It’s not an especially new message. Plenty of others have been saying the same thing for a long long time now.
Set in the context of the ISM’s recent State of the Nation report Jess’ letter is prescient too, though I’m not entirely convinced the timing is accidental.
There are a number of other necessary bandwagons on the road to reinstating music education in the curriculum, the wheels of which are still turning, some slower than others, some considerably more squeaky.
What impresses me is the way it appears that the industry is collaborating, marshalling resources and messages, timing their dissemination to support one another’s endeavours.
Record labels, membership organisations, and broadcasters are supporting one another to send out a clear message to politicians: music education needs to be reinstated in the curriculum.
But there’s grit in the tank.
Jess, like her BBC Young Musician cohort cellist Sheku Kanneh-Mason, is in classical music terms hot property. Since signing to Decca they’ve cropped up in all sorts of places on TV and various public events, usually coinciding with an impending album release
Both Jess and Sheku are valuable assets to record labels. Whilst we applaud their achievements and how they’re helping raise the profile of an artform and music education, they are valuable to record labels because these altruistic acts provide an opportunity to drive business.
And whilst that in itself isn’t a bad thing, there are some implicit messages surrounding Jess and Sheku’s appearance on-air and in-print which we should as a community remain vigilant about.
Both musicians are hugely talented and have come to prominence just at the time when pressure has rightfully increased to tackle various social justice issues head-on. What both musicians are able to achieve in raising awareness, influencing, and driving change is incredibly important. But to be clear, such endeavours on their part also help content distribution organisations drive streams and raise revenues.
What worries me (and this be me being over-protective here) is the way in which they are projected: as musicians who have completed their journey and ‘made it’ just by virtue of having won a competition and made various TV appearances. These musicians are are still in development as performing musicians. Had they not signed to a record label or won BBC Young Musician would their voices still be heard?
Jess’ letter to the Guardian is a positive message. It’s necessary. But I’m uncomfortable seeing it only in the context of music education. I see Jess’ letter as part of a much broader marketing and PR strategy to raise profiles that in turn increase revenues, drive advertising sales, and importantly allows a large-scale brand be seen to align itself with a common cause.
And that raises ethical questions for me about the way in which artists in development who could themselves be struggling to come to terms with the attention they now receive, at a point in their lives when they’re still developing their practise.
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 moretantalising opportunities for follow-up. The follow-up will always surpass your original expectations. It is the follow-up that yields the insight.
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.
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.
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.
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.
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.”
“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.
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.
Started watching ‘Tidying Up’ a couple of nights ago on Netflix – a lower-rent version of BBC Two’s brilliant ‘Life Laundry’ from years back.
In it, Marie Kondo talks about shedding stuff and ordering what remains in beautifully laid out drawers and shelves.
Prompted me to intersperse my writing with some real-life editing.
Ditched the concert series preview brochures; hung onto anything with programme notes in it – the result is print-based evidence of fruitful relationships with effective classical music PRs over the years.
The pile I threw away was mildly distressing. I see the effort in that print. I project a sense of pride onto their creation. I picture the people who have done the research, and the interviewing, and the writing, and the sub-editing. I stare at the pile of magazines I no longer want (because I haven’t looked at them in six months) and think to throw them away seems like such a shocking waste of everyone’s time, money and effort.
Why even write if the tangible evidence of your creation will, eventually, get thrown away?
This is all at odds with the big classical music journalism thing this week – Ariane Todes announcing plans for a new magazine she wants to put together about the artform and with a specific audience in mind. It’s a great thing, and one I’ve no doubt she will pull off too. It’s also much-needed.
But as much as I love print – I feel reassured by its tactile quality – it’s not lasting. It requires consumers like me to hang on to it in order for the work that was involved putting it together to continue to receive recognition. To discard that print feels disrespectful. Ungrateful. Doesn’t it?
The New Year has come with a whole host of unexpected thought processes, all of them loosely connected around value, purpose, and frugality.
An irony presents itself. The very thing which derives such pleasure for me (and seems to come reasonably easily) – writing – is the same thing that can be discarded so straightforwardly.
Writing is a pleasure, and something I don’t doubt I can do to a reasonably good level (note the use of ‘reasonably‘). It’s my safe haven amid the screaming. When I get paid for it the circle is complete.
What’s odd is the idea of wanting to write when you know that the potential fruits of your labour could be so easily forgotten and thrown away.
At least I hung on to the programme notes, I suppose.
The article is primarily about pianists but could just as easily apply to any other musician who steps onto the platform and performs for a ticket-buying audience.
Why should it not be acceptable for body language to convey part of the overall musical meaning? After all, the seats in a concert hall do face the stage. (Good luck selling tickets for any that don’t!) Following this bias against the visual component to its logical conclusion, seats should face away from the stage, giving audience members an empty visual field in which to fully immerse themselves in sound only. Aside from the element of spontaneity, there is surely something else about live music that makes it worthwhile. However restrained or extroverted it may be, the character imparted visually by a performer on the music is part of this experience.
Thought-provoking. Makes me consider what the opportunities and challenges there are for marketeers and PRs when promoting an artist. Can a flamboyant on-stage performing style aid PR and help develop audiences or prove a hindrance?
To what extent is the uninitiated ‘virgin’ audience put off by the prospect of a performed perceived as intense and inaccessible as seen in some promotional photography – the very photography often used to communicate quality and integrity? Quite apart from the discussion amongst officiandos, fans and pedants as to whether an ‘over-expressive’ physical performance masks a lack technical ability or authentic expressivity, can it – basically – put potential new audience members off? Is it potentially counter-productive for both fans and newbies?
The Royal College of Music Historical Performance department have published a 3 minute video about a recent tour students went on to Italy. The video, promoting the work of the Royal College of Music, was produced by Tall Wall Media.
It’s a charming, laid-back and intimate well-made thing which ticks all of my particular boxes: it’s straightforward; it throws light on some aspects of a further education curriculum; and, it has some great performances in it too. It also exudes high quality production values.