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Author Topic: Finding audiences  (Read 871 times)
strinasacchi
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« on: 19:00:03, 07-10-2007 »

This board has occassionally brought up the subject of the perceived "elitism" of so-called classical music, and has discussed the problem of dwindling audiences.

As most of you probably know, I specialise in historically-informed performance of (mostly) 17th and 18th century music.  One aspect of the music of that time that I am very proud NOT to be recreating is the audience of the time.  Most of the music I play was written for private performances to wealthy and powerful patrons.  The concerts I participate in, on the other hand, can be seen by anyone who cares to part with £10 or so.  Even the bastion of "elitism" that is Glyndebourne offers standing room tickets for £15 if you act quickly enough.

So this idea of classical music being "elitist" doesn't come from the cost.  And I like to think of what I do as the equivalent of what the art galleries have done, in making available to the general public works of art that had previously been confined to a small, select group.

So what can be done to counteract the unfortunate image classical music has, and convince people that the concert hall is a desirable place to go where they will be welcome?  Is it entirely down to education at an early age?  In which case have we lost a whole generation?  There must be a way of reaching adults with supposedly entrenched tastes.  I just can't think how.  Even some individual friends show some reluctance to find out more about what I do.

Any ideas?

ps  This question has, in one way or another, been on my mind for years.  I have been wanting to spark further discussion about it here for a long time.  Maybe seeing all the political wrangling going on at the moment has made me determined not to censor myself, but I hope no one will think I'm being mischievous in raising what is arguably a "political" topic right now.  I'm only interested in seeking practical ways to introduce what I do and am passionate about to a bigger and broader audience, and I thought members here might have some interesting ideas.  All responses welcome.
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John W
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« Reply #1 on: 19:25:48, 07-10-2007 »

strinasacchi,

This subject has come up occasionally on this forum. There's a number of musicians here, and a larger number of people like myself who are just occassional concert-goers. I like to attend concerts in Warwickshire and Coventry and at £8 - £12 a ticket they are cheaper than any local pop/rock concerts (in fact you need to go to Brum, Wolverhampton or NEC for the more celebrated groups).

Most of the audiences I see for a concert of Bach or Mozart are students and over 55s, and number less than 100, and it just seems that the bulk of UK's population are incapable of sitting quietly through a concert of classical music. The classicals-in-the-park concerts DO seem popular, we have them in Warwickshire, but I expect that's because the audience does NOT have to sit in silence and that's why I would never attend one of them. I think a lot of the problem is education, or lack of it, and I fear there's no going back and our concert audiences will reduce even more.

John W
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strinasacchi
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« Reply #2 on: 19:31:34, 07-10-2007 »

Oh what a depressing thought!  It is true, looking at audiences I play for, that in the UK they tend to be either students or on the greyer end of the spectrum.  But I also play a fair amount around Europe.  In Spain, for example, I often see entire families going to concerts - children as young as 7 with their older siblings and parents sitting quietly through an entire Matthew Passion.  Sometimes the little ones doze off, but they never seem to get restive or disruptive.  Is it something about the UK's education system in particular that makes such attentiveness rare?
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John W
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« Reply #3 on: 19:48:19, 07-10-2007 »

strinasacchi,

That was going to be my question, who attends classical concerts in Europe? I expect in Austria, Italy, Germany, Czech Republic the early education of children pays good attention to their own composers, particularly from the 19th century, so they know how to listen to music, maybe others here know?


John W
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roslynmuse
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« Reply #4 on: 19:49:50, 07-10-2007 »

Here in Manchester, audiences are also grey or students; the former predominate at the Bridgewater Hall, the latter at the University and RNCM. What I find interesting (and rather depressing) is that existing audiences don't branch out - I rarely see Manchester Chamber Society audience members at the Bridgewater, or vice versa, and even the Halle and BBC Phil have at least a part of their audience that would not be seen at the other's concerts. Amateur performers I know are often very rare attenders at concerts; and a vast swathe of the music student population does not go to concerts; and if we are finding these people difficult to pull in, what hope have we with those less fortunate to have had musical education? I'm inclined to agree that it a British cultural phenomenon (although I have no evidence whatsoever to support it!) and the fault lies with partly in a fairly subtle (?) form of indoctrination by omission caused by the absence of so-called classical music as a normal part of the cultural diet on television, and partly by marginalisation of music education over the last few decades.
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BobbyZ
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« Reply #5 on: 20:32:19, 07-10-2007 »

What's the composition of audiences at Early Music festivals ( York, Brighton, Lufthansa etc ) ? I would have hoped that these sort of events would bring in more of a cross section. I do agree with roslynmuse about indoctrination by omission. It's been mentioned before that the Observer Music Monthly for instance has virtually no "classical" music content. And programmes like Newsnight Review on tv and Saturday Review on Radio 4 hardly ever cover serious music and if they do it will be a "controversial" opera with all comment limited to the production not the music. These omissions could be rectified by sympathetic editorial teams.

Why not an early music ensemble or a string quartet in the acoustic tents at Womad or the Cambridge Folk festival ? For instance ? Attendees at such events ought to be open minded enough to appreciate something which to them would be new.
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Dreams, schemes and themes
roslynmuse
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« Reply #6 on: 20:34:57, 07-10-2007 »

BobbyZ - re Newsnight Review and Front Row/ Saturday Review on R4 - absolutely. And how often do Melvyn Bragg's guests talk about music on In Our Time?
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Ian_Lawson
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« Reply #7 on: 21:09:21, 07-10-2007 »

The thought that pops into my mind is that there is one fatal flaw to the HIP concept:

The most important aspect of a 17th or 18th performance was the fact that most of the music performed would have been new - in the main eagerly anticipated first performances. It strikes me that in order to genuinely recreate the effect of a historical’ performance would have to mainly perform new music of a kind you could genuinely image your audiences looking forward too.

Classical music wasn’t always classical – and perhaps its asking too much of audiences to maintain an indefinite enthusiasm for 17th C and 18thC. Was there much enthusiasm for 15th C and 16th C music in the 17th and 18th Centuries?
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Reiner Torheit
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« Reply #8 on: 21:32:55, 07-10-2007 »

I have pondered the same questions.. sometimes I wonder if this "elitism" thing isn't a simulacrum devised partly by performers to find ways to explain (primarily to ourselves) why attendances are poor?  Certainly on a financial level you are completely right - the cost of attending a classical concert (even in major London venues) compares highly favourably with going to a rock concert (where you might have to stand, too..), or a play or musical?   You can go to ENO for less than seeing shows in the theatres across the road in St Martin's Lane.  So I am more-or-less convinced that the financial barrier to going to events is a pink herring, if not a completely red one. (Are we allowed to call herrings "red" any more here, or do we get labelled "closet whatevers" for suggesting this?).

At the risk of stating the obvious, I think it's worth drawing-up a shortlist of suspects, Holmesian-fashion?

  • The dismal trudge on public transport to concerts has, I'm sure, become both harder and more expensive in the past 10 years, and your last train to wherever seems to leave earlier and earlier.  This can't help, nor can the litter-strewn carriages (those "free newspapers" which suddenly flourished of late?), beer-bottles, and a lack of station personnel and train guards.
  • For some, personal safety in the latter part of the evening on the homeward journey might be an issue.  I might have been sceptical about this until last year, when I got racially attacked on a main road leading to Waterloo Station (I say "racially" on the basis of the things I was called whilst being threated with a broken bottle). Whilst I would still go to things at the South Bank, I think I'd pick larger-scale things in which a crowd will be going to the station afterwards...  and not an obscure evening of Landini in the Purcell Room.  I'm a fairly burly bloke who can carry the "business end" of a harpsichord with a helper on the other end - but I don't habitually go "tooled-up" to concerts of C14th music, and whatever Jack Straw might say, three against one is poor odds Sad
  • Moving on, however... the quality and range of what people can get without leaving their homes has moved-on from the radiogram and three-channel b/w tv of my mispelt youth.  When you can have Roberto Alagna 63-inches wide on your wall at home (with a certainty that he's not going to cancel out of the dvd-box) then why will you want to hear Unheardof Tenor live...  when you get to keep the dvd afterwards too?
  • There probably once was a time when "cannon & mortar effects" in you-know-what were the best thing since not having to ask the time from a policeman.  But ever since the Millenium Falcon took the jump into hyperspace,  last-century's special effects have become endearingly quaint at best. A load of blokes in dinner suits (did they stop by to give the concert on the way to supper?) are not much of a draw by comparison.  I fear we have to try a bit harder than this Sad  But I don't know exactly how...
  • We're even rude and snooty with the audiences we do manage to get.  I was asked to leave a Kronos Quartet concert 5 minutes before the start, because I'd worn a leather bomber-jacket.  I was told it "wasn't suitable clothing for a concert hall", even though I'd checked the winter coat I'd worn over it.  By the time I had coat-checked the jacket the first half had begun, and I couldn't re-enter until the interval. Now this, I'm afraid, is elitism of the highest order...   the bloke over there can wear a tweedy jacket that hasn't seen a dry-cleaner's in 15 years,  but I can't wear a jacket of my own choice?
  • And I throw in the following for mirth with a purpose.  Last week the local maestro was sick, and there was no-one to conduct Shostakovich's THE NOSE at the Moscow Chamber Opera.  Unless...?  After frantic phonecalls to find him, Gennady Rozhdestvensky, who had conducted the premiere of this production nearly 25 years previously, agreed he would waive his fee and conduct anyhow.  The following scene occurred at the Stage Door:

    SECURITY: Just a moment, Sir, where are you going?
    ROZHDESTVENSKY: To my Dressing-Room.
    SECURITY: Where's your ID pass? Name?
    ROZHDESTVENSKY: I am Mr Rozhdestvensky (which in Russian comes-out as "I am Mr Christmas")
    SECURITY: Very funny, and I am Mr Security-Man.
    ROZHDESTVENSKY: (getting out his ID papers) No, I really am, it's my name. Look?
    SECURITY: And what exactly do you do in this building, Mr Christmas?
    ROZHDESTVENSKY: I am a conductor.
    SECURITY: A conductor?  No, Aronsky is the conductor here.
    ROZHDESTVENSKY: Poor Aronsky is ill. I really am a conductor.  Actually not a bad one. Ask him? (gesturing to the line of performers which has now built-up behind him) Sergey, please tell this gentleman who I am?
    SERGEY: He really is a conductor, honestly.
    SECURITY: He's not on my list.  Wait a moment - are you a musician?
    ROZHDESTVENSKY: I would say so.
    SECURITY: You're not on the Musicians list. Wait a moment. "Rozhdestvensky, Gennady". Is that you? You're listed as a Music Director, not a musician.  That's why I couldn't find you.  You're an Administrator.
    PROFESSOR BORIS POKROVSKY: (who has arrived himself at that moment) Gena, my dear chap! You've saved the day for us! Please use my office to change in, everything is laid out for you there!"

    And that's how we treat the performers....

I also think that the Classical Music is its own worst enemy, by continuously making tv- and radio-series called things like "Who's Afraid Of Peter & The Wolf?  Classical Music isn't scarey!"  (read "We think what we do is unintelligble/uninteresting/irrelevant").

Throughout the 1980s,  Michael Vyner and the London Sinfonietta succeeded in convincing people that contemporary music was sexy, fashionable, and a funky thing to go to.  That's the approach that's needed.  Smiley   And not the mealy-mouthed "oh we're so sorry to bore you but it won't be for very long, honestly!".   And with the exception of a small number of the guilt-ridden,  religious blackmail, moral outrage and political coercion are pretty ineffective for audience-building too!
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"I was, for several months, mutely in love with a coloratura soprano, who seemed to me to have wafted straight from Paradise to the stage of the Odessa Opera-House"
-  Leon Trotsky, "My Life"
eruanto
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« Reply #9 on: 21:40:40, 07-10-2007 »

Another obstruction is an assumption that to enjoy a Classical Music concert, you have to "know" something. Yannick Nézet-Séguin puts it most eloquently:

I want to stop people saying 'I don't know anything about classical music, but I think I enjoyed it.' Why do they need to specify whether or not they know anything about it? Do you ever hear someone coming out of the cinema saying 'I know nothing about film directing, but I think it was a good movie'? No. We are not just putting on classical music for people who know, we're playing it for people who feel something.
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strinasacchi
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« Reply #10 on: 21:58:21, 07-10-2007 »

Ian L -

I'm not concerned only about 17th and 18th century concerts.  I would hope that what I do is only part of a wide-ranging and thriving music scene, and from what I can tell, everyone is struggling (or is perceived to be struggling) to get audiences interested in whatever aspect of "serious" music they engage in.

Besides, what you say isn't quite accurate.  HIP isn't about recreating things entirely as they were.  If it was, we'd all be in silly costumes with head lice and syphilis, playing by candlelight, eating dinners of 28 partridges and 8 legs of lamb - plus I wouldn't be allowed to do it at all.  HIP is an interpretive approach, just as any "modern" group would have an interpretive approach.  Ours is based on wanting to strip away the accumulation of intervening interpretations over the centuries.  I'm sure we could continue this somewhere else - I'm not sure that this thread is the right place.

I deliberately chose the example of audiences in Spain, as opposed to, say, Germany, as there is not a strong, established "canon" of "Great Western Dead Male Composers" who are Spanish.  Motivations of nationalistic pride don't explain why whole families there can sit enraptured through the Matthew Passion, or the Messiah, or Monteverdi's Vespers, etc.

So, of course, education is key.  And the media.  But I'd still like to know if anyone has any ideas how to reach recalcitrant adults - either on a one-to-one, individual level, or in general.  And how does one get institutions like the media to change their attitude and be a little less judgmental, a little more open-minded?

*********

Aha, just saw Reiner and eruanto have posted since I wrote this - very interesting.  I'll have a ponder and write again later.
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Reiner Torheit
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« Reply #11 on: 22:04:39, 07-10-2007 »

The thought that pops into my mind is that there is one fatal flaw to the HIP concept:

The most important aspect of a 17th or 18th performance was the fact that most of the music performed would have been new

I think this is a very fair point, Ian.  However, very often the music in question will be "new" to the audience who hears it, or at least it will be "new" in the context of a live performance.  At the very least, I suppose we like to think it will be "newsworthy" in the way that an old smoke-fogged painting acquires a new and fresh look when it's been professionally restored? Smiley  Even so, your point retains an amount of validity, and I don't see any easy way around this.  

Quote
Classical music wasn’t always classical – and perhaps its asking too much of audiences to maintain an indefinite enthusiasm for 17th C and 18thC. Was there much enthusiasm for 15th C and 16th C music in the 17th and 18th Centuries?

This is the other side of the same question, I guess!  Although it was "black vinyl" and not cds, I'm part of a generation who have grown up expecting to be able to find almost anything on disc.  From St Colombe to Sallinen,  a determined visit to a well-furnished library, or a flit around Amazon will net you almost anything you wish.  Even without leaving this room I can hear almost any symphony from Haydn to Simpson in a choice of recordings...  some without even leaving my chair.  

The idea that classical music was the rarest of privileges, the sumptuous banquet of fleeting ephemeral pleasure available only to a C15th nobleman and his enraptured guests cannot ever be recaptured.  We've fed people lobster and caviar until they're sick of them, but are we happier as a result?   I think the answer to your question is that listening to "art music" (let's exclude the "tongs and the bones" that were the fare of the market-place and carnival) would have been the unattainable dream of many in the C15th and C16th...  but the dreary laws of market forces (can I mention these, Mods, or are they on the filter-list with the red herrings?) mean that overabundant plenty has reduced their value to almost $0.  

In my own little padded cell of the music business,  I guess we hope that a fabulous cast, and an innovative production, might encourage a public through the opera-house doors to see something "a bit special"?  Even this has its downsides...  singers are so used to "gonzo" productions these days that I had performers coming to me mid-rehearsal asking if I was really sure that following the composer's own stage directions was a good idea?   Wouldn't it be more interesting (ie more hope of selling tickets) if we changed the ending so the trigger was pulled by the daughter, the sister, the butler, a poltergeist?   That's the topsy-turvy "ethos" in which we now work...   unless you can restage it in the Third Reich/A Submarine/Chechnya/Iraq then it becomes a "hard sell" at the Box Office Sad

Quote
Motivations of nationalistic pride don't explain why whole families there can sit enraptured through the Matthew Passion, or the Messiah, or Monteverdi's Vespers, etc.

With you there entirely, Strinasacchi!  Where I work, it's not unusual at all for people to bring their kids to performances.  At the Bolshoi Theatre you often see entire classes of kids who have been brought to the performance - often to quite "intense" pieces that go on for a long time ("Swan Lake" might have lots of "chunes" in it, but you don't half have to wait for them!  Without cuts it runs at least 3.5 hours, which is a loooong time for the junior attention-span.  But they sit as good as gold, my heart goes out to them!  And these are not "ballet-school" stage-struck girlies, but regular city schoolkids).  I suppose I attribute this to an enduring tradition of "culture in place of religion" soviet-era hangover that isn't perhaps, entirely reprehensible?
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"I was, for several months, mutely in love with a coloratura soprano, who seemed to me to have wafted straight from Paradise to the stage of the Odessa Opera-House"
-  Leon Trotsky, "My Life"
strinasacchi
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« Reply #12 on: 22:23:35, 07-10-2007 »

Quote
Where I work, it's not unusual at all for people to bring their kids to performances.  At the Bolshoi Theatre you often see entire classes of kids who have been brought to the performance - often to quite "intense" pieces that go on for a long time ("Swan Lake" might have lots of "chunes" in it, but you don't half have to wait for them!  Without cuts it runs at least 3.5 hours, which is a loooong time for the junior attention-span.  But they sit as good as gold, my heart goes out to them!  And these are not "ballet-school" stage-struck girlies, but regular city schoolkids).  I suppose I attribute this to an enduring tradition of "culture in place of religion" soviet-era hangover that isn't perhaps, entirely reprehensible?

Maybe there's something in that - but to get back to the UK, I have seen classes of 15-year olds sitting through Shakespeare.  They may whisper a little more than I'd like to have to sit next to, there may be the occassional flash of a mobile text screen, but usually this dies down within the first half hour - and overhearing what they say during the intervals or on the way out, they are genuinely interested and caught up in what is happening on stage.  When I ask friends and colleagues why this happens with Shakespeare but not with Beethoven, they say it has something to do with the national pride the British (particularly the English) take in Shakespeare.  But observing what happens in Spain, there must be a way to tap into this potential enthusiasm without pandering to nationalistic prejudices.
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roslynmuse
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« Reply #13 on: 22:40:31, 07-10-2007 »

If national pride keeps 15-year-olds quiet during Shakespeare then why not Elgar, VW, Delius, Holst, Walton, Britten, Tippett, Birtwistle, Maxwell Davies...?

I think it is all to easy to forget just how BIZARRE music sounds to those who don't have a listening habit. (Far more bizarre than Shakespeare's eternal themes...)

I remember hearing Stravinsky's Symphonies of Wind Instruments for the first time, live, when I was at school. I was already a fairly regular concert goer, but had probably heard nothing more "modern" than Ravel in the concert hall. (I had heard quite a lot of Stravinsky on record, but somehow SofWI had not been on the list). I remember so clearly the disbelief with which I heard those sonorities. I couldn't help but smile (as years earlier I had on hearing the snare drum crescendo in Bydlo - Pictures from an Exhibition - and the bass drum roll in Scheherazade.) But to someone with NO listening experience whatsoever, ANY live sonorities might provoke a potentially far more extreme response.

The other thing is that people are genuinely scared of displaying anything that might be construed as ignorance - "what do I listen for? how do I listen? what if I don't like it? how do I know if it is any good?" - and it is easier to avoid an embarrassing situation by not being there in the first place.

Dare I also say that the 'educated' may unwittingly end up putting off people by displays of erudition - whether it is intended or not, feelings of inferiority can easily be provoked, making for a deeply uncomfortable experience, and one that a newcomer might not wish to repeat.
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Ian_Lawson
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« Reply #14 on: 22:49:12, 07-10-2007 »

Reiner

I would like to link two aspects of your reply:
In your first paragraph you describe the process of presenting Mozart (say) ‘in a way you haven’t heard before’ and in your last paragraph you describe a similar process  - one of having to ‘update’ a (familiar classic).

This leads me to think that if you have to ‘make new’ the old in order to sell it, then why not just do something new – as that’s what audiences seem to be reaching out for.

Strinasacchi:

You say/imply/assume that whatever music you present it must fall in the ‘serious’ category. When ensembles first played the music you now present in HIP where they similarly limited in this way. Was this music always described/thought of as ‘serious’? I wonder if this is important because you seem you imply that if you stepped outside the confines of ‘seriousness’ things might be easier.
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