Can Beethoven connect with a new audience in 2020?


Classical music wants a new, wider, and younger, audience. Yet celebrations for the 250th anniversary of Beethoven's birth this year are relying on unimaginative 'complete works' projects and quasi-scholarly diatribes extolling his humanity. Both of which preach to the converted and are unlikely to reach out to that vital new audience. The big win for classical music in 2020 would be connecting Beethoven and his peers to a wider public. But there has been very little discussion of how that can be achieved, and the few innovative projects shooting for that goal risk being consigned to the oblivion of contemporary entartete musik by the new classical elitists.

There is a very large and young audience for electronic dance music; which is something that the increasingly reactionary classical industry needs to understand. If art music is defined by its ability to change consciousness, then electronic dance music is art music because its huge appeal lies in its power to literally entrance audiences. And that dance music is art music is another uncomfortable truth that the classical thought police need to accept.

Tomorrowland is one of the leading dance music festivals, and more than 400,00 people attend its summer performances in Belgium, plus many more at overseas venues. (The summer Tomorrowland festival at the appropriately named Boom in Belgium is held on two weekends. By comparison the eight week BBC Proms season has an audience of around 300,000.) Since 2015 Tomorrowland has been experimenting with classical and dance fusion. In 2019 an orchestra of conservatoire students conducted by Dirk Brossé took this experiment a stage further by combining orchestral and pre-recorded sounds curated by two on-stage DJs.

The Belgian French-language news site La Libre headlined their story on the project 'If Beethoven was living he would play Tomorrowland' - see translated extract below. This report is a veritable ode to the joy of musical discovery and conveys a sense of connection notably lacking in so many other classical projects targeted at a younger audience. Nobody is suggesting DJs in the Albert Hall for the inevitable Ludwig van-fest at this summer's BBC Proms. But is there really nothing the classical music industry can learn from Tomorrowland's brave experiments? Read this extract and remember how Classic Rock reached out to a new audience in the 1970s and 80s.
We live in the 21st century, there are other genres than those of Mozart or Beethoven. You have to be open and understand why electronic music is so successful, "said [Dirk Brossé] who has worked with many international ensembles. Even if he admits that he does not listen to this musical style at home for pleasure, he remains curious. "If Beethoven lived today, he would be at Tomorrowland. He would certainly have been interested in the event. Perhaps he would have been found next to a DJ. He was an avant-garde, a modernist. experimented, tried things, "says the one who worked with Toots Thielemans, Hans Zimmer and Maurane.

 The dance audience came to discover this project en masse. All the phones were out to film it. People clapping, dancing to the music. Noises that don't bother Dirk Brossé at all. "We are all together, it gives unity. The beat brings people together. It breaks the barrier that exists normally with classical music, for which there is an intellectual and spiritual relationship but not physical", he explains.

"But it's crazy!" Exclaims a spectator who regrets not having arrived earlier. "What was more important than the concert was how people were going to react, what they were going to remember this moment," says the conductor who had chills throughout the concert . One of the vocations of the 59-year-old music director is also to arouse public curiosity about classical music. "I think a large part of the audience has never heard of a symphony orchestra. Maybe that will make people want to be interested in it." According to the reactions of the crowd, it may well be that the challenge is taken up.
Header photo via flickr. New Overgrown Path posts are available via RSS/email by entering your email address in the right-hand sidebar. Any copyrighted material is included for critical analysis, and will be removed at the request of copyright owner(s).

Comments

Johannes R. Becher said…
The unimaginative 'complete works' projects pose quite a mistery for non-insiders in the music industry as myself. As somebody who regularly visits CPO's online shop, I was astonished at seeing none less than three huge Beethoven huge boxes come into the market at more or less the same time. The smallest, Warner's, comprises 80 cds. The biggest, DG's, far more than 100. All the three in a row and just at the time of what seemingly is a quite meaningless date (250th birth anniversary? Are you kidding?).

The questions I ask to myself when confronting the phenomena of big boxes, whether composer-, conductor- or performer-centric are:

* Who buys these boxes and why? What pushes them to by them?
* How long does it take to sell them out? How many copies are print?
* How much does it cost to produce such boxes?

My best guess is
* old men with plenty of money and spare room on their shelves
* some of them apparently sell out very quickly (DG's Messiaen Edition or Decca's Britten Complete Works, for instance), the less attractive... who knows
* it's all reissues, so I guess the main cost is packaging and printed material; no idea what the gains per boxset are

Any insight into this issue would be much appreciated.
8:10 pm
Post a Comment

Recent popular posts

Closer to Vaughan Williams than Phil Spector

Image
This year's BBC Proms season includes ' Nick Drake - An Orchestral Celebration ' with Jules Buckley and the BBC Symphony Orchestra. That is Nick in the photo above; on the night in 1974 he died at the tragically young age of 26 a disc of the Brandenburg Concertos was on the record player in his room , and Black Eyed Dog , one of the last tracks he recorded before he died, has striking similarities to the Preludio of Bach's Lute Suite in E Major. But there is also an important and little-known contemporary connection between Nick Drake and the world of classical music. While at Cambridge University Nick met and worked with fellow student Robert Kirby. When Nick recorded his first album Five Leaves Left he chose Robert Kirby to arrange and conduct the backing for the majority of the tracks using strings, brass and woodwind. It is widely acknowledged that these arrangements were a major contribution to the success of the album and also to Nick's next LP Bryter Late
Read more

Does it have integrity and relevance?

Image
Shortly after it was released I bought the young Finn  Klaus Mäkelä's new complete cycle of Sibelius symphonies recorded for Decca. Sibelius symphonies are very well represented in my large CD collection , in fact I have more Sibelius symphony cycles than for any other composer. Yet I have returned to Mäkelä's interpretations a surprising number of times. No, they will not replace the accounts of Sanderling , Colin Davis,  Barbirolli , and others. But they are not worse or better: because subjective dualist judgements of better or worse, like or dislike, good and bad, definitive or otherwise, etc etc no longer mean anything to me . There is no concrete reality in a music performance, only what we individually perceive as reality. A performance is an endless flow of constantly changing conditions. The score is not the performance, and the performance is not the score. Between score and performance lie an infinite number of overlapping variables - tempi, dynamics, performanc
Read more

The Berlin Philharmonic's darkest hour

Image
Wilhelm Furtwängler was born on 25th January 1886. He was Music Director of the Berlin Philharmonic from 1923 to his death in 1954, and held this position for the twelve years that Hitler was in power. In January 1945 he was conducting in Vienna, and fled from there to Switzerland where he remained until the Battle of Berlin ended in the defeat of the Nazis. The musicians of his orchestra remained in Berlin during its darkest hour. Here is their story: On 28th March 1945 the Russian forces commanded by Marshal Georgy Zhukov were just twenty miles to the east of Berlin. A month previously Albert Speer had been replaced as Nazi armaments minister after trying to persuade Hitler that defeat was inevitable. Speer now turned his energies to preventing the musicians of his adored Berlin Philharmonic from perishing in the inevitable final battle. Reich Commisioner Dr Joseph Goebells, who was in charge of the defence of Berlin, had ordered the entire orchestra to be drafted into the Vol
Read more

Your cat is a music therapist

Image
A recent post told how a cat crossed my path at the Sufi shrine of Nizamuddin Auliya in Delhi. Cats are cherished in Islam , and in response to my post a friend who is an adept of the Naqshbandi Sufi Order sent me a link to an article on a Sufi resource . This is about the healing power of cats, and I thought it worth sharing an edited and annotated extract with my readers. The article can be read at two levels. At one level it can be taken as an amusing mix of fuzzy science and New Age babble, as indeed can this whole and many other Overgrown Paths . But drilling down further reveals another level. The power of music to nourish and heal the human spirit and body has been conveniently forgotten in the headlong rush to turn classical music into just another tawdry entertainment . Classical music is not about snackable access , celebrity maestros , live tweeting , self-promotion , free streaming , and all those other big new idea . It is about only one thing - sound. Ancient wisdom te
Read more

Why new audiences are deaf to classical music

Image
One important reason why classical music is failing to attract a new young audience is being ignored - today's much sought-after digital natives are fast becoming tomorrow's hearing loss natives. As the Clínic de Barcelona explains , until recently, hearing loss had always been related to age: the older you are, the worse your hearing is. This situation, however, has changed in recent years, as increasingly younger people are suffering from hearing loss. There are many reasons for this widespread hearing loss. There are now high levels of ambient noise - for instance the average daytime ambient noise  without PA announcements inside a US airport terminal is 66 decibels which approaches that of a a washing machine. Then there is the noise from the headphones, earbuds, etc used for long periods with digital devices. In addition the overlooked widespread  use of ototoxic drugs , including macrolide drugs and non-steroidal anti-inflammatory drugs (NSAIDs), contributes to hearin
Read more

Nada Brahma - Sound is God

Image
It may be my age, but those moments when a piece of music really hits me in the solar plexus seem to get rarer and rarer. But during my recent extended travels in India I was metaphorically punched time and time again when listening to ECM's Codona recordings on headphones. Recent posts have touched on the potential of virtual concert halls and the fact that no one mixes for speakers these days , and the Manfred Eicher produced Codona sessions from between 1978 and 1982 really demonstrate the impact of the up close and personal sound of headphones . The line up for Codona was African-American trumpeter Don Cherry, Brazilian percussionist Nana Vasconcelos, and Colin Walcott on sitar, tabla, hammered dulcimer, sanza, timpani, and voice. The band took its name from a circus trapeze act of the early 20th century called the Flying Codonas , and the three albums packaged by ECM for CD as The Codona Trilogy capture the peerless musicians-beyond-frontiers performing their creative hig
Read more

Vonnegut gets his Dresden facts wrong

Image
In 1968, the year I wrote Slaughterhouse Five, I finally became grown up enough to write about the bombing of Dresden. It was the largest massacre in European history. I, of course, know about Auschwitz, but a massacre is something that happens suddenly, the killing of a whole lot of people in a very short time. In Dresden, on February 13, 1945, about 135,000 people were killed by British firebombing in one night. It was pure nonsense, pointless destruction. The whole city was burned down, and it was a British atrocity, not ours. They sent in night bombers, and they came in and set the whole town on fire with a new kind of incendiary bomb. And so everything organic, except my little PoW group, was consumed by fire. It was a military experiment to find out if you could burn down a whole city by scattering incendiaries over it. Kurt Vonnegut's 1968 novel Slaughter-house Five is an essential part of the literature of the bombing of Dresden. In his new book A Man Without a Country: A
Read more

Master musician who experienced the pain of genius

Image
On that sleeve for his 1985 recording of the Goldberg Variations , Scott Ross is seen standing in the grounds of Château d'Assas in Languedoc. It was here that many of the harpsichordist's great recordings were made. Then, as today, the château dwelt in the twilight zone between grandeur and dereliction, and thirty years ago the recording sessions were regularly interrupted by the sound of rats scurrying across the floor. Scott Ross was born in Pittsburgh in 1951, and moved to France with his mother following the death of his father in 1964. He studied at the conservatoires in Nice and Paris, and first came to Château d'Assas in 1969 to give music lessons to the grandson of its owner Mme. Simone Demangel . When an early music academy was established at the Château d'Assas, Scott Ross gave masterclasses and became a frequent visitor. At first he stayed in a room in one of the towers, but from 1983 he rented a small house across the road from the château. The photos b
Read more

Colin McPhee - East collides with West

Image
'It seems to me certain that future progress in creative music for composers of the Western world must inevitably go towards the exploration and integration of elements drawn from more than one of the world's cultures. ' This remarkably accurate prophecy was made by Henry Cowell in 1947, and was prompted by a radio broadcast of Colin McPhee's gamelan inspired Tabuh-Tabuhan which had received its first performance eleven years earlier. Carol J. Oja's exemplary biography (jacket below) describes Colin McPhee as a 'composer of two worlds'. He was born in Toronto in 1900, and established a dual career of pianist and composer at an early age. He started his studies at the Peabody Conservatory in 1918, and spent two years studying in Paris before settling in New York in 1926. He quickly established himself as a one of a new generation of American composers, and his music was presented at a concert of Edgard Varèse's International Composer's Guild. At
Read more

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