Business

Orchestral Outreach to the Mexican Community


My first real job playing trumpet was in a Mexican orchestra, high up in the mountains beyond Mexico City, under the snow capped peaks in Toluca. What a blast! I thought I had died and gone to heaven.

I say it was my first real job because it offered me for the first time a great monthly salary, at least given the low cost of living down there. And it even paid everyone for a 13th month – you know, for Christmas expenses. I did not, however, get my own locker. (That would have to wait until my next job.) But then nobody did: we were expected to show up dressed in our tails – outfits that nobody remarked upon as being somehow backwards. Tails or tuxedos were simply what orchestras wore, as they do worldwide. By local standards, compared to the mariachis walking around town, we were positively trendy. The town of Toluca itself was unremarkable. I’m sure you would never see it in a travel brochure. It was notable only for having the largest flea market and best chorizo around. And an orchestra.

Our conductor was an HR department’s worst nightmare. Imagine a cross between the perversions of Harvey Weinstein and the tantrums of Buddy Rich, and then throw some matador in there for flavor. I will not attempt to give accounts of what transpired in rehearsals as the reader simply would not believe me. There was no HR department, however – just a few staffers who ran around putting out fires and setting up music stands for our fourth-generation photocopied parts.

I also taught at the conservatorio where I had a studio bursting at the seams with eager young trumpeters who still worshipped the patron saint of lightning fast staccato trumpet playing, Raphael Mendez, born just over the mountains in Michoacán. In the eco-system of that school, trumpet and guitar were at the top of the food chain, and “less useful” instruments like cello and piano had to eat our scraps. Almost all these young trompetistas came from one village, Metapec, where most worked as carpenters making furniture and the mandatory hobby was playing in the local banda, numbering 500 players. One can imagine what kind of fiestas go on in a village where everyone plays music!

Concerts were celebratory, tremendous outpourings of enthusiasm for classical music and the musicos who play it. The audience, as is customary, showered roses on the orchestra from time to time. As we were the orchestra that represented the State of Mexico, we covered that entire territory with frequent forays into the countryside.

On the Sunday afternoons when we ventured out, we would, without fail, get lost on the long bus ride out to  uncharted villages to play in their local churches, which were always large and opulent no matter how far they were off the map. During the panic to find these places, as if scripted, the bus driver would always ask an old lady selling tortillas and cactus by the roadside for directions, which she gladly provided regardless of whether or not she had any real idea where we were going or how to get there. Other times, we would go to a large outdoor venue somewhere outside the big city and there play the same heavy program we played indoors the night before.

The audiences always showed up and always cheered mightily. One year, we made it our routine, upon returning home after our Sunday concerts, to turn on the tuba player’s bulging black-and-white TV, to fiddle with the coat-hanger antennae, pull out a case of Negro Modelo cervezas, and watch the Orquesta Nacional play their televised, complete Mahler Cycle. Highly entertaining it was – a bit like going to the demolition derby. They, like the numerous other professional orchestras in Mexico City, had their own audience, loyal to only them – like White Sox fans who won’t go to Cubs games. And theirs was the first Mahler cycle in Mexico, having about it the air of what must have transpired during the weeks of rehearsals before the premier of Rite of Spring in 1913.

The only exception to filled houses were those weeks when none of the three administrators who ran things remembered to tell anyone in the public, by way of what these days we call “marketing” but in those days was basically a sign on the hall or an ad in the newspaper, that we were holding a concert that week. In cases of such oversight, practically nobody showed up.

We played a variety of war-horses and obscure music, all of it good – a breadth that I would never span again in my career. Bruckner Masses and symphonies, Tchaikovsky’s orchestral suites, Beethoven rarities like Ruins of Athens, anything by Turina or Albeniz, and works by Debussy that I never heard again. Early forgotten symphonies of Stravinsky and Rimsky-Korsakov, Copland’s less than greatest hits. Anything by Strauss, either Richard or uncle Johann. Soloists would get edged out by muscular programing, such as an evening of Sibelius’s 2nd and Shostakovich’s 5th followed by Wagner’s Rienzi Overture as an encore. We even recorded all of Verdi’s and Rossini’s overtures, offering me an education in just how many of those gems there are. Our audiences ate it all up. And Mexico has its own classical music canon revolving around Revueltas and Chavez, the beauty of which should not be lost on artistic planners.

We reached the greatest number of people with our outdoor concerts – many thousands in one fell swoop. I remember vividly playing in a town zócalo and seeing the Indian women with babies wrapped about them quietly contemplating Beethoven’s 7th. During another concert in a distant village one Sunday after Mass, a mysterious, mustachioed man rode into the dusty church on his horse to figure out what was going on with Tchaikovsky’s 4th. The locals were drawn to classical music for what it most simply is: a spectacle of magnificence.

Given my experiences in Mexico, my lingering question has been, “Who decided, or why do we feel, that we must upend our programming in order for people of targeted ethnicities to comprehend and enjoy classical music played by a live orchestra?” It strikes me as suspiciously odd that, for all our talk about the universality of classical music, administrators, and, certainly some musicians, when they think of specific ethnic groups, must suddenly condescend to them, patronizingly and awkwardly changing what we do to suit all the clichés.

There are Mexicans in Mexico and Mexicans in the US, but only individual Mexicans attend classical concerts either here or there. It may be a conceit of planners that we can put out special bait for an entire group or that any one community leader speaks for them, as if there was a hive mind we can tap into. Only individuals choose to attend classical music concerts – and for personal reasons. Entire groups do not.

I was certain, by the time I moved away from Mexico, that Mexicans enjoyed and appreciated classical music as much as anyone else in this world. Of course, many Mexicans never went to orchestra concerts. But to be certain, those who did also loved to dance in their neighborhood street parties, called pachangas, and at weddings that started solemnly in churches with Mozart’s Coronation Mass and Schubert’s Ave Maria and ended with mariachis raising the dead at the late night cena. What with the huge families they had, that meant a wedding just about every month. Today, not only do most Mexican cities have their own orchestras but every single state has a robust youth orchestra, too, as part of their far-reaching Esperanza Azteca Foundation program.

And they do this, not because they don’t have other societal problems, including true material poverty or a vast and bloody drug war spreading every which way, but because music, the best music, is self-evidently and intrinsically good by their estimation, a testament to and reminder of human flourishing and accomplishment. It is a cornerstone of a good life.

I think of those days, a lifetime and a world away, whenever I hear the intelligentsia up here talk about what our various “under-served communities” need in order to cross an imaginary chasm in order to be able “to understand” our music, which we are told must be so alien to them.

The author on a return visit to teach for a week in Metapec in 2013. Many of the students who attended are children of his students from his early years there.
The author on a return visit to teach for a week in Metapec in 2013. Many of the students who attended are the children of his students from his early years there.

Composition

Deep Listening


Classical music is surrounded by a thick wall of brain activity: an extensive world of analysis and research; a history still being investigated in the remotest corners; an educational field rife with scholarly publications and manuals; a recording science capable of closely imitating the experience of live concerts; a record industry where millions (still) go round; a performance culture needing an army of impresarios, promoters, agents, and management staff at musical institutions; a music publishing business for old and new repertoire producing individual scores for orchestral and ensemble players; music magazines and their websites; a book publishing business with new literature for both the specialist and the interested layperson being produced every year. Amidst all of this, performers struggle with deadlines, occasional shopping expeditions, management pressures, babysitters, repertoire and its renewal, and travel schemes. When audiences innocently buy a ticket for a live concert, the façade of the art form’s rituals present a smooth, professional, and dignified experience. But behind the polished veneer, a storm of organizational mayhem navigates an emotional landscape shaped by the mountainous peaks of professional threats and the deep abysses of artistic insecurity. Where is the music in this labyrinth?

Before the audience member has taken his seat, an army of professionals has been busy with things that have hardly anything to do with the music itself. The result is that the presentation of a work of music is protected by the security of professionalism, which has made sure that the live event has been carefully prepared and that the thousands of notes on the paper of so many different parts will be produced with as much loyalty to the composer’s intentions as possible. But as soon as the music is played, it evaporates, like a ghost, leaving nothing but an impression upon the soul of the perceptive listener. All the concrete, busy activity leading up to the performance is not the music, but only its production apparatus, and it extends far beyond what happens in the concert hall – a massive undertaking by numerous people leading to an ephemeral acoustical rumbling and disappearing into the clatter of, hopefully, happy applause.

Music thus seems to be entirely dependent upon things that are not musical, i.e. which fall outside the experience of performing and hearing a work of music. It is obvious why this is so: it is an art form which needs many supporting structures – different from the other arts. The painter can make do with a canvas, brushes, and paint; the poet – if he needs to – can get by with just pen and paper (– the computer is merely a luxurious extension of the basic needs). When the painter has finished his canvas, it is there for all to see, always the same artistic object, while the musical score waits until the supporting structure has absorbed it and translated its signs into the reality of music.

What is music? It is neither the score nor the separate parts of the orchestral musicians nor the recording; it is the combination of air vibrations and their coherent perception in the human brain, which sorts out the internal relationships and sends their result deep into the listener’s emotional territory where the energy sources of the soul are pleasantly stirred – in case of a welcome reception – or the feathers of irritation are ruffled if the music crosses lines of expectations which had been drawn in protection of interior sensibilities. Neuroscience has explored the ways in which impulses are transformed into more or less logical patterns, but neither is this music. The brain functions like the letter box which makes reception of the post possible but does not impose its particulars upon the message. Is music a message? And if so, is it a language? Hundreds of books have been written on this subject, without much in the way of a conclusive result – i.e. a result which appears to be as valid for any one form of music as for any other. We can only say that music exists in the experience of hearing it, at the moment it is being played or when it is listened to in the form of a recording, which is the imitation of the real event.

All the activity of the entire supporting structure of music as described above, is conscious: it is conscious brain activity translated into action. And it’s huge. But it is not music, which happens on a level apart from consciousness. We do not “follow” a musical narrative intellectually in the way we read a story: first this happens, then that, and eventually she elopes with the younger man. It is also different from reading poetry: a truly good poem uses words to invoke emotionally-infused images in the mind, which takes us into an imaginary world. A poem which merely describes without the emotional invocations leaves us untouched. The best poets make words do something that is close to how music works: through associations they create emotional vibrations, create an atmosphere full of meaning, without necessarily clearly stating any concrete subject or even being comprehensible, as in this excerpt from Rabindranath Tagore’s “Gitanjali”:

Early in the day it was whispered
that we should sail in a boat,
only thou and I,
and never a soul in the world would know
of this our pilgrimage
to no country and to no end.
In that shoreless ocean,
at thy silently listening smile
my songs would swell in melodies,
free as waves,
free from all bondage of words.

Our emotions are not some blurry, muddy pool of animal instincts, but can be as clear as any conscious awareness, as is sometimes demonstrated in dreams with complex imagery combining clear visuals with intense emotion. There are many traces of intelligence and order in the emotional field, which makes it possible to relate meaningfully to our consciousness. Western culture has made much of the intellect, of scientific development, of technology – all products of consciousness, which take distance from nature, intervene in it, and subject it to our needs, often to both our benefit and our disadvantage. But emotionally, Western civilization is often gravely underdeveloped, which is not difficult to notice. The cultivation of emotional perception lies at the heart of the arts, and it is partly due to this emotional underdevelopment that the establishments of new visual art and new music are so poor in emotional experience and often plainly primitive. Classical music however, written in times when emotional sensitivity was cultivated by artists as a normal part of life, thrives on emotional perceptivity and subtlety, and the erosion of its understanding that we see all around us points to a general erosion of sensibilities in human affairs. But this also means that learning to understand classical music contributes to the development of emotional perceptivity in general. It is in this capacity that classical music has also a social, developmental value important for the well-being of the community.

Understanding classical music. What would that mean? In the first place, it means understanding how to listen to it. There is the passive way of listening, which is sitting relaxed in one’s seat, ignoring the audience and the players, closing one’s eyes and letting the sound wash over one – as if taking an aural bath – without giving much attention to what is happening. Certainly something of the musical meaning will be experienced, but it is like, well, taking a bath – good for you but only touching the exterior layers. To really experience the music as the composer and (hopefully) the performers meant us to experience it, a state of mind has to be prepared which combines the utmost alertness and focused attention with the total absence of intellectual deliberation. How can that be achieved? We have thoughts all the time, until we fall asleep or (if we are young and inexperienced) sink into a drunken stupor. But a form of attention without thinking is perfectly possible. Instead of the consciousness dealing with itself – which is to say, having thoughts – a state of consciousness is possible where all attention is focused upon the thing that is out there – in this case, the musical narrative where all notes are arranged along axes of relationships, moving position all the time and thereby changing the perspective. Music – tonal, classical music, that is – has more than the one dimension of physical sound: it is structured with a background and a foreground. The latter is the acoustical presence, the way it impresses upon our consciousness; the former is the tonal direction, which moves behind this impression, taking our consciousness from one moment to the next. Most classical music also has a middle ground, differentiating between back- and foreground and responsible for the experience of an “inner space” in the music.

Listening in such a way to classical music requires some exercise, whereby the listener has to be aware of his own conscious attitude. We all know the experience of sitting in a concert while our thoughts are dwelling on what happened during the day, on our worries, which will present themselves again, unadorned and full scale, on our way home, or on other thoughts which form a barrier between ourselves and the music which we have especially come to hear, but which we somehow cannot really relate to in the moment. This may be due to the type of music being played, but it is also due to our own mind set. In case of the latter, we deprive ourselves of the true meaning of a musical work if we cannot overcome, for the duration of the concert, our own private lives. After all, that is the reason we came to the concert at all: to engage in a sphere where daily life has been left behind, to refresh our experience of our inner Self and to let the music speak about us – be it in a real sense or in an aspirational sense, i.e. about the Self we could be if we developed a bit further along the line of spiritual evolution, so to speak.

What happens if we listen to (classical) music in the right way? Music is a form of mathematics, which is a field of proportions and relationships based upon the proportions found everywhere in Nature. The human mind, being part of Nature, can grasp these proportions and relationships, not only materially, in real mathematics, but also aurally and emotionally. For instance, we have a built-in perception system which immediately picks up the relationships created by the tonal overtones upon which musical tonality is built. When we hear a dissonance which resolves itself into a consonance, it sounds like a tension being resolved or a “grating” sound gliding into an “even,” harmonious sound. We perceive immediately two different mathematical proportions without intervention of the intellect. The ear picks it up and the brain sorts it out and interprets the proportions, which create an emotional effect. In this way, we can hear “into” the music and “follow” all the different shifts of relationships which create a narrative that appears to take us along an imaginary journey through a non-existing landscape – non-existing in material reality, that is. But it does exist, in a very real way, in our inner realm, when we can open the doors of perception and we don’t let ourselves be distracted by ourselves.

We relate to the emotional elements of the music, its expressive nuances, through the tonal relationships we directly and emotionally perceive. In music these elements are ordered to some logical and structural whole, which may include contrasts, conflicts, or very different colorings, with the result that our own emotional responses are also being ordered by the music. This explains the uplifting effect of good classical music: we feel recognized and vindicated in our deepest, most intimate being – and at the same time, emotional ripples are organized, harmonized, put into the right places and into relationships where they interact positively, adding up to a whole which is more that the sum of its parts. Such music makes us experience how we would feel if we could live up to our potential, on a level deeper than the intellect, more profound than words or descriptions, because it reaches layers of being which existed earlier than the superstrata of consciousness and intellect which were developed from our childhood onwards. In other words, such music is the “language” of the soul before consciousness.

While all of this is a common experience of many concert goers, it is by no means a self-evident, trivial thing. The capacity to “enter” the imaginary landscape of the musical narrative – or to have the musical narrative take possession of our inner space, to say it differently – is what musical perception really means. We can call this “deep listening”: the alert attention which puts, for the duration of the concert, our ego and our intellect on a shelf, to be taken back at the cloakroom where we fortify ourselves again for the Real World, with our deepest identity confirmed and our hopes, however irrational, restored.

What does all of this mean for the people working for music in the practical sense: management staff, concert agencies, promoters, academics, music journalists/critics, music publishers, book/magazine publishers, and the like? For them, it is easy to forget that “music” is not a product, an object to be “sold,” a vehicle for making money or advancing careers, or even a nice trick for marketing performers – it is a “thing in itself” with an intrinsic value. It is the reason that they have a job at all. The heart of their existence is an immaterial experience, which has to be born all the time because it is dying all the time – and to keep it alive, it is necessary to return again and again to the awareness of what it is, what will damage it, and what will force it into slavery and exploitation as a result of the pressures of practicality. Where music is treated as a commodity and the audience’s hunger for spiritual nourishment is exploited for gains which have nothing to do with the art form, music performance sinks to the level of prostitution and its meaning evaporates.

So, all the brain activity which has led up to the musical experience disappears into the inner space of the music the moment all preparations have been fulfilled. And it is this inner space which justifies the common good which is concert life, in spite of the confusions and chaos and misunderstandings of the world around us. Let us try to train ourselves to lose our ego for the experience which will give it back in a way we could not imagine it without music.

Business

Tending the Gardens of Music, Part I


EDITOR’S NOTE: This essay is reprinted here with gracious permission from Encounter Books, who originally published it in 2004 as part of a volume edited by Roger Kimball and Hilton Kramer, titled Lengthened Shadows: America and Its Institutions in the Twenty-First Century.
This is the first installment of this reflection on the reality and exaggeration
of oft-repeated claims about the state of classical music today. Read the second part here.

America may be a young country, but it fairly dominated music in the twentieth century. When I say music, I mean classical music, but the statement applies equally to popular music – maybe even with more force. Think of Gershwin, Rodgers, Porter, and the jazz greats, just for starters. It all went wrong in about 1970 – you’re free to pick your own date – but that is another long, sour essay.

In classical music, America’s strength is a little short of astonishing. We are talking about a European art form, which the United States embraced with gusto. When the Declaration of Independence was signed, Mozart was already twenty; America had a lot of mud (and political genius and some other things). By the Civil War, we had little to commend us but Louis Moreau Gottschalk. But by the end of World War II, we were rolling.

Of course, Europe helped us immensely, by persecuting – when not trying to kill – so many of its people. America grew to dominance in classical music partly by default, as it did in other areas. Conductors like Reiner, Szell, and Solti may not have chosen to have American careers, but those were the careers they wound up having. Our musical institutions were built on the talent and drive of European émigrés. And those institutions are healthy now, despite clamorous claiming to the contrary. Will they continue to be healthy – even dominant – as the twenty-first century progresses? Probably so, as long as America remains welcoming, ambitious, and free.

To remark the preeminence of America is not to say that Europe is nothing – not at all. Vienna is still a worthy music capital, and Berlin has much to offer, and so does London, not to mention numerous smaller places, such as Oslo. But the United States is still the place where the action is, where big careers re made, where music-making is most predictably excellent – in the orchestral hall, in the opera house, and elsewhere. An acknowledgement of this should have no odor of chauvinism whatsoever; it is a matter of objectivity. Music is a universal, not a national, enterprise anyway, and people from all over the world come to America to make music, rendering this activity not so much American as human.

The death of classical music is frequently proclaimed, and it has ever been thus. As Charles Rosen once wrote, “The death of classical music is perhaps its oldest tradition.” The arguments in favor of death (if you will) are so tired and weak they are hardly worth confronting anymore. But we are usually drawn in. In my experience, some people actually enjoy predicting or announcing the death of classical music, because, when they do, others are apt to nod sadly and knowingly. To proclaim the death of classical music marks the proclaimer as a defender of civilization, and a foe of the destroyers.

One who doggedly counters the death idea is Gary Graffman, the pianist and (former)director of the Curtis Institute of Music in Philadelphia. He was even moved to title a recent speech “Dead Again”! He noted that he kept having to give essentially the same speech, because prophecies of doom would not let up. “Disaster is always just around the corner,” he said. But “one advantage of having reached the age of pontification” – Graffman is in his mid-seventies – “is that I actually lived through experiences identical to those which are now considered unique to our present philistine conditions.” He went on to give multiple examples, some of them amusing. Consider this: in 1961, RCA Victor wanted Horowitz to record an album of popular music. His wife, Wanda – the daughter of Toscanini – shouted to an executive, “Better you should open a whorehouse!” RCA canceled the pianist’s contract. Somehow, he survived.

When Graffman was coming up, the music business was puny compared with today. In the late 1940s, “there were only two major concert managements, with a total of about 40 pianists between them.” In 2001, Musical America – a professional bible – listed 624 pianists. “So maybe we should be worrying more about glut than decline.” Moreover, at mid-century, “New York had only one large concert hall, and – believe me, because I was there – very few performances were anywhere near sold out.” For Horowitz, Rubinstein, and Heifetz? Yes. But for Serkin, Milstein, and Piatigorsky, Carnegie Hall was not even half full. No one thought this condition odd or alarming. Indeed, “a half-empty (or half-full) hall” was “the norm.”

Zarin Mehta is eloquent on the subject of glut, as he is on other subjects. (Mehta was the executive director of the New York Philharmonic, and the brother of the conductor Zubin.) “If people think that classical music was healthier in earlier decades,” he says, “they should investigate how many seats were available then versus now.” The success of classical music in the 1960s and 1970s, when orchestras became full-time instead of part-time, “led to an explosion in every city” – and not just large ones, but simple burbs. Communities wanted their own orchestras. “Many, many more seats became available for classical music.” So “if ticket sales are deemed soft today, perhaps it’s a question of supply.”

 

I will take a little tour of the American music world, looking in on various facets. But here is a basic point: How you think classical music is doing depends, in large measure, on what your expectations are. If you expect classical music to be as popular as popular music, you will be sorely disappointed. As I frequently have cause to say to people, “That’s why they call it popular music, you know.” There will always be a type that can’t stand that the broad public fails to share his concerns, passions, loves. Many such people have an evangelizing, proselytizing spirit – they can hardly sleep at night knowing that their neighbors prefer musical dross to gold. They will not reconcile themselves to the fact that classical music will always be, as it has always been, a minority taste. But the minority – lucky us – has an abundance before it.

The great mezzo-soprano Marilyn Horne said to me, in an interview, “Classical music is under assault in this country.” This is an understandable – if strikingly dark – point of view, for in some ways we are slipping. For example, music education in grades K through 12 has all but ceased. And the song recital – a major Horne concern – is dismayingly rare. But in other respects, we are going gangbusters: Chamber music has exploded, for instance. You can hardly walk a block without encountering a chamber-music concert, or festival. As Gary Graffman pointed out to me, there used to be only the Budapest String Quartet, and its most prominent member, Alexander (Sasha) Schneider, liked to recall, “Vee vent by bus.” Now there is a comparatively huge number of musicians who make a living in chamber music, and they don’t go by bus.

Even in areas where we seem to be distressed, the news is mixed. The recording industry is currently moribund, but why? Because the record stores are groaning with albums already made. Never has so much music been available to so many, and so cheaply. As Zarin Mehta commented, “I started buying records when I was sixteen or seventeen. I don’t go to record stores anymore, because I have essentially everything I want. Do I need a fifth recording of the Ring cycle?” Furthermore, the Internet is now seen as a great robber of recordings, but it may prove a boon to music in the future. In addition, musicians are making CDs in their own homes or studios, at little expense, and selling them to interested parties.

So the business of music will evolve, as it always has. We may not be able to foresee its forms – but we can count on musical life.

 

For orchestras, times have changed dramatically since mid-century. Then, you could hardly make a living as an orchestral musician, even in the best orchestras. “The men,” as they were called, had to sell shoes, paint houses, and do other odd jobs in the summer, just to make ends meet. A fifty-two-week contract was only a dream; it is now an entrenched reality. To work in an orchestra is not to take a vow of poverty; pay in one of the big orchestras begins at about $100,000 a year; it soon rises.

Even aside from the top orchestras, there is an embarrassment of riches. Jack McAuliffe, (former) chief operating officer of the American Symphony Orchestra League, reports that there are about 1,800 orchestras in the fifty states. Of these 1,800, about 600 are either youth, conservatory, or collegiate orchestras. They are “important for the development of both orchestras and audiences,” says McAuliffe, “but they aren’t necessarily a factor in discussing the economics of orchestras today.” Of the remaining 1,200 “adult” orchestras, “you have orchestras in which everyone is paid, and, at the other end, orchestras in which no one is paid. Of the 1,200, about 350 fall into the category of professional orchestras, where the majority of members are paid, and participating for professional reasons, not merely for the enjoyment.”

In the past couple of seasons – since September 11 – orchestras have had trouble, as many businesses and other enterprises have. But, as McAuliffe notes, the decade of the 1990s was “probably the best ever for orchestras, with record attendance.” About 32 million seats were filled in the 200001 season, up 16 percent from ten years before. “During the late ’90s,” that roaring time, “virtually every orchestra was showing at least a small surplus, with many in the process of building substantial endowments – and the ones that had them already were increasing them.”

Since 9/11, we have, again, been in a “much more challenging time.” Most orchestras are worrying, but they are succeeding – because they are knuckling down. “Of the 350 professional orchestras,” says McAuliffe, “we’re aware of eight that haven’t made it – that have either ceased operations or filed for bankruptcy. That is a failure rate of three-quarters of one percent per year. For most industries, that would be downright enviable.” But, if a couple of orchestras stumble, the media tend to play it in death-of-classical-music tones. To be sure, says McAuliffe, the failure of an orchestra is no fun for that orchestra’s community, but part of economic life is that some institutions fail – and then, perhaps, recover, get reconstituted, as has happened with many orchestras. In the late 1980s and early 1990s – another difficult period – eight orchestras went under (by coincidence, the same number that would succumb a decade later). In time, however, each of those eight communities gained an orchestra of approximately the same size and scope of the one it lost. For example, the Denver Symphony came back as the Colorado Symphony. The orchestra in Birmingham came back as the Alabama Symphony. In most such cases, the same basic group plays under a new name, and under different governance.

Quite recently, Pittsburgh suffered a bankruptcy scare. The orchestra there is superb, bearing a storied past. But through the years, the PSO was not supported much by the community at large – that is, with donations – because a few prominent citizens, most of them named Heinz, took care of it. Pittsburghers in general did not have the sense that they needed to contribute in order to have an orchestra. But the prospect of bankruptcy jolted them awake – and they responded with their contributions, utterly unwilling to see their orchestra expire, or even flag.

McAuliffe sums up: “Orchestras are still a robust part of the artistic life of an awful lot of communities. In fact, they are often centerpieces of that artistic life, forming the basis of opera companies, dance companies, music education in schools” (such as it is). Orchestras will never “just work,” without effort – “it really takes dedication.” But “interest in this art form isn’t dying; it’s just an expensive form of art to support.”

 

Not only are today’s orchestras robust, they have sturdy homes to live in – in many cases, new ones. Listen to Robert Harth, executive and artistic director of Carnegie Hall: “To those who would sing the swan song of classical music’s death, I would point out the fact that the most talked about building on the planet was built for classical music.”* Harth made that statement in October 2003, and he was speaking of Disney Hall in Los Angeles, designed by Frank Gehry. “It’s a magnificent building, a life-changing building, not just for the L.A. Philharmonic, but for that entire city. And that makes a dramatic and positive statement about classical music.” Jack McAuliffe would point to Newark, too – yes, Newark: “The New Jersey Performing Arts Center was built in the middle of nothing, and it has spawned all sorts of development. It is now a pleasant experience to go to Newark. I guarantee you that wasn’t the case ten years ago.” And “the New Jersey Symphony is thriving.”

Other new halls include the Kimmel Center in Philadelphia, Benaroya Hall in Seattle, the Max M. Fisher Center in Detroit (nicknamed the Max), The Meyerson Center in Dallas, Bass Hall in Fort Worth, Jacoby Hall in Jacksonville, and the Schuster Center in Dayton. Robert Harth adds, “Atlanta is building a new concert hall, and Toronto just redid theirs. Severance Hall in Cleveland has been completely revamped. This is ‘dying’?”

But Marilyn Horne sounds a cautionary note. In Greenville, South Carolina, they built the Peace Center, a fabulous performing-arts complex. (It is named for a philanthropic family named Peace, not for the concept.) The center “has a recital hall, a concert hall, and extraordinary acoustics,” says Horne,

but as the man responsible told me, “It’s easier to raise money than to put a body in a seat.” So what did he have to bring in to put bodies in the seats? Les Miz, Phantom of the Opera, and so on. There’s nothing wrong with bringing those pieces in, but it’s not classical music, and that is worrying.

It is indeed: but in 200304, the Peace Center had not only Les Miz – and Seussical, for that matter – but the Emerson String Quartet (part of this chamber boom I mentioned).

A second cautionary note comes from Sedgwick Clark, editor of Musical America. He is concerned about the cost of all this music building. “We must take stock of what we’re spending, and control our costs. I look at Disney Hall, and it’s an extraordinary thing, but it’s going to cost an arm and a leg to maintain.” At Disney, “the cheapest seat will be $35. To sit in the orchestra will be $120. For a concert! Maybe I’ve just gotten old, but the fact of the matter is, $120 for a concert – how many CDs can I guy for that amount? This is a serious problem.” Our new orchestral halls are impressive, Clark notes, but “if they’re not sold out, or close to sold out, the orchestras have a terrible time.” There are those generous salaries to look after, and employee benefits, and pension plans.

Fundraising in music is a special art. Beverly Sills knows quite a bit about it, and about fundraising in general. “I raised $100 million for the March of Dimes,” she informs me,

and hundreds of millions for other charities. Medical causes do better than music. If you have some disease to cure, you’re not going to want to fork over millions for another production of La Bohème. But I say in all my speeches: “Art is the signature of civilization.” We dance for joy, our hearts sing. When we’re little children, we take crayons and know immediately how to scribble. When my husband and I moved into a new apartment, the first thing we did, poor as we were, was paint the walls and hang up Mama’s pictures. In the car, we want the radio on. We don’t want to be in a silent ambiance.

So she tells her audiences that the arts are not a luxury, and they – at least for her, a woman hard to turn down – come through.

 

Mention of Beverly Sills leads us to the opera. It’s not easy to be gloomy about this slice of music, no matter how hard you try. Marc Scorca, the president of Opera America, supplies the essential facts: In the second half of the twentieth century, opera in the United States grew enormously – it was practically a boom. Opera America now has 115 member companies there are companies in all but a handful of states. Aside from these, “there are many smaller, community-based endeavors, and lots of university and conservatory opera programs that put on performances for paying audiences.” Of the 115, fully three-quarters have been established since 1960.

Understandably, opera is “the most expensive of the traditional performing arts,” as Scorca says. “One of the reasons we see opera-company formation as a relatively recent phenomenon is that the financial and infrastructural requirements of opera are considerable: It takes a long time for a community to have a critical mass of audience members and donors prepared to sustain a company. You can’t put on an opera very spontaneously.” No, you have to have a chorus and an orchestra; you need technicians, stagehands, a costumer, a stage designer – and that’s not even mentioning the soloists. Plus, opera “is traditionally performed in a theater with an orchestra pit, and not every community has one of those. You can put on a play with two characters in a store front. You can have a dance program in a loft, as long as it doesn’t have too many pillars. But opera is a formidable undertaking.

Therefore, the public must want it, for these companies to be born and to succeed. Scorca explains that opera is “a multimedia art form in a multimedia world.” It includes texts, visual images, drama, often dance – “and these components are very much part of our popular culture.” Opera

doesn’t ask you to sit and enjoy a purely auditory experience. It involves you in every way that other contemporary entertainments involve you. As people seek a classical-arts experience that is still based on the multimedia sensory experience they have enjoyed in the popular culture, opera is the classical art form they can respond to.

One boost to opera was the advent of titles – supertitles, seatback titles, those lines of words that help an audience member understand what’s happening onstage. Says Beverly Sills, “I worked very hard to bring titles into the opera. Jimmy said, ‘Over my dead body.’” (That would be James Levine, artistic director of the Metropolitan Opera.) But titles came to the Met, to the satisfaction of almost everybody, and with Levine still breathing in the pit. Marc Scorca confirms that titles made for “a huge improvement in reaching out to new audiences.” Before, there was always a severe language barrier to overcome. Now people do not sit flummoxed (except by plots and other operatic strangeness). Some traditionalists maintain that titles break an important visual connection to the performer – and they are right – but most of us judge it a sacrifice worth making.

 

The reigning house in America, of course – and in the world – is the Met. It has no real rivals, as its (former)general manager, Joseph Volpe, points out (not boasting); it is a unique institution. There are other companies as renowned – La Scala in Milan, Convent Garden in London, the Staatsoper in Vienna – but no one company that does so much. Volpe notes that La Scala puts on seventy or eighty performances a season: “To be general manager there would be a semi-retirement job”! The Met has a full-time orchestra and a full-time chorus, and “it’s important that they work” – more or less continuously. In Vienna, “they’re known for putting on a production with no rehearsal at all, or just one rehearsal. They’re also known for having one leading cast member,” with the rest plucked from the company. “We are, and have been historically, noted for having top singers.” But, Volpe continues,

as the season expands, this becomes more and more difficult, particularly considering travel. A lot depends on the dollar. Our fees are lower than in the European houses. In Italy, they’ll pay $30,000 for a single performance. They’ll deny it, but it’s true. Our top fee is $15,000. So, what’s going to happen is, some singers will spend more time in Europe than in the United States.

Volpe cites Bryn Terfel, the beloved bass-baritone from Wales:

He has three children, and it’s easy for him to jump on a plane and fly to a city in Europe, sing, and go home. To come to the Met is a larger commitment. You end up here a long period of time. You can’t fly home to be back with the family, as you can in Europe. The days of great singes staying in America are over.

Like everyone else, the Met has taken a financial hit in the post-9/11 environment. Ticket sales and donations are down. But the institution is fundamentally sound. As Volpe observes, a house that survived the Great Depression can survive a lot. You just have to roll with events, and not panic.

A particular concern in recent days has been whether the famous Met radio broadcasts will continue. They began in 1931, and in 1940 came under the sponsorship of Texaco. In 2003, that company – now ChevronTexaco – announced that it would quit sponsoring the broadcasts. This was no small matter to the Met, because, as Volpe points out, radio is responsible for a good deal of its national and international reputation. Three million people listen to the broadcasts in the United States, and seven million listen in forty-one other countries. “That’s very important to the Met’s image.” It takes about $7 million a year to produce these radio broadcasts. At this writing, the Met has not secured permanent sponsorship, but Volpe and Beverly Sills – who is chairman of the Met’s board – are confident that they will. There is little reason to doubt them.

About the prospect of making records again, it’s hard to be as confident. The recording industry is now stagnant, as I have mentioned. Opera CDs coming out today, says Volpe, tend to be produced in Europe, “with orchestras that are paid a very small fee.” Unionized orchestras in the U.S. would have none of that. “What’s been happening in our country is that record companies have been saying for years and years and years. ‘We can’t afford to pay what the musicians demand, and we can’t make any money off of classical music.’ So business has dried up.” And, “frankly, how many Rosenkavaliers do you need?” (Back to the glut problem.) Continues Volpe, “The only way the Met will get back into recording is if we produce recordings live, without paying fees, and then have some kind of revenue sharing with our people.”

The general manager recounts a conversation with Renée Fleming, the celebrated soprano, who opened the 200304 Met season as Violetta. “Renée was unhappy because there was no television for her Traviata. I told her that we would broadcast on radio and that maybe, someday, there would be a recording of that.” In truth, “that’s the real McCoy,” the live broadcast, with no touching up, no corrective takes, “and I don’t think it’s so horrible” to present the company that way.

Volpe and the Met are often criticized for producing too few new operas – for being a mere “museum,” if not a “mausoleum.” The GM protests,

If you look at the last ten years, our track record with contemporary works is probably as good as any opera company’s. But understand something: Commissioned works are very, very expensive. We have to fund the commissioning and fund the production. If we can do one every three years, that would be a nice pace. What we can do depends on our financial situation.

Sure, in the good old days, the Met produced one new opera after another. But “do you know what?” asks Volpe. “Composers would come in off the street, shove a manuscript into your hand, and say, ‘Here’s an opera. Wanna put it on?’ They didn’t start with, ‘First give me $350,000, then …’ And remember, we rehearse what we perform: We don’t put things onstage unrehearsed.” Rehearsal, like time – being time – is money.

The Met seems permanent, unbudgeable, like the U.S. Capitol. Will it be forever? “I think it will be forever,” says the GM,

because there are so many people who love this art form. The question is, What does that mean? The Met in the form of today? Maybe not. Does it mean thirty-two weeks of performances a year? Maybe not. So the question is – I hate the word “evolve.” When I first started out, I hated that word. I said, “Don’t tell me about ‘evolve.’ You’ve got to be in charge and decide things, not just let them evolve!”

But Joe Volpe is more comfortable with that concept now, as one is often forced to become.

* Mr. Harth died in January 2004.

Business

Tending the Gardens of Music, Part II


EDITOR’S NOTE: This essay is reprinted here with gracious permission from Encounter Books, who originally published it in 2004 as part of a volume edited by Roger Kimball and Hilton Kramer, titled Lengthened Shadows: America and Its Institutions in the Twenty-First Century.
This is the second installment of this reflection on the reality and exaggeration
of oft-repeated claims about the state of classical music today. Read the first part here.

A word about the audience – the concertgoers, the operagoers. From time immemorial, people have fretted over the “graying” of the audience, and the relative paucity of the young. This should not be high on any list of worries. As Sedgwick Clark puts it, “You come to appreciate music more when you’re older. Also you tend to have more time and money.” Carnegie Hall’s Harth says, “If you look at pictures taken during Toscanini’s concerts, you will see that the audience is a sea of gray hair. I assume those attendees are now in another realm. But people still come for concerts conducted by Simon Rattle,” and these tend also to be gray-headed.

Jack McAuliffe of the Orchestra League notes that the median age of an audience member – for an orchestral concert – is “somewhere in the mid-fifties.” And “when you say that, most people think, ‘Gee, the concert audience is over fifty-five’ or so. But what it really means is that half the people are younger than that, and half are older – sometimes a lot older. What are we supposed to do? Kick people out when they’re seventy or eight? They keep coming.” The quest – even lust – for younger people sometimes gets a little comic. They are, for many, a holy grail. Concert presenters want the young, the same as churches do. Experience has shown, however, that people take a while to come to both – that is, to music and to church.

But we should not be overly blithe. McAuliffe stresses a key difference between today and yesterday: “most people,” now, “have grown up with absolutely no exposure to classical music. People knew something about music a generation or two ago. Even if they didn’t want to, they learned something about it. Today, it’s easy to avoid, and even if you want to learn about it, it’s hard to get.” In the past, orchestras were “the provider of the end product,” and now they are “the introduction” to it. Orchestras, opera companies, and other institutions are doing what they can to fight musical ignorance, by providing pre-concert lectures, notes on the Internet, and the like.

Zarin Mehta says that it is not only lack of education that gives pause, but “lack of espousal by the media.” The larger culture seems unwilling to embrace and instill classical music. Therefore, Mehta wonders whether the gray heads will keep coming, as they always have. Not a few critics maintain that younger people would be attracted by additional contemporary music, as opposed to the standard repertory. Programming is a rich subject, demanding an essay, or a book, unto itself. But suffice it to say that evidence for this claim – newer would attract younger – is thin on the ground. Nor does common sense support it. As Mehta says, “A certain group of young people may go to an avant-garde evening, if it is created in a certain way, but when you talk about a symphony orchestra playing new music, it is as difficult for a young person as it is for an older person.” Really, “if someone has not been exposed to much music, do you give him a festival of Beethoven or a festival of Ligeti?”

Now to the death of the recital, or at least its diminishment. This is especially troubling in that a recital is, for many of us, an incomparably satisfying musical experience. Ignat Solzhenitsyn is a pianist and conductor (and a son of the great man). Of recitals, he says, “They’re going down the tubes. Apparently, they’re too boring, they require too much concentration.” And the explosion of chamber music has bitten badly into recitals, as presenting organizations “just view them as too risky, economically.”

Of course, recitals still abound at Carnegie Hall. Indeed, Carnegie has opened a new hall within its complex – Zankel Hall – that will see a great many recitals. But Robert Harth does not necessarily expect a recital to sell out. He points to one of the best events – in his view, and mine – of the 200203 season, an all-unaccompanied recital courtesy of the great Russian violinist Maxim Vengerov. “Let me ask you something,” says Harth:

What’s a successful concert? Carnegie Hall has 2,800 seats. For Vengerov, 2,000 were in attendance. I said to my board, “Is it not a success because 800 seats were empty? Or is it a success because 2,000 were filled?” It’s absolutely a success, if it’s a great concert and those who were there had a wonderful time. It becomes an unsuccessful concert when, as an administrator, you budget to sell 2,500. But if you budget to sell 1,500 or 1,800, you’ll be happy.

Harth knows that Carnegie Hall will lose money – virtually all classical-music organizations do. He just wants to lose it wisely and enrichingly (in a nonmonetary sense!).

Since 1994, Marilyn Horne has devoted a good bit of her time to the Marilyn Horne Foundation. I have frequently described this organization as a “point of light,” to adapt the famous – or once famous – term used by the first President Bush. It is dedicated, in particular, to the perpetuation of the song recital. Is it really true, I ask the great mezzo, that there are fewer recitals now than there used to be? “Oh, my God yes, please. I started going to song recitals when I was a child, and I started singing them in about 1960. From that time on, I could count on doing twenty or thirty recitals a year, depending on my availability. Some years were heavy with concerts [with orchestra] and some years were heavy with opera, but there was no question that the [recital] opportunities were there.” The number of “community concerts” has greatly decreased. And those series that remain “seldom take classical singers. They don’t take them at all, unless the singer is a big star. So where is the younger singer going to get experience?”

Horne faults the “dumbing down of America” and the tendency to “play to the lowest common denominator.” Television, computers, and other innovations play their distracting roles. Opera, the singer concedes, is doing much better than the vocal recital, which is odd, in a way, because recitals are infinitely cheaper to present. “But you have to have people in the seats,” regardless of the cost of staging the event. “And opera is much more glamorous, of course,” suited to our “very visual age. You can see this in the way casting is done, and the fact that the stage director and the scene designer have much more power than they used to have. If you read an opera review, you see that seven-eighths of it are about the production.” The music is almost an afterthought.

A special shame about the decline of the vocal recital is that there are so many today who do it well. In lieder alone, I might name Michael Schade, Christine Schäfer, Thomas Quasthoff, Marjana Lipovšek, and Thomas Hampson, and I have barely gotten started. I, of course, have heard them, in some cases repeatedly – but I frequent halls in New York and Salzburg. Marilyn Horne has sung in all fifty states – the last of which was Wyoming, where she performed just as her (classical) career was closing. (She now does pop evenings, and marvelously, too.) Whatever the cause for optimism in other areas, it seems clear that the flame of the song recital – and of the recital in general – needs serious tending, which Horne, of course, is laudably engaged in doing.

We now turn our attention to that “culprit,” chamber music. America has progressed far beyond the Budapest String Quartet, the famed four who “vent by bus.” There are dozens of string quartets, and other chamber ensembles, making a fine living. As Solzhenitsyn says, “Look at the numbers: The quantity of series and festivals devoted exclusively to chamber music is increasing every year.” The Chamber Music Society of Philadelphia, for instance, started off with a handful of concerts, and “now they’re doing seventy.” Chamber music “has gone from precisely that – a private, intimate affair [in a chamber] – to a major staple of the concert stage.”

The leading chamber-music institution in the country is the Chamber Music Society of Lincoln Center. Founded in 1969, it was a mere “niche-filler,” to use Solzhenitsyn’s term, but it rapidly grew, spawning many imitators. Its artistic director is David Shifrin, who on the side is one of the world’s foremost clarinetists. He confirms that presenters find chamber music affordable and even profitable. “You can do it in someone’s living room or you can do it in Avery Fisher Hall. Organizations that can’t afford to pay stagehands or a high rent can present a chamber ensemble of the highest quality – they can do it in a high-school auditorium.” If you have any funds at all, “you have a great shot of getting a world-class performance in great and compelling repertoire.” But “as much as I enjoy playing chamber music, these concerts have sort of taken the place of recitals. I wish there were room for both.” To be sure, presenters will still engage “the superstar pianists, but not that many violinists or cellists – to say nothing of clarinetists, flutists, or French horn players – have a shot at a recital.” So the sonata repertoire, in particular goes unheard. “Most presenters around the country go for star power, go for box office. If they can’t have a famous name, they want more people onstage.”

As for the Chamber Music Society of Lincoln Center, Shifrin believes that it will continue to flourish, if “with some bumps here there,” as in most any enterprise. And the festivals keep proliferating. “For a long time, there have been invitations to play really good music, with really good people, in wonderful places from Memorial Day to Labor Day. Now it’s even wider. Next year I’m going back to a chamber-music festival in Tucson in March.” For a quarter-century, Shifrin has been involved with Chamber Music Northwest, in Portland. That institution now operates year-round, not just in the summer. “They are able to do wonderful things there, in a city of about a million. Arguably the highest-quality cultural institution in Portland is that chamber-music festival.”

A wag once said about chamber music, “It’s like the cockroach: Try as you might, you’ll never stamp it out.” An unlovely comparison, perhaps, but clear.

In the field of education, the good news is at the top: Conservatories have rarely had it better. Endowments are full and so are the practice rooms – full to overflowing, actually. Leading conservatories are the Curtis Institute, the Juilliard School, [the New England Conservatory], and so on – names that have been renowned for decades. New on the block is the Colburn School in Los Angeles; the San Francisco Conservatory is still going strong farther north. Then there are the many music schools in universities, led, probably, by Indiana and Michigan. As Solzhenitsyn observes, there is “an obscene number” of music majors in the United States today – on the order of 100,000 a year. There are not plum jobs for all these aspirers, even if they were equal to them. But those who fall short of their highest goal may teach or otherwise stay close to music.

At Juilliard, applications increase by 10 percent annually. The school admits about 8 percent of those who apply. Joseph Polisi, the president of Juilliard, is adamant that his school provides a better education than it did, say, in 1930: For one thing, “we educate the entire human being, not just the artist.” Students are presented with a liberal arts curriculum, and they study every aspect of music, not just their specialty. In addition, says Polisi, “we preach ‘the artist as citizen,’” seeking to endow the student with “a sense of responsibility for making sure that the arts flourish in society.”

People who tend to look for a dark lining say, “Well, yes, the better music schools are at a peak, but the students aren’t American – they come from overseas, mostly from Asia.” True, but, as Zarin Mehta says, “What do you mean by American?” Many of these kids become American in due course, along with the family members who surround them, just as people have done for generations. Polisi reports that 70 percent of the pianists studying at Juilliard come from abroad. The foreign country supplying the most students overall is South Korea, followed by Canada, Taiwan, Communist China, Japan, and then the former Soviet republics. Marilyn Horne reports similar patterns at the Music Academy of the West (Santa Barbara), where she is voice director. We have gone from a time when Americans went abroad to study music and become musicians, to a time when the world beats a path to the American door.

Joseph Polisi has no doubt about Juilliard’s staying power:

I often get the Chicken Little question: Is the sky falling? Will music survive? Of course it will. I’m surrounded every day by about 800 absolutely motivated, talented, disciplined, energized young people. There’s no way in the world they’re going to be stopped in music, dance, and drama. They will create audiences, and they will be the leaders of the future. That’s what I ask them to be. Yes, the audiences of the New York Philharmonic are grayer than for Pearl Jam [a rock group]. There has never been a large niche for classical music. But it will survive.

We have a glut problem, however. Horne recalls saying fully twenty-five years ago, “We should close all the conservatories for five years,” just to give the job market a break. And “now the situation is worse!” For woodwind and brass players, life has always been tricky: Zarin Mehta tells me that, for a recent tuba opening in the Philharmonic, over 120 people applied. [Editor’s note: A current tuba opening at the Baltimore Symphony Orchestra has over 180 applicants.] One result of all this redundant talent is that players tend to be quite good, everywhere. David Delta Gier, a conductor with wide experience both in America and abroad, says, “You should hear some of the players in Sioux Falls!” (The orchestra there is the South Dakota Symphony.) The sad part of our cornucopia is that many musicians wind up disappointed. Gier knows many fellow conductors – or would-be conductors – who have not had careers, or satisfying ones, simply because of the number of podiums available (versus all those who want to stand on them). “You get into a great school, you study with a great teacher, you work hard, you do everything right, and you think you ought to be rewarded. But a lot of people have been made to realize that that’s not necessarily the case.”

It would take a very hard-headed person to state the cold fact that no one asked anyone to pursue a career in music – or in film, or in journalism, or in anything else. But he would not be wrong.

The decline in music education from kindergarten through high school is a bit of a puzzle. Contrary to what many believe, America’s public schools are awash in money. Never has per-pupil expenditure been higher. In some places it is scandalously high (for what it produces). But music has been downgraded, meaning that it is almost surely a question of priority.

Most people of a certain age – people who love music – can remember with fondness particular music teachers. Marilyn Horne had two of them with whom she kept in touch till the end of their lives. In fact, when she was making a Christmas album (with the Mormon Tabernacle Choir), she remembered a carol from her schooldays, but could not locate the music. So she called the relevant teacher and asked her for it. “All she had was the melody, because we sang without any accompaniment – we only had a pitch pipe.” Schools across the country rarely had elaborate facilities. Little Marilyn and her classmates – in Bradford, Pennsylvania – had what was called a “playroom,” down in the basement. But there was a sense of caring about music, and the other arts, and nurturing them.

Obviously, there are pockets of excellence – of caring – in primary and secondary schools. As David Shifrin says, I wouldn’t count this country out.” It is a big, continental nation, with thousands of school systems. But where music education does exist, it tends to be “aesthetic,” according to Joseph Polisi, rather than “performance-based.” In aesthetic education, “you just talk about the music. You don’t play anything. You talk about a symphony or an opera or a piece of chamber music. That’s much easier to teach, because the teacher doesn’t need to be an expert in the oboe, for example. The downside is, that kind of education doesn’t stick, in my opinion.” Performance-based education is far and away preferable. But we have apparently reached a point where any education at all is a welcome surprise.

As to the recording industry, it is certainly not true that no CDs are coming out – they are. Acres of them. But fewer are being made than in the past, particularly in the US. We could live off recording already made pretty much forever, as almost all the known repertory has been recorded, often many times over. But that would be no fun. First, new music needs to be recorded – and it regularly is, despite the griping of composers and their advocates – and, second, it would be a shame not to capture musicians of today, or of the future, even in the most familiar repertory. Yes, we should have Renée Fleming’s Violetta. And we should have Michael Schade’s Schöne Müllerin, no matter how good Fritz Wunderlich’s is.

I will share an anecdote that speaks to the nervous state of recording. It comes from Marilyn Horne, talking about Deborah Voigt, one of the most important sopranos now on the scene. Voigt was scheduled to appear in a gala for Horne’s foundation. But she called Horne to say, “I would never do this to you, but I have a chance to record Wagner duets with Domingo, and it would be at the exact same time, and I feel I can’t pass it up, because I simply don’t get to record.” Needless to say, Horne understood, and released her; the recording – a superlative one on EMI – was made.

Horne is incensed at one tactic of the record companies:

They’re marketing singers as opera singers who aren’t opera singers! Andrea Bocelli, Charlotte Church …Whatever else they are – and a person may like them – they’re not opera singers. I let out a yell the other day, because I was doing the crossword puzzle, as I do daily, and one clue was “Tune for Bocelli.” It turned out to be “aria,” and I went, “&*@!” I wish him well, and he has a place, but please don’t call him an opera singer.

This would be especially misleading, according to Horne, to those who are new to operatic music or to classical music in general. I could argue that Bocelli and other such “soft” singers are good for music – partly as a starting point for the public, a kind of gateway – but Horne, whose musical standards are rigorous, has a point.

We should also understand that not all companies have flopped with classical CDs. As Benjamin Ivry reported in The Christian Science Monitor, “independent” labels such as Naxos, Chandos, and Harmonia Mundi are more than getting by. “Naxos is thriving,” said Klaus Heymann, that label’s founder, “and other independents who make interesting recordings people want to buy are also doing well. …What has been killed, or rather committed suicide [!], are the big-budget, all-star productions which got so expensive that they could never recoup their investment.” And Bernard Coutz, founder of Harmonia Mundi, remarked sensibly, “No one killed classical music, which makes up part of the patrimony of humanity.” (In 1997, the critic Norman Lebrecht published an incendiary book called Who Killed Classical Music?) “Across 2,000 years of history, classical music, like painting or fine cuisine, has not necessarily attracted great crowds …but it has always interested people who by luck or talent have learned to love it.” That is an attitude of maturity.

A major issue for the first part of our century is, as Robert Harth puts it, “How do you legislate the use of music over the Internet? How do you not overpay, not underpay, not take advantage of musicians?” Harth expects that people will “get their musical fix” from the Internet the way they once did from the radio, and that is already occurring. A new site iClassics is offering “webcasts” – a new word that may become as familiar as “broadcasts” – meaning that people can watch and listen to concerts, over the Internet, for free. How, then, does a company make money? As a representative explained to me, the hope is that those watching and listening for free will come to like the performer, or the music, and thus attend a concert or buy a CD. All involved are still feeling their way around in the new era.

As I mentioned earlier, musicians are beginning to make CDs on their own – without benefit of the big labels – and peddling them themselves. David Shifrin observes that “technology is such that nay musician who really wants to be heard, and recorded for posterity, can just go ahead and do it. It costs practically nothing to record and produce CDs, compared to what it used to cost with vinyl.” As a result, “you have a proliferation of vanity recordings, plus small labels that have success.” The cellist David Finkel makes big-time Deutsche Grammophon recordings with the string quartet of which he is part: the Emerson. But he and his wife – the pianist Wu Han – started www.ArtistLed.com which they bill as “classical music’s first Internet recording company.” Other musicians have started similar enterprises. Shifrin notes that “recordings are much easier to find on some websites than they were when you actually had to find a record store, a physical, bricks-and-mortar store. This whole trend is in its infancy.”

Here again, we “evolve,” to use the word that Joe Volpe has learned to love.

You could be sour about the music industry if you wanted to be. Classical radio stations are dying – even when you can make money in classical, you can make more in pop. But a person can buy Heifetz in the Brahms and Tchaikovsky concertos for seven bucks. And you can listen to the world’s best classical stations via the Internet, wherever they are, and wherever you are. It was said, eons ago, that radio would kill concerts, and then that the LP – mass produced and marketed – would. But concerts kept growing in popularity. Sadly, few orchestras now broadcast nationally. But the musicians’ union has a lot to answer for. It may have helped to make its members more prosperous, but it has been self-defeating in other ways. Orchestras don’t broadcast nationally – or record much – because of rigid union rules and, if I may, dumb, fruitless greed.

Some lament that classical musicians are ignored today, kept off the tube and Time magazine’s cover. The critic and scholar Stuart Isacoff informed me that, when Anton Rubinstein first came to this country, he was greeted with a torchlight parade. And yet this day has its celebrities, ones so big they are known by their first names alone: Itzhak and Yo-Yo; Luciano, Plácido, Renée, Bryn. Some critics shudder at the Three Tenors stadium concerts, those vulgar spectacles – yet these may be the same critics who complain that classical music has no connection to the broader public. It is merely human to want things on one’s own terms.

Music-lovers are a terribly nostalgic lot, always going on about golden eras (long past, of course) and cluck-clucking over the present. But there are great and historic musicians in every age – we simply tend not to recognize them when they are before us. The present age, in my view, is a thrilling one for singing. I could give you a list – a long one. And, yes, Heifetz and Milstein are dead. But have you heard Hilary Hahn and Maxim Vengerov? Rostropovich is getting old, but have you heard Han-Na Chang? Rostropovich certainly has: The young lady – girl, really – was the first cellist with whom Slava ever recorded, as conductor. Eventually, these young musicians will teach, and create protégés. Hilary Hahn studied with Jascha Brodsky, who studied with Ysaÿe and Zimbalist. And so it goes.

Our musical institutions will survive because people insist that they do – not a vast number of people, as compared with those who love sports or soda, but enough people. As Sedgick Clark says, “Beethoven, Tchaikovsky, Stravinsky, and the rest will always be performed. Always. There’s no doubt about it. And, incidentally, I have no problem viewing orchestras [for example] as museums.” This is one of the great sneers: that our institutions have become museums. “They are museums, no less than the Metropolitan Museum of Art of the Museum of Modern Art. And there’s nothing wrong with that. That doesn’t mean that the orchestras don’t play contemporary music – they bring it into the museum, and whether it stays on exhibit remains to be seen.” I hasten to add that a museum is not a mausoleum. There is great life – throbbing, comforting, provocative, glorious life – in those musical museums of ours.

It pays to remember, too, that people who have been around for a while tend not to sweat the future of classical music. “The pendulum swings back and forth,” says Gary Graffman. Already he has lived “through two or three of these round-trip swings!” To obsess over the fate of classical music, notes Graffman, is like obsessing over the fate of the stock market: We should take the long view, and not get carried away by sharp spikes up or sharp spikes down. Echoing our chairman of the Federal Reserve, I might say that both irrational exuberance and irrational gloom are errors to be avoided. And do not, as Gary Graffman says, make the mistake of thinking that “the audience is limitless.” Always there will be classical-music fannies in the seats – just don’t create a ridiculous excess of them (seats, that is).

And allow me a final repetition: Our institutions will not prosper by themselves. One has to to work at them. One has to tend the gardens of music, and they will indeed grow, or if not grow, at least not die, blooming again every year, to one degree or another. America is lucky in its plenitude of gardeners, and the gardens they make. Amidst all the hand-wringing – some of it justifiable – we should pause, in gratitude, to fold those hands as well.

Project

Slow Food / Slow Music: Exploring a New Old Idea in a Full-Length Documentary


We need a renaissance in food; We must begin to think about the value of our food, not simply its price.

Our cultural heritage is at risk. The knowledge and traditions behind our food are irreplaceable; if we lose them, they won’t come back.

—Carlo Petrini, Founder of Slow Food International

The Concept

A lively, visual exploration of the principles and philosophies that inform our modern Farm-to-Table and Slow Food movements, focusing on what they reveal to us about our human needs and desires, why those revelations are relevant to symphony orchestras, and ultimately what the success of these movements can teach the world of classical music.

The Need for this Film

The prescriptions most loudly recommended for America’s challenged orchestras today stress complicity with the modern realities of speed, technology, and globalization. Shorter, quicker concerts geared towards shorter, quicker attention spans; the sensual and intellectual stimulation of novelty and fashion; harnessing technological innovation to prove that we can keep up; focusing our attention on bigger halls, bigger stars, and wider distribution, emphasizing the global and universal rather than the local and the particular – these are answers we hear over and over.

But what if they’re wrong? What if their most basic assumptions about human nature and our most pressing needs in this modern age are fundamentally wrong?

Two long-time friends, trumpeter Andrew Balio and award-winning chef Spike Gjerde, found themselves sharing the same vision, one in music and the other in cooking. They wonder if they’ve uncovered something true about people, their communities, and how music and food have lost their way through large-scale industrialization and commercialism.

The grassroots movement of “Slow Food” has brought together people who want their lives to slow down, to re-establish a healthy relationship with food, the people who grow it, and enjoyment of eating together. Many will recall how small farmers and citizens spoke up when the EU was established and regional farming traditions were threatened by globalization and mass production. Here in America we’ve seen the rise of the Farm-to-Table movement, the rebirth of the boutique farm and the craftsman, and the growing appreciation for what is small, slow, and local. Perhaps most importantly, we’re seeing a growing conviction that value is more important than price.

If this movement has something important to teach us about human nature and our relationship to the modern age, to artistry and craftsmanship, to our communities, to tradition, and to what is inherently slow even if it’s also more costly, then we need to seriously reconsider the popular recommendations for fixing America’s orchestras.

The Need for Your Help

Much of the filming has already been done. To complete it and to do the substantial task of editing and polishing a finished product, we anticipate having to raise $30,000. That’s not a whole lot by today’s standards, but it can make a lasting and compelling contribution toward the future of our symphony orchestras. Everything depends on their getting these answers correct.

Please consider making a contribution, and know that you have our heartfelt gratitude for any amount is helpful, however small:





The Cast

Spike Gjerde is a chef, restaurateur, food entrepreneur, and local food advocate who lives and works in Baltimore. Through his work, he is committed to creating meaningful and measurable change within his local food system — to wholly supporting thoughtful food production in the Mid-Atlantic and to help ensure a future for its farmers and watermen. Spike leads a team of nearly 300 across six locations in Baltimore including Woodberry Kitchen, Artifact Coffee, Bird in Hand, Parts & Labor, Grand Cru, and his canning operation, Woodberry Pantry. In 2015, Spike became the first and only Baltimore chef to bring home the James Beard Foundation’s award for “Best Chef, Mid-Atlantic.” His pioneering work has resulted in widespread media attention, including features in The New York Times, The Wall Street Journal, Food & Wine, bon appétit, Esquire, Condé Nast Traveler, Southern Living, Garden & Gun, and The Washington Post. Spike has appeared on “CBS This Morning” and NBC’s “The TODAY Show,” and was featured on the Travel Channel’s “Bizarre Foods America” with Andrew Zimmern. His tremendous success, his enduring love for the symphony orchestra and live classical music, and his deep, instinctual devotion to the principles of the Farm-to-Table movement make him the ideal partner in this adventure.

David Donnelly is an American filmmaker, writer, and artist. In late 2015, he released his first feature length documentary, Maestro. The crew followed several Grammy award-winning musicians across the globe. Four years in the making, many consider it to be the most comprehensive portrait of contemporary classical music ever captured on film. Donnelly made the documentary with the intention of exposing a broader audience to the classical genre. Maestro has been translated into ten languages and is airing on international networks spanning five continents. Most importantly it is utilized as a much needed resource for music educators. Donnelly is also the author of the viral Huffington Post essay Why Failing Orchestras are the Problem of Every American. While filming Maestro, Donnelly founded CultureMonster.org, a multi-media company dedicated to making the arts more competitive in a free market economy. He is currently working with an array of renowned artists and orchestras from around the globe on a variety of film projects. Obviously, he’s the perfect director for our film project, too.

Andrew Balio is an orchestral musician, serving as principal trumpet of the Baltimore Symphony Orchestra since his invitation by Yuri Temirkanov in 2001. He is former principal of the Israel Philharmonic under Zubin Mehta and of the Orquesta Sinfonica del Estado de Mexico. He also served as principal of the Oslo Philharmonic for the 14/15 season. Andrew’s interest in orchestral affairs and challenges began while he was a music student, renting a room from the Boston Symphony’s long-time chairman of the Players’ Committee and thereby gaining a unique and candid vantage point from which to consider the inner workings of a highly successful organization. A subsequent career spent with some of the world’s great – and very different – orchestras has encouraged him to ponder what it is about human nature that nevertheless stays the same through time and across space – and what it is in that nature that responds to classical music, making it so timeless and universal. Andrew’s many years of watching, studying, and seeking out the experts culminated with his founding of the Future Symphony Institute. In Baltimore, Spike became one of Andrew’s first friends, and this long-time friendship born of a shared appreciation for their two crafts led to a realization that they also share the same vision. This project is the fruit of their many shared talks, meals, and concerts.

Business

To Orchestrate a Renaissance


Sed me Parnasi deserta per ardua dulcis raptat amor.* —VIRGIL

Perhaps our modern world is not so far gone as yet, but it is easy for us to imagine the painful longing in Petrarch’s heart as he stood on the Capitoline Hill in Rome on Easter Sunday in 1341. Looking around him at the cultural desolation of a land and its people ravaged by war, famine, civil unrest, epidemic, and economic collapse, he was nevertheless so sure of his vision, so inspired by his love of something greater than his self or his time, that the words he spoke that day come down to us as the first manifesto of the glorious Renaissance:

Someone then might say: “What is all this, my friend? Have you determined to revive a custom that is beset with inherent difficulty and has long since fallen into desuetude? And this in the face of a hostile and recalcitrant fortune? Whence do you draw such confidence that you would decorate the Roman Capitol with new and unaccustomed laurels? Do you not see what a task you have undertaken in attempting to attain the lonely steeps of Parnassus and the inaccessible grove of the Muses?” Yes, I do see, oh my dear sirs; I do indeed see this, oh Roman citizens. “Sed me Parnasi deserta per ardua dulcis raptat amor,” as I said at the outset. For the intensity of my longing is so great that it seems to me sufficient to enable me to overcome all the difficulties that are involved in my present task.

There in the ruins of an ancient Roman Empire, Petrarch accepted his crown of laurels – the first offered a poet in over twelve long centuries. The tradition was all but dead. The age was indeed dark. The slopes of Parnassus were dauntingly steep and deserted. But from somewhere beyond the shroud of gloom that enveloped him, the Muses called to Petrarch and he followed, inspired by the love and the sweet longing of one going home.

It is easy for us to imagine because our modern age seems to be dimming before our eyes. We are reminded at every turn that the world is a new and alienating place, unfit for the traditions that evoke some past and irrelevant golden age or a society we no longer recognize. We discard or neglect the Canon’s great works when it is easier to do so than to dig for the treasures hidden therein; what is difficult or laborious to understand is sacrificed for the sake of accessibility to the modern mind.  Like Petrarch we marvel that

This age of ours consequently has let fall, bit by bit, some of the richest and sweetest fruits that the tree of knowledge has yielded; has thrown away the results of the vigils and labours of the most illustrious men of genius, things of more value, I am almost tempted to say, than anything else in the whole world….

We allow our great cultural institutions to fall into disrepair and disrepute because, as we strip them of their reverential traditions and their arduous canon, we also strip them of our reasons to cherish them. We call them before the tribunal of public opinion to justify their very existence, as if we can no longer see through the smog to the heights of Parnassus, lonelier than ever because we have forgotten that it is even there. We attempt to chain the Muses to the machinery of our modern malaise, as if we do not remember that they exist to show us the way to transcend that malaise, to find our way home again, by way of that steep and difficult climb, to the bosom of art and learning.

It is easy for us to imagine that someday our symphony halls will be ancient ruins and the source of a painful longing for those who remember the wasted Muses, or who sift through the rubble for what was lost. We can even hear the howls of those who proclaim that it should be so, and we mourn the actions of those who obviously believe it. Yet, there are many more of us who recognize Virgil’s description of a deep and ardent desire because it urges us, too, to persevere against all difficulties in the name of the symphony orchestra. This is the mission and the purpose of the Future Symphony Institute: to orchestrate a new renaissance for live classical music, to ensure that the dawn breaks on symphony halls that rise like polished temples in our midst rather than like ruins on abandoned hilltops.

To circumscribe this immense task, we created seven initiatives that describe and focus our efforts. The first two are of a philosophical nature. We must, firstly and perhaps most fundamentally, reframe the way we understand and communicate what is being overlooked because it is immeasurable and immaterial – namely, the principle value of the symphony orchestra to society. By doing so, we not only orient our institutions with respect to mighty Parnassus and the dawn of a new renaissance, but we also arm them with an answer for the cynical tribunals who mercilessly impugn their relevance and their mission. Our second initiative focuses on the critical role of the orchestra as an educator – not just musically and not just of children, but in the way that high culture has always been that which teaches us what it most profoundly means to be human. We must build the foundation for and design the structure of this meaningful role for the orchestra – so critical and inspiring in an age that is increasingly digital and impersonal.

Some of our goals will require extensive and scholarly research. This will certainly be the case for each of the following three initiatives. Most immediately, orchestras need a concrete system by which to understand and quantify their audiences – one that goes beyond the limits of their usual and failing marketing methods. They must learn to identify their patrons not as demographic statistics but as human beings driven by internal aspirations and motivations that do not necessarily correlate to physical characteristics. They must find the real reasons people come to love the symphony, why they feel the sweet longing that urges them to our concert halls. The field of psychographics presents us with a way to understand and measure these drives – a more meaningful way for orchestras to relate to and reach their audiences, both actual and potential. Secondly, with a proper psychographic system and the research that supports it, we can construct a bridge between casual attendance and eventual connoisseurship. Much energy today is wasted on efforts to bring the uninitiated into the audience – wasted because there is no effective plan to make the uninitiated into the convert. And this is far from the only case of mislaid efforts. We must take the time to thoroughly and critically evaluate the oft-repeated theories and measures that have neither adequately explained nor delivered orchestras from their troubles. Much of the dogma that assails our orchestral institutions – and informs their failing policies – has not been tested by scholarly research, and doing so is our next critical initiative.

Finally, if our first two initiatives are entirely theoretical, our last two are purely practical. To begin with, it is essential that we develop a new architecture for our symphony halls – specifically, one that emphasizes the relevance of the symphony orchestra to its community. The trend of late is to erect halls that, frankly, resemble something from another planet; and when we look upon them, we feel a predictable sense of estrangement – a hesitance to approach what we have difficulty recognizing as human. The new halls must remedy this error and present themselves as neighbors and friends, both outside and inside where the offering of hospitality must equal the expectations of today’s cultural consumer. But among the most challenging of our tasks is the initiative we list last here: the development of a blueprint for future union policies and relations. In today’s business climate it is becoming increasingly clear that unions must understand their stake and their opportunity in shaping change before it is forced upon them. Change is as enduring a feature of society as is our need for traditions that endure change – indeed, that transcend and transform it.

It is a common criticism today, as it was in 1341, that to look “backwards” is to look upon something old and decrepit, outdated and dilapidated. Time for us moves only forward, and so paradoxically, while our civilization grows old, it is our past that we label as aged and the day itself as eternally young. It is taken without question that the inevitability of change means and perhaps requires that we do not repeat the past, but any student of history or of its successive civilizations can prove for you otherwise. And so here we say, again, with Petrarch, the Father of the Renaissance,

I am moved also by the hope that, if God wills, I may renew in the now aged Republic a beauteous custom of its flourishing youth.§

And over his shoulder we see our vision. We, too, are urged by a sweet longing that will not be deterred by the challenges or the times that face us. In our sights are the heights of Parnassus, and the dawn of a new renaissance. The fulfillment of both the youthful glory and the incandescent future of the symphony orchestra, the new renaissance is, like the one so long ago, the birth of a present more glorious than what came before it, but entirely dependent upon its rich and heroic past. And posterity will reap the bounteous and beautiful rewards.

Endnotes

* “But a sweet longing urges me upward over the lonely slopes of Parnassus” (Georgics III, 291-292). Mount Parnassus, rising above Delphi in Greece, was the home of the Muses of Greek mythology, and in literary references it symbolizes the source of art, literature, and learning. It derives from the same root as the ancient Trojan word for a house.

From Petrarch’s Coronation Oration, translated in Ernest Hatch Wilkins, Studies in the Life and Works of Petrarch, Cambridge, MA: Medieval Academy, 1955.

Petrarch, in a letter to Lapo da Casiglionchio, 1355, translated in Richard M Gamble, The Great Tradition: Classical reading on what it means to be an educated human being, Wilmington, DE: ISI Books, 2009.

§ From Petrarch’s Coronation Oration, translated in Ernest Hatch Wilkins, Studies in the Life and Works of Petrarch, Cambridge, MA: Medieval Academy, 1955.

Business

The Concertgebouw Experience


EDITOR’S NOTE: This essay is reprinted here with the gracious permission of the author and International Arts Manager, in whose magazine this piece first appeared.

For a venue that is the epitome of quality and class – and famed as an elite institution for classical music – Concertgebouw is all about breaking down barriers.

It’s an ambitious paradox because when it comes to classical music, and the arts in general, the word “elite” is laden with negativity. Yet in a broader sense “elite” can also be representative of top-flight achievements, a resting place for the cream of the crop, a signifier of ambition.

Concertgebouw is an open book on this issue: yes, it is an elite institution when it comes to its world-class programs and splendor, but it has no intention of downplaying its history nor its raison d’etre. Instead, the institution aims to shun elitist doctrine in favor of ushering as many people into its hallowed halls as possible. Once there, regardless of free entry or a high-value ticket, the emphasis is on providing excellent customer experiences. To that end, attending a concert at Concertgebouw is a highfalutin democratic process.

Explains Director Simon Reinink, “Last season we took a year with the management team to think about the strategy: what we came up with was not an entirely new strategy, but one with a stronger emphasis. The title that we chose for this strategy is Sublime.”

“Our mission is to enrich and connect people with a sublime musical experience – that’s what we do. What this means is that it’s not only the music that should be sublime, but everything about Concertgebouw should be sublime.

“Sublime is now part of everything that we do: from the first contact with the website, which should function well and be very effective, to the way people greet you at the door, the approach of the people who serve you coffee, through to the concert itself and your departure from the concert hall.

“From the very first contact with Concertgebouw to the end, the whole experience should be wonderful. On a scale of one to 10, our customer visitor reviews average 8.5, which is fairly high. As part of this new strategy we said we should try for an average ranking of 9 out of 10. And so we try to measure every point of contact on the customer journey, from the first visit to the website, to the moment they leave the hall, and everything in between. If we can see what people think of us, we can be sublime in every single aspect of what we offer.”

Sublimity is embedded in Concertgebouw’s brand strategy, continues Reinink: “The most important thing, I think, is that as many people as possible love us. The more people that support us, the more sponsors we will find, the better the occupancy will be in the halls, and the better the sales will be at the counters. So we aim to be as lovable as possible.”

This approach is immediately obvious when you take a look at Concertgebouw’s content, materials, and offerings. There are dinners in the Mirror Hall, restaurant partners, free concerts, tours, and more. Accessibility is a primary focus: children aged three and over are welcome, there is a wealth of options for hearing- and sight-impaired visitors, and plenty of support for concertgoers with a range of mobility requirements.

“The challenge is to show the world that everyone is welcome at the Concertgebouw and to bring more people through the doors that haven’t visited before – but that would love to come irrespective of their backgrounds. I think at all times we should avoid thinking that we should change our artistic core to attract more audiences – eschewing, for instance, those fusion concerts and crossover concerts that seldom seem to work out well.

“The strategy is more evolution than revolution,” explains Reinink. “In the sense that you need to stick to your artistic calling. Naturally, you can change your programs by adding a little more pop, a little more jazz, a few more family or children’s concerts, but in the end Concertgebouw remains one of the best concert halls on the planet for presenting classical music. That’s what we do well. How this is presented may change per client, but we stick to our artistic core.”

This approach extends to Concertgebouw’s education offering for you people. Reinink is also a member of the advisory committee of the Nexus Institute – a kind of academic alternative to TEDx, promoting international debate on artistic, philosophical, and cultural themes and European values. To this end, he’s spoken passionately about providing pathways to classical music for schoolchildren.

“Since 2000 we have had an education and outreach program that reaches up to 30,000 children per annum – but there are more than 1.5 million primary schoolchildren in the Netherlands and we’ve been devising a strategy to reach those kids, too.’

As a result Concertgebouw is currently teaming up with various organizations in the country to share its experience and knowledge in order to stimulate music education across the country.

Business

The Relevance of Classical Music, Part II


EDITOR’S NOTE: This essay is the second part of a three-part series.
You can read the first part here.

If classical music is the art of “therapeutic” interiority, then thinking about presentation, marketing, funding, etc. needs to be developed from this insight. “Selling” music in wrapping paper which belies its nature will inevitably lead to disappointment: the regular listeners will feel their experience is being diminished and dumbed down and may stay away in the future; potential new audiences – especially the younger generations without much exposure to classical music – will feel cheated when they find out that a Mahler symphony does not sound at all like heavy metal or hip-hop. One could revisit the many rubbing points that characterize the problems of classical music with this perspective in mind and try to find new and better ways to connect the art form to the needs of modern society instead of trying to make it compatible with modernity. Symphony orchestras especially, vulnerable because of their complex bureaucracy and great expenses, could find explorative trajectories to anchor the institution within society in a way that secures their existence in the present and in the future. And at the heart of such considerations lies the way in which the orchestra as an institution is perceived from the outside, from the modern world to which it offers a much-needed alternative space.

A short word about the sonic art performance culture is appropriate here. Since the Second World War, this entirely new art form has developed aesthetic and, especially, psychological receptive frameworks which differ fundamentally from those of music. This has meant an entirely different approach to composition, performance, education, and marketing. Sonic art does not intend to address the listener’s interior life but instead wants him to become aware of the aesthetics of pure sound patterns, which is more like an observation process of patterns which are not means of any communication of interior, emotional experience, but are objective, independent entities to be enjoyed for themselves, as natural phenomena are. Sonic art is not an art of interiority but an objective art that belongs to the world of objective entities. Given the ideological nature of much sonic art and its promotion, which insistently relates it to the specific character of modernity, it can never offer the contrast to modernity as explained in the first part of this essay. It belongs firmly to the modern world to which classical music, as the art of interiority, in contrast offers an alternative experience. In other words: audiences who want to immerse themselves again in the modern experience will seek sonic art; listeners who long for an experience that confirms their inner life and universal humanity will try to find this in classical music.

Let us now try, with the concept of interiority in mind, to find indications of possible solutions that can help to preserve classical music in the future. What follows are mere general suggestions which, however, can be further explored in specific cases and thus may offer new and fertile trajectories.

Education

Educational programs of classical music should be organised from primary schools onwards and clearly presented as an alternative music to pop, in the way healthy fruit is presented as an alternative to fast food, ice cream, and candy. It should not be treated as something old-fashioned but instead as something that has proven, by experience, to be wholesome to people’s emotional development. Active playing and singing, however simple, should be part of such programs. Comparisons with pop music which children will hear elsewhere in abundance, comparisons in which classical music is told to be superior, should be avoided, since patronizing overtones of a truth hinder communication; children will have to discover for themselves the quality difference when they engage in classical music; and if they do not, that’s too bad – but you cannot force love and appreciation. At least children who do not appear to be sensitive to classical music will know it exists and that it is important for a lot of people, and a normal part of civilization.

At the level of secondary school, the case of interiority and timelessness can be discussed around active playing and informative listening sessions. And at the university level, music history and general education in classical music culture should be a normal part of the humanities and of first-year, or preparatory, orientation programmes. Every student leaving university should know the basics of the classical music culture, irrespective of the profession he has been prepared for. As for “diversity”: since classical music is universal (because human interiority is universal), it is not bound to culturally-defined mental territories; it is open to everybody with enough interest and sensitivity to spend some effort and time on it, and will give its full and rich rewards to listeners irrespective of ethnic background or culture. Such music information courses at the university level should not be part of gender studies, or musico-sociological courses where music history is treated as part of political or social agendas; however interesting such courses may be, they do not touch the heart of the art form which transcends such contexts.

Marketing

When information given in the media and on websites about concerts, ensembles, orchestras, and opera houses, apart from the practical data, is presented in a style which does justice to the dignity of the art form and which refrains from any association with vulgar commercial advertisement, such an approach will be an honest and correct service to prospective listeners. Where orchestras and opera houses also include the more popular genres like musicals and cross-over programs, the style of presentation should be as different as possible from the presentation style of the classical programs, so that it will be clear to prospective listeners that classical music is really a different genre and will address the more sophisticated and developed inner life of audiences.

The star cult around brilliant performers has always been part of the classical music culture, and it would be much too puritanical to bring up arguments against it, since the real, live presence of such artists is one of the great attractions of a concert. But it makes quite a difference whether performers are presented as the main subject of the event, or as serving the music. A certain measure of dignity and chastity will keep the balance right (one thinks of pianists dressed up like pop stars, or singers almost drowning in their cleavage – a misapplication of the idea of interiority – which creates a barrier between the listener and the music by exaggerating the outer appearances of the intermediate).

If the promotion and marketing of concerts focus on the contemporary need for interior experience, one has the best chance to get audiences, both old and new, who will recognize the value of the event and will come back for more. When attracting young and new audiences, it will not be references to the modern world, or pop, or superficial glamour that will bring them around more than once, but the argument that they will find something of their own inner identity touched and confirmed by classical music. Surely young people, still finding their way into life and into a confusing and often insecure world, will be interested to experience something that will strengthen their sense of Self, that will stimulate aspirations, and that connects them to the long organic chain of generations, an experience which may insert some awareness of human greatness, individual potential, and all the important human values which cannot be defined by “the market” or fashion or hip technologies.

A short word upon “diversity,” a term which often crops up in government reports, fundraising initiatives, and defenses of the art form in relation to social changes. The classical repertoire was created in times and places which were different from our own times. The idea that the art form should be accessible to all community types within society is perfectly legitimate and right; given the universality of classical music, it cannot be nailed down to a mere product of dead, white males from undemocratic times and thus an expression of white, male, European dominance. The music transcends such narrow-minded notions. It is not anti-women, anti-proletariat, anti-immigrant, anti-Muslim, anti-gay, anti-whatever, but addresses itself to any human being prepared to open her heart and ears (probably the latter in the first place). So, programming which seeks to meet requirements of diversity by including works which do not belong to the genre is creating a barrier: listeners from backgrounds where Western classical music is not heard should not come to the concert hall to recognize something of their culture at home, but to be invited to explore an art form which may be unfamiliar at first but which can be absorbed by their own inner Self in the same way that it absorbed their own cultural symbols and metaphors, and thus may provide an enrichment without any suggestion of “giving up” something of their own cultural identity. Programming works which supposedly reflect the cultural backgrounds of non-Western listeners hinders the acculturation of Western classical music which such concerts are supposed to offer. As Western listeners can learn to understand and experience Indian traditional music, Indians can do the same with Western classical music. Because of its all-embracing universality, Western classical music is particularly suited to the needs of our own globalized, and therefore increasingly neurotic, times.

Funding

As we know, funding of classical music differs from country to country and especially from the USA to Europe. Where concerts are dependent upon private donors and corporate sponsorship, again the contemporary need for interior experience that classical music offers, best be at the heart of the fundraising exercise. Also references to permanence, continuity, and the civilizing influence of the art form should help to attract donors who feel themselves committed to such values and corporate sponsors who wish their products to be associated with an art form contributing to compelling, interior experience. (A good example of the presentation of classical music with a dignified emanation of quality – and with a discrete reference to sponsorship but without the suggestion that music is a mere luxury product – is the website of the Vienna Philharmonic Orchestra, where a mere little clock on the left indicates that the orchestra has a sponsor relationship with Rolex.)

Where governments support classical music, as they do in Europe, orchestras’ existence is secured by structural subsidies. Spending tax money on such institutions has to be politically motivated and this results in the dependence of the institutions – orchestras, opera houses, concert halls, etc. – upon just how politicians think about cultural identity and the political gain they may derive from supporting the arts or else cutting the subsidies (as recently happened in Denmark and the Netherlands, both countries gravely suffering from populist inroads into the cultural sector). Most countries in Europe, however, still have a strong traditional cultural identity in spite of the erosion that comes with globalization. Germany and Austria understand themselves as Kulturnationen, “nations of culture,” where classical music especially forms an important part of national self-understanding. France still cultivates its patrimoine, the total of cultural monuments, artifacts, and traditions which have come down through the ages, not to mention Italy and Spain with their rich inheritances. The arguments that institutions have to regularly present to the state funding bodies have to relate to the political agendas of the reigning parties, and where the political landscape changes these arguments change as well. The current rise of populism, which infects many political parties who had been immune against such erosion before, means that musical institutions have to find other accents in their arguments to justify their function within society. In the discourse with governments, the populist agenda is entirely against any culture which claims high quality experience since any such suggestion is considered “elitist.” The best an institution could do when confronted by such an agenda is to stress the accessibility of classical music and its therapeutic effect on all levels of the community – and be silent about its relationship to notions of “European civilization,” its artistic qualities, its level of craftsmanship, and the like. As for the concept of interiority: this will probably be much too difficult to understand for populist politicians and thus better left untouched.

Concert Halls

A concert hall is not merely a practical space for live concerts; it also creates the appropriate mood where classical music can be experienced in the most appropriate way. But what is the most appropriate way? To begin with, this space will have to underline its separateness from the outside world, not only acoustically (a practical consideration) but also psychologically, to underline the interior nature of the art form. The great concert halls of the 19th century, when public music life found its first anchoring in public space, were created like temples, separate from the noise of daily life, often with solemn classicist design and richly-sculpted decorations out- and inside the hall, which had the advantage of both creating an atmosphere of dignity and elevation and spreading and distributing the sound waves in such a way that the music comes into its own right. In the 20th century, however, architectural modernism sought to stress the contemporaneity of the concert hall building, with the effect that the music being performed inside began to seem “outdated” and “historical.” Together with the splitting-off of the avant-garde from the central performance culture, modern concert halls seemed to underline the museum-like nature of the classical, pre-modernist repertoire. The inescapable conclusion is that, if classical music should be best served in its concert spaces, we need to build concert halls in a classical style, as happened in Nashville with the Schermerhorn Symphony Centre.

Community work

Fortunately, many musical institutions have extended their activities to educational programs in the communities of their cities, trying to interest young people and hoping to build new audiences for the future. Some of these community programs have taken on the character of a social engineering exercise, as if classical music could heal the social problems of underprivileged neighbourhoods suffering from crime and racism, thereby suggesting that the influence of music should be able to change attitudes in the social sphere. But classical music is not an instrument of social change in a direct sense: if it has an influence, it works in an indirect way by civilizing the emotions, awakening aspirations, confirming the Self. But it cannot solve the problems resulting from the lack of these things. Those problems are (for music) too far down the chain of cause and effect. Active participation in music-making in ensembles, sponsored by either donors or the state, can certainly improve problem neighbourhoods as many reports have shown, but one should not expect miracles from classical music in such areas.

The last subject related to the relevance of classical music, the repertoire problem, will be treated in part III of this series.

Business

A Case for Quality


EDITOR’S NOTE: This essay is reprinted here with the gracious permission of the Boston Symphony Orchestra who published it in their program book and retain its copyright.

Last April I had the opportunity to perform Mahler’s Ninth Symphony with the Boston Symphony Orchestra (BSO) at Symphony Hall and on its spring European tour. The ninety-minute symphony is a challenge both for the musicians and audience. Its relentless intensity and extended tonality keep it always outside the edge of our aural comfort zone, especially compared to the facile lyricism of a Tchaikovsky or Dvorák. When the Symphony Hall performance ended and the musicians stood up to take our bows, I looked out into the audience. There usually is enough light in the hall to see the faces of concertgoers applauding, at least near the stage. Their expressions are a good gauge of how much they enjoyed the concert.

What I saw was more than gratifying. Not only was it clear the performance had been deeply appreciated, I was pleasantly surprised to see a fairly evenly balanced demographic division of people in their twenties and thirties, forties and fifties, and sixties and seventies. And it wasn’t just a fluke. It turned out to be the case time and time again – in Vienna, in Leipzig, in Dresden, in Luxembourg – as well as at Symphony Hall. I suppose I was surprised because there has been a drumbeat of naysayers who prophesy the doom of symphony orchestras, telling us in somber tones that only rich, old folks go to concerts these days. I’m sorry, but that’s not how I’ve seen things. Is there a greater preponderance of older people attending symphony concerts than rock concerts? No doubt. But no one seems to worry about Justin Bieber’s future simply because his audience is severely limited to teeny-boppers. And to the notion that symphonies have priced themselves out of the entertainment market: going to a symphony concert is no more expensive than the average ticket for a Red Sox game, and a lot less than a box seat. So if you can afford to sit in the bleachers and polish off a Fenway frank and a Samuel Adams, you can afford the Boston Symphony.

A prevailing narrative, promulgated, amazingly enough, by some symphony orchestras’ own administrations (though fortunately not the BSO’s), runs like this: (A) Symphony orchestras are in dire trouble. (B) The traditional symphonic format – the repertoire, the two-hour concert, the white-tie-and-tails, the formidable concert hall – is no longer relevant to contemporary society. (C) For the concert experience to be meaningful, and therefore in order for orchestras to survive, it has to connect with a more diverse local community and compete more actively in the entertainment arena. The proposed solution: Orchestras need to jettison the “standard” repertoire and create new formats in less formal, more personalized settings that will attract a more contemporary crowd.

In other words, symphony orchestras should cool it with the symphonies. Otherwise, we might as well pack our bags and go home. I admit I’m exaggerating the argument, but not by much. Nevertheless, I find this narrative not only to be frightening, considering that the source of it is often the organization itself, but also flawed. First, I don’t see that orchestras are on the verge of extinction. On the contrary. People who make this argument are myopically fixated on only the top tier of professional symphony orchestras, and even in this regard it’s somewhat of a fiction.

There is no doubt that, as is the case with most nonprofits, raising money is a nonstop challenge. When economic times are tough, orchestras struggle. (Yes, there are some orchestras that continue to struggle regardless of the economy, and some have tragically shut their doors, but in general when times get better, orchestras rebound.) In other words, they’re like any other business. We don’t write off the retail industry when Sears hits the skids. Why would we do that with orchestras? And don’t forget that during the supposed “golden age” of American symphony orchestras in the 1930s and ’40s, when radio stations like NBC supported their own magnificent in-house orchestras and even movie theaters had their own live musicians, there were comparatively few orchestras that provided anything close to a year-round concert schedule and full-time employment for the musicians, let alone health care and retirement benefits.

Going beyond fully professional orchestras, when you look how deeply embedded the culture of symphonic music is in American society, including hundreds of semiprofessional, community, youth, college, festival, and school orchestras, a strong case can be made that symphony orchestras have never been healthier. The same week that I played the Mahler with the Boston Symphony at Symphony Hall, I performed as a soloist with the Long Island Youth Orchestra, which was celebrating its fiftieth anniversary!

The same week I played the Mahler at Tanglewood, I coached the string section of the all-amateur Stockbridge Sinfonia for their well-attended annual concert. Going beyond our own shores, the explosion of symphonic music in Asia and South America over the past half-century has been nothing short of mind-boggling. Even if classical music in the U.S. and Europe were suddenly to cease tomorrow, the future of orchestral music would still shine brightly around the world.

And you know what music everyone’s playing? Mozart and Beethoven, Mahler and Strauss, Tchaikovsky and Rimsky-Korsakov, Debussy and Ravel. You know why? It’s simple: they composed great music. Musicians love to play it and audiences love to hear it. So far, no one has tired of gawking at the Mona Lisa or the statue of David. Why should listening to Beethoven’s Fifth be any different? Should symphony orchestras program more music of contemporary, ethnically diverse composers? Absolutely! If it’s worthy music, by all means. But it’s ass backwards if the motivation is out of fear that otherwise symphony orchestras will die.

But what about the format? The presentation? What about those stuffy concert halls where you have to sit quietly for two hours and not use your cell phones? Isn’t there a better way to connect with the community? Outreach and education activities are great, especially considering the dwindling funding of public school music education. The more the better. But how can such activities “save the symphony” if at the same time the raison d’être – playing symphonies – is devalued by the very organizations trying to “save” it? What would the purpose be of such efforts? If a group of symphony musicians playing Piazzolla tangos in a pub floats their boat, that’s great. That would be a lot of fun. Go for it! Getting to know the musicians up close and personal is a wonderful way for the public to connect. And maybe it would eventually attract some people to go to a real symphony concert. (Personally, when I’m at a pub, I’d rather watch a ball game while I’m drinking my Rolling Rock than listen to string quartets. But, hey, that’s just me.)

But here’s the problem. Outreach has its limits. It’s a challenge to play Tchaikovsky’s Fifth Symphony in a bar. I’m not sure how you’d squeeze all those brass players in there. Maybe behind the pool tables. At some point it comes back to concert halls. Symphony orchestras have no choice but to play symphonies in concert halls. And you know what? Some people think it’s very special to go to a concert hall. In fact, a lot of people feel that way. It gives them a sense of being part of something unique and special. Maybe that’s why they’ve kept coming for three hundred years. We are fortunate that the Boston Symphony was founded upon that principle and has steadfastly maintained it to this day.

In this day and age when we’re surrounded by external stimuli 24/7, when our world view is reduced to a two-by-four-inch cell phone screen, when our computerized existence frames us into thinking and feeling and responding in nanoseconds, the appeal of two hours in an impressively expansive and comfortable concert hall, listening to an engaging Rossini overture, a sublime Mozart piano concerto, and a heartwarming Brahms symphony may actually be something that people are more inclined to enjoy more now than ever before. To paraphrase Mark Twain, the reports of the death of the symphony orchestra have been greatly exaggerated.

Business

In Memory of David Modell, and a Few Things Orchestras Might Learn from the NFL


I am finally sitting down to write this after the effervescent and ebullient football legend David Modell was laid to rest – at the age of only 55 – at the Baltimore Basilica, a few blocks down the street from my home this morning. I have procrastinated in writing this piece for years. It was originally intended to be an article about the lessons that American football can teach orchestras; it was to be anecdotal and prescriptive – something I wanted the Future Symphony Institute (FSI) to get into much later, only after the philosophical foundations of our argument were firmly established.

But God orders life according to His timing, and my esteemed friend left this world before I could show him that I really was taking notes during our many talks. Dave was one of my very first supporters and not only encouraged me, but backed me in the hard work of establishing FSI. He was rooting for me to help not only our home team, the Baltimore Symphony Orchestra (BSO), but perhaps other orchestras all around the country to seize the many opportunities that he and I plainly saw waiting for them.

I met Dave sometime around 2003, when we were serving together on a committee formed by the BSO. That committee was charged with the task of getting more young people to attend concerts. Symphony Rocks was the BSO’s early version of the efforts now undertaken by orchestras everywhere to try to make themselves “cool” and to get more “young professionals” to attend. Dave and I hit it off immediately for we shared a similar roving and imaginative conversational style – what might sound a lot like ADD to someone overhearing us. But each time we bantered back and forth, what seemed pretty obvious to both of us was that what was lacking at symphony concerts was simply something about the social experience around the music. Together we would envision what might be done with our concert hall lobby and beyond it, stepping out of this or that event, where we regularly collided, to enjoy his really great Cuban cigars.

Back then, as now, the main impetus of the music community’s conversation across the nation is what we might call “declinism.” Driven by the idea that our art form was in a tailspin, leaders of the major foundations and the League of American Orchestras concluded that we had to keep up with the times, embody “cool,” get over our fixation on the music of dead, white, European men, and mimic the successes of mass entertainment through marketing and “innovations” in programming while breaking down the walls of musical styles – and thus becoming somehow relevant to people who had never before shown interest in what we were doing.

Dave, who was himself a smashing success, quickly earning a Super Bowl victory in only the fifth year at the helm of his father’s team, shared my sense that our greatest achievement as Baltimore’s orchestra would not come through trying to be something that we were not, or through trying be all things to all people, but by being even more of what an orchestra is really and already inherently about. The opportunity for us lay in the possibility of enhancing the overall patron experience – and this is something the NFL knew all about.

Before moving to Baltimore in 1996 to establish the Baltimore Ravens, Dave was raised in Cleveland where his adoptive father, the storied Art Modell, had been owner of the NFL franchise the Cleveland Browns. Cleveland has long been a city facing challenges very similar to Baltimore’s: a post-industrial city struggling with class conflict and high unemployment. They also have a world-class orchestra, to which Art was a subscriber from 1977 to 1996. As Dave told me in our last meeting together on a bright, sunny afternoon,

My dad loved classical music, especially The Cleveland Orchestra, and introduced me to it by taking me out to the car where we would sit in the driveway, listening to the radio. I’ll never forget the first piece he taught me, Scheherazade. I still love that piece because he opened up a whole world of music to me through a story I could follow in the music. As I grew up, we frequently attended the Cleveland Orchestra together as a guys’ night out. There was never any mistake about what we were witnessing: greatness, an A -team to the last player, and that it was the orchestra that was main thing. Like another sports team, the Cleveland Orchestra was highly respected in our home and was a main source of the city’s pride.

It’s hard to think of the Cleveland Orchestra or the NFL as anything but wildly successful, but Dave reminded me,

Back in the 60s, professional football was lagging behind college football, baseball, and even boxing and horse racing. Of course, television changed everything, especially Monday Night Football, but we also did a bunch of other things that really expanded our audience and gained us huge sponsorships, which was really the name of the game.

Speaking broadly from the perspective of the NFL, “Building better, more comfortable stadiums like we did in Baltimore made a huge difference. The luxury skybox with all its amenities has been great for revenue but even more so for sponsorships. We were able to make great gains from the people who could afford it.” Indeed, the average ticket price for the Baltimore Ravens in 2016 was $216. Clearly, the NFL doesn’t lose sleep over the fear that they might be charging too much for tickets. Over the years, I would chat with Dave about the challenge we orchestras believe we faced: asking ourselves how we could manage to charge less for tickets. “That’s crazy,” Dave would say. “You have to make your product seem as valuable to people as possible. Even the folks with little money spring for NFL tickets and the team jerseys if that’s something they really want. What’s so hard to understand about that?”

It simply rubs an arts administrator with an egalitarian mindset the wrong way to try to push up prices. Yet, people from all economic strata in Baltimore do fork over the big bucks for Ravens games. The Ravens and the Orioles, with their legendary Camden Yards, are the best shows in town – aside from the BSO, of course. Not everyone attends every game or every concert. Some people don’t attend any, but those who do pony up gladly.

I told Dave about my dream of redesigning our concert experience, changing it from a two-hour sit-down-listen-and-leave routine to a five-hour window during which people show up in time to eat, drink, and be merry, the orchestra playing not just a world-class concert but also the world-class host. In short, the concert hall would become a destination for atmosphere, music, and hospitality. And Dave jumped all over this one:

Well, that’s exactly what the NFL did. We expanded the whole concept of the game into a bigger time slot – an event with tons of pregame and postgame activities. Tailgating in our parking lots has been huge. For lots of people, that’s the best part: the socializing and drinking.

So, social context matters. The event brings people together to enjoy each other under a pretext that for some might even be secondary. It’s not the game but who one goes to the game with – and the opportunity to spend the day and make memories with them. That was the truth I was trying to get to. In this day and age, I think it is too much to expect most people to come to a concert simply because we are playing Mozart or Stravinsky or whatnot. But to have a great time with others while they get know this thing called classical music, that seems entirely plausible and in keeping with the times. The idea of wedding our art form, the concert, with other forms of high quality diversion became what I hoped we could pull off. And history apparently supports the notion: concerts used to be fun and lavish social events before some puritans got hold of the concert format.

Dave would go on about all the perks you get by being a season ticket holder. “It just keeps getting better the more you buy into the team. For so many people it becomes a lifestyle that consumes them.” Yes, a sense of membership, and a membership that had its privileges. Being a cheeseheaded Green Bay Packers fan from Wisconsin, I certainly could relate. The closer one gets to Green Bay, the more one notices everything being painted green and gold, including people’s garage doors, cars, and the occasional dog. Their football stadium, Lambeau Field, is one of the top places for weddings in Green Bay – right on the 50-yard line. As the Toscanini of football, Vince Lombardi once said, “Think of only three things: your God, your family, and the Green Bay Packers – in that order.” But, I digress.

The idea I got from Dave was how welcoming the NFL tried to make itself, getting fans to regard the stadium as a home away from home, a Great Third Place, as we call it. I wanted to make our concert hall lobby into our own version of such a home. After all, so many of our patrons had been coming to the BSO for 50 years or more! Talk about loyal fans. They certainly deserve a comfortable place to sit when they come to “their happy place.” That so many  of our patrons are retired made it seem to me that it was even more incumbent upon us that we make our friends comfortable first and foremost.

Dave once asked me, “Why do you guys care if your audience is so old? That’s your niche.” For his own part, he seemed to have no illusions that the NFL could or should be for everyone. He said that he got that part, but he also recounted some important forward progress they made. The NFL nearly doubled its audience when it figured out how to appeal to women:

We learned a lot by asking women what it would take to make them want to come to games. It boiled down to making it easy for them to understand what was going on in the game, selling women’s sports apparel, which is a big part of fan life, having comfortable seats, good bathrooms and enough of them, food they liked, and places to keep warm. They also really liked knowing the backstory to the players’ lives, the human interest. In sports, the focus is always right on the team itself – where it has to be. It’s not about the coaching staff or the conductor, really. It’s about you guys. I want to know you guys. You know, to this day, women are still our biggest growth segment.

Indeed, today women account for 45% of NFL attendees.

It was about that same time that I discovered from the Knight Foundation’s report published in the late 90s that women bought the vast majority of orchestra tickets – and that for every four people who attend a concert, it was another person (a women usually) who had bought their tickets for them. It became really important to me that we get to the women who are doing the purchasing and to get their men to go along with them. Since concert audiences skew towards women, Dave and I mused about what we might learn if we did something like what the NFL did, but in reverse – if we asked men what it would take to make them more excited about coming to concerts.

Dave, releasing a luxurious cloud of hand-rolled Cuban puffery, declared, “Easy. A killer single-malt Scotch list, great beers, a place to smoke cigars, and more legroom.” Sounded familiar: cater to their creature comforts. The Cleveland Orchestra was spending a small fortune on gingersnaps that were of such great repute in their donors’ lounge that they didn’t dare cut them lest they incur donor backlash. They learned this the hard way, I was told.

It wasn’t long before orchestras got into the Great Cupholder Debate, while Dave and I sat on the sidelines asking, “Why the heck not?” Besides wanting to get the full service bar going at our hall, I wanted the high rollers that we needed to court to be able to have drinks brought to them – and for everyone to be able to take their drinks to their seats. We needed cupholders. Apparently, the NFL has already figured that one out. But to this day, it would seem this is an insurmountable challenge for symphony orchestras, raising grave concerns over red wine and carpets or something like that. I did hear that recently the cupholder barrier was broken down somewhere. I wish I had had a chance to tell Dave about that.

Ravens Nation Says Goodbye To David Modell

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