WILTSHIRE Music Centre’s artistic director hopes to attract more young people to the centre – both in the audience and on the stage.

James Slater, 37, who took on the top job in October 2013, is afraid youngsters may view the centre in Bradford on Avon as somewhere that only hosts classical musical performances.

He is keen to change their perceptions so they can experience the diverse and youthful programming he is trying to showcase.

He said: “We have had a tremendous facelift. A St Laurence School pupil recently said to me, ‘this is quite a funky place’, and I love that.

“We serve both an older audience but are now slowly attracting the younger generation.”

The Bradford on Avon-based centre was founded more than 15 years ago by Keith Nimmo, who retired in 2013. It has built a strong reputation as a professional concert hall but is also keen to promote community events and attract a wider audience.

It has also introduced an innovative "Bring a Kid for a Quid" scheme to attract parents with children to the centre, and each year it hosts is home to local events such as the Bradford Roots Festival, My Science Fair and Watercycle which are among the most popular to audiences as well as Mr Slater who is able to get “hands-on” at each.

Mr Slater, who refused to be drawn on the debate about the future of the Wiltshire Music Service, hopes to incorporate these events to build on the education programme it currently runs in association with local schools, such as neighbouring St Laurence School.

The centre was built with cash from an Arts Council-awarded National Lottery grant and it has since had a facelift paid for in the same way.

Mr Slater added: “We are lucky to be in a group supported by the Arts Council – it is a badge of honour.

“What I like about our relationship with them is that they push us to be better.”

Mr Slater, who is now in his third season of programming, is looking at booking artists up until the end of 2016.

He said: “It is a continuum. You are living in the present, working in the mid-term and looking to the future when it comes to planning the artists. It is a really big challenge because you are working for 18 months time.”

His experience working as a chorister, violinist and a conductor have helped him to build relationships with artists and secure residencies – such as pianist and songwriter Jason Rebello – which he believes are key to the success of the centre such as Jason Rebello, who he considers to be a firm favourite.

He said: “My artistic direction is aligning the aspiration of the music centre with the aspiration of the artist.

“I am constantly finding ways to reach new audiences and that is something we know we want to achieve.

“We want to make the programme richer.”

For further information about the work of Wiltshire Music Centre, visit www.wiltshiremusic.org.uk.