Q. So if we regularly took classical offsite to start a new tradition, would we generate real desire?
And could this tradition then work in the hall?
A. We believe that as effective New Classical develops, we can expect to see a trickle before a steady flow of people ready to try traditional concerts. We need to first change the conversations around this music, with services that demystify the medium, the musicians and the settings. The AHA moment often occurs when people grasp the value of silence.
New Classical should be able to dial a range of fine vs raw values on a targeted scale from 10 (traditional) to 1 (quite raucous), and present at middle indices appropriate for a given audience. Some methods will translate well to large audiences. At least now we can begin to Americanize classical best, right where it’s never been before in clubs and eateries.
When smoking laws swept the country a decade ago, the industry unknowingly won a key opportunity to place classical music in casual venues, such as bars, cafes and homes. The grassroots movement Classical Revolution and GroupMuse have proven that the hunger for casual access among youth is real. CutTime launched the Classical Revolution Detroit (CRD) chapter in 2010, and began cooking up spicy recipes of amplified yet authentic classical and symphonic music, served with key information, laughs and games that engage newcomers. With support from the John S. and James L. Knight Foundation, Kresge Foundation and generous supporters, CRD grew its social footprint sevenfold.