Is live classical music price elastic?

Amid all the debate about the benefits of free recorded music shouldn't we be asking if live music has the same price elasticity? Would cutting the cost of concert tickets attract new listeners and boost audiences?

One case study suggests it would. I have already written here about the success achieved by Aldeburgh Music in building audiences for adventurous repertoire. Aldeburgh has an established policy of half-price tickets for anyone under 27, no other qualification such as student status are required although Aldeburgh also runs its own student card.

Extending discounts beyond students is a smart move. Student concessions have an image of uncomfortable seats way up in the 'gods'. There are a lot of high disposable income under 27s who are not students and who haven't yet 'got' classical music. They buy designer brands, drive nice cars, and leverage price elasticity through websites such as Lastminute.com. They want decent seats at a concert, and if they like the experience they will return. They are from the other long tails I wrote about recently, and they are an untapped new market for live classical music.

The half-price concessions at the 2008 Aldeburgh Festival translate to £11 for a top seat for Yannis Kyriakides' new opera, and just £5 for either Stimmung or for the Faster Than Sound experimental music event. Judging by the attendances and age range at Snape it works, and Aldeburgh Music will be extending the scheme in the near future to strengthen their links with younger audiences.

Of course there is a cost in any price reduction. But a lot of money is being thrown at more fashionable and less effective schemes aimed at attracting younger audiences. These include advertising with 'attitude', e-cards, Second Life gigs, commissioning concertos for tap dancers and promoting music for babies, not to mention signing wunderkind.

I suspect the problem is that simple old-fashioned price reductions don't earn fees for the many advertising agencies, artists' agents, marketing consultants, digital production agencies and other middle-men who feed off classical music today. But if live music really is price elastic the simple solution may be the most effective.

Stimmung for a fiver is a no-brainer (which would have been my headline if it wasn't a no-no for the search engines). But now read about a Stockhausen concert where ticket prices were a problem.
Image credit is appropriately from The Future of Classical Music - BBC. Any copyrighted material on these pages is included as "fair use", for the purpose of study, review or critical analysis only, and will be removed at the request of copyright owner(s). Report broken links, missing images and errors to - overgrownpath at hotmail dot co dot uk

Stockhausen's Stimmung at summer Snape

A late night performance of Stimmung is one of the highlights of the 2008 Aldeburgh Summer Festival. It will be sung by London Voices as part of the Faster Than Sound experimental music festival within a festival. The evocative photo above was kindly provided by fellow blogger Richard Friedman. He took it at the October 1971 performance of Stimmung in the Théâtre de la Ville, Paris by the group that commissioned it, Collegium Vocale Köln. Richard is also a fellow webcaster, check out his Music From Other Minds on KALW 91.7 FM San Francisco. The footer photo was taken by me at the 2007 Faster Than Sound. Stockhausen's music is just one of many delights at the 2008 Aldeburgh Festival which runs from 13th to 29th June, here are some of the others:

* World premiere of a new opera An Ocean of Rain by Yannis Kyriakides directed by Cathie Boyd.
* Featured composer György Kurtág and his wife Marta in recital.
* Pierre-Laurent Aimard plays The Art of Fugue and conducts the Britten Sinfonia.
* Ensemble Organum sing Machaut.
* Steven Isserlis and Thomas Adès play music by Kurtág, Debussy, Janáček and a new work by Adès.
* I Fagiolini sing Byrd.
* Premiere of John Woolrich's Violin Concerto.

As I've said here before, contemporary music is flourishing in Aldeburgh. This is due to adventurous and challenging programming. And Aldeburgh is not frightened of controversy. They proudly feature the 2007 premiere of their multi-media opera Elephant and Castle on the front of their new brochure, in confident defiance of a one star Guardian review from a grumpy Andrew Clements. Here are the facts that prove music has to be an adventurous experience:

In the past twelve months Aldeburgh Music has:
* Presented more than 150 concerts and events, including music, opera, dance, visual arts, public masterclasses and talks.
* Sold 91,000 concert tickets.
* Involved 8000 people in 250 Aldeburgh Education project days.
* Nurtured musical talent from around the world through the Britten-Pears Young Artists Programme which has more than 300 alumni.
* Started building its visionary new music campus.
* Involved more than 200 established musicians in Aldeburgh Residencies.
* Coached 25 of the region's finest young musicians through the Aldeburgh Young Musicians scheme.

As Benjamin Britten said, music does not exist in a vacuum.


Header photo (c) Richard Friedman 2008, footer (c) On An Overgrown Path 2008. Any copyrighted material on these pages is included as "fair use", for the purpose of study, review or critical analysis only, and will be removed at the request of copyright owner(s). Report broken links, missing images and errors to - overgrownpath at hotmail dot co dot uk

Thomas Ades out - Pierre-Laurent Aimard in

Just received - a press release announcing that Pierre-Laurent Aimard (photo above) will succeed Thomas Adès as Artistic Director of the Aldeburgh Festival for three years with effect from 2009. As the Independent commented following his BBC Prom earlier this year: "At 50, the French pianist-conductor still has the eager simplicity that induced Messiaen to make him his protégé at 12, and the luminous brilliance that persuaded Boulez to install him at 19 as resident pianist for his brand-new Ensemble InterContemporain. . . .”

Pierre-Laurent Aimard explained: “It was a big surprise to receive Jonathan Reekie's proposal to become Artistic Director of the Aldeburgh Festival. It was only after long reflection that I realised it was the right and possibly natural progression for me in terms of musical challenge and engagement. I love the exploration of musical confrontations and the encounter with various creators and performing partners - embracing the literature of different eras and cultures in such a way as to let the pieces enlighten each other. So what a joy to share with audiences and colleagues music as a living and growing art form in the context of an annual festival rather than a one off event in time. How we can continue to expand on the inspired concept and spirit of the original Aldeburgh Festival will be a fascinating journey in which I hope that we can do justice to the richness and diversity of music today.”

Pierre-Laurent Aimard has an international reputation not only as a great performer but also as a programmer of real invention. He will give three performances at the 2008 Aldeburgh Festival: as soloist/director with the Britten Sinfonia on Saturday June 14th, in recital on Friday June 20th, and performing chamber music with Tabea Zimmermann and Martin Fröst on Sunday June 22nd. All three concerts will feature works by György Kurtág, composer in residence for the 2008 Aldeburgh Festival. Other international curatorial projects led by Pierre-Laurent which form a backdrop to his new role in Aldeburgh include artiste etoile at the Lucerne Festival (2007); Pianist in Residence at the Berlin Philharmonic Orchestra (2006-07); Domaine Privé at the Cité de la Musique (Spring 2008), Carte Blanche at the Vienna Konzerthaus (2006-07), his own Perspectives series for Carnegie Hall (2006-07); and Artistic Directorship of Southbank Centre’s 2008 Messiaen festival.

Jonathan Reekie, Chief Executive of Aldeburgh Music said: "After an inspirational ten years with Thomas Adès at the helm, in our search for a replacement we were looking for an outstanding, original musician and programmer, who would both respect the Aldeburgh traditions but also stamp their mark on the Festival. In Pierre-Laurent Aimard we have all those qualities, rare in one person - a brilliant performer with a flair for creating concerts and Festivals. His performances here have been the talk of recent Aldeburgh Festivals and we are very much looking forward to working with him."

The 2008 Aldeburgh Festival, Thomas Adès’ tenth festival as Artistic Director, opens on Friday 13th June with a new opera commissioned from Yannis Kyriakides. During the festival Adès will conduct BCMG (Sunday June 15th) and two days later, with Steven Isserlis, will give the premiere of work that he has written for Isserlis. Associate Director of the festival, composer John Woolrich, will remain in this role, working alongside Pierre-Laurent Aimard.

“Every distinguished artist who has been chosen to present a series of Perspectives concerts at Carnegie Hall has used the opportunity to make connections among music of different styles and eras. But no one has taken this kind of exploration to the exhilarating extremes of the brilliant French pianist Pierre-Laurent Aimard. . . . By mixing and matching short pieces or excerpts from longer ones (46 in all), he created, in effect, an original, evening-length, five-section patchwork composition that audaciously leapt across centuries, defying stylistic categories.” New York Times, May 14th 2007

Now read an exclusive interview with Jonathan Reekie
Photo credit Chamber Music Society of Lincoln Center. Any copyrighted material on these pages is included as "fair use", for the purpose of study, review or critical analysis only, and will be removed at the request of copyright owner(s). Report broken links, missing images and errors to - overgrownpath at hotmail dot co dot uk

Aldeburgh has always been about the new

Contemporary music is flourishing in Aldeburgh. Thomas Adès is the Festival's artistic director, innovative programming is pulling in new audiences, traditional musical boundaries are disappearing, and an inspirational £14m ($28m) creative campus will make new music available to future generations.

Teamwork has played a vital role, but much of the credit for this success must go to Aldeburgh Music's chief executive Jonathan Reekie, who came to Suffolk in 1998 from Almeida Opera. The photo above shows Jonathan (left) talking to Bob Shingleton at Snape during this exclusive interview for On An Overgrown Path:

BS - What is 'Aldeburgh Music', and what is its remit?

JR - Aldeburgh Music was founded by the composer Benjamin Britten and singer Peter Pears in 1948, when they set up a Festival based in their home town of Aldeburgh. It’s remit draws on the original principles they established. These were to nurture talent by mixing established musical stars with emerging artists, to focus on the new, and to be rooted in the local community.

BS - How is Aldeburgh Music funded?

JR - In simple terms a third comes from box office income, a third by fundraising, and a third from the government via Arts Council England.

BS - How does the relationship between Aldeburgh Music and the Britten Pears Foundation work?

JR (below) - Aldeburgh Music looks after Britten’s “living” legacy – his Festival, the Britten–Pears Young Artist Programme, the education programmes and Snape Maltings concert hall. The Britten–Pears Foundation is our separate sister organisation, responsible for Britten’s music and archive and is based at the house in Aldeburgh where Britten and Pears lived for many years. The Foundation receives all of Britten’s royalty income, and some of it goes to supports us. We work closely together.


BS - Is Britten still an influence on contemporary festivals, and how do you decide how much of his music is programmed today at Aldeburgh?

JR- For the Festival his principles are arguably more important than his music. The principles, which I outlined previously, still guide us in what we do, and they give the Aldeburgh Festival its strong identity. The amount of his music performed depends on what feels right and fits with all the other things we want to do. There is no minimum or maximum.

BS - Looking back at the 2007 Aldeburgh Festival what do you view as the high, and low, spots?

JR - The high spots were undoubtedly Britten’s opera Death in Venice, the second Faster than Sound, and the multi-media opera Elephant and Castle. The low spots were the rain stopping the dress rehearsal of Elephant and Castle, which caused us technical problems on the first night

BS - How does your role as chief executive fit with that of Thomas Adès?

JR - Tom’s role as artistic director of the Festival is to help the programme, and to perform in the Festival in June. Mine is year-round and isn’t just artistic, but includes all the business side too. Several people contribute to the programming of the Festival including Tom and the Associate Director, John Woolrich. Aldeburgh Music’s work with young artists, residencies, and developing new opera all feed in ideas and possibilities for the Festival. I act as a gatekeeper to these ideas. Tom always has the final say.

BS - Your background includes opera at Glyndebourne and Almeida, and, as you have said, Yoshi Oida's new production of Death in Venice for this year's Aldeburgh Festival was highly acclaimed. Can more be done with opera, particularly contemporary opera at Snape? Will the new development plans help this?

JR - Opera is an artform that excites me greatly. When music, text, theatre & design combine effectively there is arguably nothing more powerful for an audience. Unfortunately it is an artform that is expensive, complicated and strong on tradition, so fewer and fewer opera companies are prepared or able to take risks. We are at the vanguard of trying to change this, and we put on more new opera than anywhere else in the UK. We also have one of the world’s only programmes for developing the opera writers of tomorrow. The new spaces we are building at Snape (below) will be great for this kind of developmental work and smaller scale opera.


BS - How do your audience demographics compare with other festivals such as the Proms and Glyndebourne.

JR- They are similar, possibly slightly older, because the population of the Suffolk coast is higher than average. They are a great audience, who listen and like to take risks.

BS - Talking of risk taking, you have pushed the boundaries into electronica, World Music and other genres. Is this a conscious strategy, and if so will it go further?

JR - Aldeburgh has always been about the new. Music is changing, boundaries between different genres are dissolving. What we are doing simply reflects this. For example the distance between the cutting edge of “contemporary classical music” (don’t you hate that phrase?) and electronica is arguably very small. They are both musicians trying to do something quite similar, just using a different set of tools.

BS - You talk about using a different set of tools. Does more extensive use of the internet figure in your plans, both for performance and promotion? And, I have to ask this question, do you read music blogs, and how do you see their role?

JR- The internet and other technologies are playing a growing part of our creative output and how we promote. We are doing quite of lot of R&D in this field, and it's just going to get more and more important. I do read blogs when I can but lack of time limits this. It's great that the stranglehold of the printed media is being released by blogs, which are bringing fresh blood to criticism and a new perspective on musical life. At last it feels we can escape the tired cynicism that traps many of the traditional media.

BS - Much has been written elsewhere about the death of classical music, yet Aldeburgh today seems to be flourishing. How do you explain this?

JR - Don’t believe what you read! Yes, in some places, where no-one takes risks, it is certainly stagnating. But at the end of the day if you only put on events that excite you, with a bit of luck they will excite an audience too. Good live music, performed by great artists, will never die. Keep a balance between the familiar and the new, and take risks.

BS - Any hints as to the direction that the 2008 Aldeburgh Festival may take?

JR - No major new directions. But highlights will include a new opera, Ocean of Rain by Yannis Kyriakides, our third Faster than Sound, lots of music by György Kurtag, and new works by Thomas Adès and John Woolrich. See you there!


Jonathan Reekie is seen above looking into the future of contemporary music. The new creative campus being built at Snape is one of the most exciting developments in classical music anywhere. Read about it here.
All photos and text (c) On An Overgrown Path 2007. Report broken links, missing images and other errors to - overgrownpath at hotmail dot co dot uk