CutTime connects communities with symphonic music so they can sustain each other.

Climate Change

Let’s face it. America has become culturally and socially very casual; more live-and-let-live (some would say impolite or rude) than ever before. And yet if a curious new concertgoer wanted to simply try the magic of a LIVE classical symphony, he’d have to dress up, shut up and sit still in a huge, silent concert hall. The classical music industry is late to design new user experiences (UX) that attract and serve those who generally avoid the fine arts. Now that the Arts are defined more broadly, curious, connected music-lovers are open to taking a stab at the classical arts. The major institutional roadblocks remain, for the industry to re-define, work past and eventually strike a dynamic balance with more-or-less average citizens.

Potential new fans are saying:

1) Few of us took classical instruments in school, and our parents had no interest either.
2) We don’t know anything about ‘classical’ and won’t take time to read up: we’d need a really fun guide.
3) Neither classical concerts nor internet videos give entertaining personality, context or advice. Vblog!
4) Classical concerts seem dry, distant, long and enigmatic. Why can’t you make this work in clubs?
5) We prefer songs, rap & dance because drums & singing are plenty dramatic, personal & complex for us.
6) If I can’t join in somehow, I’d rather talk with my friends, while enjoying the music. Where can I do that?
7) Without a rocker’s passion, classical concerts can feel lifeless, confusing, stupid or surreal to us.
8) My friends and I prefer new music, but anything well-played, or sung, is welcome. Bring us a variety.
9) Classical doesn’t market broadly; like you really don’t want us to come to concerts as-we-are.
10) We may need our own people to design our own parties around classical music.

Let’s celebrate our good fortune for so many choices in music. Isn’t this what our ancestors wanted for us? And yet, if people can’t be sure they can come dressed as-they-are, as in most other music events, whole communities today feel dis-invited (staring, faces, comments) by ushers and audience for wearing jeans and t-shirts at classical events. Let’s enlarge our base and radically welcome (tolerate) anyone at concerts. Our audiences stand on the forward frontline of audience development.