How to Sell Classical Music? Give it Away!

The economy is soft, New York is always a competitive market for culture and entertainment, and classical music is not exactly the first choice of many younger audiences. Veteran presenters Jacqueline Taylor and Omus Hirshbein decided on a bold approach to drawing in new audiences under these tough circumstances. Their "Free for All at Town Hall" concert series is literally free for all.

Their four-show spring series features such top names as Nadja Salerno-Sonnenberg, Edgar Meyer, and Joshua Bell, and takes place at Manhattan's 1500-seat Town Hall. Thanks to a few corporate sponsors and private donations, those seats can be had just for the asking.

Taylor and Hirshbein were inspired by a 2000 free concert series at Lincoln Center. Ms. Taylor noticed not only the long lines waiting to enter, but their diversity: "all ages, races and dress codes, exactly the target audience classical music organizations everywhere are trying to attract," as she mentions in an April 5 article in the New York Times.

She adds that when she hears exquisite music she thinks, "Humanity has given the world incredible gifts, and I just want more of it to be available to more people without any connection to their ability to buy a ticket."

David Finkel and Wu Han are scheduled to play all of Beethoven's cello sonatas on June 8, and violinist Bell will close the series of June 29.