For many orchestras, the traditional subscriber base is declining. It is important for orchestras to understand why people become subscribers so that this market segment can be replaced. This exploratory research was designed to ascertain the age of first concert attendance and motivation for first concert attendance for two audience groups of the Philharmonia Orchestra in London. The two groups were (1) subscribers, and (2) audience members who did not subscribe and had no other involvement with the orchestra. The responses to questions on age and motivation were compared in an attempt to understand why some individuals became subscribers while others attended concerts but did not become further involved with the orchestra. The hypothesis was that subscribers started to attend while young and that early exposure resulted in continued and frequent attendance throughout life.

This article explore motivation behind people's choice to become subscribers to orchestras season. This article was published in the International Journal of Arts Management, an essential reading for the arts management community.