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Life's A Pitch

For immediate release: the arts are marketable

It’s the music, stupid

January 18, 2010 by jbiss

First off, I’d like to thank Amanda (and ArtsJournal) for providing this forum for discussion of a question I think is really, really important, and for (inadvertently?) starting the discussion with this post.
 
Because I’d been interested in “the special problem” for a while (and because I was involved in one of the concerts that inspired the post), I emailed Amanda in response to what she’d written.  I’m sort of unspecial, myself, but I have heard some version or another of the phrase “a great performance of a great piece is not enough anymore” many times, from many quarters. And so I was very curious to hear how Amanda reconciled her feelings about the dangers of manufactured expectations, as expressed in the post, with her work in marketing and public relations.
 
We had several exchanges on the topic, and what quickly became clear was that this is an issue confronted by people on all sides of the music world.  I’m excited to see where the perspectives are similar and where they are different, and want to make a couple of points to get things started:
 
1) It’s going to be very hard for me to say this without lapsing into banality, but I’m going to try anyway: great music is pretty much the most special thing there is. Hearing a truly wonderful performance of a late Beethoven quartet, or a Mozart opera, or The Rite of Spring, or the Saint Matthew’s Passion, or Kurtag’s Kafka Fragments can be life-altering. And it may be a cliché, but there really is an infinite amount to be said about these pieces, without any self-conscious effort to be different or re-imagine them. I played Mozart’s K467 yesterday, for what may well have been the 50th time, and I swear it felt new: the ways in which the phrases responded to one another; layers of feeling I hadn’t yet accessed; events in the music that I’d never taken real notice of before.
 
A responsible performer – and the audience one hopes for – is continually alive to this.  I absolutely think that there is a place for classical music placed in new, even radical contexts. But I worry that a fixation on what is new or different sends an implicit message that a performance of a Mozart piano concerto (or opera, or symphony, or string quintet), no matter how great, is not interesting on its own merits.
 
Take, for example, the recent Schubert/Beckett project at Lincoln Center. The evening took Schubert’s Winterreise, and reconceived it as one half of a dialogue with Beckett (in many ways a kindred spirit to Schubert).  I didn’t see the piece, people whom I know and respect found it stimulating, and in any event Mark Padmore is, beyond all argument, a wonderful musician. But this remark (taken at least somewhat unfairly out of context) from the Times preview piece troubled me:
 

“But we’re coming to the end of an era. Without new motivations for listening and performing, the point comes when we’re just hearing different performances of the same thing.”

I’m all for taking Schubert’s music and looking for connections to the 20th (or 21st) century and the written word, and for blending the drama of the art song with the theatricality of the… well, the theater.  But my motivations for listening and re-listening to Winterreise do not need to be new, because the music itself is constantly providing new motivations. (Possible point for discussion: maybe if we want to create new audiences and enrich their lives, we should talk to them about how to listen rather than feed them what’s trendy.)
 
2) Alex Ross, in his review of the same piece (not available online), wrote – and I paraphrase – that the heightened atmosphere of the Beckett staging drove home not that standard concert presentations are old-fashioned, but that they are “unmusical.” I think that’s a great observation, and it leads me to my second concern: that the focus on the “special” incorrectly places the problem.  I’ve witnessed many arguments – some of the knock-out, drag-down variety – between traditionalists and provocateurs, and I often find that concern for the music is surprisingly low on either camp’s agenda. Traditionalism is big in classical music, of course, meaning that there’s a lot of knee-jerk “this is the way to do it because this is the way it’s always been done.” (“It” could be any number of things – from questions of musical style, to programming, to concert attire, and on and on.)  But recently I’ve heard a lot of the marketing-driven opposite, which seems equally knee-jerk to me: “this has never been done before, and therefore it is relevant and interesting.” I think we – performers, critics, and all the people who make concerts happen – have a real responsibility to make concerts as vibrant, emotionally open, and musical as possible. It would be great if we could shift the conversation away from the Old is Good/New is Good debate, and towards the large and multi-faceted question of how to make that happen.

Filed Under: Main, prdebate

Comments

  1. Alex Benjamin says

    January 19, 2010 at 12:35 pm

    Dear Jonathan
    Wonderfully challenging thoughts. I find myself searching for an equilibrium between a hope for constantly renewed transfiguration and a healthy scepticism towards such Rilkean expectations (well, I say equilibrium, but it’s more like a perilous oscillation of the soul). But then, to both endless repetition can be the enemy – and there might indeed be a few too many of Beethoven’s Op. 110, of Liszt B-minor Sonata, of Prokofiev’s Seventh or Stravinsky’s Three Movements of Petrushka out there, especially since one doesn’t have to travel far to find well-needed originality: forget staging and multi-media bling, forget Medtner or Alkan, can one explain to me in which circle of Purgatory have fallen Chopin’s Mazurkas and Fauré’s Nocturnes? Schumann’s Waldszenen and his lovely Novelettes? ( I recently asked a pianist why nobody plays the Chopin Impromptus any more: Too bourgeois was the answer.)
    Now I do understand that musicians are also often on “marketing mode” and that they can feel the need to go towards “what sells,” be it war horses or Olympian tour de force. The repertoire is immensely wealthy (have I mentioned how I’m dying to hear a selection of Scriabines Preludes? and how I sorely miss hearing live the delicate poetry of Debussy’s first book of Images? ), but it seems a lot of what I am being offered these days is more what I call a “performance proposal” than a program: Beethoven’s last three sonatas, Schubert’s last three sonatas, Beethoven’s last five sonatas, the complete Années de Pèlerinage (with two intermissions of course). Mind you, sometimes this is fun, and sometimes it does work. But it does make me feel quite distraught when I have to tell a first-class pianist and musician that I cannot welcome him this year because he is offering Beethoven’s op. 109, 110 and 111 and that would make it three years in a row that I have a pianist performing op. 109, 110 and 111…
    I do understand the need for a pianist to take on such a challenge, of finding something new to say about Schubert’s B-Major sonata or Liszt Sonata or Chopin’s B-minor Sonata or Beethoven’s op. 111 – paradoxically, the fact that so many musicians are playing the same works make even more musicians want to play these works – this challenge lies at the heart of what makes a good musician: interpretation as metaphor for the exquisitely romantic notion of the self as aesthetic creation, and of the world as text to decipher. The danger, however, with the endless repetition of the same, is that we, as public, stop being participants to remain simple and distant witnesses to a quest that is no longer ours.
    Alex Benjamin
    Artistic Director
    Festival de Lanaudiere
    (Joliette, Quebec)
    Festival de Lanaudiere
    Excellent points, Alex, and I’m going to return to the question of repertoire in the next couple of days. For now, let me just say that I think you are addressing two separate issues: the narrowness of repertoire as chosen for marketing reasons, and the narrowness of repertoire as chosen for musical reasons. To the first, I’d say that I think musicians, on principle, should only play music that they love. To the second, I’d say that a good musician will become a better one if he/she learns (and learns to love, which IS possible) as broad a spectrum of music as possible. More soon… -JB

  2. John Franklin says

    January 19, 2010 at 6:13 pm

    Let’s make this really, brutally simple.
    The only things we need today to have a “life-altering” musical experience is a good surround sound system, a CD/mp3 player and a Blue Ray DVD system.
    Constant concerts by 100s of symphony orchestras or other groups, 90% of which are repeats of trite, old repertoire or newly composed self-indulgent idiocy are economically and artistically unnecessary in a digital recording era. The average US concert hall monstrosity doesn’t produce the sound quality in most seats that a car stereo would.
    Innovation? Find an equivalent for classical music of what Cirque de soleil has been for the three-ring circus. Until that happens, good luck getting audiences into concert halls.

  3. Hank Zauderer says

    February 3, 2010 at 10:14 am

    All very interesting!
    As for my own objectives after studying and performing in civic and amateur groups of chamber music and orchestral performers:
    1. Music enjoyment
    2. Using the Web, and connections with professionals to leverage their knowledge of topics that I need more hlp on. Example: If Gould were around today, I’d love to talk with him about Schoenberg. But Gould died at age 50; so I am seeking others who can help me to penetrate Arnold Schoenberg’s compositions…

Amanda Ameer

is a publicist who started First Chair Promotion in July 2007. She currently represents Hilary Hahn, Gabriel Kahane, David Lang, Michael Gordon, Esa-Pekka Salonen, Sondra Radvanovsky, Julia Wolfe, Jean-Yves Thibaudet and Lawrence Brownlee. She thanks Chris Owyoung at One Louder Photo for taking the above photo very quickly and painlessly. Read More…

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