I’ve never been one to crack a beer and settle into the sofa for an afternoon of sports on T.V., but I’ve been doing some late-night Olympic viewing. Turns out a colleague of mine at NewMusicBox has been doing a little spectating himself, and he has drawn an interesting parallel between the audience for new music and the audience for the 50 km speed walk. By the end of his post, his basic question is this: Why does the new music community remain so fixated on how to attract a bigger/broader audience? In their off hours, are the speed walkers strategizing how to attract an NFL-sized (or at least Michael Phelps-sized) crowd next season? Randy suspects not; I would tend to agree. I wonder if that’s true, or if we’re just too far removed from the field. Anyone here involved in an obscure sporting activity with a violently active audience-development branch?
It actually brings me around to another audience-building move that has a lot of currency: attaching the music to some other genre. Classical, indie rock, jazz. Sometimes the relationship is true (and therefore also often successful) but in other cases the association feels like an ill-considered move to grab hold of a life raft filled with someone else’s artistic personality and attendant fan base.
True, the music under this poorly-named “new music” umbrella has splintered into quite a few strains in the course of things, and it’s time to celebrate that fully–for each to find their own name, their own place. But there’s no point in breaking up with new music and then crashing someone else’s party. It may be comforting to hang with folks who are already popular. It probably feels great to play for a larger-than-expected fan base. But it’s also awful easy to get lost in a strange land and get drowned out in the crowd.