Composition

The Red Roots of Folk Music


EDITOR’S NOTE: This essay is reprinted with gracious permission from Standpoint Magazine, where it was originally published in October 2011.

As a composer I have been affected by political considerations and developments over time, and in a range of different ways. Also, I seem to be a part of a huge international community of composers, past and present, that has been drawn towards folk music as a way of developing new, individual musical languages and palettes.

There has been a long history of the politics of traditional music affecting the aspirations and inspirations of composers. In the 19th century, the growing nationalism in central and eastern parts of Europe is plainly discernible in the work of many composers. Whole swathes of late 19th- and early 20th-century musical history are dominated by a roll call of their names — Glinka, Balakirev, Mussorgsky, Rimsky-Korsakov, Borodin, Smetana, Dvorak, Janacek, Grieg, Sibelius, Granados, Vaughan Williams, and Skalkottas. Subsequently, nationalism has become tainted in artistic communities, not just because of the Third Reich but because more recent “big-gun” nationalisms, like Gaullism and Thatcherism, were of the Right.

This has caused a degree of anxious squirming in the world of traditional music, because that very traditionalism — the valuing and nurturing of ancient cultural practice — can so often be associated with nationalism, especially in the case of Ireland and Scotland. Indeed the attitudes of the Irish Left towards their traditional cultures of music, language, and dance during the 20th century were ambiguous and troubled, to say the least. The Irish Republic was built by rightists, nationalists, and Catholics on a range of traditional values as a bulwark to defend the Irish State and people from Bolshevism, liberalism, and the English Protestant crown. The sound of Irish traditional music was the very sound of defensive introspection in the face of a changing outside world — a changing outside world that the forces of the Irish Left sought to import and impose on their own nation.

Many and various ideological and aesthetical hoops have been jumped through over the decades for Irish traditional music to take its present place in the affections of the bien pensants. And in my own country there is still a deep insecurity over the question of Scottish nationalism: is it a creature of the Right or the Left? Even today, with the giddy ascent of Alex Salmond, there is no clear answer. The anxiety over the importance of our past exacerbates this question. Is the celebration of traditional Scottish values and culture a reactionary impetus? Or is it all part of a progressivist thrust towards self-determination in a spirit of local ownership of past identities?

In the discussion of folk music in Scotland, either in its grassroots place in cultural life, or in the work of its many composers, there is also clearly a degree of ambiguity. I have detected this in the music and conversations of my colleagues: honorary Scot Sir Peter Maxwell Davies, Alasdair Nicolson, James Dillon, Judith Weir, William Sweeney, Edward McGuire, and Lyell Cresswell — all have an abiding interest in folk music. This interest in folk cultures, when all is said and done, is purely musical. We are fascinated by what we have heard of Scotland’s ancient sounds and want to absorb it into our own souls again. This can be tricky when trying to explain ourselves to our foreign colleagues. The project of European high modernism in music has not looked kindly on “insular” rummaging forays into local folk music, especially on the Celtic fringe. The very localism of this instinct is an affront to the cosmopolitan sophistication which the international avant-garde was to develop over time. “But,” we squeal in self-defensive indignation, “what about Bartok, who was a musicologist in his own musical folk cultures as well as a major composer? Or the Italian avant-gardist Luciano Berio, for that matter?” Indeed, the fragmentation of international modernism has freed up so many potential avenues for composers in recent decades. And it is fascinating that a figure on the Left, like Berio, could have embraced folk music so wholeheartedly in his later years. Concurrently, there has been a steady fascination among English composers of the Left with music that is genuinely “of the people” — particularly the diversely opposing work of Michael Finnissy and Howard Skempton. Some of the composers mentioned in this paragraph featured together in a fascinating concert at the Bath Festival in May, involving pianist Joanna MacGregor, Northumbrian piper Kathryn Tickell, and the Navarra String Quartet.

One of the central figures in this consideration of politics and folk music is Cornelius Cardew, whose music also appeared in the same programme. In 1968 Howard Skempton joined Cardew’s experimental music class at Morley College, where in spring 1969 they formed the Scratch Orchestra. This ensemble had open membership and was dedicated to performing experimental contemporary music.

However, apparently tensions arose during the politicising of the Scratch Orchestra in the early 1970s: Cardew and a number of other important members were pushing the ensemble in a Marxist direction. Skempton, and many others, refused to be associated with an extremist political line, and the break-up of the orchestra was accompanied by a split between its “political” and “experimental” factions.

The wider political fissures in this area of contemporary music are worth exploring here. The arcane and sometimes bloody ideological warfare on the Left between Trotskyists and Stalinists seems a thing of the past now. Not so in the world of contemporary classical music, apparently. An international conference was held at the British Academy in London last January, entitled “Red Strains: Music and Communism outside the Communist Bloc after 1945.”

With keynote speakers from Harvard, Cambridge, and many other universities here and abroad, the gathering explored the nature and extent of individual musicians’ involvement with Communist organisations and parties, the appeal and reach of different strands of Communist thought (e.g. Trotskyist, Castroist, Maoist), the significance of music for Communist parties and groups (e.g. groups’ cultural policies, use of music in rallies and meetings), the consequences of Communist involvement for composition and music-making, and how this involvement affected musicians’ careers and performance opportunities in different countries.

Topics ranged from “Communism’s cultural legacy: Soviet realism overseas” to “Marxist-Leninist ideology and British experimentalism.” The more eye-catching papers included “A Western Communist as a source for the second Soviet avant-garde: Luigi Nono’s first visit to the USSR in 1963 and its aftermath,” “Samuel Goldwyn, Aaron Copland, and the United States government: Developing a pro-Soviet aesthetic in Hollywood,” and “Left-wing and progressive musicians in the West and their relationship to Eastern bloc dissidents.” (It is well-known that many leftist artists, like left-wing Western intellectuals, had long and shameful love affairs with Soviet Communism.)

Cardew eventually rejected the ethos of the avant-garde by setting up the Scratch Orchestra, which promoted a kind of manufactured “music of the people”, concentrating on political liberation songs such as “Smash the social contract” and “There is only one lie, there is only one truth.” The inspiration for this was the Chinese cultural revolution. This political and aesthetical development was encapsulated in Cardew’s 1974 book Stockhausen Serves Imperialism, in which he renounced not only his earlier association with the musical avant-garde but his friendship with Stockhausen himself.

Cardew was active in various causes in British politics, such as the struggle against the revival of neo-Nazi groups and supporting striking miners and “anti-imperialist movements in Northern Ireland” (aka the Provisional IRA).

A member of various Maoist organisations in the 1970s, Cardew was killed in a hit-and-run car incident near his home in 1981. The driver was never found. Among the ultra-Left there are various conspiracy theories that he was killed by MI5, and he has subsequently developed martyrdom status in some old-guard, avant-garde musical circles.

However, as in all things ultra-Left, there has been a bitter Pythonesque schism among the comrades about Cardew’s true political legacy. A heretical paper was delivered at the British Academy conference which caused an almighty row. “Cardew serves Stalinism: Saint Cornelius and reified constructions of the international proletariat” by Ian Pace, (a formidable pianist and lecturer at City University, London), seems to have pushed a revisionist Trotskyist agenda. One delegate described it as a “diatribe against Mao, Stalin, Hoxha and, of course, Cardew.” (Imagine having the temerity to attack Hoxha. Tut tut. Whatever next?)

One delegate to the conference commented: “I was surprised at just how many people at the conference were actually Communists, rather than people studying music that bears some relationship to Communism. Lots of Americans, and mostly over 60. One guy had a guitar and illustrated his daughter’s paper with live musical examples, including ‘Where have all the flowers gone?’ and other 1960s favourites, and most of the audience joined in with all these songs.

“One woman — a professor from Harvard — even had tears in her eyes by the end of one of them. Not quite what I was expecting, and somewhat surreal, but educational more in a sociological than academic way. They all seemed like very friendly and good people, but the sentimentality of the idealism, and the borderline hippy-culture…”

I wish I had been there. I could have relived my youth. As a younger man, I was very interested in the way that Cardew thought to engage the community in music-making, even if this was politically-motivated. In that sense you could say that he has had a big impact on the development of musical education and outreach work undertaken by many ensembles and organisations in the decades since his death. I am specifically referring to those projects which aim to take music into communities which, traditionally, don’t have much contact with the world of “art” music — certain schools and prisons, for example.

You could say that pioneers of this work like Gillian Moore, Richard McNicol, and Peter Wiegold have been influenced by some of this early thinking. I was particularly struck by the story of Cardew joining the picket line at Grunwick and trying to teach the men some chants and songs he had specially written. This is real composer-in-the-community stuff and not too far removed from the work explored by Peter Maxwell Davies in Orkney and elsewhere. I also hear that the Grunwick heavies told him to f*** off, but that is neither here nor there. I have been approached by members of the Green and White Brigade (a group of noisy Celtic fans) to write new stuff for them at Celtic Park, but I hesitate as I don’t want to alienate them in the Cardew/Grunwick manner.

One of my most enjoyable projects as a student was being asked to return home and make notes of where live music was being used in my community. This was Ayrshire, and the town was full of coalminers and other manual workers; that is, the kind of people that the latte-sippers of the liberal-Left metropolitan elite wouldn’t recognise as the proletariat even if they trod on them.

Anyway, it was an illuminating experiment and led to an abiding interest in not just ethnomusicology, but the sociology of music generally. I was on the Left at that time, not the loony Trot wing of course — only the genuinely swivel-eyed get involved with them — rather, I had been in the Young Communist League and in and out of the Labour Party (until the early 1990s). I was a branch chairman during the miners’ strike and delegate to my constituency party, as part of a kind of Bennite caucus, I suppose. I encountered the ultra-Left groups at street level during that time and came quickly to the conclusion that they were jam-packed with poor little rich kids simply masquerading as the proletariat. Something of that aura can be palpable in artistic communities too, where a received and fashionable left-wing orthodoxy is de rigeur.

Nevertheless, Cardew has had an influence on me too. I love working in the kind of community outreach programmes I mentioned earlier, which have had the input of many composers now, over the last few decades. But the real challenge in these is to take the concept of music-making into working-class communities and try to get them involved. Where today can one hear working-class people making music, apart from at football games? Well, one answer is in Roman Catholic churches in places like Glasgow, Liverpool, and Birmingham. Ever since the Second Vatican Council the Church has been involved in generating wider, fuller involvement in the liturgy so that ordinary lay people would feel engaged in the divine praises of the church. That means creating new music for them to sing, sometimes on a weekly basis. In the Dominican church in Maryhill, Glasgow, every week I write a responsorial psalm which I teach to the congregation (Cardew/Grunwick style) just before Mass begins. They therefore sing new music on a regular basis, and this composer is fully involved in the life of his community. Do I have Cardew to thank for that? Very possibly.

So perhaps Ian Pace was right after all; perhaps we are correct to talk of “Saint Cornelius” right enough. Cantate Domino canticum novum, comrades.

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.

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

Revenge of the Terroirists


EDITOR’S NOTE: The author’s book Wine Wars: The Curse of the Blue Nun, the Miracle of Two Buck Chuck, and the Revenge of the Terroirists is highly recommended for the psychographic insights it contains that potentially describe an important place for classical music in today’s market.

The connections between wine and music run unexpectedly deep. It isn’t just that many wine lovers are music lovers, too. The brilliant “postmodern” California winemaker Clark Smith has experimented with wine and music “pairings,” demonstrating that certain wines taste better when accompanied by particular tunes. Inexpensive Glen Ellen Chardonnay, he says, is especially tasty if you sip it along with the Beach Boys’ “California Girls.”

I used to be a skeptic about this connection until Smith put on some music and asked me to taste a particular wine and then changed the music on me mid-sip. The taste of the wine turned from sweet to bitter right there in my mouth. It really did. How is this possible? One answer comes from sensory science research. It seems that there are parts of the brain that are particularly involved in appreciating wine and these overlap to a certain extent with the music appreciation areas. Change one element and you can sometimes change the other. Incredible.

Just because the sensory appreciation of music and wine are connected in this way doesn’t mean that there is necessarily much to learn about music by studying wine or vice versa, but sometimes I am struck by certain parallels. In one chapter in my 2013 book Extreme Wine, for example, in trying to understand the changing market status of the great red wines of Bordeaux, I ended up viewing the situation through the lens of grand opera. Once upon a time, I argued, opera was an integral element of the common culture. The composers, the arias, the singers – they were all part of everyday life: when someone whistled a tune in the subway or tuned into a radio program on Saturday, opera was there or at least nearby.

Bordeaux once occupied a similarly commanding height in the world of wine. But, of course, things changed. Opera and Bordeaux both became very expensive and associated with elites. Meanwhile competition grew fierce, especially as new generations emerged who did not automatically conform to the older norms. China kept Bordeaux in its exalted position for a while longer, as Suzanne Mustacich writes in her wonderful new book Thirsty Dragon, but now it seems that the interest has turned from Bordeaux the wine to Bordeaux the tourist experience, and Chinese investors are snapping up lesser estates to refashion into flashy destination resorts.

“Is Bordeaux still relevant?,” I asked in Extreme Wine. And I’ve decided that it is,

but in the peculiar way that opera is still relevant. Opera no longer informs us about music (or culture) generally as it once did. Opera is about opera now, and that is good enough. And Bordeaux is (just?) Bordeaux.

These are just my observations and since I am an only an economist who studies the wine industry I don’t expect that others who know more about music and culture will agree with them. But hopefully they show how I am how trying to use music to understand wine.

Does this rather pessimistic view of opera and Bordeaux apply to wine and classic music more generally? No. When I tilt my perspective just a bit, the outline of an optimistic future for great music emerges.

Fifty years ago it would have been easy to doubt the future of fine wine in America. A thin film of great Burgundy and Bordeaux wines floated on an American sea that was dominated by unsophisticated, industrial wines. Thunderbird, a high-octane lemon-flavored fortified wine, powered the rise of Gallo to its position as the nation’s – and now the world’s – largest wine producer. The best-selling imported wine of all time in the U.S. market was custom-crafted to appeal to mass market American tastes. Have you tried it? Riunite Lambrusco was created to be the “Red Coke” – fizzy, a bit sweet, low in alcohol and irresistible to American consumers. As the advertisements once proclaimed, if you haven’t tried Riunite you don’t know what you are missing, so you might want to pick up a bottle and unscrew the cap (a Riunite innovation among imports when it was introduced).

Most of the wines that guided America out of the wilderness of the Prohibition were commercial products, crafted to please the existing market rather than to elevate American tastes. And yet, while those mass market beverages are still with us, the market momentum has shifted dramatically and unexpectedly towards more sophisticated wines. Data from the Nielsen Company’s surveys of off-premises wine sales tell this story. The market for inexpensive generic wine is still large, but sales are falling in every price category below $9. Meanwhile sales are increasing in higher priced categories, with a 14+ percent increase in wines priced at $15-$20 and more than 7 percent rise in sales of wines costing about $20. The wines that American buyers increasingly seek today are in a different world from the Thunderbird of days past. They are more sophisticated and the best of them proudly reflect the great traditions of winemaking. How did we get here from there? How did wine escape, at least in part, from an industrial wasteland and begin the journey to return to its roots?

My 2011 book Wine Wars plotted the evolution of American wine culture in terms of the dynamic interaction of three powerful forces. First comes globalization that benefits local wine producers by expanding their potential marketplace, which is great. But it also produces a more cluttered and competitive market environment. Consumers, once starved for choice, are now sometimes overwhelmed by it. Upscale supermarkets routinely stock more than a thousand different wine choices that range in price from a couple of bucks to more than two hundred dollars a bottle! Big box specialty stores now carry 8000 wines from every corner of the globe. The “wine wall” where enthusiasts gather to choose bottles to take home is now plagued by the Paradox of Choice. Having no choice is bad (that’s why the communist empire collapsed, according to an economics joke – because everything was either mandatory or forbidden), but too many choices can be just as troublesome.

One way that people cope with globalization and the Paradox of Choice is to try to simplify things. This explains the increasing importance of branded wines like Yellowtail from Australia and Charles Shaw (a.k.a. Two Buck Chuck) from California. An effective brand allows consumers to economize on information: they do not need to know the country, region, vintage, or even grape variety they like. They just need to know what brand they have tried before and enjoyed. The problem with brands, however, is that they risk breaking what I call Einstein’s Law. Einstein said that everything should be as simple as possible, but no simpler. I think he was talking about scientific theories, but the idea applies more generally. Simplifying wine helps consumers escape the Paradox of Choice, but it risks stripping wine of the very properties that make it appealing to us in the first place. Dumbed-down wine – would you like Bud Red or Bud White? – might be a commercial success, but it wouldn’t be wine anymore, would it?

Globalization and commodification are powerful forces. They push the idea of wine toward oblivion. How can wine resist? The answer, as I wrote in Wine Wars, is that there is a third force pushing back. I call it the “revenge of the terroirists,” adapting the French word terroir which roughly translates as a sense of place. I was counting upon wine lovers who care deeply about wine and wine culture to take up the fight to preserve wine’s soul.

Although there are many ways to characterize the war for wine’s identity, I think the framework that I developed in Wine Wars is fairly useful. What I didn’t fully appreciate at the time, however, is the fact that the war isn’t just about wine. It is about everything, or at least many elements of civilized life. The forces that serve to undermine wine’s complicated existence are mirrored by similar forces at work more generally in the worlds of food, art, literature, education, and even music. Given this fact, it would seem like the terroirists’ revenge is unlikely indeed.

Unexpectedly, however, the ubiquity of the challenge seems to have strengthened the terroirists’ resolve. The yearning for a sense of connection that slick brands cannot provide is widespread and growing. I see it manifest in the world of wine as consumers who are increasingly focused on things that matter prove over and over again that they are willing to pay for products that connect them to person and place, to history and inspiration. Having grown tired of the fake, they now seek out authenticity. I know a winemaker who confesses that he just follows the market and who consequently now focuses intensely on wines that are a tangible expression of a particular time and place. He sees the future in organic wines that bring buyers closer to the earth, and closer therefore to the ultimate source of wine experience.

The terroirist revenge, a renewed commitment to authenticity, was not created by wine alone and it does not apply to wine alone either. Rather, it is a movement among the new and the young today – exactly those not brought up in the traditions of grand opera and Bordeaux, but who seek out, nevertheless, the real, the genuine, and the authentic experience. To twist a Rolling Stones lyric, they are surrounded by what they want – or what they are told they want – so they search instead for what they need. And sometimes they find it. They see Einstein’s Law broken all around them, and they choose another path.

The unexpected success of the terroirist revenge doesn’t mean that the wine wars are over, but they give us hope. And the parallel patterns in craft beer, craft spirits, and other consumer categories underlines the pattern. The emerging terroirist class wants to be challenged and they want to learn. Who knows? – perhaps they will even one day embrace Bordeaux with the same ardor as their grandparents. Perhaps they will embrace opera this way, too – and the rest of classical music movement, if they understand what it really is and what it means. I am not sure how it should be done, but the effort must be made. If it can happen in wine, it can happen elsewhere.

Not everyone is cut from terroirist cloth, but there are enough who are for this to be recognized as an important movement – and for this to be an important moment in history of wine culture. Can it be sustained? Prediction is difficult, we economists like to say, especially about the future. But the factors that have provoked the movement’s rise seem unlikely to go away. Cheers to the terroirist revenge!

Business

Meta-Luxury II: Harmonic Principles


In the first part of this series, I acknowledged that there may be something wrong with the pursuit of luxury as exclusionary and materialistic, and that orchestras at least are right to be suspicious of it. But I also suggested that the things we most highly value are often those things that are surplus to our basic needs precisely because they reach beyond niggling reminders of our material world to present us with something that transcends our time and place in it. This class of surplus things we might call meta-luxury because, though they represent luxuries in the sense that they exceed our basic needs, what we value in them lies beyond anything we could define as material luxury. Classical music is only one example of this special category of things, but it is a particularly apt example because music itself is essentially nonmaterial.

Perhaps for this very reason Manfredi Ricca and Rebecca Robins chose a Stradivari violin as the striking cover image for their book Meta-luxury. Even more telling, of course, than a book’s proverbial cover is what’s inside it. In this case, inside the book classical musicians feature in three of ten conversations with inspirational people throughout the world whose legacies, practices, and achievements embody the values and principles of meta-luxury. Ricca and Robins set out, roughly within the disciplines of business philosophy and branding strategy, to understand the nature of enduring and iconic success – especially in light of the changing attitudes of today’s consumers, who face a marketplace glutted with meaningless luxury and materialism. Their discoveries about meta-luxury describe a deeply rooted culture of excellence, and lead them quite naturally to classical music.

It is absolutely critical for those of us who go about the business of classical music and who strategize its future to understand what exactly it is that makes classical music valuable to those we need to and hope will invest in it. That, in turn, must translate into our unwavering commitment to a positive vision. It is not enough, for example, for us to resolve to move away from an ill-suited association with the vulgar materialism of luxury. We should know specifically what we are moving towards; otherwise our moving is only a wandering. Or else it is not really moving at all, and we only stand around kicking at the box we busily congratulate ourselves for having just got out of. And we must have no illusions or flippancy about the direction we choose. Rejecting the “elitist” luxury of fine wines in the lobby, for instance, in favor of something we may think of as more populist – say, peanut shells on the floor – is not rejecting materialism, but in fact only changing the flavor of it. We must look much deeper than that to understand our strategy. In business we should be guided always by principles that describe the thing that we are about – in our case, with the thing that classical music is. And if our original instinct to reject luxury is correct, that is because classical music is certainly not just one more flavor of materialism.

I suggest that, like Manfredi Ricca and Rebecca Robins, we will discover a natural harmony between the principles and values that describe classical music and those that define meta-luxury. Even more significantly, I propose that we will also find that those principles and values resonate most deeply in our human nature, transcending all the boundaries that so worry us when we contemplate the problem of luxury – boundaries such as age, race, or class.

Defining Meta-Luxury

We might agree that we already have a general consensus about what luxury is. We are much less familiar, however, with the idea of meta-luxury. It is tempting to assume meta-luxury is really just some kind of mega-luxury. So perhaps we should begin by making the distinction plain. In their book, Manfredi Ricca and Rebecca Robins offer us a vivid and practical comparison:

‘Luxury’ is often self-proclaimed status; meta-luxury is always a restless pursuit. ‘Luxury’ is often about showing; meta-luxury is always about knowing. ‘Luxury’ is often about stretch and surface; meta-luxury is always about focus and depth. ‘Luxury’ is sometimes about ostentation; meta-luxury is always about discovery. ‘Luxury’ is often merely about affording; meta-luxury is always first and foremost about understanding.

It becomes clear in this light that meta-luxury is not just more or bigger luxury, but something that exists in a realm beyond it – in the same way that meta-physics exists beyond physics. It moves according to a different set of principles and embodies a very different philosophy.

Ricca and Robins go on to identify Knowledge, Purpose, and Timelessness as the three principles that drive the creation of meta-luxury. It’s important to remember that what drives the creator of meta-luxury is not the thought or idea of meta-luxury, per se, but rather the relentless pursuit of human achievement – and we can understand that achievement as the result of a tireless pursuit of knowledge, purpose, and timelessness. The creator of meta-luxury, too, is reaching for something beyond purely material manifestations.

Knowledge

From the very beginning man has cherished and sought after knowledge. It was the Tree of Knowledge, after all, for which he gave up paradise. Our libraries are full of books, but it is not the paper or the ink, however old, that makes them a treasure. It is the knowledge contained in them – hard won, pressed by time from the toil of human experience – that we consider priceless. And it is the value of that knowledge that makes it sacrilegious to burn a book – any book. We send our children, at whatever cost, to get an education because we know that knowledge is what will make their lives better – and not just in material ways. It is like the rising tide that lifts all boats.

And what is the tradition of classical music if it is not a repository of knowledge? From the instruments, some of which are still carefully crafted according to specifications mysteriously perfected ages ago, to carefully preserved compositions that chart, for instance, the developments in polyphony or the art of the fugue over the course of centuries, to the expertise and musicianship of the instrumentalist who learned under the watchful care of a master and spent untold hours in disciplined practice as now his own students do…to the tradition itself – the continuous and intimate relationship that the music has had with our history, with our dreams, our triumphs, and our tragedies…what is this but a most exquisitely complex repository of knowledge?

We have nothing to do here but to be what we are. The music only survives if the knowledge does. We all know this and always have.

Purpose

Knowing just that, perhaps, is part of the conviction of purpose that drives the classical musician. But we know our purpose is more than that, too. It is also the purpose of mastering the practice and performance of these instruments and this music, learning to deserve this repertoire and our teachers, becoming a part of the legacy, and taking our place in the living tradition. It’s nothing less than a focus of purpose that compels the musician to spend a lifetime in the practice room when so many easier and more flirtatious diversions are always at hand. Likewise, it’s purpose that makes the devotee overcome life’s myriad little hurdles to find his seat in the hall on a Friday night and to sit, enchanted, through three movements of a concerto he’s never heard before.

Classical music is not a meandering even if there is a fair amount of serendipity involved. It is mostly a striving, with a purpose to be part of this thing that is bigger than you and that extends behind and before you.

Timelessness

And this leads naturally to the subject of timelessness. Music doesn’t necessarily belong to the moment in which it’s born. It is, of course, a product of the particulars of its birth, but it is also something universal. Much of the classical music born in our day will be forgotten and even more of it will never be heard. That is true of all eras, and our canon – like all canons – represents a small selection of the music that is our inheritance. It is the selection of music that has survived the amnesia of ages, the ravages of history, and the fickleness of fashion. And there will be a canon that has survived the ages to come, too.

But what is most astounding is that we can be more familiar now with a Bach cantata than almost anyone living in Bach’s day might have been. Bach wrote his music “for the glory of God and the refreshment of the soul.” Did his contemporaries consider him irrelevant because he wasn’t writing music to address the problems of his age? Maybe we can imagine that they did. But when we turn our efforts toward the task of making ourselves relevant to a specific time, we risk forfeiting the timeless. It is because Bach recognized and reached toward the universal with his music that he is still relevant today. In fact, he is not only relevant, he is one of the most loved and respected composers of all time.

Classical music is essentially timeless. It lives only in the moment when it is being played and listened to. And when we bring a score to life again, we are playing the very same notes that were played perhaps centuries ago. Each musician brings to the performance something personal – and so does the listener. Like the composer, we participate in the miracle of touching the universal through the particular. And long after we and our world have passed away, the music will continue to live for as long as there are hearts, minds, and hands that learn to play it.

 

Returning to the earlier, only slightly exaggerated example where we considered replacing fine wine with peanuts as the theme of our concert hall’s repast, we might now consider the strategy in a different light. Before choosing between “luxurious” wine and “populist” peanuts, we might look more closely at the values and principles that guide the creation of a fine wine and compare them specifically with those that go into producing a roasted peanut. And then we might ask ourselves which of the two offerings harmonizes with the principles and values that create, say, a violin, a musician, a symphony, or an orchestra. As Ricca and Robins point out:

[I]t is difficult not to see the paradigm of meta-luxury manifest itself in some of the world’s most respected wine-makers, where the wealth and depth of diverse competences, often passed on from one generation to the next for centuries, blend with an intrinsic conviction about wine being the celebration of the fullness of life in the creation of rare masterpieces, some vintages remaining as benchmarks. Knowledge, purpose, and timelessness.

We could easily substitute the craft of musicianship for that of winemaking – and music for wine – in that excerpt. In fact, I’ll wager that you already did. It practically begs for the comparison.

But read it again. Who can doubt that what they describe is exactly what moves those who really appreciate wine, just as it is exactly what moves those who really love classical music? It was never about status or ostentation for the aficionado of either. Instead, it was always about inspiration, discovery, and dedication. It’s quite possible, of course, to find those who drink fine wine for the show of it, or who attend symphony concerts for the same reason. But they are to be distinguished from those who partake out of genuine love. The future of our orchestras depends on the latter. They are the ones who will return again and again, who will bring their children and their friends, and who will deem us worthy of their philanthropic investments. They are the ones who understand and value us as a unique achievement, because their love for us is born of another, deeper love for the nonmaterial things that we embody: knowledge, purpose, and timelessness.

So, returning once more to our example, if we reject wine as a symbol of snobbery and luxury – or reject it in parts by offering the offensively simple and uninspiring choice of a Sutter Home “red” or a Yellow Tail “white” – in our concert halls, then for the sake of the pettiest interpretation of the choice at hand we will have at once misunderstood wine’s appeal and its real nature, misunderstood classical music’s appeal and its nature, and worst of all undeservedly underrated the universal aspirations and individual motivations of our human nature. We will have reprimanded those who most cherish us for a materialism that is not theirs. And we will have judged those who do not yet love us to be incapable of rising beyond the material appreciation for peanuts or the churlish reaction against ‘luxury.’ We will have certainly abandoned the thing that classical music most essentially is – that doorway that opens for each of us onto the nonmaterial world.

No one in business needs to be told that a mountain of misunderstandings and misconceptions is not a strategy for success. But business-wise, what is success in the paradigm of meta-luxury? It is precisely what orchestras and our great musical institutions already know it to be:

The right term to describe meta-luxury would, in fact, be one that is now abundantly used in other contexts – sustainability. In meta-luxury, business results are meant to sustain – and never to drive – the enterprise’s mission and ethos. Economic success is therefore a requisite and a consequence, but not a primary objective.

None of us chose a career in music because we wanted to be fabulously wealthy. In fact, the miracle is that we went into music despite the fact that we might have preferred to be filthy rich. But there was something more important to us than material gain.

And orchestras, too, exist not to accrue handsome profits, but to sustain themselves. They sustain themselves in order to sustain the art form in perpetuity. Again, we hear the echo of the thing we already are. We might do well to look more closely at this paradigm we so perfectly and naturally fit. And in the next installment of this series, we’ll do just that by examining what Manfredi Ricca and Rebecca Robins describe as the pillars of meta-luxury.

Business

Meta-luxury I:
What’s Wrong with Luxury


It shouldn’t surprise us that orchestras are distancing themselves from the idea of luxury. We generally and perhaps rightly sense that there is something wrong with it. The most obvious reason is the uncomfortable fact that luxury represents a category that might necessarily exclude us – or indeed anybody. That, of course, does not describe classical music, and the notion that it might solicits serious objections. But the problem of luxury goes even deeper than our egalitarian convictions and has serious ramifications for the symphony orchestra. For this reason, and because classical music’s association with luxury persists nonetheless both in the domain of luxury brands themselves and in the realms of popular culture, the subject deserves careful examination.

We may not, perhaps, recognize many of our efforts to eschew the lap of luxury as simply or overtly so. Instead, we might more immediately understand them as our response to shifting cultural realities and modern sensibilities. But those realities and sensibilities to which we are adjusting can also be understood as a reaction against luxury. For example, long ago luxury boxes gave way to un-luxurious boxes. Away went the sumptuous curtains and furnishings and the affectations that divided the audience with sharp distinctions suggesting class. Boxes began to resemble terraced seating, marked only by their proximity to the stage and the limits of their size. And now we see concert halls being designed without any box seating at all. Our immediate justification may be the predicted trend in ticket sales or innovation in the disciplines of concert hall design. But at the heart of it, what has really changed is our experience of the concert – more specifically, our social experience of it. What has changed is the way that we relate to each other as audience members and more broadly as neighbors who are also equals. Were someone to suggest the re-introduction of luxury boxes and their distinctions of exclusivity, I think we would learn quickly what our real objection to them is.

Or consider the increasingly controversial tradition of musicians’ tailcoats. Decried for being old-fashioned and irrelevant to our modern life, they will likely go the same way as luxury boxes in the end. But what’s important to note is that when they are replaced, it will be with something not simply more “modern” but, crucially, more informal. “Modern” alone will not satisfy the demand for change in this case because the tailcoat is, in fact, still modern. As it happens, white-tie events did not disappear with the dinosaurs. People do still attend formal affairs and they do still prefer to wear tailcoats that look very much like they did hundreds of years ago. The issue isn’t a matter of style, but rather a matter of luxury as a reminder of class-distinction. What we really want is something less evocative of the luxury of white-tie evening dress. If anything, for many of us it is luxury that has become old-fashioned.

But if the egalitarian objection to luxury is the most obvious, it is also – at least so far as the symphony orchestra is concerned – the least important argument against it. In fact, it grows out of the more pervasive and pernicious problem, which is the fact that luxury has come to suggest to us gross and conspicuous materialism. It suggests the pursuit of excess for its own sake, the glorification of gluttony. And the more obvious the display of luxury is, the more we sense that it is empty, ostentation being its sole substance.

Interestingly, the leeching of luxury into the mundane – of Louis Vuitton knock-offs, for instance, hawked on city street corners – and the popular cliché of “affordable luxury” attest to two important truths. The first is that most of us, regardless of our means, aspire to some level of luxury. I’ll come back to this point later. Secondly, for many of us luxury reduces to mere appearances. What matters is the appearance of the Louis Vuitton bag as such, and not any of the less obvious but arguably more important qualities that would distinguish the authentic article from its imitation. And for those of us who take home the fake, it doesn’t even matter that we know it really isn’t what it pretends to be. Our pursuit of luxury becomes largely a game of pretense, display, and excess – and one in which we must first deceive ourselves. That act of delusion chips away the gold veneer from the face of luxury, and we find staring back at us only the contorted visage of wanton avarice. So if we turn away from the idea of luxury in disgust, it’s most rightly because it has come to represent a vulgar and vain material world, littered with things we know to be inauthentic and trivial.

We are right to protest that classical music does not belong in this category. And yet it does represent something surplus to our material needs. Against this fact, of course, music educators are forever forced to battle. But if it is surplus, it is also essentially immaterial. Music does not appear as a physical object in our material world like, say, a handbag or a sports car. That it does not is the great challenge facing its advocates, who cannot therefore simply and empirically measure and sum its value, even for the sake of its defense. At the same time, that it does not appear as a thing in the physical world is the reason we can never conflate its value with its physical appearance. Instead, we value in classical music qualities that are also essentially immaterial – metaphysical qualities, which endure partly because they cannot be corroded like the physical qualities of material things, either by moth and rust or by the mockery of gross ostentation and cheap imitation. Perhaps it is for this reason that music belongs to the special category of immaterial and surplus things for which we will often sacrifice even our material needs. Indeed, many of the things that we value most highly in life are like this. Education, for instance, is like this, and so is friendship. For these things we are usually willing to sacrifice a great deal.

But while some things in this category, like friendship, might be free, other things like education and symphony concerts are generally not. And as is true for any category of things for which we can name a price or for which we are willing to make a sacrifice, we find that some such things are worth a great deal more to us than others. The question is, what makes one thing worth more to us than the next? Why, for instance, do we value this education so decidedly over that one? What distinguishes our best friend from all our other friends? We make these judgments all the time. And rather than it being simply a matter of taste, we often find our reasons in the fact that certain metaphysical qualities mean more to us than others – perhaps even more to us than a thing’s physical qualities. As difficult as these invisible qualities are to measure or quantify, most of us would have no trouble naming them.

This is also true of the immaterial qualities that belong to material things. While it seems that almost all of us aspire to some level of luxury, surely far fewer of us are motivated by abject materialism. In fact, for most of us it is likely the metaphysical and not the physical qualities of a thing that lead us to meet its higher cost in excess of our basic needs. Consider, for example, that you are presented with two apples. One is the conventional kind of apple you’d find in any supermarket: large, red, smooth, and waxed to an attractive shine. The second is not at all like that. It is a smaller apple, not nearly as physically attractive; but it comes from a small farm in central Pennsylvania where a third-generation farmer is taking great pains to conserve both the land by practicing sustainability and the old heritage varieties of apple that our supermarkets have forgotten all about. He doesn’t use pesticides or herbicides, and he loses a good deal of his crop every year because of that choice. For him, though, it is something like a labor of love. Most of us would not hesitate to recognize that the second apple is worth more than the first. And either will satisfy our basic need of hunger. In fact, perhaps the first apple, by virtue of being a little larger, would do so better. Nevertheless, many of us who have the means will select the second apple and duly pay more for it. The extra investment we make is an example of a kind of luxury – one based not on pretense and excess but rather on the value attached to metaphysical qualities.

This kind of luxury we could call “meta-luxury.” And it is the kind of luxury to which the avid skier aspires, for example, when he finally buys an expensive pair of expertly handcrafted skis. It is the kind of luxury that the very wealthy music patron aspires to when she invests in a rare violin that she’ll never even play. It’s the kind of luxury that moves the lover of books to bid on an illuminated, medieval manuscript when it appears at auction. And it describes the aspiration of the new professional who invests more than he can afford in a fine suit of cottage-spun and hand-loomed tweed from the Outer Hebrides islands. This is the kind of luxury that moves those of us who have rejected “luxury.” It is defined by values that transcend shallow materialism.

And it is those values that have already linked classical music with the idea of luxury. As much as we try to escape the connection, it is always and already there. Many of the world’s oldest and most respected luxury brands continue to associate themselves with classical music even while we try desperately to distance ourselves from their world. We see their advertisements printed in our concert programs. They sponsor our festivals. We hear our music in their marketing videos and in their showrooms. And we know it cannot be because classical music, which is entirely immaterial, lends them material grandeur. It’s quite the opposite. They are, in fact, the ones who supply the material grandeur themselves. No, it lends them metaphysical – or spiritual if you will – grandeur. What we sense in classical music is a set of transcendent, immaterial values, and these brands want us to know that these values are what they, too, embody.

What probably should surprise us is that these luxury brands – representing some of the longest-lived and most successful businesses in the world – firmly grounded in all of their worldly and material concerns, know what we pretend not to. And that is not merely that human nature aspires to something far more than the ordinary and to something surplus to our material needs, but even more importantly that our highest aspiration, whatever our means, is the one that seeks something essentially immaterial. This common impulse is neatly summed up in Oprah’s famous words, “Live your best life.” While to some that may conjure pink Lamborghinis, I hardly have to mention here that that’s not her point. And her point has not been lost on her many millions of subscribers.

Classical music, by its very nature, already represents some of our most treasured transcendent values  – it is already like that second apple. Those of us who have experienced it and know it also know that it is already part of our “best life.” And as it is with so many of life’s most meaningful luxuries, the orchestra is also, by its nature, a costly proposition. So we must ask not how it can become cheaper or more common, but rather what are those values that make it worth its cost? The values that people are willing to sacrifice for are precisely what the orchestra should never sacrifice. Those, instead, are the values that should define it.

In the essays that will follow in this series, we’ll examine the principles of meta-luxury as outlined in the thoughtful book Meta-luxury: Brands and the Culture of Excellence, written by Manfredi Ricca and Rebecca Robins. We think this work is vitally important for orchestras and other institutions of classical music, and we encourage you to buy or borrow a copy and read it for yourselves.

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