This paper presents findings from the first qualitative study of urban Chinese audiences for Western classical music. Through focus group discussions with 21 participants across China’s Tier-1 cities, this research reveals a paradox in cultural consumption: participants valued classical music as a form of cultural capital for personal cultivation and cultural advancement, yet desired more accessible and entertaining engagement formats. Findings show that participants spontaneously self-categorised themselves as cultural “insiders” (who identified themselves as having formal musical training) or “outsiders” (perceiving themselves as lacking musical knowledge) to classical music, independent of their actual engagement levels. This self-positioning shaped distinct expectations for the presentation, promotion and delivery of classical music, with “insiders” emphasising authenticity and aesthetic integrity, while “outsiders” emphasised the accessibility and emotional relatability. While participants demonstrated motivations for classical music engagement consistent with existing literature (live experience, personal and social functions, practical considerations); additionally, they also expressed expectations for visual enhancement, celebrity involvement, and more entertainment-oriented marketing approaches that would bridge classical music with popular culture strategies. These findings highlight the negotiations required when global cultural forms encounter local cultural values and consumption patterns. The insider/outsider positioning suggests that arts organisations should consider how audience perceptions of cultural competence shape engagement expectations and offer tailored approaches to culturally responsive programming and marketing.

Authors:
Yafei Wang, University of Leeds, United Kingdom

About the Presenter(s)
Dr Yafei Wang recently completed her PhD at the School of Music, University of Leeds, UK, and currently teaches music industries modules at the University of Leeds. Her research interests span audience development, music psychology, popular music and fan cultures in East Asia. She has published in Frontiers in Psychology and Current Psychology, and has presented at several international conferences on East Asian popular music and fandom studies. Her PhD research examined audience development for classical music in China, drawing on K-pop engagement strategies. Her current project explores affective economies in Chinese idol culture and comparative fan practices across Chinese and Korean popular music, informing her broader interest in transnational cultural consumption and engagement.

Connect on Linkedin
https://www.linkedin.com/in/yafei-wang-956a07b4

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