It's really shocking to see how many American orchestras are in tro
uble due to the economy. The results of one day news:- Shreveport Symphony cancels 08-09 season
- Charleston Symphony faces cuts
- Portland Symphony eliminates staff and concerts
- Cincinnati Symphony staff takes pay cut of 11%
- Philadelphia Orchestra a humbler 09-10 season
Even the some of the top 10 orchestras in the US are in trouble. Each day the list grows. It's also surprising that there is hardly any horrifying Classical Music news coming from Europe. The subsidy system now proves to be a safe haven for European music. But for how long?
To come back to my blog of earlier this week, there must be great opportunities in times of crisis. For me it's totally clear that classical music, being the most important western art form for ages, has to change itself. One of the key things is the way conductors, musicians and marketers of classical music engage with their fans. We must try to bridge the gap...in much the same way as pop and rock audiences already do.
Some ideas:
- Conductors, soloists and musicians should open themselves to their audience and fans after a live performance by being present after each concert in the foyers and lobbys for signatures and talks. Sounds obvious, but it happens all too rarely.
- Conductors, soloists and musicians should look after their fans on the web. Tell them what they are up to, share personal thoughts and opinions, tell them where are you are playing...close that gap!
- Artist managers really should inspire their artists to get much closer to their fans. Build good and interactive websites, supply the fans with daily news, good stories and wonderful photos and videos: give them the opportunity to directly communicate with their heros!
- And finally marketing departments should really get a grip: if you you still spend your yearly budget on brochures, posters and advertisement, it’s time to make a change. The hundreds of millions of fans on the web are separately searching for your concerts, for your artists, for your CDs, Videos, the full monty. It's simple: serve them and they will step up!
You know, I really believe that for classical music this is a great time to make a change and win. Sort of makes sense, doesn't it?
Is this not just shift between the good and bad?
ReplyDeleteMmm, difficult question I have to admit. For now all orchestra's and opera houses and festivals seem to be affected. The smaller ones without financial backup are most in trouble, the big ones like the Met and Philadelphia Orchestra only make cuts to stay healthy. But the real issue for me (shift between good and bad) is that the clever organizations that are able to make a change in artistic and marketing policy will be the future winners.
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