January 8, 2024

The holidays are over, and as swiftly as 2023 seemed to go by, 2024 promises to stretch out just a bit longer. It’s a leap year, gracing us with an extra day.

Also, according to Larry David, it’s bad form to say “Happy New Year” past January 7.

P.S. So glad to be back!

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In this week’s email:

The big idea: 2024 classical music predictions
Good times: The hilarious tradition of conductor birthday pranks
In memoriam: Legendary horn player dies at 89
Concert hall of the week
Around the web: A word game, art tarot, the history of Dunkin' Donuts, plus more curious internet finds.

CLASSICAL CHARTZ

Weekly selections are based on sales numbers and albums we simply love and think you NEED to hear!

For the complete top 20, tune into Classical Chartz with the New Classical FM’s Mark Wigmore every Saturday from 3-5 pm EST!

THE BIG IDEA

2024 Classical Music Predictions

As classical music enters 2024, it faces some challenges and opportunities. The impact of a recession paired with high inflation looms ominously over the industry, casting doubt on the financial stability of musicians and the affordability of concert attendance. Despite these hurdles, the classical music world is poised for transformation.

Here are our predictions for what will happen in the world of classical music in 2024.

Have and have nots

The 2023 year was a particularly difficult one for arts organizations struggling to recover their audiences after the pandemic. With extra COVID-19 funding drying up, some arts groups (New York City Opera, Kitchener Waterloo Symphony, and Maryland Lyric Opera) simply could no longer hang on.

In contrast, many more established arts groups are reporting rosy outlooks and annual surpluses. Examples include the Toronto Symphony, Cleveland Orchestra, Canadian Opera Company, and Regina Symphony Orchestra.

We predict a further consolidation of philanthropy towards classical music mainstays in 2024, especially as they shift resources over to more donor funding to make up for the increasing shortfalls in ticket sales.

V.R. is coming, but not yet

With the immersive live performance on the decline (Immersive Van Gogh), we predict arts organizations will start to see the potential of V.R. and formulate ways that Classical Music might be represented there. Not only does this technology make presenting live music more scalable, but it also aligns with the readiness of consumer V.R. headsets currently attracting new users to the technology.

While 2023 sales have been slow, Apple’s new Vision Pro headset set for its 2024 U.S. release might change people’s minds.

Musician incomes and standard of living

Classical musicians have long been underpaid for their exceptional talents, but the recession-induced inflation makes their plight even more dire in 2024.

Looking at an artist survey from the 2008 recession in the U.S., the primary concern for artists was a reduction in income, with 77% expressing worry about it. This is closely followed by concerns about declining sales, with 70% being worried or very worried. Other significant concerns include the challenge of securing funding for upcoming projects (67%), accumulating higher levels of debt (61%), facing a decrease in exhibition or presentation opportunities and grant availability (59% each), as well as experiencing low morale among themselves and their peers (59%).

In 2024, we hope the industry, along with governments and patrons, take tangible steps to ensure musicians have the funding they need.

Peak A.I.

The biggest concern with A.I. isn't the deluge of fake Beethoven symphonies, but the use of A.I. to flood streaming platforms with AI-generated songs to game the system, which ultimately forced Spotify to purge the fake streams.

This trend challenges the traditional music industry, as A.I. can potentially dilute the market with clones of successful music formulas, which also calls into question possible copyright infringement.

With nearly 25% of all U.S. venture funding going to A.I. start-ups last year, including plenty for music companies, we predict 2024 will see the bubble start to deflate.

Concert ticket price drops

The rising cost of living has made attending concerts a luxury for many. Ticket prices have surged by 60% since 2011. The increasing ticket prices are driven by high demand post-COVID-19, with Live Nation reporting a 24% increase in attendance since 2019 and expecting a further 20% rise in 2023.

Ticketmaster's anti-competitive practices and the rising cost of organizing concerts also contribute to higher prices. Furthermore, Canadians are spending more on entertainment despite economic challenges, possibly financed by credit card debt, with credit card spending up 21.5% since the pandemic began, leading to higher debt levels, averaging $20,906 per person.

In 2024, we predict concert organizations will prioritize affordability, offering more accessible ticket options. Increasing attendance levels while cutting ticket prices is not just a pipe dream; it's a necessity for classical music to thrive.

Emphasis on local music plus more Gen Z

Amidst these challenges, we are seeing more local music initiatives from Gen Z emerging. So far, they tend to be focused on chamber music with an earnest, non-apologetic mix of popular music arrangements and traditional fare.

Examples include Toronto's Strings of Paris, a string collective that has gained millions of online followers, showcasing classical music's appeal to young audiences. Candlelight concerts, heavily promoted on social media, have become a nationwide sensation, transforming city streets and cozy corners into magical candle-lit settings.

As we look towards 2024, the classical music world is poised to strike a balance between tradition and innovation. Despite economic pressures, 2024 looks to be an important year of change. — MV

TOUR DE HEADLINES

Royal Diriyah Opera House (Diriyah Company)

Designs for Saudi Arabia’s Planned Royal Diriyah Opera House Celebrate Both Tradition and Modernity — Meet the world's newest opera house. The Royal Diriyah Opera House in Saudi Arabia, scheduled to open in 2028, is designed to combine traditional Najdi style with modern sustainability. This 46,000-square-meter cultural center, part of the Vision 2030 agenda, will feature four venues and a 3,500-seat capacity, promoting arts and culture in the region. | Arab News

English National Opera Chorus Members Balloted on Industrial Action — English National Opera's chorus members are voting on industrial action, including strikes, against a 40% pay cut proposal following reduced opera season and funding. Both the union and ENO management seek a negotiated solution, focusing on artist protection and a sustainable business model. | itv.com

Who Just Scored a Record TV Audience for Classical Music? — A live classical music concert featuring the Finnish Radio Symphony Orchestra on TV attracted 850,000 viewers. They did it by asking celebrities to choose the program by selecting favourite pieces by composers they enjoyed. | Slippedisc.com

Geneva’s Orchestra de la Suisse Romande Presents a Hologram Concert — Comprising 73 musicians, the Orchestre de la Suisse Romande’s first hologram symphony concert will take place this month. | ViolinChannel.com

These women were abused by their violin teacher. Decades later, they're speaking out — again — after his death — Survivors of sexual abuse by violin teacher Eric Trachy in Chatham are revisiting their trauma following his recent death, expressing mixed emotions and a desire for greater resolution. | CBC

Austrian Government Supports Vienna Boys Choir to Help It Out of Financial Difficulties — The Austrian government has issued funding to the Vienna Boys Choir to help it overcome severe financial difficulties caused by the pandemic and rising costs. | ABC News

GOOD TIMES

David Robertson (NYO USA)

The Hilarious Tradition of Conductor Birthday Pranks

The National Youth Orchestra of the United States of America surprises their conductor on his birthday.

What’s Up: Orchestral pranks on conductors are a longstanding tradition. A few years ago, the National Youth Orchestra of the United States of America pranked their 65-year-old conductor, David Robertson, on his birthday. The conductor was in the midst of conducting Britten’s Violin Concerto with the acclaimed violinist Gil Shaham. After the first few bars of the Britten, the music faded into an arrangement of “Happy Birthday.”

This trend has continued far and wide. Four years ago, members of the Toronto Symphony Orchestra and Toronto Mendelssohn Choir interrupted Sir Andrew Davis’ conducting to serenade him on his 75th birthday.

Digging Deeper: And it’s not always “Happy Birthday.” In 2015, the Florida Orchestra pranked their British conductor Michael Francis by playing “God Save the Queen” in lieu of “The Star Spangled Banner.” The Florida Orchestra is particularly skilled at such pranks - check out their Imperial March invasion in the middle of Prokofiev’s Romeo and Juliet.

The Bottom Line: Anyone claiming classical musicians don’t know how to have fun would benefit from checking out these silly videos. It turns out even Mahler can be morphed into “Happy Birthday.” Check out the Berlin Philharmonic’s impressive rendition here. — SS

IN MEMORIAM

Hermann Baumann (courtesy photo)

Legendary Horn Player Dies at 89

The German-French horn player Hermann Baumann passed away last week.

What’s Up: On December 29th, the German-French horn player Hermann Baumann passed away at the age of 89. Noted for his versatility and singing tone, Baumann was a principal hornist with orchestras including the Hamburg Chamber Orchestra, Dortmunder Philharmoniker and the Südwestrundfunk (SWR) Radio Orchestra in Stuttgart as well as a noted international soloist.

Digging Deeper: Hermann Baumann was renowned for his recordings of Horn Concertos under Nicholas Harnoncourt and Sir Simon Rattle and the Brahms Trio with Pinchas Zukerman. He premiered Gyorgi Ligeti’s Trio for Horn, Violin and Piano in 1983. Baumann also composed his own works, including the Elegia for hand horn.

Why It Matters: Hermann Baumann was a pioneer of natural horn playing. He played early baroque and classical hand horns in performance before they were à la mode, as well as international horns, including the South African Kelphorn, the posthorn, and the Danish Lure. Baumann suffered a debilitating stroke in the late 1990s, yet relearned to play the horn as well as to walk and speak. Following his stroke, Baumann returned to solo engagements within two years.

Check out Baumann’s gorgeous playing here. RIP to a legend.— SS

QUIZ

Nothing says Monday like a mini-crossword.

AROUND THE WEB

📅 On this day: Tomaso Albinoni (1671 - 1751), the composer of Adagio in G Minor, one of the most famous pieces of music in history, dies.

✍️ Fun: Find the correct word using only its consonants and a given category as hints.

🔮 Cure Boredom: Find your future with art tarot.

🤔Interesting: The weird history of Dunkin' Donuts.

🐶 Awww: This little guy is tuckered.

🚨 Do you want to advertise with Ludwig Van? 🚨

We're looking to fill ad slots for 2024. We have run successful campaigns with orchestras such as the Berliner Philharmoniker, record labels like Universal Music, plus opera companies and music festivals. If interested, hit REPLY on this email, or click here.

CONCERT HALL OF THE WEEK

Photo: Paul Hermans/ CC BY-SA 4.0

The Theatre Antique d'Orange in Orange, France, is thought to be the world's oldest concert hall, dating back to the 1st century AD. This historic Roman theatre, renowned for its centuries-long use for music and theatre, is among the most well-preserved Roman theatres globally.

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