In the arts — and certainly in classical music — we spend a lot of time talking to each other, and I’ve just about typed myself blue in the face trying to say that we need to talk to people from the outside world. Especially if we want to reach a new young audience!
One of the people I’ve long thought ought to be invited to talk to the classical world is J.D. Considine, a veteran pop and jazz writer whom I’ve known for some years, and currently writes about jazz for the Toronto Globe and Mail. He likes classical music (we used to talk about Baltimore Symphony concerts when he was pop critic for the Baltimore Sun),.and just sent me an e-mail that everyone who wants to extend the reach of classical music should read. I’m reprinting it here with J.D.’s permission. Note two important things: the parts about the audience liking difficult music, and about the limited appeal for this audience (“limited” being an understatement) of musical beauty. These are things the classical world doesn’t understand at all (beauty, after all, being one of its favorite selling points, just as J.D. says).
Last week, I had the chance to hear (and cover) a performance of Cage’s HPSCHD. It wasn’t quite the “standard” performance, as it only ran only three hours and relied on just five actual amplified harpsichords (the other parts were covered by a Yamaha digital piano and a Hohner D6 Clavinet). The quality of the players was wonderful– Eve Egoyan corralled the group — and they did a great job with the pre-recorded electronics and the projected art. But the smartest thing they did was to stage it less like a concert than a happening, encouraging people to walk around the room, or even in and out, instead of sitting solemnly and stoically for three hours. (They stressed the freedom of movement in the pre-concert publicity, too.)
And it was amazing. People wandered through the room, listening to the various harpsichords, occasionally chatted with the players, sipped wine or beer, and had a terrific time. The crowd was also mainly young boomers and older X-gens — just the people symphony boards pray for — as well as a smattering of seniors and 20- somethings. I swear, I even saw a kid wander through carrying a skateboard!
Now, you and I both know that this isn’t the sort of thing a major orchestra can do three times a week. Still, three times a season wouldn’t hurt. And this program (which was part of the SoundaXis Festival) pulled a pretty good crowd despite minimal publicity and a major competing arts festival (Luminato).
This made me think about something else. A big part of the attraction for the crowd at HPSCHD was that the music was difficult. Now, I ask you — would a symphony programmer ever imagine that offering challenging, difficult, abstract music would be a marketing plus? My sense is that most of ’em still believe that the way to bring in new listeners is to emphasize the beauty and melody of classical music.
Here’s the thing, though: For anyone who grew up in the rock radio era, the aesthetic “strengths” suggested by such thinking evokes nothing so much as Easy Listening Music. And can you imagine any serious music fan who’d pay money to listen to that crap?
Maybe that’s why much of the classical music that has crossed over, like the Kronos recordings or the Gorecki 3rd, hasn’t been sweet and lovely, but emotionally powerful and aurally challenging. Just like the rock and jazz also adored by such listeners. (Of course, this is where I’m drifting into stuff you already know.)
But I think the thirst for adventure is there waiting to be exploited. The internet hasn’t killed classical sales — it has helped it, in part I think because people can find what they want or discover new things, instead of having to paw morosely through a limited selection of the same old same old. And I know a lot of people fear the net because of file sharing and the notion that music should be free. But what if an orchestra decided to see that as an advantage, and offered one or two free concerts per season? Concerts full of daring and contemporary music? Concerts they promoted the way rock gigs are promoted (postering isn’t just for kids)?
Or am I just nuts?
He’s not nuts at all, of course. He’s talking about a market (to put this in business terms) that I’ve identified, too, a market of younger people who like challenging music and would respond to challenging classical programming, as long as that doesn’t smell like the concert hall. In New York, as I’ve noted (most recently in my post about this year’s Bang on a Can marathon), they do respond, but the mainstream classical institutions don’t seem to notice. I’d love to see an orchestra flexible and aware enough to give standard concerts for their standard audience, and indie concerts for the indie audience (not that he uses that word) that J.D. describes.
Here’s a link to J.D.’s Cage review. (Though you have to buy it to read the full text.)
clarice says
This is great! I guess it goes to show that audiences – as in young indie/classical audiences – are ready for challenging contemporary classical music that does not pander to them. I fear that the post-minimalist paradigm has been tagged “the genre” that will translate most easily to the “young audience.” I could not disagree more, and also fear again that this paradigm has ushered in an “easy listening” genre of new music that, more than anything else, panders to its audience and fears making a real and truthful artistic statement, erring instead on sustained, non-episodic ear candy.
Mike Lunapiena says
I have three words:
YouTube, Myspace, Facebook
Virtually every teenager & a good amount of 20x year olds (not to mention adults too!) use these websites every day b/c of the constant media and social immersion they provide … they also allow for direct communication/feedback between concert providers/performers and audience members…
They’re also great for networking and getting in touch w/ other people doing the classical music thing …
I think that’s the first step … I guess my take on the whole thing is that if big symphonies want a piece of the younger markets, they’ve got to get into the headspace of the people in those markets …
The event the email describes sounds interesting … particularly getting to chat w/ the musicians (one of my favorite things to do as a musician) & is an incredibly sensical take on the entire issue …
Hope all is well.
-Mike
Jonathan says
Thanks for posting this Greg. J.D.’s comments are spot on.
Though, of course, to see orchestras doing that sort of thing really successfully, you kind of need musicians in those orchestras who are keen to actually do more than just note-bash their way through more challenging works and perhaps even – God forbid it – communicate to the audience why and what it is that grabs them about the music.
Difficult when you have 100 folks who are used to sitting on a stage in a very formalized setting, playing Beethoven for the umpteenth time (but not impossible!)
Phil Hoffman says
In the last three months I have attended, in Seattle, four chamber music concerts all with vastly different levels of ‘consumer satisfaction’. In two of the four the quartet entered, the audience applauded, the quartet played, the audience applauded, the quartet shuffled around in their chairs and then played, the audience applauded again, the quartet exited for intermission, the quartet reentered, the audience applauded, the quartet played, the audience applauded, the quartet exited, the audience continued to applaud, the quartet entered once again, the audience stood and applauded, the quartet exited and so did the audience. In one concert Beethoven’s op. 30 and in the other Dvorak’s American was played. Music TDF but my heart was broken. These live performances were about as personal as my iPod or CD player.
The other two concerts, by coincidence, had two new pieces of music performed; one well worth hearing and the other missing the mark. But what made these concerts was the effort on the part of the performers to fashion a personal and emotional bond, beyond the music itself, with their audience. Members of the quartet spoke! They actually engaged in conversation with members of the audience, introduced themselves, shared why they choose the pieces to be performed and developed a shared human moment. My sense, in both concerts, was that I was in someone’s living room sharing time together, not confined to a musical zoo where I’m standing at a railing looking onto a display.
So it is not only about the essential diversity of musical programming but it is also about understanding the deep emotional needs of the audience as well.
Paul Bowman says
I too was around NY in those days of the early 80’s. I know what you’re talking about as far as careerist choices for programing. However, if it wasn’t for Charles Wuorinen and Harvey Sollberger, and then groups after like New Music Concert w/ Clare Heldrich, percussionist Ray DeRoche etc., we wouldn’t have the performance standards we have today. Furthermore, these folks played a lot more works they really wanted to champion, than as careerist choice brownie point scorers. The point is, what Druckman and the other post-modernist’s did, paved the way for minimalism and downtown/scene/ Fluxus LeMonte Young worshipers, putting value less on musicianship than on show. Try sitting through a 3 hour Morton Feldman piece sometime. I know that without The Group for Contemporary Music for instance, performance standards with the same rigor for standard classical music and applied to new music, would never have been attained, or at least may have come at a later time.
So what are new music performers like myself to do? Should I offer multi-media light shows for playing Carter or Babbitt? I think that people would be open to an open discourse between players and audience. But a Lukas Ligetti style music, though paying homage to pop/rock influences, is putting contemporary music on the same par with these entertainment forms – which, with all the hard work and focus on score realization instead of free-improv interpretation is to me like saying, a Glen Gould interpretation is better than an Alfred Brendel realization.
What is needed is another national touring program, that places Artist’s performing complex contemporary music in unusual performance situations like work places, factories, high schools etc. The ingenious performers can then have the open discourse with their audiences, in order to prove they are indeed are human, and yes we’re not too high-and mighty to relate to the audience after all. I think one would be pleasantly surprised to find out that there is a hunger for the complex, challenging music of the last 40 years – combined with the Youtube/Myspace/Facebook marketing, a fan base can also be created. One only has to look at current groups like I.C.E., based both in NY and Chicago, and see that creating a fan base can be done. But please, don’t rely on the gimmicky downtown free Improv/Fluxus/Minimalist’s – let’s continue the legacy started in this country by the Wuorinen’s and Sollberger’s of new music.
David Cavlovic says
Speaking of what the audience wants, check out today’s (June 26) Questionable Content cartoon
http://www.questionablecontent.net
bgn says
I’m struck by how little the post-minimalist music that your younger audience seems to be responding to has to do with the neo-romantic music generally deemed “accessible” by mainstream arts organizations & critics.
Paul Gambill says
I love this discussion. It strikes to the heart of our challenge to turn on new audiences to the power of chamber and orchestral music.
I thought Clarice really threw out some zingers in her comment. Since everyone agrees that there will always be good and bad music in every genre, I’m going to stay away from her comment about music that “fears making a real and truthful artistic statement.” It’s the basic labeling of that music that’s out of place for me when she refers to her fear of pandering to the younger audience with “easy listening … sustained, non-episodic ear candy.” It’s not a stretch to call Schubert lieder easy listening, sustained, non-episodic ear candy. And I know a lot of contemporary music from different genres that is sustained and non-episodic that I also consider challenging and sophisticated. If we’re all so ready to welcome new models into the classical world then we need to stop using generalizations that only serve to create the boundaries we should be feverishly working to break down.
Mike’s comment about using social networking to build deeper connections with audiences is in the right direction. And Greg’s comments are right on the money about the limited capacity of most groups to sustain that kind of meaningful back and forth network building. An excellent example of how an orchestra got around that challenge and used the internet’s viral power is the San Francisco Symphony’s Citizen Journalist Night. They gave tickets to a group of local bloggers to experience the Symphony if they would then blog about it. This project is something every orchestra or chamber series could do to bring the internet generation into the fold, if even for one concert. This kind of blogoshere buzz-making is what every pop musician is creating through their street teams, and what every orchestra or chamber series should be doing to draw in the ever elusive “new audience.” You can read more about the SFO’s Citizen journalist Night project
here.
In your response to Jonathan, Greg, you say that orchestras could present artists/series that would be be targeted to a new audience. The curious thing to me is that many orchestras do present special chamber series with guest artists, but they are most often more of the same traditional in-the-box programming. And the other special series that almost every orchestra presents is the traditional Pops. So the mechanisms are in place, now we just need to find the artistic and marketing fortitude to trust the music and lead the change to a contemporary sensibility in some of that programming and presentation. And in my experience, orchestra musicians, especially the younger generation, are hungry for opportunities to challenge audiences’ expecations of what classical music can be. I agree that everything doesn’t have to be on edge or full of innovation, because that is an unrealistic expectation, but the fear of alienating the core classical audience by incorporating some non-traditional artists/music/staging has paralyzed us for too long. Even something as potentially transformative as changing the name of the “Pops” series to something more contemporary is a challenging paradigm shift for most orchestras. Every orchestra, if it is to flourish instead of merely survive, will have to lead the musical Zeitgeist more and take the leap, at least some of the time, out of the traditional mindset and into the larger world of pop-influenced culture.
Paul Bowman says
That’s just it, Greg. There are performers who do play Babbitt’s dynamics and that is what I am saying-paying attention to the score and realizing a Babbitt piece, there are phrases built it that jump out at you. Harvey Sollberger and I just recorded Babbitt’s Soli e Duettini(1989) for flute and guitar, and it’s amazing how the piece speaks for itself – no extraneous interpretive excesses were needed, just realizing the score, and the phrases popped out. Babbitt finally was able to hear is music the way he intended, because of ensembles and especially New York musicians like those from The Group for Contemporary Music.
As for “loaded” jargon – yes, I am going to have an opinion because I am an Insider in the New Music Scene as an enthusiastic performer. Here at U.C.S.D., I do not hesitate to voice my opinion that the school is too Euro-leaning in composition preferences from the grad composition students. We had Helmut Lachenmann here in May, and we did a big performance of “Zwei Gefühle” No question, the text with two speakers re-inacting Divinci text’s was cool, and having Lachenmann here coaching was extraordinary. However, there were enough uncertainties in the score that without his coaching, players would not know exactly what was meant. Writing improvisational elements into rigorously composed works is a particularly European trait, I believe.
As for gimmicky, this whole notion of differing views on what is artistic or not misses the point. If there is to be a continuation of classical music in the 21st century, than an open mind for inclusion of rock/pop/Fluxus/Cage/Feldman elements is inevitable – just go to Berlin and hear what Ablinger, Zimmermann and others have been writing since forever. However, when you see these composer’s still wanting to emulate Cage and Feldman, then it is no wonder that the alternative we have here in the US is Aaron Jay Kernis/Robert Beaser/Augusta Thomas styles of neo-classisism, which to me, is a step backwards. Ferneyhough, Dench and Dillon are the logical continuation of the Second Viennese School, and hell, new-complexity have been around over 20 years now.
jerome langguth says
Dear Greg,
I think this is a very interesting and enlightening post, but I don’t think that the indie rock (and pop) scene is as hostile to beauty and emotion in music as you and your guests suggest. This is, I think, true of what you are calling post-minimalist music in the classical world, and of the contemporary avant-garde jazz and noise/improv scene, but indie rock has over the last decade or longer been serving up modernism and romanticism in at least equal measure. Indeed, I think the romantics have recently had the upper hand. I count on the romantic side, in addition to Arcade Fire, Iron and Wine, New Pornographers, Radiohead (at least early on), The National, The Shins, The Frames, Neko Case, Bright Eyes, Interpol, and, despite the layers of irony, some of the music of Beck. All of which are very popular acts. I saw lots of indie kids at the last Bruce Springsteen show I attended, and surely Bruce is at heart a romantic. I would guess it’s more a matter of the social scene they associate with the traditional classical music world, a general lack of a sense of music history (even pop music history), and the fact that they find the presentation of music in the traditional classical setting somewhat stultifying (all points that have been discussed here). But beauty is not really the problem
Thanks for the discussion,
Jay
Dave Irwin says
Great discussion! We have a new music series here which is a pretty broad tent. I includes free jazz artists, Brazilian music, and percussion groups, etc. Attendance is increasing slowly but surely.
Your mention of Babbitt reminds me of hearing Compostiion of Eleven Instruments at the Library of Congress with Arhur Weisberg conducting the Contemporary Chamber Players. It was on the same program as the Boulez Le Marteau sans Maitre. The crowd was very enthusiastic, but mostly because Jan De Gaetani was singing the Boulez.
We had Merce Cunningham’s dance company perform at the prep school in Massachusetts around 1980, and David Tudor was doing the live electronic music. I would describe the evening as a sort of undiffentiated artistic continuum. There was very little gesture in the music, and the dancing was completely independent of the music. The audience was mostly puzzled and frustrated. Some were plainly pissed. It was a classic mis-match of expectations and results.
Robert Berger says
The comment about musicians in our mainstream orchestras being unenthusiastic about playing new music are interesting.
This is nothing new. There are plenty of
stories about some of the most famous works
in the orchestral repertoire when they were
new, and musicians in 19th century orchestras disliking them intensely, and reacting to the music with hostility and incomprehension, and complaining that these works were unplayable. When they were new, the Beethoven symphonies were as way out as many today find Stockhausen, and fiendishly difficult to play.
I’m not sure it’s such a good idea to have young people who know nothing but Rock and Hip Hop etc to start with
contemporary classical music. And how can you expect people to grasp Schoenberg if they don’t even know the music of Wagner and Brahms? It might help for these young people to have the context of knowing some of the music of past centuries.