I think the thing that's interesting is that in Ireland or Scotland, there isn't this problem with young people being alienated from their own musical heritage - that's because the traditional music in Scotland and Ireland is much more mainstream. There are all kinds of reasons for this, as we know. But the idea that kids just leave it behind because it's old people's music and not relevant to their lives dosn't hold true if we accept that in other places, this isn't the case. If kids hear folk and reject it, that's fine. but if they never experience it to begin with, they never have the opportunity to choose for themselves. We're planning a big schools outreach project at the moment - hopefully for the kids in the schools we're working with, folk will become part of the music mix that informs their choices of what to listen to as they get older. At least it won't be completely alien.

George, I think you're right about targeting audiences and being as specific as possible. Being in the middle of your 25 - 45 age group, I agree that my generation is ripe for harvesting. And people like Kate Rusby and Seth Lakeman are doing a very good job of being the acceptable face of folk, which hopefully will help to lure more of my generation deeper into the folky fold.

Admittedly, not many people of my age will hear Kate Rusby and run out to their nearest folk club. But they might be inspired to come to gigs at a venue like mine. And if your club's flyers were in the foyer at venues like the one where I work, or if you were handing them out as people left the gig, they might just be inspired to visit you...