Q. So if we regularly took classical offsite to start a new tradition, would we generate real desire?
And could this new tradition then work in the hall?
A. We believe that as effective New Classical scales up, we can expect to see a trickle before a steady flow of people ready to upgrade to traditional concerts. We need to first change the conversations around this music, with services that demystify the medium, the musicians, and settings. The AHA moment often occurs as people grasp the value of silence.
New Classical should be able to dial a range between fine and raw values on a targeted scale from 10 (traditional) to 1 (raucous), and work the middle indices appropriate for a given audience. Some methods will translate well to large audiences. At least now we can begin to Americanize classical music right where it’s never really been explored before, in clubs and eateries.
When smoking laws swept the country 10-20 years ago, the industry unknowingly won a key opportunity to place classical music in casual venues, such as bars, cafes and homes. Grassroots efforts like Classical Revolution and GroupMuse have proven that the curiosity 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 and 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.