My wife is a successful Australian-American choral composer, and riding shotgun as her career has taken off, if I were to make a few observations right before I turn in for the night:

"Choral music is harder to appreciate than say either symphonies or chamber music" - unlike orchestras and smaller string ensembles, choirs are champions of new music. The end of the article cites opera's growing popularity (an idea I'm not sure I buy into) but opera companies are famously stuck in rep from 100-300 year old, because that's what the donor class wants to hear.

The perspective painted by this article isn't all that different from the boomer who thinks there hasn't been good rock n' roll since the Beatles and the Stones. It's out there, all around you - you're just not looking in the right places. Choir music has a built-in network effect; when one choir sings a piece that goes over well, often times there are members who are in one or two other choirs, or are even choir directors themselves. There's a very dynamic scene, not even touching on religious choirs. And to people who think it's not that exciting, again I think you might just not be going to the right concerts. I've seen a choir reduce an entire audience to tears, and I've heard choral pieces that send the hair up on the back of my neck. I say this as someone who normally listens to Nine Inch Nails, Fever Ray, Queens of the Stone Age, Autechre, Aphex Twin... Some of my favorite choral works have very catchy rhythms, others border on math rock.

Choral organizations could do with better marketing; it's hard to compete in today's media landscape. One of my favorite groups, the St Louis Chamber Chorus, performs new and old works, and makes it a point to perform in unique spaces all around the St Louis area - part of the attraction to a concert is getting to go into that church you've always wondered about, or an old theater that's been brought back to life by the community. The Mid-Columbia Master Singers have performed in the Hanford B reactor site in the Tri-Cities area of Washington state. Or even seeing The King's Singers perform with Voces8 in an old mainstay like Royal Albert Hall, it's a sensory experience that can't be replicated.

And again, it's a community thing. You meet other people who appreciate this stuff when you go to the concerts and stay for the receptions. If you feel like you could make things better, become a subscriber, a major donor, join the board of one of these things. It's incredibly rewarding.

Back to marketing: outside of a few long-running groups like Chanticleer, Cantus, Voces8, the King's Singers, and so on, it's really challenging to build a brand around choral music. The industry's just not there for it. But seek out local choral concerts, talk to some strangers there, and you'll find a whole ecosystem that operates is more typically consumed live and in person, than it is via recording.

Going back to the title of the article, I suppose that does make it harder to appreciate than something you've heard in movie trailers and can stream from Spotify.