Does classical music need a rebrand to appeal to younger audiences? The Managing Director of the Royal Philharmonic Orchestra in London, James Williams, has suggested that the term “orchestral music” has less of a stigma than “classical music”.

“Classical music has a certain stigma attached to it in certain people’s minds,” Williams told the UK’s Daily Telegraph. “There is a perception that classical music is for older people.”

According to Williams, research commissioned by the Royal Philharmonic Orchestra showed a need to diversify the orchestra’s concert offerings in order to attract new audiences.

“Gone are the days of classical repertoire standing alone and just being enough,” Williams said. “This approach would cater for less than half the new audience that wants to learn more about the genre. Classical music for a modern British orchestra has a new name – it’s simply called orchestral music.”

Williams cited the use of orchestral music in television, films, video games and an appetite among young people to learn more about orchestral music – but not necessarily classical masterworks.

“It is very encouraging to see such an appetite from young people for discovering the orchestral genre,” Williams said. “Beyond community engagement, it is clear from...