Project-Based Recruitment: A Lifeline For Male Voice Choirs

Let’s not sugarcoat it: male voice choirs in the UK are facing an existential crisis.

In 2012, there were around 450 lower voice choirs. By 2022, that number had dropped to 300 — a net loss of 150 choirs in just a decade. That’s more than one choir folding every month.

While COVID-19 undoubtedly accelerated this decline, the downward trend was already well underway. And when you dig into the numbers, the problem runs even deeper: we’re failing to engage younger men, people from global majority backgrounds, and LGBTQ+ communities. In short, we’re shrinking — and we’re not representative.

So what’s going wrong?

The answer isn’t simple. Image, repertoire, musical leadership, ambition, social culture, and inclusion all play a part. But one recurring theme is painfully clear: too many choirs are still waiting for new members to walk in off the street.

Here in Peterborough, we realised a long time ago that if we wanted our male voice choir to grow — and survive — we needed a new approach. That’s how we developed our project-based recruitment model.

This isn’t a vague appeal for “more members”. It’s a strategic, time-limited, purpose-driven programme that invites men to join us for a specific musical project — typically over 8 to 10 weeks — culminating in a performance. It provides a low-pressure, high-reward opportunity for new singers to test the waters, build skills, and connect with others, all within a clearly defined timeframe.

And it works.

Over the last decade, Peterborough Male Voice Choir has supported a number of UK male choirs in successfully adopting this approach - Risca, Louth, Barry and Leigh Orpehus, among others - and in 2024, with support from Arts Council England, we were able to roll out our tried-and-tested project-based recruitment model as a national programme, mentoring five other choirs through the process step-by-step: Radcliffe-on-Trent, Worcester, Northampton, Welwyn Garden City, and Carlton Male Voice Choirs. The results have been nothing short of transformational.

Let’s look at some numbers.

These projects have consistently attracted 70–80 men at the outset. Radcliffe-on-Trent received an astonishing 150 expressions of interest. Not all of them completed the project — and not all wanted to commit to choir life afterward — but on average, some 20% have become full members. That’s 14 to 16 new singers per choir. Radcliffe welcomed over 30. And beyond the numbers, these projects brought in a broader range of voices in terms of age and cultural background — something the sector desperately needs.

But project-based recruitment does more than boost numbers. It changes the way choirs see themselves.

In Peterborough, we supported these choirs not just with singing strategies but with training in branding, social media, community engagement, and inclusion. Why? Because if you want people to join your group, you need to understand how they see you. If your choir’s public image screams “retirement hobby for men over 70”, it’s no surprise that younger men don’t bite. If your rehearsal room feels intimidating or insular, why would someone new come back?

Project-based recruitment forces you to take a fresh look at your offer. Who are we trying to reach? What would make someone want to join us, right now? And what are we doing — perhaps unknowingly — that puts people off?

At its heart, this approach is about removing barriers. That means rethinking everything from audition expectations and uniform policies to language, venue choice, and the way we present ourselves online. It’s not about lowering standards. It’s about opening the door wider — and making sure what’s inside is worth walking into.

The beauty of project-based recruitment is that it’s not limited to large choirs with big budgets. It’s a mindset. Think like a newcomer. Offer something appealing, structured, and time-bound. Build a sense of occasion. Make your choir feel like an opportunity, not an obligation.

Of course, there’s work involved. It takes planning, creativity, and commitment. But compared to the slow fade of an aging membership and shrinking audiences, the effort is more than worth it.

At Peterborough, we’ve seen firsthand that this model works — and not just in our own choir, but across the country. If you’re ready to grow, ready to refresh, and ready to connect with a wider world of singers, this could be your way forward.

Let’s not wait for the next choir to close. Let’s lead the next choir to thrive.