Classical music radio stations struggle to reach audiences of color, limiting their reach and relevance.

Classical music radio in the United States has long struggled to build audiences that reflect the racial and ethnic diversity of the communities it serves. Despite widespread radio access across all racial and ethnic groups, listenership remains skewed toward older White audiences. Existing audience data, such as that from Nielsen, lacks the granularity and reliability needed to understand how people of color engage with classical music. Recognizing this gap, Classical KING FM in Seattle, together with Classical KUCO in Oklahoma City, WRTI in Philadelphia, and WQXR in New York City, sought a research partner to help them explore how classical music radio can become more inclusive and welcoming.

Slover Linett at NORC led a mixed-methods study to better understand the relationships that Asian, Black, Indigenous, and Hispanic/Latinx people have with classical music—and with radio listening.

Slover Linett at NORC conducted a two-phase study that combined qualitative interviews and a national survey to understand how people across different backgrounds and generations relate to classical music—and how they incorporate music listening of all genres into their daily patterns. We gathered perspectives from both classical music listeners and non-listeners to uncover this holistic picture of listening behaviors, classical music perceptions, and potential pathways for connection with classical music. Our study additionally explored the role of hosts, ways that people expand their musical tastes, and factors influencing engagement such as representation, mood, and modern relevance. 

Throughout the study, we collaborated with station leaders and an advisory group of artists and broadcasters to ensure cultural relevance and methodological rigor. The survey reached over 1,600 respondents across five racial and ethnic groups, enabling comprehensive analysis of differences and commonalities across groups.