Innovative Approaches to Audience Development: A Case Study of the Slovenian Philharmonic Podcast

The case study examines the conceptualisation, development, and implementation of the Slovenian Philharmonic's video podcast as an innovative approach to digital marketing and audience development. Conceived with high-end production and television aesthetics in mind, the podcast combines elements of art, culture, and popular topics to expand the philharmonic's reach to a broader, more diverse audience, particularly younger demographic segments. Each episode features an informal but structured dialogue between a recognised media personality and a member of the Slovenian Philharmonic, focusing on a specific thematic area and establishing connections between the chosen topic and music. The host, Tilen Artač, employs a combination of humour and professional moderation to connect the traditionally perceived exclusive world of classical music with the everyday interests of the general public. The study analyses the podcast as a strategic communication tool and examines its role in increasing audience engagement, fostering cultural accessibility, and strengthening institutional visibility in digital environments. Furthermore, it explores how cultural and tourism-oriented organisations can adopt similar audio-visual formats to broaden their outreach while preserving artistic authenticity. The central research question addresses the extent to which such digital initiatives contribute to long-term audience development strategies and to the branding and positioning of cultural institutions within the evolving digital ecosystem.