“Programming decisions are crucial for orchestras, and the preferences of the subscribers they hope to attract can be difficult to gauge. Symphony orchestras may have been invented in the steam age, but there is a technological revolution going on behind the scenes that will change the way they do business.” Increasingly, orchestras are integrating new technologies into their ticket sales and marketing departments, and the sales information generated is poised to have a huge impact on what we hear in future orchestral seasons. “It’s to do with market segmentation, and shaping concerts programs in a way that will appeal to people with different musical interests and levels of knowledge.”