Two Orchestras Market in a Digital Age
May 10, 2010
Even in a stagnant economy, people are still supporting what they value, and many nonprofit arts organizations report that contributions remain strong. With all the robust signs of life in American orchestras, I thought I’d have conversations with the heads of marketing for the two polls of the continent’s orchestras. Both the New York Philharmonic and the Los Angeles Philharmonic have opened new seasons that also debut the régimes of exciting young music directors. On the right, we have a local boy who grew up with the orchestra, Alan Gilbert, while the left coast welcomes Gustavo Dudamel from the hotbed of lively, youthful music that Venezuela has become.
At the NYPO, David Snead, Vice President, Marketing, is clear that innovation and creativity are employed for a reason and that, for thirty years his reason has been the same: “turning people onto the music.” The best way to get exciting and excited new audiences, he has proved, is not to offer them dinner or preferred parking but to offer them exciting music in a way that projects its inherent nature and excitement.
What he calls his “epiphany” came when the twenty-something daughter of a friend visited him in New York. She asked Snead if he would take her to a rock concert. He was a little taken aback that she wanted to trek out to Farmingdale, Long Island to hear Duncan Sheik — on what was for him a “school night.” This was before the Broadway hit, Spring Awakening, and her host was not really sure just who Duncan Shiek was but consented — stipulating that he must be in bed by 11. His visitor also asked Snead to bring his camera to take her picture with the artist. He took this to be an instance of naïveté of the ways of concert life, since he knew her chances of getting that close to a rock star would be slim indeed, and he certainly didn’t want to have his camera confiscated, as he knew to be the practice when a guy showed up at a concert hall with the conspicuous intention of taking photos. Not only did the young woman — and many others of the audience — get an individual photo with Duncan Sheik; not only did he find himself falling into bed at 4 a.m.; but next morning he learned that his guest, far from retiring in contented exhaustion, joined hundreds of other enthusiasts online to discuss what they had heard at the concert. There they not only shared their pictures from the event but dealt with a minority complaint that there had been too many slow songs. Snead was thunderstruck to learn that Duncan Sheik had then appeared online as well, where he defended his programming. All this had been an integral part of the event, so far as the fans were concerned.
That’s when Snead thought, “Here we are in New York. Manny Ax and Gil Shaham live in New York, and they’re very open guys with a great attitude towards the public. Why can’t people hungry for musical fellowship be provided with more access to them and other towering artists than just seeing and hearing them on the concert platform?” One result of this question has been a whole program of engaging interviews with a performer or composer for each event — at least one per concert — pasted on the orchestra’s Web site. These seem to have greatly decreased the sense of perceived distance between audience members and the musicians that they go to hear. In addition, the site also provides downloads of music from the Philharmonic’s internal label, along with access to more material via iTunes and mobile phones.
The free concerts in New York’s public parks, already favorite summer events for large crowds, came to yield an increasingly participatory experience through devices like the two-season-old practice of inviting audience members to contend via mobile phone on behalf of different encore alternatives. At least as invigorating for these events have been the online photo contests, for which pictures of the event taken by audience members are submitted to the site and prizes are awarded for various categories of views from the evening. These have without doubt represented a significant change of emphasis from the stage to the audience experience of the music emanating from that stage. Thank you, Duncan Sheik and young woman visiting from out of town!
“We’re a learning organization,” the thoughtful Philharmonic marketer tells us. This presupposes a vision far different from the idea of marketing as dictating the experience that the public is expected to take — or leave. Snead seems to feel that the most compelling “brand” is created by the consumer rather than by the management. A fruitful result and evidence of this is the enormously successful Create Your Own Series subscription program. This has been a powerful way for younger audiences to form the conditions of their participation in the season for themselves, while at the same time communicating some useful information to the management. Naysayers had predicted that people allowed to design their own series would make a rush for the most popular familiar repertory, leaving the more challenging (read: “unpopular”) evenings comparatively deserted. The facts have been quite otherwise. The Philharmonic has balanced the time invested in learning about their audience with much effort at communicating with that audience about the thrill of discovery available to those who engage with new musical experiences at the highest level. Those who customize their own subscription have renewed at the stunning rate of 90%. What’s more, they are trading up in number of concerts and to better seats — clear evidence that they value the experience that they are getting and want to enhance it further. Thus the organization sees increases in customer satisfaction, longevity as subscribers, and motivation to become donors. Another sign of satisfaction is that, when they are given discounts for various reasons, statistics show that these are overwhelmingly inclined to use the saving for … wait for it: more concert tickets.
All these programs, their devising, thinking-through, execution, supervision, and — crucially — their evaluation are expensive in thought and staff hours. But, in money, the entire online multi-media program, for example, costs for a whole year approximately what a quarter-page ad in the leading metropolitan daily costs. These kinds of comparisons command attention.
An hour of conversation with David Snead was succeeded by an hour engaged with Shana Mathur, who is Vice President, Marketing and Communications at the Los Angeles Philharmonic. After what I had heard about consumer-designed experiences, I was eager to know how the Create Your Own Season program was prospering on the other end of the continent. Evidently we’d have to say that it’s a success when participants in the program have doubled from last season to this. If we remember that this was hardly a limping organization before, such response from the public must be respected — and examined. Naturally the popular fervor that the arrival of a new music director has inspired makes people want to see him, if nothing else. But people are buying not just Dudamel concerts. There is a clear age difference between the modes of subscription: the average age of fixed subscribers is 65, whereas that of Create Your Own is ten years younger. “It takes a lot of 30-year-olds to bring it down that much,” Mathur points out. While these, not surprisingly, flock to the visits of the Berlin Philharmonic, John Williams, or Steve Martin, there also seems to be no letup in the willingness to buy tickets for the non-familiar and adventurous — a legacy of 17 years of steady progress in this direction under Esa-Pekka Salonen.
The Los Angeles administration is particularly alert to lifestyle issues as they reflect and affect participation in the seasons. Since the prosperity of the Philharmonic had long been subscription-driven, when Mathur joined in January of 2008, she realized that this round hole, while wonderfully effective in its way, wasn’t quite right for a lot of square pegs who needed to be reached out to. She recognized her good fortune in having two iconic venues that in themselves drive audience interest (the Walt Disney Concert Hall and the Hollywood Bowl), each with a distinct season. She found “a well-oiled machine” in place that she was wise enough to respect. “I didn’t want to stick my foot in a wheel that was running smoothly.” On the other hand, there was no digital team in place, and it seemed an obvious step to create a department of digital marketing. One result of this was a growth in the extent and effectiveness of the e-mail list.
Mathur saw the digital realm as providing greater opportunities for engagement. When the idea of online games came up in internal discussion, she said, “We have an opportunity to have lots of fun here. Let’s just do it.” The resulting games have been an “incredible hit.” One of them introduces “what a conductor does.” It thus teaches nuts and bolts relative to experiencing the Philharmonic, but it also incites commentary and brings new audiences closer to what goes on at the concert venues. She sees the games as a way to involve and engage audiences.
Web analytics are also key. How did the user get to that video? A link in an e-mail or on the site of an educational institution? That will inform what they buy. How does a print ad or an ad on a newspaper’s Web site get the user to a point of purchase? Her staff also created mobile programs so people could text in their photos to a “What Happened Last Night” feature after a Hollywood Bowl evening. The increased return-visitorship has persuaded them that to implement a program tailored for the Walt Disney Concert Hall as well.
The team’s creative thinking was guided by the perception that subscription is a luxury — not so much financially as in presupposing a well-regulated schedule and more or less predictable habits and needs. This corresponds, of course, to the secure and settled retired person — which helps explain the age difference in modes of purchase. On the other hand, they look closely at other lifestyle needs: for example the two-career young marrieds-with-children for whom planning ahead may be the only chance for a night out at the Philharmonic as a couple, with babysitting engaged and demanding work schedules arranged.
The relationship between marketing and artistic administration at the LA Philharmonic is highly collaborative. The artistic side typically comes to marketing with ideas, and the many successful festivals that the organization is known for are necessarily cross-departmental initiatives, since a festival is among other things a marketing package. Festivals like their “West Coast/Left Coast” (in which California was celebrated as the home of progressive ideas in music and society) involve marketing from the very beginning.
But Mathur emphasizes that the kind of marketing we’re talking about here is not all about “what sells/doesn’t sell.” Other motives take precedence all through the discussion. It can’t be coincidence, therefore, that the public too seems to be getting the message that the Philharmonic can be trusted to give them substance that is worth their time and money. “Our role as marketers is to find our place in the larger enterprise.” The result, she says with evident conviction, is “a brand that has love inside it.”
As the Kennedy Center’s Michael Kaiser, renowned as “The Turnaround King,” said in a January 9 WNYC-FM interview: “What’s important to running a successful arts organization is to produce great art and then to market that art very aggressively. Everything else will follow and fall in place… There is money for the arts if one is producing interesting art.”
Roger Evans wrote a version of this article for the DCM newsletter.
An Art That Keeps Being Reborn
July 28, 2009

It is in the period that we call by the refreshingly positive name of Renaissance that we first find composers who behave like composers, writing and publishing appreciable amounts of music, obviously learning from identifiable teachers, and influencing students whose names we know. Our ingrained Darwinism is gratified when history arrives at this—the beginning, significantly, of what historians call the Modern Era. Missing Links in stylistic lineages have been tracked down with a thoroughness that would edify paleontology. The composers of the Renaissance tend obligingly to group themselves into Schools (or at least not to resist over-much when we so group them ourselves) and generally give us what we want in the way of compositions in the various genres of the time.
But to look at Renaissance composers thus is to view them in a way that would have surprised them—and especially startled their employers—very much. Josquin Desprez, arguably the greatest composer of the Renaissance, is usually called in the old documents such things as “biscantor” (as a singer at Milan Cathedral), “cantor di capella” (when a ducal singer in the Sforza family’s service), “Josquin chantre” (as he ventured into France during his leaves from the papal chapel), and “maestro di cappella” (or teacher of the singers attached to the court of Ferrara). That he became renowned as a composer was a sort of bonus (though, in his case, an unprecedentedly large one) attached to, and greatly ornamenting, his occupation as a performer and trainer of musicians. Even his teaching of composition was described solely as an adjunct to day-by-day performance in the choir:
My teacher Josquin … never gave a lecture on music or wrote a theoretical work, and yet he was able in a short time to form complete musicians, because he did not keep back his pupils with long and useless instructions but taught them the rules in a few words, through practical application in the course of singing. And as soon as he saw that his pupils were well grounded in singing, had a good enunciation and knew how to embellish melodies [i.e., improvise around the written notes] and fit the text to the music [since much of this was left to the discretion of the performer, too], then he taught them the perfect and imperfect intervals and the different methods of inventing counterpoints against plainsong. If he discovered, however, pupils with an ingenious mind and promising disposition, then he would teach these in a few words the rules of three-part and later of four-, five-, and six-part, etc. writing, always providing them with examples to imitate.
Thinking Through Music History
July 21, 2009
An individual singing style often involves a singer’s imitation—for better or worse—of a popular artist’s tone quality. It sometimes calls for a sudden break in the voice, plaintive bleating, or wild screeching: all these effects, however, are purely ephemeral and continually change with their originators.
These devices by which some singers develop a vivid, individual, and compelling style are quite familiar to us from the music all around us. They may bring to mind specific artists who have used them successfully. These will doubtless be performers of great (and perhaps somewhat uninhibited) expressivity. Some readers will think of certain now-venerable jazz singers, others of soul, folk, or rock singers whose vigorous expressive devices fit such norms of what we might call mal canto. What the quoted remark of course will not describe at all well is the goals and achievements of our best “classical” or operatic singers. Their more or less bel canto interpretation of the standard repertory of the past has become a sort of international standard. It is widely considered to have the only valid claim on the serious attention of people of elevated musical culture.
The quotation, which deserves to be read with great attention, is from Jean-Jacques Rousseau’s musical dictionary of 1768. (The philosopher’s untranslatable expression here rendered as “particular style of singing” is gout de chant.) The passage refers to the best usage of Rousseau’s day. The musical events that involved such singing were naturally rather different from the specific decorum of modern “classical” occasions both in aesthetic posture and in the whole atmosphere that surrounded them. (If they weren’t considerably more highly-charged before the singing began, they certainly must have become so in the course of the breaks, bleats and screeches.) Rousseau’s description was originally applied to repertory that is now generally referred to as “early music,” which a curious chronological reflex in us will, if we are not careful, associate with the prim and the restrained—even despite the most feverish exertions of such as Peter Schaffer’s Amadeus to disillusion us.
But, in the early twenty-first century, we here and there find people willing—or perhaps driven is not too strong a word—to try to go back to earlier musical repertories with an openness to experimentation involving even the most extreme of the old expressive ways. (Joseph Kerman has described the singing of one of the best of them as “inspired screeching.”) Insofar as they do so, they bring together crucial aesthetic ideals of the “pop” culture and of the early-music nook of the “classical” culture, which manages to be rarified and frisky at the same time—not unlike some esoteric jazz circles. (Both the jazz and early-music movements, significantly, have tended to be viewed with suspicion by the same people.)
The Rousseau excerpt provides a simple and useful first example of the sort of radical anomalies in our musical life that can be considerably and usefully cleared up by a serious view of music-as-event. Somewhat different musical bedfellows are found together through an event-directed, performance-oriented approach than through the more customary chronological or social-class segregations. These latter groupings may scrupulously play by their own historiographical rules without sufficiently taking into account the nature of the musical art itself.
The works of Rousseau are of course not unknown. But the certain testimonies that his, and vast numbers of comparably illuminating sources contain, have not been as useful as they might have been: the greater cultural world has not found them sufficiently striking without adequate reference to the larger event that music indissolubly belongs to.
And that greater world is right. We will here endeavor to look at some things, both familiar and novel, with the freshest eyes that we can possibly assume. Doing so can be an exhilarating imaginative experience. Doing so will teach us much about our musical culture. It is a prerequisite to finding what that culture itself can tell us about what we are accustomed to thinking of as wider issues.
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Lightening Strikes Twice
May 18, 2009

I had the signal experience of hearing two of the best concerts of my life in one day last week. Sasha Cooke, along with an extraordinary young pianist, Pei-Yao Wang, gave possibly the best vocal recital I’ve ever heard. I do not say this lightly and have witnessed concerts by most of the greatest singers of my time. (The first recital by a singer I ever heard, as a youngster in Kingsport, was by the great Eleanor Steber, if that gives you some idea of my perspective.)
Joined for a riveting new piece by the composer-poet Lera Auerbach, who played the piano for its New York premiere along with the young cellist of the moment, Alisa Weilerstein, this recital — at 2 p.m. on a Tuesday afternoon — was a revelation from the first notes of the Schubert set that began it.

Later the same evening — what were the chances? — I heard the most memorable string-quartet concert of its kind in my experience. (Not even this strong impression can completely efface the memory of hearing the Juilliard String Quartet play all the Carter quartets in one evening.) We are constantly told about the wit in Haydn’s music. And yet we hear performance after performance in which there is little or no evidence of this. When the Daedalus Quartet (noted in this space before) played the master’s last quartet, there was genuine, spontaneous, and appropriate laughter in the audience. This despite the fact that their playing never stepped outside the strictest bounds of Classic idiom and the most refined tone, inflection, and ensemble. This feat is Haydn’s accomplishment, and theirs.
That they made the thorny serialism of Artur Schnabel’s most ambitious quartet almost as accessible was an equal accomplishment.

Joined by the peerless clarinetist David Shifrin, they then delivered a definitive Brahms quintet. Is it any wonder that I want to communicate to you something of the rewards all these artists offer?
To celebrate that day and to mark it on my little Web site, I append here the program notes that I wrote for the latter concert.

The Austrian composer Dittersdorf and Haydn were friends as young men. One night while roaming the streets they stopped outside a common beer hall in which the musicians, half drunk and half asleep, were fiddling away miserably at a Haydn minuet …
Entering the taproom, Haydn sat down beside the leader and asked casually, “Whose minuet?” The man snapped, “Haydn’s.” Haydn moved in front of him and, feigning anger, declared: “That’s a stinking minuet.”
“Says who?” demanded the fiddler, jumping out of his seat with rage. The other musicians rallied round him and were poised to smash their instruments over Haydn’s head but Dittersdorf, a big fellow, shielded Haydn with his arm and pushed him out of the door. — Norman Lebrecht: The Book of Musical Anecdotes
Haydn once said that no one could compose a truly original minuet. And yet he did it himself over and over. That the second movement of Op. 77, No. 2 exemplifies his inventiveness in what could be a formalistic, rather harmless dance-form is not so surprising when we remember that tonight’s opening work is the last quarter that Haydn completed. By that time he had composed so many quartets as to give free reign to his legendary originality.
His swan-song in the genre is a worthy summing-up of Haydn’s by now easygoing mastery of the string quartet, composed after the seminal master of the string quartet had been stimulated by hearing quartets of the young Mozart and Beethoven. It has often been said that Haydn’s string quartets are symphonies for the chamber, and there is no doubt that he lavished as much invention and care on these works as upon his symphonies, the performances of which were inevitably destined for a much larger public.
The quartet is dedicated to its commissioner, Prince Joseph Franz Maximilian Lobkowitz, a Bohemian aristocrat and patron of music, resident in Vienna. Thanks to imperial decree, he alone had responsibility for all the Viennese theaters from 1807. His place in music history should be secure, since he not only commissioned Haydn’s string quartets Op. 77 but was a co-commissioner of The Creation and The Seasons, and to whom Beethoven dedicated a number of works. (Haydn was not bestowing the summit of his accomplishment in the medium just anywhere.) It begins with the kind of sonata-allegro movement that Haydn did so much to cultivate. That leads to the Minuet, which is the second movement, transferred from its usual place as the third movement. It is also extraordinary for its tempo, presto, which removes it even further from a routine minuet, allowing the succeeding slower movement to set up for maximum effectiveness the almost reckless finale.
The Brahms Clarinet Quintet was created, not for its commissioner, but for its first performers. These included Joseph Joachim, who was Brahms’s ideal interpreter of his violin parts, and the clarinetist Richard Mühlfeld. Brahms was so enchanted by the playing of the latter that he emerged from retirement to compose the quintet in 1891. He explicitly looked to Mozart’s famous Clarinet Quintet as an exemplar — another work that had been devised for the special playing of a favorite clarinetist.
When the strings begin with the theme of the first movement, the solemn — even somber — mood of the work is set. The clarinet begins the second movement in a reflective song-like melody that subsides into the dark atmosphere created by the first movement. The shorter third movement begins in a graceful, relaxed manner, setting up a dialogue between the clarinet and the first violin and between the minor home key and its brighter relative key of D major. The agitation that succeeds the pacific opening returns the work to darker regions. Mozart’s influence is again to the fore in the theme and variations of the final movement, a feature of his own clarinet quintet.
Despite contemporary qualms about identifying “central” artistic traditions and “peripheral” ones, if we can speak of a mainstream in concert music, at least between the French Revolution and the Second World War, it surely flows right through Central Europe. And eminent among the musicians in the full flood of that stream we would find Haydn, Brahms, and Schnabel.
In their day, Haydn and Brahms were famed as performers. But, thanks to the evanescence of live sound and the durability of paper, we now think of them primarily as composers. With Schnabel, the reverse has been true — not only because his lifetime as a leading international performer is not so long past, but also because of his towering achievements in pioneering large-scale and systematic recording. With the perspective of distance, we now have the opportunity to become less bedazzled by his recordings and reputation as a pianist at the expense of his very significant achievement as a composer. Already we can see, in the changes between the 1978 edition of Slonimsky’s great biographical dictionary (where Schnabel is called “celebrated Austrian pianist and pedagogue”) and and the latest Grove Dictionary, which identifies him as ”Austrian pianist and composer, later naturalized American” how this has begun to develop. Slonimsky only mentions that “Schnabel was also a composer” in the last sentence of his article. Grove, on the other hand, not only gives thorough analysis to his place in the history of performance, but integrates his life as a composer into its account of his career, including a list of his works (and notes that most of them were then unavailable).
Now that the unavailability has been remedied thanks to the Schnabel Music Foundation and Peermusic Classical, how do we hear this evening’s three works in relation to each other? One is part of the indispensable Viennese corpus of Classical string quartets, one is at the summit of the Romantic chamber-music (and, certainly, clarinet) literature, and the other most of us are still able to hear as a fresh, new composition. Like Haydn, Schnabel gave a special place to the string quartet in his compositional life. It is the only medium of composition that he cultivated with utter completeness, and he seems to have felt that working with four strings freed him from the ways of thinking that a piano keyboard inevitably led him into.
The fifth quartet of Schnabel, composed in Colorado in 1940, is of very great seriousness, both as to its general tone and the earnest complexity of its construction. One of only two occasions when Schnabel employed twelve-tone techniques, it is possible to hear the work as a mosaic of short melodies, sometimes of a surprisingly conventional contour, whose combination is anything but traditional. The composer seems to have had confidence in his dodecaphonic skill, since he sent a copy of the quartet to his compatriot and fellow American resident Arnold Schoenberg, the high priest of the technique. Like Schoenberg, Schnabel was as well-versed in the classical canon as it is possible to be — and in his case was of course a supreme interpreter of a large section of it. It is thus of great interest to hear how, in his own composition, he is pushing at the boundaries and extending the structures that belonged to the literature that was, throughout a monumentally productive life, his daily bread.
I STILL Hear America Singing
March 23, 2009
Bridge Records is just about to release Songs of John Musto. Here are the liner notes that I wrote for the disc:
Has there ever before been a place or time that offered such glorious opportunity as American song now enjoys? The widest possible field seems to be open to it. Not only do its practitioners feel free to use classical tonality in its many guises, but all of post-tonality and post-post-tonality are at their disposal as well.
Since at least Debussy and Vaughan Williams, our more cultivated composers feel free even to try medieval modes anytime they desire such variegated colors and more muted harmonic functionality; and every Western and non-Western culture now offers itself as a quarry ready to be mined — with universals like the pentatonic scale on the one hand and the specialized colors of local idioms on the other. While all this certainly represents a rich gift to our composers, it also calls for an unprecedented discretion, demanding taste judgements that even a stylistic eclectic like Bach — whose music could speak Italian, French, or North German as his muse dictated — might have found challenging.
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John Musto’s LATER THE SAME EVENING
December 11, 2008
Last night in New York I had the privilege of witnessing one of those sensational musical-theatrical moments. Since I wrote the program notes for the event, and have other sympathies both personal and professional with various principals, I am hardly a disinterested observer. But the assembled luminaries and intelligent followers of the art seemed remarkably united in a community that, as the libretto said, “laughs together, weeps together … and then goes out into the night again.” And, since the New York Times critic assigned to the event came down with the ‘flu’ at the last minute and couldn’t come, I thought I’d do my compensatory bit by posting my own non-evaluative account of this work, written before last night’s New York premiere:
Few could have anticipated the kind or degree of interest and excitement that crackled through a wing of the National Gallery of Art on that summer morning in 2006. A press conference had been called to announce something utterly unprecedented in the illustrious history of the institution. As one of the Gallery’s prominent patrons said to me with a conspicuous overflow of joy: “We’re causing an opera!” — which they were in fact doing, in collusion with the fine opera program at the University of Maryland and its elegant Clarice Smith Performing Arts Center.
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