Think like marketers

I’ve been doing a lot of listening this week. Interviewing necessitates that.

There’s little point in preparing a list of questions to ask an interviewee, asking them, and then not listening to the responses.

Its the responses that offer the more tantalising opportunities for follow-up. The follow-up will always surpass your original expectations. It is the follow-up that yields the insight.

Peter Donohoe

Four such interactions this week.

The first, a 90 minute conversation with pianist Peter Donohoe up in Solihull for a podcast.

Donohoe was an open, warm and willing contributor. He shared all sorts of things about performance that deepened my understanding of piano music. He put me at ease, unwittingly legitimising me as a reasonably knowledgeable punter. Ninety minutes of conversation that closed the gap I sense between auditorium and the stage.

It was also a conversation where I felt so completely ‘in flow’ that the previous ruminations about invoices, payments, and impending bills seemed like a world away.

Interviews then – the necessary process of listening – helps me refocus attention on the now. Not only are these experiences an opportunity to create meaningful content and demonstrate skills and services to those with a budget, but they’re also moments to deepen thinking.

Realising I’d fallen into a listening and questioning habit only really became apparent when I attended the Philharmonia concert on Thursday (review to follow). It was the conversation with a marketing type afterward in particular which brought things into focus for me.

The content of the conversation is of course off limits, but its impact isn’t.

The questions came easily.

It was an exchange which reminded me that the classical music world I occupy in my mind’s eye both here on the blog and in the podcast, has a different vista from that seen by those who seek to generate business in the art music world, for example.

The core classical music audience isn’t as large as I might picture it in my imagination. It also doesn’t represent the biggest ticket-buying awareness-raising opportunities. Those opportunities are to be found in those who don’t consider the concert hall as their go-to location; those who don’t seek out classical music experiences or who don’t come very often.

Concentrating on the wrong people

This valuable perspective shook me a little.

I am a content producer – sometimes paid, sometimes not. My ability to pay the bills is, through choice, directly linked to my content production strategy. And the success of that strategy is dependent on it being in concert with the strategies of marketers and PRs.

There is no point in striving to create content that seeks the validation of or satisfies those who already know about the genre, because those individuals aren’t representative of the kind of audience the wider industry needs to attract. Such an inward-looking strategy doesn’t really help me nor the industry I’m seeking work opportunities from.

Think like a marketer

I mentioned earlier that this insight shook me. Its initial effect was similar to the thinking I have indulged in the past and ended up succumbing to – that which usually ends up with me abandoning a particular path because of a sense of frustration or impatience.

But it went further than that for me. There are skills I have that are useful (ergo billable) to the industry I feel a part of now. That those skills aren’t getting snapped up yet is either because I’m not as good as I think I am (a possibility), or more likely because I haven’t found the right way to integrate them yet. And that means thinking from the same perspective as a marketer.

But 48 hours later I notice a slight shift in my thinking.

Digital natives who understand the positive impact an authentic digital publishing can have, are in the business of awareness-raising and community-building; we’re not contracted to sell tickets. What we say to raise awareness and who we say it too is what is important.

And that for me means looking wider that the world I consider home, recognising that classical music – whether it be live performance, recorded music, or the content that surrounds it – doesn’t exist in a bubble. It has to be considered alongside a great many other experiences.

If content producers are to raise awareness and build community around the subject they care passionately about, then they need to look wider than the subject itself. They need to think like marketers.

Generation Z

And by shifting that thinking and opening my mind to looking at classical music as an experience or product – from the perspective of sales and business – then the need for other information is necessary. As if by magic, Barclays Investment Bank on Twitter provided a useful primer on Generation Z, and today, Manchester Collective’s Adam Szabo writes on Medium about branding.

Paid for packages

The day after the marketing conversation began with an interview with Czech Philharmonic Education Manager Petr Kadlec about the orchestra’s work with Chavorenge and music director Ida Kalerova.

Chavorenge – a collection of Roma children given the opportunity to develop life skills through choral singing experiences – sang on the first day of the ABO Conference in Belfast a few weeks back. The paid podcast gig garnered some valuable material and useful introductions, of which this interview was one.

Twenty minutes on the telephone plus another two hours editing, and the finished product is pushed gently onto the internet. I finished around 3pm and started on a handful of household chores, not returning to listen again the finished product until the early evening.


Ulster Orchestra Managing Director Richard Wigley introduces Ida Kelarova and Chavorenge with the Czech Philharmonic. Chavorenge offers Roma children the opportunity to sing together in life-affirming performances that seek to challenge prejudice in Romania, Slovakia and the Czech Republic.

What I find pleasing listening back to it even now is the flow of the exchanges and the storytelling that emerges.

I like the occasional splashes of personality in the contributors characterised by the laughs, contrasted with the sheer wall of warmth and love that emanates from the singers themselves. That I remember ruminating quite a lot about the bills at the same time as editing makes the finished product all the more pleasing.

Obviously, there are one two technical errors with it. But that’s just the perfectionist talking, I like to thin.

New discoveries

One of my musical discoveries this week really touched me emotionally. When I first met the OH, his classical music library was small but proud. I don’t lay claim to having expanded his tastes – he’s done that himself through personal discovery (I like to think because classical music has been part of our regular music experience).

Over the past year or so I’ve seen him introduce me to unexpected delights. It is almost as though the emphasis has swung the other way in the relationship in that respect.

Mitsuko Uchida

So, yesterday morning as the pair of us sit down to read, he puts on some piano music.

“What’s this?” I ask.

“Beethoven, I think.”

“Who’s playing?”

“Mitsuko Uchida.”

“Why did you pick this out?”

“I like the picture of her on the cover – the one that looks like she’s hanging on to her ears in case they fall off.”

It was electrifying stuff. My right hand started to grip the sofa cushion. I sat transfixed throughout the last movement of Piano Sonata No.30 – agonising beauty in the initial theme, extrapolated in an epic series of variations, including one Bach-esque fugue that cycles through some eyebrow-raising harmonic progressions.

It was the first time I heard it. What I heard brought tears to my eyes. Listened to it this morning and the same thing happened again.

Edmund Finnis

After that, a brief scoot through Edmund Finnis’s collection of new works on NMC, this year marking 30 years of supporting new composing talent.

The opening track, The Air, Turning  is a tantalising collection of textures that brings me alive, holding my attention throughout by presenting something that feeds curiosity with an imaginative world constructed with fascinating colours.

I want to spend a little more time paying closer attention to the release as a whole. It has a 70s concept album feel to it, the idea of which excites me a great deal. But in the meantime, be sure to listen to the gloriously eery Elsewhere. My current squeeze.

No names no pack drill

I’ve been doing a whole lot more reading this weekend.

There’s a lot to catch-up on. There’s a lot of words to cover in each copy of the New Yorker. The delivery schedule is as relentless as it is reliable.

Reading is – this won’t come as a surprise to anyone – a gratifyingly mindful process. Thinking is slowed down to a nostalgically heady pre-2005 era. The heart rate plummets. New connections are made.

It hasn’t all been a pleasurable pursuit.

In amongst the comparative definitions of aspiration and ambition, a potted history of journalism, and a remarkable account of a lifelong journalistic inquiry into the life of Lyndon Johnson, Tom Yarwood’s long read on the Guardian has been in comparison quite harrowing.

It reminds me of a conversation with an old pal from school I had in Edinburgh after watching a play about male rape, staged in a chain hotel that triggered memories about similar experiences I’d struggled with as a teenager.

It was a tough time. I went to the GP. I went to see a psychiatrist and everything. It all got quite dark at one point.

I recognised what Yarwood said about shame and a sense of responsibility. Unlike him however, I don’t have to see the person responsible for the initiating act listed on concert hall programmes.

It’s a tough read, but a thought-provoking one. The ethical expectations on the industry are as a result very high. Appropriately so.

How do composers sleep at night?

There’s a link I’ve identified between web designers and composers.

Britten’s diaries, letters and various biographies document the emotional roller coaster of the creative process.

I remember first reading about Britten’s inner-most thoughts back in 1997 and feeling slightly voyeuristic. I rolled my eyes at the diminished self-belief and the strained relationships. I rather liked that. I liked the way the comparatively banal detail of his everyday life afforded me the opportunity to puncture the loft reputation post-humously bestowed on the composer.

Just so we’re clear, I’m a Britten fan.

Last night, an unexpected thought. I was looking at a website I’ve been working on over the past few weeks for a client. It has been a hugely pleasurable process. Distracted from the usual office politics, I’ve been able to focus on the articulated need and the detail and complete on the contractual promise.

When the website finally goes live, the feeling is something odd. That’s the moment in time when the ship has left the berth. Sure, I can keep tweaking and correcting (that’s how Web 1.0 works after all), but the moment the website goes ‘live’ is the moment when as a creative individual you feel most exposed.

The paradox is that the period prior to putting a website live – building the website on a ‘test server’ – invariably involves using a web server which is available to anyone who happens to possess (or find) the necessary website address. It never concerned me that people might see what I was doing when I was ‘building on test’, yet the moment it’s moved to a difference public webserver suddenly I’m incredibly self-conscious.

It was late when I looked at the finished product ‘on live’ last night. True to form (at least I’m aware of it) I immediately zoned in on the margins and gutters – there’s really nothing worse than a misaligned block of text – and descended into a spiral of self-loathing.

I mounted a personal intervention and stopped proceedings before clambering out of my pit of self-induced despair and turning my attention to Witless Silence on BBC One.

Come the morning, my view on the very same website was … entirely different. The tweaks necessary were inconsequential and swift, and when complete triggered an unexpectedly overwhelming sense of pride.

It got me thinking about composers. How did they deal with the exact same creative process? Would any of them past or present dare to admit to tiredness-induced self-doubt? Would they dare to describe in such intimate terms the experience of crafting a new composition (in itself a battle of conflicting internal dialogues) and what interventions they mount to right the metaphorical ship? Would they dare to reveal the emotions experienced in the run-up to and during the first rehearsal and subsequent premiere?

There are a couple of podcasts yet to be published with composers about which I have this vague recollection I may well have asked the question. I hope so. Because I think anyone who gets the opportunity to have their work realised by a whole other team of professionals has a far more stressful working day. I’d like to know how they deal with it.

Photo by Spencer Imbrock on Unsplash

Sausage, egg and chips (and friendly hellos)

I have fifteen minutes whilst the OH prepares sausage, egg and chips for dinner.

I’m hoping for the chunky chips (vegans look away now) soaked in beef dripping. I fear we may end up with French fries. We should stop ordering the French fries. They’re so spikey in the mouth.

It’s been a phenomenally busy day. I’ve spent five hours in the kitchen next to the radio making the final push for a big website (see later) I’m working on for a very special client (I don’t think they read this blog).

I’ve listened to endless podcasts, found a delightful acoustic version of Tanita Tikaram’s Twist in my Sobrietyand watched one of my cats throw up on the hallway carpet and then proceed to defecate on the front door mat. At least he had the good grace to move to the doormat. He’s been brought up well.

Monte Carlo

Tickets have come through for the festival. Already. I only put the request in the day before yesterday. Prompt replies are such highly-prized things.

BBC Symphony Orchestra in Monte Carlo, plus Capucon trio and Signum Quartet. Some of the programmes are unknown to me. It’s three days rather than the usual two (I’ll be doing a Trondheim and taking ‘necessary supplies’ in the hold baggage to keep costs down).

Hoping I can get my passport replaced before I go out there (the website says no more than three weeks, but I imagine there’s a bit of a rush on at the moment).

Hoping also that those who need to can coalesce around avoiding a no-deal otherwise I’m going to face a similar challenge to the Aurora Orchestra in Belgium heading back from their 29th March gig.

My flight back to Gatwick is on Monday 1 April. Irony.

Websites and People

I’m doing as much podcast work as I am website work at the moment.

Yesterday was spent editing down two sessions from last week’s ABO Conference (there are two more to go), talking to a new website client, following up with a pal at Disney Corp. and continuing on the website build.

I notice how quickly I can go in ‘deep’ on a piece of work now, even if its only for 15 minutes or so. These short chunks of time spent doing stuff I value creates an achievement-driven self-affirming virtuous circle of loveliness.

By focusing in on stuff or people I’m reminded of the things that bring me pleasure and those things I coincidentally happen to be good at. It’s like being present with own perfect line manager every working hour of the day.

Unexpected friendly hellos

Inevitably, come the concert last night – Ian Page’s Mozart exploration at QEH and the reason for the most recent TG Podcast – I was shattered and surprisingly fraught.

I recognise when I’m tired mostly when I notice I’m picking over things that have happened and those yet to happen, familiar behaviour in search of an self-medicated intervention.

Met up with a pal – a radio producer – had a natter about this and that (mostly me) and then proceeded to the QEH where I bumped into a former BBC colleague from the ‘Savile Crisis’ days, and a chap from the ABO. The conversation is always brief at these kind of occasions (how can it not be?) but warm. That warmth is as gratifying and appreciated as the art created on stage.

And yet we never talk about that, do we?

We never talk about the joy that emerges in the concert hall foyer when the atmosphere created by familiarity and regularity results in something equivalent to a friendly wave from a neighbour across the street.

Picture:  Simone Hutsch on Unsplash

Review: The Mozartists’ 1769 – A Year In Music at Queen Elizabeth Hall

A near-capacity Queen Elizabeth Hall for The Mozartists‘ fifth instalment of music in Mozart’s life showcased baritone James Newby and soparano Chiara Skerath, along with some delectable musicianship from bassoonist Philip Turbett.

Ian Page’s introduction created an intimate heartfelt atmosphere, establishing the event as a two hours historical storytelling full of fascinating curiosities.

Spirited taut Mozart Symphony from Cassation in G major. First movement was joyous; fifth movement captivating thanks to a charming solo line from leader David Edgar. The musical material sometimes feels as though it loses its urgency – in places the musical development felt as though focus was lost by the composer, then I remembered what Page had said when he introduced the concert at the beginning: this was Mozart writing at 13 years old.

Chiara Skerath has an earnest kind of energy about her which is endearing. Her voice is rich and rounded. Sometimes the vibrato in the first Mozart bothered me a little, but its an inconsequential observation on my part and one, no doubt, borne out of ignorance.

The highpoint(s) came in the second half. Leopold Mozart’s Symphony in G major writing at the same time as his son Wolfgang, was a revelation. My assumptions about the Leopold is that he pitched his son around Europe because of his [Leopold’s] own shortcomings. That assumption isn’t based on evidence at all. Yet, listening to Symphony in G major and I turned to my plus one for the evening expressing surprise the work was as good as it was.

James Newby singing ‘Got, sieh dein Volk’ was electrifying. He is an amazing presence on stage. He also has a pleasingly well-clipped beard.

There were errors in the concluding Haydn though these didn’t distract from the performance so much as the work itself felt a little long and drawn out. The lasting thought at the end of the programme was the impact the young Mozart must have had had there been any conceivable situation when all of those composers got to hear each others works in 1769. I like the idea of it. I imagine it didn’t happen.

I’ve seen Classical Opera twice now – previously in the Barbican, and last night at Queen Elizabeth Hall on the Southbank. They thrive with reduced forces in smaller spaces. A capacity audience creates a supportive atmosphere, and the pared-back stage makes helps promote focus attention on the players, without it feeling like we’re analysing things under the microscope. A sense of occasion exudes proceedings without being too over-blown. A good location for historical explorations.