Serious New Audiences scheme offers reduced price tickets to live concerts produced by Serious at major arts venues, for people who wouldn’t normally have this opportunity. The scheme benefits a wide range of organisations and groups, including secondary schools with a high percentage of free school meals, Pupil Referral Units, community groups and schemes for disadvantaged adults and young people, music services, mental health charities and youth clubs in all 33 London boroughs (including City of London). Serious New Audiences has a particular but not exclusive focus on young people under 25 years of age.
During last year’s London Jazz Festival in association with BBC Radio 3,240 people benefitted from the scheme, attending sold out performances by New York vocal sensation Gretchen Parlato at Kings Place, New Orleans based Soul Rebels Brass Band at the Queen Elizabeth Hall and SNJO with Mugenkyo Taiko Drummers, also in Queen Elizabeth Hall. Here's what they had to say: "The atmosphere was electric". "I have never been to one before so it would be fantastic to hear it again!". "I’ve never been to a jazz concert and it was a good experience, and I’d like to go again"
The scheme runs throughout the year. The latest invitation is an opportunity to see Buena Vista Social Club prodigy Roberto Fonseca perform at Barbican, with an opening set by Ayanna, the first non-American to win the legendary Amateur night Live at the Harlem Apollo Theatre in New York on Monday 26 March 2012. Alongside this, we are very pleased to be able to offer a limited number of Introduction to Afro Cuban Music workshops to London based secondary schools and Music Services that book concert tickets though the scheme. Delivered by professional musicians between March and May 2012, these workshops will be free of charge.