. “You’re forcing people to come when they’ve already demonstrated they’re not interested.”
A chief executive of a major London orchestra—also keen to remain unnamed—saw potential: “It’s a great way of making better use of our digital staff. After all, what do they do all day? I’m tired of hearing ‘digital doesn’t convert’. I want to see them earn their salaries.”
Charities have also expressed concern. Age UK worries that the legitimate scheme could provide cover for doorstep scammers preying on the elderly. Children’s charities have dismissed the strategy outright, noting that most children are too engrossed in YouTube to answer the door, let alone attend a concert. “Unless there’s a guarantee they can bring and use their phones,” said one spokesperson, “they’re unlikely to fall for that kind of trick.” Fundraisers at Cats Protection League are anxious that the new orchestral activity may interfere with their own doorstep operations.
Despite opposition, the nationwide rollout is imminent. The scheme is understood to have the backing of both Lisa Nandy MP and Sir Keir Starmer, who are said to enjoy music in a general sense and possess a basic understanding of how it’s made. The scheme doesn’t include film music, Broadway, or cross over concerts, nor anything involving Hans Zimmer.
Analytics on take-up will be published in 12 months’ time. In the meantime, UK orchestras remain hopeful that politeness, confusion, and a knock at the door might just save classical music.
