Classical music's new audience?

Orchestras have long been trying to boost their ageing audiences. Now the London Symphony Orchestra, widely regarded as the most glamorous of Britain's orchestras, is taking the fight to the frontline - by marketing itself to babies. The orchestra has developed a series of DVDs aimed at babies aged above six months, with themes such as "shapes and patterns", "the world around us", and "seasons". Images of swirling paints, cloud-filled skies, wooden animals, and fields of rustling lavender, are accompanied by Berlioz's Symphonie Fantastique, or Holst's The Planets Suite.

Kathryn McDowell, the LSO's managing director, called it a "cradle-to-grave" audience development idea, put together with a company called Baby IQ. "If you introduce people to music [when they are] toddlers, then perhaps later they come to family concerts or get involved in an LSO education project. Then they know it's the LSO. It's all about brand recognition."

Chaz Jenkins, of the LSO, who developed the project for the orchestra, said: "The LSO already reaches people from as young as three years old with education work ... babies are much more difficult to reach but a lot of research suggests [they] are very receptive to classical music, much more than to music with more beats. So we have been looking for a long time about how to reach very young children."

Only nine of 39 LSO Barbican concerts, in London, during the 2006-07 season, include works by living composers, plus an arrangement by Colin Matthews. Ms McDowell indicated that the contemporary music programming would depend on the predilection of the orchestra's conductors.

She added that, in the past, it was "the trappings of classical concerts that tended to put people off [going to a performance]". The way the orchestra presented itself to potential audiences was important. She would be banishing images of the orchestra itself from their brochures and leaflets. The LSO also now communicated via text messages, and had LSO ringtones available on its website.

From today's Guardian.

Photo of enthusiastic concergoer at end of last Friday's Proms Shostakovich 5 from Illinois Family Institute. 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 other errors to - overgrownpath at hotmail dot co dot uk
If you enjoyed this post take An Overgrown Path to * Classical music is not a brand * LSO Not So Live? * The latest avant garde tricks

Comments

Post a Comment

Recent popular posts

David Munrow - more than early music

Image
'David Munrow and the Early Music Consort of London transformed our view of medieval music. The impact of their performances far surparssed any that had gone before: by demonstrating how medieval music could sound normal, they created a niche for it in the concert hall and on record that it has never lost' ~ From Daniel Leech-Wilkinson's notes for Music of the Gothic era May 15 2007 is the thirty-first anniversary of the death of David Munrow. His contribution to the acceptance, understanding and performance of early music almost defies summary. He was born in 1942, and learnt the bassoon and recorder as a child. Between school and university he travelled and taught in South America , and started the collection of ethnic instruments that were to give him, and the world, a new perspective on early music making. He read English at Pembroke College , Cambridge, and was encouraged by Thurston Dart to take an active role in the music-making of that most musical of cities. ...
Read more

Classical music must be doing something wrong

Image
Classical music's website of choice Slipped Disc  today runs a story on the latest RAJAR UK radio listening figures . This story states that a "...record number of individual hours was spent listening to [BBC Radio 3]. They must be doing something right". Which is good news; but only for those who believe that facts should never stand in the way of a good story. Because simple arithmetic shows that BBC Radio 3 is not doing very much right, while UK classical radio in its entirety is doing something wrong.   In the quarter ended September 2024, BBC Radio 3 and Classic FM audiences were 2.039m and 4.416m respectively. Which gives a total audience for the two classical stations of 6.455m. For the same quarter in September 2023 the audiences were 2.002m and 4.467m, giving a total classical radio audience 12 months previously of 6.469m.  So BBC Radio 3's "something right" turns out to be a fractional increase in its audience year on year, and a contribution ...
Read more

Nothing but malice, unchecked egoism, rawness...

Image
German violinist Christian Tetzlaff has explained his decision to cancel his American concerts saying "I feel utter anger. I cannot go on with this feeling inside. I cannot just go and play a tour of beautiful concerts". Tezlaff then goes on to express a sentiment that many of us share: "There seems to be a quietness or denial about what’s going on". This prompted a post by the ever-wise Alex Ross headlined The Spirit of Casals . Which in turn prompted me to reread articles I wrote many years ago after visiting Casals' beloved Catalonia . These reminded me that Casals' wisdom is still as painfully relevant today as it was when he was railing against Franco's authoritarian regime. Here is one example  of that wisdom: Music must serve a purpose; it must be a part of something larger than itself, a part of humanity; and that, indeed, is at the core of my argument with music today - its lack of humanity. A musician is also a man, and more important than his...
Read more

Leonard Bernstein's critical MASS

Image
As controversy continues to rage over Donald Trump’s shock decision to seize control of the Kennedy Center and place a loyal apparatchik in charge, we should remember that Leonard Bernstein's MASS was commissioned by Jacqueline Kennedy Onassis for the opening of the Kennedy Center in 1971. Here are the painfully prophetic words from the Trope: Non Credo in Bernstein's masterpiece: World without end spins endlessly on Only the men who lived here are gone Gone on a permanent vacation Gone to await the next creation World without end at the end of the world Lord, don't you know it's the end of the world? Lord, don't you care if it all ends today? Sometimes I'd swear you planned it this way Dark are the cities, dead is the ocean Silent and sickly are the remnants of motion World without end turns mindlessly round Never a sentry, never a sound No one to prophesy disaster 
Read more

Late night thoughts after listening to BBC Radio 3

Image
My thoughts about Radio 3 today are summarised very well in this saying attributed to the sixteenth century  Hindu mystic poet Meerabi . I have felt the swaying of the elephant's shoulders, and now you want me to climb on a jackass?   Try to be serious.  More than a thousand sacred songs - bhajans - and Hindi poems are said to have been composed by Meerabi. Header image is cover artwork from the album Ineffable Mysteries from Shpongleland by the Goan trance duo Shpongle .
Read more

Soundtrack for a porn movie

Image
"No, you have not landed on Slipped Disc by mistake. Respected electronic music pioneer Klaus Schulze tells the story himself.  The origins of " Body Love " are quite funny. I received a call from a movie producer named Manfred Menz and I wound up becoming his principal composer for a period of time. Amongst others, I composed the "Barracuda" soundtrack for him [1978, previously unreleased on album]. This led to a friendship which lasts till today. Menz now lives in Malibu, California where I visited him a couple of years ago. Anyway, this guy calls me and asks if I would compose the score to a porn movie. I said: "Porn? Nah, I don't do that kind of thing".  As it turned out, the director of the movie, Lasse Braun, had already shot it and had used my albums " Timewind " [1975] and " Moondawn " [1976] as a kind of "working soundtrack". This was obvious because the couples in the film were moving in time to my gro...
Read more

Is this a proper use of royal patronage?

Image
In a latest desperate attempt to generate street cred for our monarch, the royal spin doctors have created an Apple Music playlist for King Charles. Leaving aside concerns that supporting a rapacious streaming service is hardly the best way to help the UK's creative industries , Charles has a somewhat worrying track record as a music influencer.  When a leading orchestra proposed programming Michael Tippett's innocuous Suite for the Birthday of Prince Charles at a concert to be attended by the future monarch, the Suite was vetoed because the orchestra's managing director was told "Charles hates it". The dangers of King Charles' creative myopia were chronicled by the inimitable John Drummond in his autobiography :  I have always found [Prince Charles'] lack of interest in anything to do with the arts in our time depressing, since all his opinions get so widely reported. It seems to me that he has had unrivalled opportunities to get to understand the tw...
Read more

The purpose of puffery and closed-mindedness

Image
Two contrasting responses from America to my post Third rate music on Naxos' American classics? Flinging merde - ' Granted some of the stuff that Naxos has packaged in that series has been less than distinguished but operating in a cultural establishment where critics treat every cow patty ever dropped by the likes of Alwyn (above) and Bax and Finzi and Michael Tippitt (sic) as if it were fois gras, Clements is hardly in a position to fling merde' - from Sequenza21 , and I'm sure Norman Lebrecht would approve of that misspelling of Tippett. The true beauty of the effort - ' Personally speaking I expect listener reaction to concert music is heavily dependent on emotional mood and cultural/historical context . The concept of "ratings" and "tiers" for composers is pretty much an over-rated specialization of critics, which serves the purpose of puffery and closed-mindedness. My father is the American composer George Frederick McKay (photo be...
Read more

All aboard the Martinu bandwagon

Image
Depressing, but predictable, to see the mainstream media scrambling aboard the Bohuslav Martinů bandwagon as soon as BBC Radio 3 announces a cycle of his superb symphonies . Equally depressing, but a sign of the times, to see the Independent publishing an appreciation of the composer's symphonies by a writer who confesses elsewhere to never having heard a single note of them. As Norman Lebrecht famously wrote in the Evening Standard back in 2006: ‘... until bloggers deliver hard facts … paid for newspapers will continue to set the standard as the only show in town’. Sadly the hard facts now show that Norman is no longer at the Evening Standard , and, as from next Monday, the Evening Standard will no longer be a paid for newspaper . But you can find pre-bandwagon appreciations of Martinů here and here . 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 ...
Read more

Critical Mass

Image
I'm a big fan of Marin Alsop . But last night her BBC Prom performance with the Bournemouth Symphony Orchestra playing her own sequence of the suites from Prokofiev's Romeo and Juliet was strangely unsatisfying. Tempi were pulled around, and rather than adding to the tension the wayward performance weakened it. When it finished I wanted some 'in your face' music making that was over the top, but which really worked. So as Marin Alsop was a pupil of Bernstein's I put on his 1971 recording of his own Mass , a work I don't listen to very often. Is Mass Bernstein's unrecognised masterpeice? Or is it a failed experiment in using the vernacular and exploiting street chic? (But wasn't the 'parody mass' a legitimate renaissance musical form which exploited contemporary music such as L'homme arme ?) My view used to be that Mass was simply a failed experiment, but I have to confess I am slowly moving towards the view that it may be a misunderstood m...
Read more