The Trouble with Goodness

Nothing Is a Matter of Course

Reports on the life and mission of orchestras and other institutions of classical music in our time make for vexed, sometimes dispiriting, reading. If you attend to them, as I have of late, you are likely to come across ledes like the following:

Orchestras Feeding America is a project that has seen over 250 orchestras from across the country collect nearly 450,000 pounds of food. The efforts of these orchestras have helped spread the word about how and why orchestras are so necessary to their communities, beyond providing amazing music.

Another press release from early this year reports on an orchestra that has received a grant in “recognition” of its “innovation and dedication to increasing its relevance to the community.” The increase in relevance specifically refers to a partnering of Music in the Mountains (an orchestra) with the Sierra Streams Institute to work with young people in order to compose “a piece of music that responds to their experience” of learning about the plight of wild salmon. Elsewhere, one hears calls for orchestras to “reinvent” themselves in the face of “diminished legitimacy and relevance in a world that has changed more in the last 30 years than at any time in the last 5,000.” We must turn “the whole edifice on its head,” by “redistribut[ing] musicians’ activity from the central concert hall to the communities where people live.” This will “democratiz[e] the art form and tak[e] it away from its elitist roots.”

Jesse Rosen, the President of the League of American Orchestras, comments on these innovations as a turning from a “self-referential, inward-facing assertion of excellence” as the mission of orchestras toward “statements of value and impact for people in orchestras’ communities.” In the League’s magazine, Symphony, Polly Kahn gives us a fuller sense of how this recalibration of mission finds concrete expression. She writes that increasing numbers of American orchestras

have transcended the traditional role of orchestras in communal life. These institutions, of course, stay true to their core purpose of sharing a great body of musical literature. But they are driven simultaneously by a growing sense of connectivity and responsibility to community, along with a desire to engage actively with an ever-more-diverse populace.

This engagement includes the deployment of musicians to hospitals and other places of care for music therapy; the mingling of the professional with the late-in-life amateur; drum circles as part of correctional programs for youth; and programs to commemorate wounds in the American political fabric, to console communities in the wake of natural disasters, and to bring about social change. Of this last role, Kahn opines,

it’s perhaps too easy to think of orchestras as solely inhabiting the world of Mozart, Beethoven, Strauss, and Stravinsky. But just as these artists responded to and challenged the cultural and political assumptions of their times, orchestral music today increasingly crosses musical genres and addresses significant social issues of our time.

Elsewhere, two scholars of music education (Carlos R. Abril and Brent M. Gault) offer advocacy strategies for the establishment or defense of music programs in schools, recommending that interested parties “highlight the transferability of skills” gained from training in music to “extramusical” contexts. Most of us are familiar with the old claims that training in the performance of musical instruments may enhance a child’s math abilities. These authors indicate other transferable skills, ranging from the “promotion of cultural understanding,” listening skills, and physical coordination, to language literacy, “sensitivity to unique individuals,” and the cultivation of creativity.

To list these revisionist accounts of orchestras’ missions and strategies for gaining a foothold in communities and schools in this manner is, I think, to invite cynicism. We hear that orchestras are amazing as they solicit food donations for the hungry, and wonder whether there are not less amazing but more efficient means of accomplishing that goal that, on balance, render musicians superfluous to the enterprise. Is it not the case that anything orchestras do “beyond producing amazing music” is an extrinsic rather than intrinsic, “core,” or essential activity? By definition no quantity of extrinsic activity, no matter how much we admire it, could tell us much of anything about the worth of the intrinsic one. We are left unsure how orchestras could be “necessary to their communities” if it is not in virtue of the main thing they do, and if “providing amazing music” is not the one thing necessary to an orchestra, then we wonder if what we call an orchestra might in fact be something else. So also, on hearing of grant dollars for an orchestra to help young composers tied to a very specific ecological project, we wonder whether the cultivation of the art of composition and the public interest in efficiently saving the salmon are not both vitiated in one fell swoop.

We sense indeed the rightness of Rosen’s, Kahn’s, and others’ observations, which imply that just as music would not be performed if there were no one to hear it, so should the communal work of an orchestra be ordered in a meaningful way to the life of the community that properly constitutes its audience. But these authors worry, as do we, when we hear musical “excellence” replaced by communal engagement, as if these were necessarily opposed missions. If that were the case, then there is something wrong either with the canons of musicianship or with the communities they are meant to serve. It does not lay this anxiety to rest to hear the president of a conservatory proposing orchestras should hire performers based on “virtuosity, of course” but also on “a whole magical package” of other skills, such as “entrepreneurship,” that might be offered to “an institution and its community.” In an orchestra’s effort to serve “as an agent of social change,” to quote Kahn again, will it also screen musicians for not just virtuosity but a commitment to the hour’s particular sense of what in society must be changed? If so, the perceived social function of music will inevitably come to determine what kind of music orchestras perform: only those with a political valence supposed to bring “change” to an “evolving” society will be played. The canons of great music will not disappear, but will simply be reconfigured to exclude whatever the imaginations of conductors cannot harness for a specific didactic or political movement.

A similar ambivalence haunts the strategy of selling schools on the “transferability” of skills first gained in musical education. If learning the violin helps one’s skills in mathematics – to return to an example with which, as we shall see, I am finally sympathetic – might we not also say, “Very true, but what also helps with a child’s math skills – even more so and more directly – is the study and practice of mathematics.” That objection admits no answer, while the notion that “sensitivity to unique individuals” is a skill acquired through music would seem to rely on a cloudy understanding of the word “skill” and a stereotyped one about both the lives of composers and musicians and the relationship of their lives to their art form.

As I have admitted, this style of listing invites cynicism, but so do, it must be said, many of the formulae used to express these accounts of the new mission and strategy for orchestras in an age supposedly characterized by “democracy,” “diversity,” and demands for “[r]elevancy and legitimacy.” The authors I cite face a daunting task in which they acquit themselves honorably: to insist upon the essential function of orchestras while casting their work in a manner that will draw needed grant dollars from philanthropic organizations unhappily settled on seeing their generosity validated by quantifiable fruits. In most cases, they do not fail to underscore or at least mention, in Kahn’s words again, that “the creation and presentation of music is, of course, the core of what orchestras are.” That phrase, “of course,” appears elsewhere in Kahn’s article and in others I have cited. It means, “goes without saying,” “a matter of course,” something that can be taken for granted by everyone.

But, and here is why such words can be dispiriting, the whole occasion of these apologetics in our time is that the intrinsic goodness of orchestras is not a matter of course. If it is something that usually passes unexamined, it is not something that carries much evidential power in our day; it is not something simply understood, but rather an assurance that crumbles in our fingers as soon as we handle it. I envy no one the task of having to articulate to the satisfaction of a granting institution why the “core” or essence of an orchestra is something worthy of its dollars. Far easier would it be to appeal in passing to residual sentiment about the “joy,” “vitality,” and “health” wrought by orchestral music, or to make half-literal, half-metaphorical appeals to music’s power to involve “the brain, body, and heart,” as one hurries on to enumerate the various assessable goals that will be realized beyond them: the violent will be pacified, the sick consoled, the salmon saved, the hungry fed, the backward reformed, the children sensitized, the elite diversified, and the stodgy made relevant. We simply have more words to describe such things and, more to the point, their goodness really does go without saying – because who among us does not value “change” or “relevance,” those empty words into which anyone can pour his dreams? Furthermore, we do not even need to say them; all we have to do is count them.

My concern this afternoon is not to deprecate these or other strategic efforts to preserve the life of orchestras in our straitened times. I have benefited from reading about them. Rather, I would like to consider the climate of opinion that has made such strategies seem necessary in the first place. Thanks to developments that have been underway not for years but centuries, persons in our time find it impossible to credit the idea of intrinsic goods. Things may be good for something, this we readily see, but we become at best uncomfortable and at worst incredulous that anything should be good in itself. If this is correct, then orchestras are in a dire condition indeed. We cannot appreciate those things that are most properly good simply because they are good in themselves. Faced with this often evasive denial of the goodness of things, we scramble to achieve the impossible: to establish what was formerly held as an intrinsic good exclusively by appealing to effects extrinsic to it. Lacking a qualitative hierarchy of goods, we multiply quantities of useful outcomes. In such an effort, we may generate many words, words that flatter our sentiments, but words that will not bear reasoned examination and so invite our cynicism.

I wish to explore the origins and reasons behind this lamentable modern incredulity and to help us understand the traditional alternative to it, which insists that those things are greatest and most worthy of our support – loving, intellectual, and financial – that are good in themselves and good in their effects. My first task is a general one then: to explain what it means for something to be good, so that goodness might cease to give us such stuttering trouble and embarrass us into hasty appeals to things outside it.

My second task will be to consider the particular goodness of orchestral music. As it happens, music has historically been thought to be one of those intrinsic goods known as the liberal arts that does indeed transform its listeners. On more than one classical account, it liberates the mind – but to what end? To effect political or social change? Sort of. For, according to the tradition on which I shall draw, music transforms the soul and liberates the mind so as to make it capable of recognizing and adoring what is most truly good in itself. If ours is an age that cannot recognize things as good in themselves, then the most radical social change in which advocates of music can engage will to be just this: to help others to see, to desire, to seek, to become adequate to, and to rest in that which is simply good. Music provides us one powerful instance in which good effects, fruits as they are called in the tradition, can be realized only because they are what I shall call a further diffusion of what is already a good sufficient unto itself.

The Three Kinds of Goodness

Let me begin by recalling the classical account of goodness, with which many of you will be familiar. According to the ancients, we generally recognize three basic kinds of goods in the following order: the pleasant, the useful, and, finally, that which is good in itself.1 The lowest and most common species of good is the pleasant; whatever gives the mind or body a pleasing sensation, insofar as it pleases, must be good. No one asks, “Why would you want to feel pleasure?” because pleasure in itself provides its own validation. We simply enjoy the taste of good food and drink, the feeling of exertion in sport and the caress of another. For all that it sounds as if the pleasant were ultimate, however, we see that pleasure is neither the only type of good nor even a sufficient denomination of goodness to allow us to understand the various competing goods among which even someone given over to a life of pleasures would have to choose.

I said a moment ago that pleasure is low and common, and for several reasons. First, and perhaps least compelling in our day, for reasons to which I shall return, pleasure is thought a low good because it can be had in common with all persons and with other animals. Aristotle complains that the life of pleasure is “completely slavish,” belonging more properly to “fatted cattle” than to free men.2 Second, we treat pleasure as “for the sake of activity and not conversely” in at least two respects.3 On the one hand, some pleasures are had only so that we can resume some activity in which we are primarily engaged; we may take, for instance, a cold drink, before returning to our labors on a hot day. On the other, those pleasures apparently enjoyed for their own sake we do not hesitate to set aside for the sake of other activities which we find to be either presently more necessary or absolutely more important. If that were not the case, our age would know only permanent weekends and would know – happily – far less about the abysmal humor regarding Mondays, when we wrench ourselves from rest back into the grind of necessity. Third, we can recognize that some things that genuinely give us pleasure, and therefore are good in that respect, are bad in another; pleasure therefore must be under- or even uninformative about the goodness of the thing that pleases. We do not purposefully drink cyanide, for instance, just because it happens to be laced with sugar and lemon, as do we forbid ourselves many other pleasant goods because they come as mere effects of things we positively identify as evils. In general, we often easily choose between two things equally pleasant based upon a perception of some other differentia of goodness.

This last point leads us to a vista where a higher form of goodness emerges. For, if pleasure is under-informative about the thing we denote as good insofar as it pleases, then it is probably the case that there is a kind of good beyond pleasure. The category of the useful comprises all those goods whose chief attribute is their pointing beyond themselves. They are not good in themselves, or not sufficiently, but are primarily desired for the sake of something else. We can recognize a purely useful good by the fact that we would not pursue it were some further good removed from view. It is hard for us, for example, to imagine anyone performing the tasks of a certified public accountant were it not that some reward, or the avoidance of some punishment, lies at the end of them. Thus, useful goods lack some of the self-evidence of the pleasant. We need to know what it is good for, before we recognize a useful good, whereas pleasures are so self-evident but incomplete in their goodness as to leave seeming inadequate our language and reason alike. We find the question, “Why pleasure?” absurd, and when we try to answer it we usually fail. “I guess you had to be there,” we conclude, throwing up our hands in frustration.

The useful, on the other hand, seems especially communicable. To demonstrate something is a useful good, we have only to propose a purpose beyond it and show how the given thing will help us attain it; this is an easily recognized and an easily explained criterion. A useful good is a means to something, and as a means it may seem to lack in goodness in itself but it is also easier to account for its character. Nearly every occupation in our day, from investment banking to the tying of balloon animals while wearing a clown costume, can be easily justified along these lines. “Why would you do something so unpleasant and humiliating?” someone asks. “It’s a living,” we reply. We have to make a living – though for what reason, I shall contend, we have trouble discerning, but nevertheless. Therefore, whatever is useful in making it is good.

If the useful always stands in reference to some other good beyond itself, it must be pointing to something or it would be neither useful nor good. As Thomas Aquinas observes, not all goods can be useful, because that would involve us in an infinite regress wherein every useful good was in fact useless. There would be no final term for which and to which all other goods are subservient.4 I shall return to this claim further on, but for the moment it will serve to indicate a third kind of good. If we can decide between different kinds of pleasant goods, because they have an element – let us call it X – that makes some of them more desirable always, some of them desirable some of the time, and others undesirable despite the pleasure they afford – we may be tempted to identify X by saying that some pleasant goods are more useful than others. But, if we then say that one pleasant good is more useful than another only for the sake of some further pleasure we are begging the question. There must be some kind of good that is comprehended by neither pleasure nor utility, but, to the contrary, stands essentially above them and comprehends them.

Whatever such a good is, it will not be as self-evident as pleasure, because we must look beyond pleasure to perceive it, and we may even find pleasure obscures it to us. So also, we may more readily understand useful goods, but if we can recognize them, we must also sense, however vaguely, some good in itself that gives them their useful and good quality in the first place. Traditionally this sort of good is referred to as a bonus honestum, a good deemed honorable or moral in itself.5 But how can this be? we ask. What is a good in itself good for? The only possible answer has to be that an honest good has the character of a term or end: it is the place where a chain of for-sake-of-whiches finds its end. Anticipating our resistance to this notion, Aristotle proposes that something is a good in itself when, in being done for or valued for itself, it is actually valued for the sake of beauty.6

The sufficiently good in itself is beautiful. Just as pleas-ant goods seem at first self-evident and self-justifying, so that which is an unqualified good in itself elicits a kind of immediacy once it has been recognized for itself. On Aristotle’s account, the idea of the beautiful helps us to understand this, because nothing stands between us and our encounter with the beautiful (it is immediate in that sense), but we may not instantaneously perceive something as beautiful; we can be helped to do so by different means of instruction, and once we do it admits of rational explanation.7 Above, we considered accountancy as a useful good; we see examples of honest goods in such things as the courage of the soldier, where there would seem to be something intrinsically beautiful in the power to act in the face of real danger, when it is possible, however unlikely, that such danger can be overcome. That courage, so good in itself, by its own virtue may bear fruit in victory in war, the glory of reputation, or the immortality of remembrance. One would desire to possess courage even if one were not a soldier. So, also, in the case of the professional natural scientist, though his applications for grants may come to an end upon his retirement, he may still continue to study his subject because of the beauty perceived in the acquisition of knowledge. The study seems good in itself and in the new knowledge it breeds.

An honest or intrinsic good is something that is desired for its own sake – for the beauty of it, Aristotle tells us. From this I draw three observations. First, something may be desired primarily for itself, and yet still admit of other goods beyond itself. Thus, an honest good need not be an absolute good, but only absolute in some particular order of reality. The French philosopher Jacques Maritain coined the term “infravalent goods” to define those things that are primarily desired for themselves in one particular order, but which ultimately stand in subordinate relation to a good beyond themselves, all culminating in one absolute and transcendent good that orders all the rest.8 Second, to be an intrinsic good entails above all being the term – the final point – of a sequence. But, third, that which is sufficiently good in itself is often recognized because of a quality often described as gratuitousness, fruitfulness, or self-diffusiveness. That alone which is sufficient unto itself is also ecstatic or self-transcending. Here lies the explanation for why the good in its goodness is beautiful.

Taken together, these observations suggest what it means to talk about goodness per se, and of its specifications as pleasant, useful, or honest. When we talk about goods, we are always talking about ends and the different ways things and actions can stand in relation to ends.9 Though things and actions can be good in different ways, in every case goodness is defined in terms of final purpose: the end of pleasure, the instrumental end that leads immediately beyond itself to another end, or the end that brings to term a sequence, in a certain order or absolutely. Whenever we speak of goods, we have to have in place a conception of purpose or finality – what the ancients called the idea of final causality, where the why or for-sake-of-which of a given thing or action is understood. This holds not just for useful goods, which are good only insofar as they have a purpose beyond themselves, but also, as we have seen, for honest goods which are their own ends. An intrinsic good is not something that is useless or purposeless in the sense of being without-end, but something that is undertaken for itself and to which other things or actions may be ordered as a final cause – a final why. They are their own fruit (frui), and they are fruitful, so that what they give birth to seems to draw us at once beyond and back to their goodness.

Modernity’s Stripping of Goodness from Being

Perhaps already it becomes clear why our age has trouble with goodness. It has been a truism since the seventeenth century that rational or scientific knowledge can tell us nothing about final causes. To wit, in the eyes of our contemporaries, final causality is not even an object of knowledge. As Etienne Gilson wrote, speaking of this revolution, the modern thinker says, “Scientists never ask themselves why things happen, but [only] how they happen.”10 This constitutes a radical shrinking of the sphere of rational knowledge.

Its early advocates converged in this project often with radically opposed intentions. The early modern philosopher and naturalist René Descartes, for instance, would assert that, because our natures are “very weak and limited,” while God is “immense, incomprehensible, and infinite,” our knowledge will always be inadequate to God’s intentions. “For this reason alone,” he writes, “the entire class of causes which people customarily derive from a thing’s ‘end,’ I judge to be utterly useless in physics. It is not without rashness that I think myself capable of inquiring into the ends of God.”11

As I understand Descartes’ larger scientific project, the following ambitions led him to this claim. In his Meditations he sought primarily to establish the existence of an all-knowing and good God in order to vouchsafe the intelligibility of the world. Such a god would give the extra-mental world stability and our knowledge of it reliability. But, he sought also to divide absolutely theology, the knowledge of God made possible by revealed religion, from the knowledge of nature made possible primarily by experimental observation and mathematical analysis. In The World and elsewhere, he sought to provide an account of the natural world and its functioning based entirely on its internal mechanisms. As Blaise Pascal would write, God served as a “fillip” to put the world in being and ensure its knowability; God also must concur in the universe’s continued existence; but, for Descartes, there is no role for God interior to the universe – with one possible exception.12 Closed though it is on three sides, as it were, the Cartesian universe would seem to be open-ended. Its internal mechanisms would seem to reach out to God through their purposiveness.

By shrouding God’s purposes is infinite mystery – and not just his ultimate purposes, but any and all purposes, including even those that seem observable – Descartes is able entirely to enclose his universe. One needs only a knowledge of its mechanisms to understand fully all of its contents. In effect, Descartes excludes from the purview of human reason and physics anything but the knowledge of mechanisms understood as instrumental goods. Scientific research may thereby continue to ask how things operate without impinging on the existence, goodness, or purpose of God. In his effort to preserve these things as transcendent realities, Descartes in fact reduced them to postulates outside of knowledge per se. The first two may help establish the possibility of the knowledge of physics, but the third is not part of that knowledge, and in fact all rational knowledge (i.e. knowledge outside the innate ideas of the necessarily good God’s existence, our existence, and the world in which we may reliably believe) ultimately is reduced to the realm of physics.

Writing during the same period of early experimental-scientific enthusiasm, Thomas Hobbes would also exclude the knowledge of ends from physics, but not because the will of God was for us obscured within the abyss of its infinite mystery. Rather, to speak of ends was an act of absurdity; it was tantamount to misunderstanding the nature of reality as such. “When a body is once in motion,” Hobbes writes early in Leviathan, “it moveth (unless something else hinder it) eternally.”13 The “end” of a body’s movement comes not when it reaches the goal of some intension, the final cause to which it was ordered, but only when some other body reduces its motion to zero by an act of interference. Hobbes was a materialist; he posited that only bodies were real entities, and that therefore reality as such was reducible to material things and their motions. There is no place inside his universe for intentions, purposes, or final causes; and, in contrast to Descartes, there is nothing outside his universe.

What reason could know was only that immanent mode of causality we would identify with instrumental goods. Human beings can only conceive of finite, that is to say material, things, and they can understand them in two possible ways: they can see something has been effected, and so speculate as to what brought it into effect, or they can imagine some material body and speculate as to what effects it might be put.14

We might interject at this point that it is absurd to speak of a world composed exclusively of instrumental goods, because all such goods derive their identity from being good for something that is the end of a train or sequence. Descartes postpones indefinitely this conundrum by putting finality beyond our knowledge. Hobbes precludes it by setting goodness outside knowledge altogether. In Leviathan’s subsequent exploration of human nature, he undertakes to render goodness absolutely relative by making it entirely dependent on an individual body’s will or appetite. A good, he says, is “whatsoever is the object of any man’s appetite or desire.”15 To pronounce something a good tells us nothing of the thing itself, but only of the interior and hidden or exterior and visible movement of a body toward it.16 All the words we use to characterize various kinds of goods operate in this way: they describe not the thing referred to but our evaluation of that thing. So, the worth of a given human being is just so much as one might give for the use of his powers.17 Honor and dignity constitute merely private and public recognitions of this price we place on a person’s capacities. None of these qualities inhere in the person valued, honored, or praised.

Hobbes’ ambition in this reduction of goods to value, and values to the human will, is to inaugurate a new science of politics, and so he ultimately leads his reader to a theory of justice that does not require the identification of anything as in itself a good. Thus, justice, for Hobbes, comes merely to the honoring of contracts: it is strictly “commutative.” To be just is to follow an agreement to which one has previously consented.18 He dismisses as absurd the notion of distributive justice, wherein certain things are owed to a person, not in virtue of a contract, but simply in virtue of who he is in himself. All goods must therefore be instrumental, because a good is always either a means to get what we want, or the thing wanted, but there is no rational reason we should want one thing rather than another.19 Our wills are opaque to reason, in fact. They have no intelligible content. And so, again, we can ask how things come to pass, but to inquire into why is to misunderstand the nature of the human person, of knowledge, and of reality in all its monstrous and mechanical clutter.

In the vision of such modern thinkers, we are shown either a world stripped of intrinsic goodness for us or per se. As the philosopher Iredell Jenkins argued many years ago, Descartes, Hobbes, and others operate from the postulate of an impoverished reality, which he defines as “the settled conviction that nature is in fact much simpler and barer than it appears to us in experience.”20 Quality vanishes; only quantity remains. Whatever cannot be counted cannot be an object of knowledge – and is at best a private appetite and at worst an absurdity. This is the world into which we have been born. As Hobbes reminds us, human beings are indeed full of appetites; we find many things good, in our experience. But we deny that any such things could be rationally defended as good in themselves and for their own sakes.

With Descartes and Hobbes, we tend to look upon the world as a self-enclosed system of mechanisms that we understand as a series of means or instrumental goods, as things we may value but which are stripped of any intrinsic worth. How do we understand the world and our appetites in such a vision? Critics of the modern vision have reached a general consensus on three basic qualities. Firstly, we tend to strip things in reality down to their quantifiable elements. What can be enumerated, subjected to mathematical analysis, counts as knowledge; what does not does not; the realm of mathematical values somehow stands above and free from the dubious valuations of taste and appetite. Thomas Aquinas, centuries ago, explains why. All number entails an abstraction from being and existence, but only being and existence are goods. Therefore “mathematicals,” as he calls them, are neither good nor evil.21 As Jenkins notes, the modern mind tends to understand reality in terms of quantity. Rather than treating number as an abstraction from what is real, we take it as the final determinant of the real. There is no place for goodness in a mathematical universe.

What becomes of our desires in such a world? This question is answered by the second and third qualities, which will at first seem incompatible. We see, secondly, that the modern mind, having lost the sense of intrinsic goods, but needing its pursuit of instrumental goods to be directed somewhere, would seem to have arrived at hedonism. We would seem to pronounce pleasure the highest good. Pleasure, as we considered earlier, has at least the quality of self-evidence about it, and, in our time, it would seem we recognize no higher authority, so that, once a thing is pronounced as desirable because it pleases us to desire it, no rational appeal can be made against this desire. As Gilson and E.F. Schumacher recognized long ago, this leads to an absolutization of desire, in which everything we want becomes an unquestionable good. It becomes in fact a little god, one of myriad idols at whose altar we worship so long as we like, and whose deity deflects the unbelieving with inane indignations along the lines of, “What gives you the right to tell me what I should like?”22

This second quality does not stand alone, but has as its obverse a third: if our desires are absolute, nonetheless their objects are not and, further, the desires themselves are understood as indefeasible by the reason because they are simply outside the reason altogether. This is what most persons mean in our day when they say that goodness is “subjective.” They do not mean that it is a reality that inheres in the intellect rather than in things themselves, but that it does not even inhere in the intellect, because all real knowledge is of quantity. They mean what Hobbes means, that our desires tell us nothing except that we desire. Our understanding of what is good is therefore locked away entirely in the opacity and the privacy of the appetite and can have no public status as something known, shared, and therefore potentially binding on the minds of others. We waste our time trying to understand what we want or what we should want. The only use of reason is to figure out how to get what we already find ourselves wanting or to ensure ourselves against future desires. We feel acutely why Hobbes reduced politics and justice to a relative contract. He saw with clarity that knowledge pertaining to means is clear and communicable, while reason knows nothing about ends, and all talk of them ends in absurdity.23

Taking these two qualities together, we see that goodness in our day is something absolutely worthless and jealously guarded. Our desires are divine and unquestionable for us, and yet empty and insignificant for the world at large. Only instrumental goods slip between this Scylla and Charybdis. They are eminently knowable as means, formulated thus, “Y is a means to attaining X. If you desire X, then you will also desire Y.” We may not know if anyone desires, or should desire, X – indeed, we lack the intellectual equipment even to ask – but we do know that Y is instrumentally ordered to it.

The Finality of Finality

My argument thus far has avoided appeal to a more conventional way of understanding the modern stripping of goodness from reality that ensued from the denial of final causality as an object of knowledge, but I would like to turn to it briefly as a means of arriving at a final understanding of goodness, before I come to consider the particular good of music. Since Aristotle, four types of causes of things have traditionally been acknowledged.

First, the material cause, which comprehends the material substrate of which a given individual thing is made. The material cause of a podium is usually wood, for instance. Second, the formal cause means the idea giving specific form to otherwise formless matter. The idea of podium in the manufacturer’s mind is the formal cause of the podium. Third, there is the efficient cause. The act of the manufacturer in joining form to matter effects, or brings into actual being, the podium itself. And, fourth, there is the final cause – again, the reason for something’s being brought into being, its why or purpose. In Gilson’s formula, the first three causes can be objects of rational knowledge, because they speak of how something comes into being. The final cause – as a why – cannot.

True in a way though it is, such a formulation conceals something from us. All inquiry into causality, all rational inquiry, though it may appear to restrict itself to material, formal, or efficient causes, is ultimately ordered as an inquiry into finality. To put a provocative point on it, all inquiry into truth is in fact a questing after goodness. This includes the inquiry of the physicist’s laboratory as much as that of the engineer, philosopher, or theologian. We would not consider a manufacturer of glass hammers, to use a classic example, to know much about hammers. In post-Darwinian biology, we do not claim to understand a genetic modification until we understand why – for what end – it is selected. As the evolutionary psychologist Stephen Pinker has observed, in his field of inquiry, the criterion of new knowledge is whether a given experiment reveals what he calls a “Darwinian payoff.” Claims about the means of a genetic selection do not suffice; one must be able to show a causal link to some end; every phenomenon must be shown as serving an evolutionary purpose, or the claim does not meet the bar of knowledge. All rational inquiry is into the why of things – into what makes them good. The other three types of causality might best be understood as sub-species of final causality.

Thomas Aquinas reveals this identity of knowledge with value, or rather, truth with goodness, in his discussion of the goodness of things. He says everything may have a threefold perfection or goodness,

First, insofar as it is constituted in its existence. Second, insofar as the accidents necessary for its perfect operation are added to it. Third, the perfection the thing has insofar as it reaches something else as its end.24

When we call something good, we may be saying any of these three things, and here I reverse Aquinas’s order: it has reached the end beyond itself toward which it, by nature, moves; or that it has attained all the incidental qualities necessary to its acting, or moving, fully and according to its nature; or that a thing has been brought into being, that it has become what it is only as the final cause of some anterior intention. In all three cases the good is understood as a kind of end.

What we may find most remarkable is the first sort of goodness he mentions. How can the claim that something is good insofar as it exists be anything more than a postulate or a leap of faith that an incomprehensible God has some secret purpose in mind of all things? That things, of no value in themselves, may yet be harnessed for some end obscure to us? We have the answer already sealed in the concrete example of the glass hammer given above. All forms of causality – the matter of something, its form, the agent that brings it into being – have the bringing into being of something as their own final cause. A glass hammer may be a lousy hammer, given the final cause of hammers to drive iron nails into wood, but it is nevertheless the good sought, the final cause, that leads an agent to dispose the glass into the shape of a hammer. The brute fact of an existent thing is itself always the end of an operation; it is not a reality onto which we may project a value, but an intelligible good in which being and goodness are identical.

We only know as much about the cause of anything as we know the ways – and I underscore the plural here – in which it is good. Goodness is the principle that makes reality intelligible. No goodness, no truth. No truth, no knowledge. Contrary to Hobbes, then, it is absurd to say we could speak intelligently of reality without attending to causes. And, contrary to Descartes, to restrict our knowledge of things to mathematicals is in fact to restrict our knowledge to a world of shadows and abstractions and to say very little about the world in which we actually live. We may have trouble acknowledging intrinsic goods, because we have an at best shaky confidence in our capacity to know the truth about things. But, insofar as we claim to know anything, we should to that same extent be able to affirm the goodness of things and to deliberate about the relative magnitude of the various intrinsic goods that populate our world.

I have asserted that Aquinas solves this modern trouble with goodness for us, and so I shall let him answer two weighty objections to his claim. One might say, with Hobbes, that we know things are in motion, not why they move. It is a law among us now that a body in motion tends to stay in motion. Aquinas would reply that, first, “body” is a genus, an abstraction from individual existing things and not a thing in itself. It may well be that bodies in principle move without end, just as numbers may be counted without being good. Such is the character of abstractions – that they are abstracted specifically from the being that exists in reality as a point within a series of causal relations, of finalities. All actually existing things do move, this we grant, and they move for a purpose, because if there were no end at which to aim, or if the aim were infinitely distant, nothing would begin to move in the first place.25 The specific difference by which we tell one thing from another is also the determinant of the ends toward which different things – bodies or otherwise – move.

To all this, one may reply, what about chance? Cannot all things move endlessly, because set in motion by some fundamental fluke in reality? Aquinas replies, we can only understand chance relative to the normative goodness of nature. We see that a given nature normally pursues a specific end; we know natures primarily by the end that they pursue “always or for the most part.” If all things moved according to chance, then we could say nothing at all about things, because all things would be absolutely different, unrepeatable in their individuality. But, if all things were unique, we could not say that they were caused by chance. We would have no basis for the assertion. We perceive chance only in its departure from a given nature’s norm characterized by its failure to pursue that nature’s end. If we admit as a hypothesis that chance rather than purpose governs all things, we must also admit that we could never know anything about it. But the problem that confronts us is not a world professedly agnostic about all things as such, but only about the goodness of things. I have tried to show that such a world is abysmal, because it is incoherent. It claims you can know the truth without even affirming the existence of goodness. I have countered that the truth of things is their goodness.

Music as Honest Good and Liberal Art

We are now in a position to draw these reflections on goodness per se into the contemporary world of apologetics for classical music and the social value of orchestras. We are accustomed to thinking of music as a fine art, and the actual performance of music is indeed a fine art. The practicing musician produces something outside of his activity, the music itself, so it is by definition an art; and the product is not immediately put to some other use, so it is a fine rather than servile art. But let us distinguish the act of the musician from the understanding of music, whether it be the creative knowledge of the composer or the receptive understanding of the auditor. These have traditionally been understood as among the liberal arts. So, if we are to understand the good of music, we shall have to understand it not primarily in terms of the musician who performs it, but in terms of the minds that come to know it; that is, what makes music one of the liberal arts?

The liberal arts, the arts of the free, are those practices of the intellect that may be learned, are an activity complete in themselves, and do not primarily serve to produce something outside of their activity. They are free from external product, and that suffices to distinguish them from the servile arts. They are also free in a positive sense that we are now prepared to appreciate: they must be good in themselves. The practice of thought of a particular liberal art must be worthy of undertaking for its own sake. One feature of liberal education is, therefore, the training of mind and desire so that we will recognize and seek things that are intrinsically good, with the liberal arts themselves being chief among those goods. Philosophy, for instance, entails the pursuit of true ideas as good in themselves, but their pursuit is itself an orientation and way of life that is also intrinsically good.

One further characteristic of the liberal arts, first intimated in the philosophies of Pythagoras, Plato, and Aristotle, but systematically developed in the early medieval writings of St. Augustine, is that the practice of the liberal arts orders the mind and appetites not only to themselves but to an effect that naturally follow from their own goodness. Like all honest goods, the liberal arts bear fruit. Augustine claims that the ordering of the soul that the liberal arts enact leads not only to an knowing and loving rest in intrinsic goods, but to the soul’s journey through those goods up to the absolute and unqualified good in itself who is God.

This argument of Augustine’s often gets discussed in terms of the liberal art of mathematics. By engaging the intellect in the pursuit of “measure, number, and weight,”26 Augustine proposed, mathematics leads the mind to perceive the qualitatively distinct kinds of numbers out of which are constituted material bodies, abstract thoughts, creative acts, pleasures, memories, and rational judgments.27 This numerical hierarchy leads from bodily creatures to intellectual creatures and prepares the mind for the perception of the uncreated and unconditioned Good of all things. Mention of mathematics may lead us to a conclusion it did not lead Augustine: namely, that this would be a purely intellectual exercise at an abstract remove from reality and from the goodness for which I have been arguing. Rather, Augustine’s argument on this point appears in the De Musica, his study of music as a liberal art. In music, he suggests, we perceive that numbers subsist in form, in order, proportion, and harmony. Attention to music is attention to the manifestation of intellectual order in sensible being. It is perceived by the ear and experienced only through the cooperation of the bodily senses, the reason, and the memory. In this, it stands in contradistinction to, say, a work of sculpture, which might seem to be comprehended whole by the eye alone, and even to ravish the sight to the exclusion of the mind. Although music may sometimes threaten a similar ravishment, it manifests in an especially clear way the union of mind and sense, idea and being, more so than either pure mathematics or any plastic art form.

As is the case with nearly everything, music may first present itself as a pleasant good. But, in its drawing of the numbers that inform reality into a distinct form, it reveals itself as good in itself. This act of ordering number and idea into audible form, first, beguiles the mind and brings it to rest in the form of the musical work, but, second, it helps to order the mind, schooling it in the perception of the measurable heights and depths of reality. This fruitfulness of the good of music aids the mind in its ascent to a knowledge of the Good itself. Like every liberal art, it constitutes a practice good in itself and it initiates our minds into the contemplation of that final cause in light of which alone we can understand the meaning and destiny of ourselves and of all things.

If this classical and medieval account of music is correct, it actually answers many of the criteria implied in the apologetics for classical music and orchestras I reviewed at the outset, but bests them by restoring to its center the essential goodness of music – highlighting what has too often been only glossed over with a hasty “of course.” By considering music as a liberal rather than a fine art, we endorse the revised understanding of the mission of orchestras as centered less on virtuosity and more on engagement of the community in a practice of education and intellectual freedom that is good in itself and good in its effects. It emphasizes that classical music is a distinctive good in its capacity to unite the most abstract powers of the intellect and the experience of the senses into the contemplation of a whole ordered for beauty’s sake. It also emphasizes the “transferability” of the skills music cultivates, explaining perhaps why it is there should be an observable correlation between the understanding of classical music and the understanding of mathematics. One fruit of the intrinsic good of hearing and understanding music is its ordering of the mind to the perception of the full scope of being, to number, to form, and to the Good itself.

Finally, if the modern condition is as I have described it, our society is one that publicly recognizes only useful goods while it privately absolutizes pleasant ones. In such a society, one would expect to find a populace jealous of liberty regarding its own pleasures, while full of anxiety about maximizing utility so as to bring the “greatest good to the greatest number.” It is in concession to that anxiety that apologists for orchestras and classical music attempt to make the case for their usefulness as philanthropic entities and as agents of social change.

Let us conclude with a paradox on this point. In a society that knows only pleasant and useful goods, to insist upon the reality and self-sufficiency of intrinsic goods, to insist upon the absolute truth of such things and upon the necessity of recognizing and understanding them for the sake of human happiness – that strikes me as a profound act of social engagement. Nothing could be more counter-cultural, nothing more shocking, than for the orchestra in the concert hall to arrest the pursuit of mere pleasures and mere utility in our day by bring audiences into the dynamic stillness, the fulfilled rest, the pleasure beyond mere pleasure, and the fruit beyond mere utility, that occurs whenever we are in the presence of that which is genuinely, honestly, simply, good.

Endnotes

1 Aristotle, Nicomachean Ethics, 1156a.
2 Aristotle, Nicomachean Ethics, 10956.
3 Aquinas, Summa Contra Gentiles, 3.27.
4 Aquinas, Summa Contra Gentiles, 3.25.
5 Aquinas, Summa Theologica, I.5.6.
6 Aristotle, Nicomachean Ethics, 1168a.
7 Cf. Roger Scruton, Beauty (Oxford: Oxford University Press, 2009), 8.
8 Jacques Maritain, Collected Works of Jacques Maritain Vol. 11: Integral Humanism, Freedom in the Modern World, and A Letter on Independence (Trans. Otto Bird, et al. Notre Dame, IN: University of Notre Dame Press, 1996),246.
9 Aristotle, Nicomachean Ethics, 1094a; Cf. Aristole, Politics, 1252a, and Aquinas, Summa Contra Gentiles, 3.2.
10 Etienne Gilson, God and Philosophy Second Edition (New Haven: Yale University Press, 2002): 112.
11 René Descartes, Discourse on Method and Meditations on First Philosophy (Trans. Donald A. Cress. Indianapolis: Hackett Publishing), 82.
12 Blaise Pascal, Pensées (), §76-77.
13 Thomas Hobbes, Leviathan (Indianapolis: Hackett Publishing, 1994): I.ii.2.
14 Hobbes, Leviathan, I.iii.5 and 12.
15 Hobbes, Leviathan, I.vi.7.
16 Hobbes, Leviathan, I.vi.2.
17 Hobbes, Leviathan, I.x.16.
18 Hobbes, Leviathan, I.xv.14.
19 Hobbes, Leviathan, I.vi.53.
20 Iredell Jenkins, “The Postulate of an Impoverished Reality” (The Journal of Philosophy 39.20 (24 September 1942)), 535.
21 Aquinas, Summa Theologica, I.5.3.
22 See, E.F. Schumacher, A Guide for the Perplexed (New York: Harper & Row, 1977), 59.
23 See, Schumacher, 58.
24 Aquinas, Summa Theologica, I.6.3.
25 Aquinas, Summa Contra Gentiles, 3.2.
26 Robert J. O’Connell, S.J, Art and the Christian Intelligence in St. Augustine (Cambridge: Harvard University Press, 1978), 55.
27 Bonaventure, The Soul’s Journey into God (), 2.10.

The Craftsman in an Industrialised Age

EDITOR’S NOTE: This essay, originally published in May, 1985 as “Unemployed to Self-Employed” in Art & Design magazine, contains some thoughtful observations about human nature and the place of the craftsman. We think these thoughts are important for musicians and orchestral leadership to consider. The push to adopt technology as our savior (or replacement, as in “the virtual orchestra”) is not a new one and in many ways we are, as a society, trying to recover from the effects of our unconsidered rush to modernize.

After spending the first three years of my adulthood in an office, I became convinced that this was not to be my kind of life. Liszt had been my first hero and by comparison, my achievements seemed bleak. I dreamt of performing some heroic deed and then laying down arms because, like so many, I thought that regular work would mean more pain than pleasure. If I was any good, where was my princely protector now?

Rather than continue to force upon people ideas which nobody save me was very keen about, I felt I owed myself an early retirement. I would do what I fancied; read a lot, paint a little, travel most of the time and, best of all, play my grand piano in a lofty room with a fine view of the Mediterranean Sea somewhere in the hills above Portofino. It didn’t happen exactly that way, for I soon found out that doing nothing but reading for more than six months at a time, albeit in elegant conditions, is a trial on one’s sanity, that traveling for pleasure is a nightmare, and that, given the state of the industrial world, early retirement is not unlike playing golf between lines of battle.

I had no qualms about staying out of the fight, but the general unpleasantness surrounding the violent action rendered my youthful dream quite absurd. The prospect of wasting the rest of my life in shallow pursuits held little excitement: it is true that anyone following his vocation, be he an artist, a statesman, or a craftsman, abhors the mere thought of retiring at whatever age.

“Retirement from active life” as a mass phenomenon is largely a product of industrial society and the “civilisation of leisure,” a fantasy of thinkers and the alienated industrial masses. Marx promised them heaven on earth; their toiling lot reduced step by step through systematic mechanisation. With the exception of Ruskin and Morris most thinkers of the industrial era turned out to be “industrial” thinkers. Refusing to consider industrialism as a mere ideology, they posited it as an irreversible fact of history and progress, as unquestionable as the laws of nature, as irrevocably useful as the discovery of the wheel. Confusing the ideas of work effort and toil, they assumed that all forms of production were in unresolvable conflict with the idea of pleasure and liberty. In that line of thought the realm of liberty – meaning leisure time – could easily be expanded at the expense of the realm of necessity – meaning production time. With industrialism promoting itself as the ultimate form of civilisation, this mere hypothesis has become an imperative justifying the relentless industrialisation of all extra-productive branches of life: culture, leisure, education, sports, etc.

Everyday experience, however, tells us that the sensation of pleasure is inseparably linked to the idea of effort.* Ironically, the demands of industrial man’s brain and muscle are generally higher on weekends and holidays than on workdays. For then and there he undertakes deeds which no employer could persuade him to suffer, which no union could dissuade him from sustaining. He indulges freely in the sheer expansion of effort. He deploys anachronistic artisan, moral, and gastronomic activities; he preferably works manually; he climbs mountains without shying hardship; he goes on marches to support lost causes; he fancies dancing, fighting, running, and fishing without apparent gain. Regardless of whatever ecologically, aesthetically, or morally doubtful job he may be doing to earn a living, he becomes, in his leisure time, a devout ecologist, a conservationist, a samurai, a pacifist, a christian, a poet, a craftsperson, socialist, an antifascist, and what not? Instead of earning a livelihood by following his vocation, he wastes energy and savings doing just that in his leisure time. Whenever he feels free to do what he thinks right, homo industrialis turns into his own negation.

Cultures of the past have only been great when they have educated people to become independent and earn a living by doing what they were good at. There are born hunters who are deaf to music, there are unsuccessful bankers who make excellent cooks. All great philosophers, teachers, and wise men have insisted on people choosing the profession which suits them best; they have even seen in the differing vocations a demonstration of divine providence, of nature’s harmony and miraculous equilibrium.

God creates men and women fit to shape their own destinies; to use His creation for their own advantage and pleasure. Thus humankind creates objects of stupendous beauty and celebrations of awesome majesty. Surely God would not give men and women five senses and a soul if He intended them to become occupational slaves; if He destined them to toil in office-blocks, to become fragments of machines and organisations, to live in rabbit hutches and travel in underground tubes – exchangeable, replaceable, and expendable.

All great cultures of the past used industrial processes to perform necessary and unpleasant deeds. Industrialism merely generalises these processes to the exclusion of higher, i.e., artisan and artistic, forms of work. I ask you, would it be any less cruel to let machines do work in which men take great pride and pleasure than to let them take care of our sexual and gastronomical functions?

It is no secret that the industrial system is going to employ fewer and fewer hands and brains. The chairman of ICI says that despite its increasing activities the company needs less and less manpower; that the purpose of such companies is not to employ people but to make profits. Why indeed should God’s proudest creatures be employed in doing dangerously boring jobs which machines are much better at? William Morris said as much a century ago.

All this, however, does not explain the central paradox of all industrial societies, namely, that the availability of handwork decreases and the cost of handwork rises in direct proportion to the number of unemployed hands. In the UK alone there are approximately seven million unemployed hands and half as many unemployed brains. I assume that the same numbers could be made redundant from overblown local and national bureaucracies without any loss of efficiency.

One of the most perennial subjects of high-minded Modernist blabla is to speculate about the forthcoming age of leisure, where happy folk are to work for two days at the most and spend the rest of the week and their luxuriant earnings on harmless nonsense.

Irrespective of political ideology, industrial systems produce, instead, a sizable nation within the nation, which is not only un- or ill-employed, but whose hands and brains have been permanently, and it seems irreversibly, put OUT OF WORK and OUT OF BUSINESS. Not only are they ill-educated and over-specialised, unfree and dependent – exactly what industries and unions have always wanted them to be – they are also, as a result, frustrated, helpless, angry, jealous, and vengeful. Like children they consider unions and industries, governments, and states to be Godfathers who should look after them from the cradle to the grave; Socialism and the Welfare State have promised them as much. To ask these people to become responsible therefore sounds like asking a drowning man to take up swimming lessons. It is painfully evident that the greatest achievement of the industrial system is not keeping such vast numbers away from the streets, away from rebellion and political mischief, but rather succeeding in holding so many hands and brains in docile submission; in anticipating and preventing them from ever entering serious competition with the industrial economy and ideology.

It would, however be short-sighted of any government to believe that the long term unemployed masses would be less dangerous politically than unionised masses, or that the problem could be solved by “new wunder-technologies.” The fact is that you cannot negotiate with the unemployed; their reactions are unpredictable. I find it more stimulating, therefore, to speculate on what these millions of hands and brains could be doing once they became apprenticed as competent and self-employed craftsmen, traders, and artists.

When Chartres built its cathedral it was a town of approximately 10,000 people; when Florence was the centre of the world it had no more than 60,000 citizens. In theory our unemployed nation could build, in the next ten years and with artisan methods, about 100 cities and 500 white cathedrals no less splendid than Chartres or Florence. It could plant forests where now there are poisoned wastelands, replace suburban sprawls with richly varied agricultural landscapes. It could build for all to see the true alternative to industrial mass society, to the bleakness of industrial parks and council housing, office compounds and comprehensive schools, university campuses and shopping precincts. Very soon it would down on us, on our dreary suburban masses, our silly entertainments, our crude sports and violent games, our depressing factories and offices.

The tragic effects of industrial modernism have not been limited to the spoiling of cities and landscapes; they have destroyed the educational, social, religious, and economic structures which had built, expressed, and maintained higher cultures. There exist, to this day, approximately 140 branches of traditional crafts, 40 of which have to do with architecture and building directly. A democracy dedicated to the regeneration of a dynamic and diversified economy will have to promote the reconstruction of self-employed and independent crafts with the same financial and legislative privileges that it now uses to lure industrial enterprise into action.

The immense success of the elite Akademie des Handwerks (Academy of Crafts) at Schloss Raesfeld in Westphalia shows the way. In this prestigious new institution the very last generation of masters has been brought from the remotest corners of the Federal Republic to teach the techniques and secrets of their crafts to “young” apprentices who must not only have the regular “master” title, but, in order to be accepted, also show evidence of ten years of self-employed professional and commercial success.

After only five years of intense activity, the Akademie has succeeded in training several thousand masters, thus laying the foundation for the reconstruction of traditional building crafts and apprenticeship.

I believe that, besides making long-due cuts, a visionary government has to promote at the highest level the establishment of such leading institutions. As HRH the Prince of Wales recently pointed out, small, efficient, and independent crafts and trades should not be located in isolated industrial zones but in the very midst of cities and villages. That is where they are needed, that is where they can offer their services most effectively. All this demands nothing less than the complete lifting of mono-functional and suburban zoning codes.

After the well-intentioned revival of the central city, after years of urban over-expansion and schematisation, a radical contraction of the cities and a parallel reconstruction of non-industrial agriculture has: 1, to be envisaged; 2, to be legislated; 3, to be promoted; and 4, to be effected. Only such a project truly transcends the accepted political and ideological divergences; positing organic growth against mechanical over-expansion; putting quality into competition with quantity. It is now a matter of ecological and cultural life or death. It may well be the only way to break the deadlock which paralyses and traumatises industrial man and society.

Craftsmen are needed everywhere all the time, and where there are great artisans, artists will inevitably prosper. It will be good for the arts, it will be good for the economy, and it will be good for democracy.

 

Endnote

* This is one of Hannah Arendt’s main themes in The Human Condition (Chicago, 1958).

Revenge of the Terroirists

EDITOR’S NOTE: The author’s book Wine Wars: The Curse of the Blue Nun, the Miracle of Two Buck Chuck, and the Revenge of the Terroirists is highly recommended for the psychographic insights it contains that potentially describe an important place for classical music in today’s market.

The connections between wine and music run unexpectedly deep. It isn’t just that many wine lovers are music lovers, too. The brilliant “postmodern” California winemaker Clark Smith has experimented with wine and music “pairings,” demonstrating that certain wines taste better when accompanied by particular tunes. Inexpensive Glen Ellen Chardonnay, he says, is especially tasty if you sip it along with the Beach Boys’ “California Girls.”

I used to be a skeptic about this connection until Smith put on some music and asked me to taste a particular wine and then changed the music on me mid-sip. The taste of the wine turned from sweet to bitter right there in my mouth. It really did. How is this possible? One answer comes from sensory science research. It seems that there are parts of the brain that are particularly involved in appreciating wine and these overlap to a certain extent with the music appreciation areas. Change one element and you can sometimes change the other. Incredible.

Just because the sensory appreciation of music and wine are connected in this way doesn’t mean that there is necessarily much to learn about music by studying wine or vice versa, but sometimes I am struck by certain parallels. In one chapter in my 2013 book Extreme Wine, for example, in trying to understand the changing market status of the great red wines of Bordeaux, I ended up viewing the situation through the lens of grand opera. Once upon a time, I argued, opera was an integral element of the common culture. The composers, the arias, the singers – they were all part of everyday life: when someone whistled a tune in the subway or tuned into a radio program on Saturday, opera was there or at least nearby.

Bordeaux once occupied a similarly commanding height in the world of wine. But, of course, things changed. Opera and Bordeaux both became very expensive and associated with elites. Meanwhile competition grew fierce, especially as new generations emerged who did not automatically conform to the older norms. China kept Bordeaux in its exalted position for a while longer, as Suzanne Mustacich writes in her wonderful new book Thirsty Dragon, but now it seems that the interest has turned from Bordeaux the wine to Bordeaux the tourist experience, and Chinese investors are snapping up lesser estates to refashion into flashy destination resorts.

“Is Bordeaux still relevant?,” I asked in Extreme Wine. And I’ve decided that it is,

but in the peculiar way that opera is still relevant. Opera no longer informs us about music (or culture) generally as it once did. Opera is about opera now, and that is good enough. And Bordeaux is (just?) Bordeaux.

These are just my observations and since I am an only an economist who studies the wine industry I don’t expect that others who know more about music and culture will agree with them. But hopefully they show how I am how trying to use music to understand wine.

Does this rather pessimistic view of opera and Bordeaux apply to wine and classic music more generally? No. When I tilt my perspective just a bit, the outline of an optimistic future for great music emerges.

Fifty years ago it would have been easy to doubt the future of fine wine in America. A thin film of great Burgundy and Bordeaux wines floated on an American sea that was dominated by unsophisticated, industrial wines. Thunderbird, a high-octane lemon-flavored fortified wine, powered the rise of Gallo to its position as the nation’s – and now the world’s – largest wine producer. The best-selling imported wine of all time in the U.S. market was custom-crafted to appeal to mass market American tastes. Have you tried it? Riunite Lambrusco was created to be the “Red Coke” – fizzy, a bit sweet, low in alcohol and irresistible to American consumers. As the advertisements once proclaimed, if you haven’t tried Riunite you don’t know what you are missing, so you might want to pick up a bottle and unscrew the cap (a Riunite innovation among imports when it was introduced).

Most of the wines that guided America out of the wilderness of the Prohibition were commercial products, crafted to please the existing market rather than to elevate American tastes. And yet, while those mass market beverages are still with us, the market momentum has shifted dramatically and unexpectedly towards more sophisticated wines. Data from the Nielsen Company’s surveys of off-premises wine sales tell this story. The market for inexpensive generic wine is still large, but sales are falling in every price category below $9. Meanwhile sales are increasing in higher priced categories, with a 14+ percent increase in wines priced at $15-$20 and more than 7 percent rise in sales of wines costing about $20. The wines that American buyers increasingly seek today are in a different world from the Thunderbird of days past. They are more sophisticated and the best of them proudly reflect the great traditions of winemaking. How did we get here from there? How did wine escape, at least in part, from an industrial wasteland and begin the journey to return to its roots?

My 2011 book Wine Wars plotted the evolution of American wine culture in terms of the dynamic interaction of three powerful forces. First comes globalization that benefits local wine producers by expanding their potential marketplace, which is great. But it also produces a more cluttered and competitive market environment. Consumers, once starved for choice, are now sometimes overwhelmed by it. Upscale supermarkets routinely stock more than a thousand different wine choices that range in price from a couple of bucks to more than two hundred dollars a bottle! Big box specialty stores now carry 8000 wines from every corner of the globe. The “wine wall” where enthusiasts gather to choose bottles to take home is now plagued by the Paradox of Choice. Having no choice is bad (that’s why the communist empire collapsed, according to an economics joke – because everything was either mandatory or forbidden), but too many choices can be just as troublesome.

One way that people cope with globalization and the Paradox of Choice is to try to simplify things. This explains the increasing importance of branded wines like Yellowtail from Australia and Charles Shaw (a.k.a. Two Buck Chuck) from California. An effective brand allows consumers to economize on information: they do not need to know the country, region, vintage, or even grape variety they like. They just need to know what brand they have tried before and enjoyed. The problem with brands, however, is that they risk breaking what I call Einstein’s Law. Einstein said that everything should be as simple as possible, but no simpler. I think he was talking about scientific theories, but the idea applies more generally. Simplifying wine helps consumers escape the Paradox of Choice, but it risks stripping wine of the very properties that make it appealing to us in the first place. Dumbed-down wine – would you like Bud Red or Bud White? – might be a commercial success, but it wouldn’t be wine anymore, would it?

Globalization and commodification are powerful forces. They push the idea of wine toward oblivion. How can wine resist? The answer, as I wrote in Wine Wars, is that there is a third force pushing back. I call it the “revenge of the terroirists,” adapting the French word terroir which roughly translates as a sense of place. I was counting upon wine lovers who care deeply about wine and wine culture to take up the fight to preserve wine’s soul.

Although there are many ways to characterize the war for wine’s identity, I think the framework that I developed in Wine Wars is fairly useful. What I didn’t fully appreciate at the time, however, is the fact that the war isn’t just about wine. It is about everything, or at least many elements of civilized life. The forces that serve to undermine wine’s complicated existence are mirrored by similar forces at work more generally in the worlds of food, art, literature, education, and even music. Given this fact, it would seem like the terroirists’ revenge is unlikely indeed.

Unexpectedly, however, the ubiquity of the challenge seems to have strengthened the terroirists’ resolve. The yearning for a sense of connection that slick brands cannot provide is widespread and growing. I see it manifest in the world of wine as consumers who are increasingly focused on things that matter prove over and over again that they are willing to pay for products that connect them to person and place, to history and inspiration. Having grown tired of the fake, they now seek out authenticity. I know a winemaker who confesses that he just follows the market and who consequently now focuses intensely on wines that are a tangible expression of a particular time and place. He sees the future in organic wines that bring buyers closer to the earth, and closer therefore to the ultimate source of wine experience.

The terroirist revenge, a renewed commitment to authenticity, was not created by wine alone and it does not apply to wine alone either. Rather, it is a movement among the new and the young today – exactly those not brought up in the traditions of grand opera and Bordeaux, but who seek out, nevertheless, the real, the genuine, and the authentic experience. To twist a Rolling Stones lyric, they are surrounded by what they want – or what they are told they want – so they search instead for what they need. And sometimes they find it. They see Einstein’s Law broken all around them, and they choose another path.

The unexpected success of the terroirist revenge doesn’t mean that the wine wars are over, but they give us hope. And the parallel patterns in craft beer, craft spirits, and other consumer categories underlines the pattern. The emerging terroirist class wants to be challenged and they want to learn. Who knows? – perhaps they will even one day embrace Bordeaux with the same ardor as their grandparents. Perhaps they will embrace opera this way, too – and the rest of classical music movement, if they understand what it really is and what it means. I am not sure how it should be done, but the effort must be made. If it can happen in wine, it can happen elsewhere.

Not everyone is cut from terroirist cloth, but there are enough who are for this to be recognized as an important movement – and for this to be an important moment in history of wine culture. Can it be sustained? Prediction is difficult, we economists like to say, especially about the future. But the factors that have provoked the movement’s rise seem unlikely to go away. Cheers to the terroirist revenge!

Meta-Luxury II: Harmonic Principles

In the first part of this series, I acknowledged that there may be something wrong with the pursuit of luxury as exclusionary and materialistic, and that orchestras at least are right to be suspicious of it. But I also suggested that the things we most highly value are often those things that are surplus to our basic needs precisely because they reach beyond niggling reminders of our material world to present us with something that transcends our time and place in it. This class of surplus things we might call meta-luxury because, though they represent luxuries in the sense that they exceed our basic needs, what we value in them lies beyond anything we could define as material luxury. Classical music is only one example of this special category of things, but it is a particularly apt example because music itself is essentially nonmaterial.

Perhaps for this very reason Manfredi Ricca and Rebecca Robins chose a Stradivari violin as the striking cover image for their book Meta-luxury. Even more telling, of course, than a book’s proverbial cover is what’s inside it. In this case, inside the book classical musicians feature in three of ten conversations with inspirational people throughout the world whose legacies, practices, and achievements embody the values and principles of meta-luxury. Ricca and Robins set out, roughly within the disciplines of business philosophy and branding strategy, to understand the nature of enduring and iconic success – especially in light of the changing attitudes of today’s consumers, who face a marketplace glutted with meaningless luxury and materialism. Their discoveries about meta-luxury describe a deeply rooted culture of excellence, and lead them quite naturally to classical music.

It is absolutely critical for those of us who go about the business of classical music and who strategize its future to understand what exactly it is that makes classical music valuable to those we need to and hope will invest in it. That, in turn, must translate into our unwavering commitment to a positive vision. It is not enough, for example, for us to resolve to move away from an ill-suited association with the vulgar materialism of luxury. We should know specifically what we are moving towards; otherwise our moving is only a wandering. Or else it is not really moving at all, and we only stand around kicking at the box we busily congratulate ourselves for having just got out of. And we must have no illusions or flippancy about the direction we choose. Rejecting the “elitist” luxury of fine wines in the lobby, for instance, in favor of something we may think of as more populist – say, peanut shells on the floor – is not rejecting materialism, but in fact only changing the flavor of it. We must look much deeper than that to understand our strategy. In business we should be guided always by principles that describe the thing that we are about – in our case, with the thing that classical music is. And if our original instinct to reject luxury is correct, that is because classical music is certainly not just one more flavor of materialism.

I suggest that, like Manfredi Ricca and Rebecca Robins, we will discover a natural harmony between the principles and values that describe classical music and those that define meta-luxury. Even more significantly, I propose that we will also find that those principles and values resonate most deeply in our human nature, transcending all the boundaries that so worry us when we contemplate the problem of luxury – boundaries such as age, race, or class.

Defining Meta-Luxury

We might agree that we already have a general consensus about what luxury is. We are much less familiar, however, with the idea of meta-luxury. It is tempting to assume meta-luxury is really just some kind of mega-luxury. So perhaps we should begin by making the distinction plain. In their book, Manfredi Ricca and Rebecca Robins offer us a vivid and practical comparison:

‘Luxury’ is often self-proclaimed status; meta-luxury is always a restless pursuit. ‘Luxury’ is often about showing; meta-luxury is always about knowing. ‘Luxury’ is often about stretch and surface; meta-luxury is always about focus and depth. ‘Luxury’ is sometimes about ostentation; meta-luxury is always about discovery. ‘Luxury’ is often merely about affording; meta-luxury is always first and foremost about understanding.

It becomes clear in this light that meta-luxury is not just more or bigger luxury, but something that exists in a realm beyond it – in the same way that meta-physics exists beyond physics. It moves according to a different set of principles and embodies a very different philosophy.

Ricca and Robins go on to identify Knowledge, Purpose, and Timelessness as the three principles that drive the creation of meta-luxury. It’s important to remember that what drives the creator of meta-luxury is not the thought or idea of meta-luxury, per se, but rather the relentless pursuit of human achievement – and we can understand that achievement as the result of a tireless pursuit of knowledge, purpose, and timelessness. The creator of meta-luxury, too, is reaching for something beyond purely material manifestations.

Knowledge

From the very beginning man has cherished and sought after knowledge. It was the Tree of Knowledge, after all, for which he gave up paradise. Our libraries are full of books, but it is not the paper or the ink, however old, that makes them a treasure. It is the knowledge contained in them – hard won, pressed by time from the toil of human experience – that we consider priceless. And it is the value of that knowledge that makes it sacrilegious to burn a book – any book. We send our children, at whatever cost, to get an education because we know that knowledge is what will make their lives better – and not just in material ways. It is like the rising tide that lifts all boats.

And what is the tradition of classical music if it is not a repository of knowledge? From the instruments, some of which are still carefully crafted according to specifications mysteriously perfected ages ago, to carefully preserved compositions that chart, for instance, the developments in polyphony or the art of the fugue over the course of centuries, to the expertise and musicianship of the instrumentalist who learned under the watchful care of a master and spent untold hours in disciplined practice as now his own students do…to the tradition itself – the continuous and intimate relationship that the music has had with our history, with our dreams, our triumphs, and our tragedies…what is this but a most exquisitely complex repository of knowledge?

We have nothing to do here but to be what we are. The music only survives if the knowledge does. We all know this and always have.

Purpose

Knowing just that, perhaps, is part of the conviction of purpose that drives the classical musician. But we know our purpose is more than that, too. It is also the purpose of mastering the practice and performance of these instruments and this music, learning to deserve this repertoire and our teachers, becoming a part of the legacy, and taking our place in the living tradition. It’s nothing less than a focus of purpose that compels the musician to spend a lifetime in the practice room when so many easier and more flirtatious diversions are always at hand. Likewise, it’s purpose that makes the devotee overcome life’s myriad little hurdles to find his seat in the hall on a Friday night and to sit, enchanted, through three movements of a concerto he’s never heard before.

Classical music is not a meandering even if there is a fair amount of serendipity involved. It is mostly a striving, with a purpose to be part of this thing that is bigger than you and that extends behind and before you.

Timelessness

And this leads naturally to the subject of timelessness. Music doesn’t necessarily belong to the moment in which it’s born. It is, of course, a product of the particulars of its birth, but it is also something universal. Much of the classical music born in our day will be forgotten and even more of it will never be heard. That is true of all eras, and our canon – like all canons – represents a small selection of the music that is our inheritance. It is the selection of music that has survived the amnesia of ages, the ravages of history, and the fickleness of fashion. And there will be a canon that has survived the ages to come, too.

But what is most astounding is that we can be more familiar now with a Bach cantata than almost anyone living in Bach’s day might have been. Bach wrote his music “for the glory of God and the refreshment of the soul.” Did his contemporaries consider him irrelevant because he wasn’t writing music to address the problems of his age? Maybe we can imagine that they did. But when we turn our efforts toward the task of making ourselves relevant to a specific time, we risk forfeiting the timeless. It is because Bach recognized and reached toward the universal with his music that he is still relevant today. In fact, he is not only relevant, he is one of the most loved and respected composers of all time.

Classical music is essentially timeless. It lives only in the moment when it is being played and listened to. And when we bring a score to life again, we are playing the very same notes that were played perhaps centuries ago. Each musician brings to the performance something personal – and so does the listener. Like the composer, we participate in the miracle of touching the universal through the particular. And long after we and our world have passed away, the music will continue to live for as long as there are hearts, minds, and hands that learn to play it.

 

Returning to the earlier, only slightly exaggerated example where we considered replacing fine wine with peanuts as the theme of our concert hall’s repast, we might now consider the strategy in a different light. Before choosing between “luxurious” wine and “populist” peanuts, we might look more closely at the values and principles that guide the creation of a fine wine and compare them specifically with those that go into producing a roasted peanut. And then we might ask ourselves which of the two offerings harmonizes with the principles and values that create, say, a violin, a musician, a symphony, or an orchestra. As Ricca and Robins point out:

[I]t is difficult not to see the paradigm of meta-luxury manifest itself in some of the world’s most respected wine-makers, where the wealth and depth of diverse competences, often passed on from one generation to the next for centuries, blend with an intrinsic conviction about wine being the celebration of the fullness of life in the creation of rare masterpieces, some vintages remaining as benchmarks. Knowledge, purpose, and timelessness.

We could easily substitute the craft of musicianship for that of winemaking – and music for wine – in that excerpt. In fact, I’ll wager that you already did. It practically begs for the comparison.

But read it again. Who can doubt that what they describe is exactly what moves those who really appreciate wine, just as it is exactly what moves those who really love classical music? It was never about status or ostentation for the aficionado of either. Instead, it was always about inspiration, discovery, and dedication. It’s quite possible, of course, to find those who drink fine wine for the show of it, or who attend symphony concerts for the same reason. But they are to be distinguished from those who partake out of genuine love. The future of our orchestras depends on the latter. They are the ones who will return again and again, who will bring their children and their friends, and who will deem us worthy of their philanthropic investments. They are the ones who understand and value us as a unique achievement, because their love for us is born of another, deeper love for the nonmaterial things that we embody: knowledge, purpose, and timelessness.

So, returning once more to our example, if we reject wine as a symbol of snobbery and luxury – or reject it in parts by offering the offensively simple and uninspiring choice of a Sutter Home “red” or a Yellow Tail “white” – in our concert halls, then for the sake of the pettiest interpretation of the choice at hand we will have at once misunderstood wine’s appeal and its real nature, misunderstood classical music’s appeal and its nature, and worst of all undeservedly underrated the universal aspirations and individual motivations of our human nature. We will have reprimanded those who most cherish us for a materialism that is not theirs. And we will have judged those who do not yet love us to be incapable of rising beyond the material appreciation for peanuts or the churlish reaction against ‘luxury.’ We will have certainly abandoned the thing that classical music most essentially is – that doorway that opens for each of us onto the nonmaterial world.

No one in business needs to be told that a mountain of misunderstandings and misconceptions is not a strategy for success. But business-wise, what is success in the paradigm of meta-luxury? It is precisely what orchestras and our great musical institutions already know it to be:

The right term to describe meta-luxury would, in fact, be one that is now abundantly used in other contexts – sustainability. In meta-luxury, business results are meant to sustain – and never to drive – the enterprise’s mission and ethos. Economic success is therefore a requisite and a consequence, but not a primary objective.

None of us chose a career in music because we wanted to be fabulously wealthy. In fact, the miracle is that we went into music despite the fact that we might have preferred to be filthy rich. But there was something more important to us than material gain.

And orchestras, too, exist not to accrue handsome profits, but to sustain themselves. They sustain themselves in order to sustain the art form in perpetuity. Again, we hear the echo of the thing we already are. We might do well to look more closely at this paradigm we so perfectly and naturally fit. And in the next installment of this series, we’ll do just that by examining what Manfredi Ricca and Rebecca Robins describe as the pillars of meta-luxury.

The Assault on Opera

The disappearance of the bourgeoisie has led to a crisis in the arts. How can we track down the defeated remnants of the philistine class, in order to disturb them with the proof of their irrelevance? Theatres, galleries, restaurants and public resorts all offer impeccable post-modern fare, addressed to non-judgemental people. Television has been dumbed down below the horizon of bourgeois awareness, and even the churches are rejecting family values and the marital virtues. Yet, without the bourgeoisie, the world of art is deprived of a target, condemned to repeat worn-out gestures of rebellion to an audience that long ago lost the capacity for outrage.

All is not lost, however. There is one last redoubt where the bourgeoisie can be corralled into a corner and spat upon, and that is the opera. Believers in family values and old-fashioned marriage are romantics at heart, who love to sit through those wonderful tales of intrigue, betrayal and reconciliation, in which man-woman love is exalted to a height that it can never reach in real life, and the whole presented through heart-stopping music and magical scenes that take us, for an enchanted three hours, into the world of dreams. Siegfried’s love for Brünnhilde, shot through with unconscious treachery, Butterfly’s innocent passion built on self-deception like an angel on a tomb, Grimes’s death-wish, rationalised as a longing for Ellen’s maternal love – these are dramatic ideas that could never be realised through words, but which are burned into our hearts by music. Is it surprising that our surviving bourgeoisie, surrounded as they are by a culture of flippancy and desecration, should be so drawn to opera? After a performance of Katya, Pelléas, La Traviata or Figaro, they stagger home amazed at those passions displayed on the stage, by creatures no more god-like than themselves! They will come from miles away to sit through their favourite fairy-tales, and drive home singing in the early hours. They will pay 200 dollars for a mediocre seat, in order to hear their chosen prima donna, and will learn by heart the arias which they are never satisfied to hear unless in the flesh. Take any performance of an operatic classic anywhere in the world, and you will find, sitting in close confinement, motionless and devout for the space of three hours, the assembled remnant of the bourgeoisie, innocent, expectant, and available for shock.

The temptation is irresistible. Hardly a producer now, confronted with a masterpiece that might otherwise delight and console such an audience, can control the desire to desecrate. The more exalted the music, the more demeaning the production. I have come across all of the following: Siegfried in schoolboy shorts cooking a sword on a mobile canteen; Mélisande holed up in welfare accommodation, with Pelléas sadistically tying her to the wall by her hair; Don Giovanni standing happily at ease at the end of the eponymous opera while unexplained demons enter the stage, sing a meaningless chorus and exit again; Rusalka in a wheelchair from which she stares at a football in a swimming pool, while addressing the moon; Tristan and Isolde on a ship divided by a brick wall, singing vaguely of a love that hardly concerns them since each is invisible to the other; Carmen trying in vain to be a centre of erotic attention while a near naked chorus copulates on stage; Mozart’s Entführung aus dem Serail set in a Berlin brothel; Verdi’s masked ball with the assembled cast squatting on toilets so as to void their bowels – not to speak of the routine Hitlerisation of any opera, from Fidelio to Tosca, that can be squeezed into Nazi uniform. Wagner is always mercilessly mutilated, lest those misguided bourgeois fall for his seductive political message; and as for Madama Butterfly, what an opportunity to get back at the Americans for that bomb dropped on Nagasaki!

The extraordinary thing is not that this mutilation occurs, but that it is paid for by the taxpayer. Opera productions are expensive, and the more facetious they are the higher the cost in the props that are needed to grab the attention of an audience lost in wonder as to the meaning of it all. The producers too are expensive. People like Peter Sellars, who have made a living out of the effort to astonish, are international stars. There is a frenzied competition among such avant-garde producers as to who can squeeze the greatest emotion – positive or negative, it hardly matters – from the reviewers. And it seems that, when it comes to claiming subsidies from city councils and arts bureaucracies, what matters is not what the critics say but how loudly they say it. An opera house, to claim the standing required for a state subsidy, must be ‘controversial’, given to ‘path-breaking’ and ‘challenging’ productions. The bureaucrats need to be persuaded that, without a subsidy, something very important to the future of the city or the nation will be jeopardised. And its importance is proved by the protests that are inspired by it.

What should be our response to this on-going assault on one of the world’s greatest art-forms? One argument that I frequently hear goes like this. Operas are expensive to put on; to charge the full price to the audience would be to price the art-form out of the market. Subsidies are therefore necessary. And subsidies are obtainable only if those who provide them can be persuaded that they are not funding old-fashioned bourgeois audiences, since such audiences have had their share of life and are soon for the chop in any case. Controversial productions are therefore necessary, since the alternative is no productions at all.

There is a measure of truth in that argument. The bourgeois audience is necessary to inspire the modern producer, since otherwise he has no one to offend. But the offence is necessary otherwise the bureaucrats will think that they are subsidising the bourgeoisie, which God forbid. The problem is that the argument is based on a false premise. Opera productions do not in fact need subsidising. For it is not productions that are expensive, but producers. They are expensive because, like Richard Jones, Peter Sellars and Pierre Audi, they have a deep psychological need to draw attention to themselves, at whatever cost to the music. This means outlandish props, lighting effects, strange gestures imposed on the singers in opposition to the natural movements inspired by the music.

I am the more persuaded of my view in this matter by small scale honest performances of the kind that come our way in rural England, or which used to be put on by the great Lorin Maazel at Castleton in Virginia. Every summer we in rural Wiltshire are visited by a small group called Opera à la Carte, under the leadership of Nicholas Heath, who brings classics from the repertoire, from Don Giovanni to Madama Butterfly, performing them on improvised stages in tents or drawing rooms, accompanying the singers with a chamber ensemble, and allowing the magic of the story to spill out over the audience, with only costumes and few unpretentious props to create the scene. At Castleton Maazel enjoyed a small theatre, and later a larger one built to his specification, together with an orchestra put together from the young musicians whom he mentored so generously. But again nothing was spoiled by over-production, the music was allowed to speak for itself, and costumes and a few stage effects were enough to create the atmosphere.

What modern producers seem to forget is that audiences are gifted with the faculty of imagination. This faculty is not extinguished by being bourgeois. Indeed, it is one of the faculties that an ordinary decent bourgeois has to exercise continuously, if only in order to respond forgivingly to the contempt of which he is the target. The obvious truth, that opera stimulates the imagination by presenting a drama as sung rather than spoken, seems to escape the attention of the new school of producers, perhaps because so many of them spend their apprenticeship in the spoken theatre. Perhaps they do not fully understand that serious music, by existing and moving in a space of its own, automatically transports us to an imaginary world. Put singers in costumes that distance them from the audience and, even without stage sets and props, they will move in a world of their own. The music itself will tell them where to turn, and with what expression on their faces. Add a prop or two and all the meaning that the composer intended is there in the room, and only the quality of the performance will affect whether the audience can grasp it.

And here is where I think the greatest disservice has been done to opera by the new style of production. In the past a production was designed to present an opera; now it is designed to interpret it, to attach a meaning to it, whether or not it is a meaning that the work can easily bear. The work is seen as a vehicle for the ideas of the producer, rather than a drama whose meaning lies in itself. Instead of allowing the music to speak the producer stands in front of it, so to say, moralizing at the assembled bourgeoisie, saying that this or that feature of the text or the music must be pinned to some allegorical or symbolic meaning, and that in any event the whole thing has to be made into a relevant commentary on the psychic traumas of the day – otherwise how can we take it seriously? In short the magic of opera, its capacity to create an enchanted world of its own, must be neutralised by an interpretation that brings it down to earth, that pins it into some sordid corner, as Peter Sellars did with Pelléas et Melisande, so that the imaginary world intended by the composer is blotted out by a screen of the producer’s usually half baked and in any case self-aggrandizing ideas.

Of Riots and Relevance: An Orchestra in Baltimore

As I sat on the front steps of our downtown row house writing this piece, police and National Guard helicopters circling overhead, several dejected neighbors came by to chat with me about the sorrowful setback our city has suffered. This week, as riots and demonstrations ravaged parts of Baltimore, business-as-usual came to a stop for practically everyone in the city, including the Baltimore Symphony Orchestra (BSO). The orchestra’s members were left wondering, like so many of their neighbors, what we could do in the face of the upheaval and heartbreak of a city in turmoil, especially since our schedule had been cleared for the near future. To everybody’s mind sprang that quote of Leonard Bernstein’s, familiar to nearly all classical musicians:

This will be our reply to violence: to make music more intensely, more beautifully, more devotedly than ever before.

The BSO musicians decided that our best response to such dismal darkness would be for us to turn on our brightest light – to perform an impromptu concert, and to do so as soon as possible. It did not take long for us to reach the conclusion that the best way we could help was to do essentially what we do every week.

Businesses boarded up in Baltimore.
Businesses are boarded up just a block from our home in Baltimore – and only several blocks from the city’s concert hall.

But this week the BSO had had to cancel its children’s concerts as well as a program aimed specifically at technologically fixated Millennials – namely, a concert of the music of Pokémon. While children’s concerts have always been an important part of our 100-year history, the Pokémon program was a stretch. In wandering out of the usual territory of our huge, sophisticated repertoire, we were making an attempt to ameliorate our greatest fear and insecurity: that we and what we play are not relevant to people today.

So in place of these canceled concerts, we decided simply to perform in the driveway of the hall in the middle of the day and to spread the word via social media, to which most of the city was understandably glued. The very next day at noon we assembled outside, surrounded by roughly a thousand eager listeners – some with strollers, some from day care centers with throngs of children, some neighbors and friends, some just passersby, many familiar faces and many new ones, too, all eager for a glimpse of something that could transcend the very tense situation we found ourselves in. As we played, we were enfolded by the gratitude of our audience; and afterwards they showered us with words of heartfelt thanks, some even assuring us that this impromptu concert was one of the most moving things they had ever been a part of.

This kind of event is not unusual for orchestras. Throughout history, when entire societies have been at war, even at the very apex of conflict, people want to go to hear a concert of classical music. The Israel Philharmonic (IPO) has long been the healing salve for generations of emigrants from war torn Europe, a great consolation for those who lost their families in the countries they left and later lost even their own children during Israel’s wars at home. When Prime Minister Yitzhak Rabin was assassinated, the IPO  and Daniel Barenboim immediately assembled a concert just days later in his name. For many people including his family, Beethoven’s Heroic 3rd Symphony and Egmont Overture were the proper way to remember one of the IPO’s greatest supporters.

There is a famous recording of Wilhelm Furtwängler conducting Beethoven’s 9th Symphony in Berlin during the Second World War that includes the sound of bombs dropping on the city, killing its people. What on earth moved people to attend a concert in a large, domed building during a bombardment? Shostakovich saw his city’s premier of his 7th Symphony during the siege of Leningrad, surrounded by the German army, performed by musicians who were literally starving to death – some of whom did succumb to starvation between its rehearsal and performance.

These are just a few examples. It seems that, in Western culture, with war and tragedy comes classical music – a most non-material yet profoundly meaningful response where words and physical circumstances fail. It would seem that transcendence is in fact one of our basic human needs, felt all the more when circumstances conspire to chain us to our miseries. It has long been observed that from history’s worst periods some of the best art sprang forth.

Baltimore’s recent events remind us of war, both in their scope of destruction and in the long-term effects they will have on life inside poor neighborhoods. Our orchestra has long searched its soul – like others in Detroit, St Louis, Los Angeles, Chicago, and London – for a way to relate to these wars within our cities. If some people’s lives are so full of suffering, where are we in relation to that suffering? Do we just fiddle while Rome burns? What real thing can we offer our community if we accept our critics’ characterizations of classical music as merely “pretty sounds for rich people”? Hollywood, ever the counter-culturist, never tires of portraying immoral, upper class twits as being steeped in classical culture, set to the sound of Mozart’s string quartets. Indeed, our critics who advocate progress have demanded that, unless we can directly impact the pressing problems of material poverty and childhoods that result in an utter lack of preparedness for gainful employment, we are not only irrelevant to our communities but we are actually a standing mockery of material poverty itself.

When we look at the long-term decline of the underclass and now the demise of the middle class, we see an abandonment of what worked so well for so long. There was a time when the hallmark of American achievement was the fact that we had a robust and growing middle class as well as a tradition of public education that distilled the best writings, disciplines, and knowledge of the past into a transmitted inheritance for future generations. And the founding fathers of our cities not only established bedrock institutions such as universities, hospitals, libraries, and museums, they also founded symphony orchestras. For them, art and music were a vital dimension of the fully developed human being. To be wise and learned was the great goal of the common man. To be successful was to be cultured. Only in the last half-century did we decide to make a utilitarian beeline for success and cut out the hard-won holistic learnedness that temporarily delays access to material gains.

The people we might call the quantifiers in the American arts sector are the people who are always looking to measure outcomes and impact. And unless we can justify ourselves by their measures, they assure us, we risk being branded “irrelevant” either by outsiders who prefer other music or by insiders whose work is driven by administrative mandate. The situation is utterly frustrating for the arts administrators who fight for their organizations’ survival simply for the sake of all the beauty they sow.

What was most magical about the BSO’s impromptu concert this week was not that it was “free,” but that it was offered as a salve for frayed souls. While the circumstances and emotions surrounding it were extreme, I feel quite certain that the offering itself was not substantively different than what the orchestra offers on a weekly basis. How can we know what has happened within the minds and hearts of the millions of people who have listened to the BSO over our 100 years of concertizing? Where did their imaginations take them? What personal tragedies did Mahler help them immeasurably transcend? What new untapped inspiration did they discover in Berlioz? What have children dreamt up during their first experience of Pictures at an Exhibition? For many people I talk to, including those who continue to meet me on my front step while I write this, classical music is one of those most lovely things that make life worth living – ranking higher in meaning and fulfillment than even anything basic material goods can offer. Certainly, for those starving musicians in Leningrad and their audience on the brink of death, it mattered as much as bread.

But when it becomes a game to prove our “relevance” through altruistic opportunism and grandstanding, we lose the very thing for which our supporters love us. We risk deserving the scorn reserved for shallow sentimentality. As our friend Roger Scruton reminds us, sentimentality cries two tears: one for the object of its pity and one for its own exquisite sensitivity. We will not move people with our sentimentality, but rather with our music – the music itself that has moved mankind through history’s tragedies as well as its triumphs. Music is a salve for the soul and when it’s great music, it points us towards transcendence.

What people were rioting about in Baltimore was certainly more than a few bad cops. It was, if I can venture to characterize the hardships of other people’s lives, about a sense that some things in our society have gone completely wrong, off the rails, and are unconscionably unjust. The lives of the poorest of Baltimore’s children – even the ones who manage to stay in school – are indeed devoid of order, beauty, harmony, and truth. In our work at FSI, we are deeply concerned about the fact that our society has lost its way. What’s more we are raising a lost generation. And that is the much larger problem to which classical music, like classical education, is part of the solution. Questioning the relevance of our orchestras is like discarding the legend to our map of Western civilization and still expecting to find our way again.

Orchestras share the plight of many of the struggling in America: we are searching for meaning. We think that our meaning pulled out of the station a long time ago and we have to catch another train. Perhaps what really happened is that we left our meaning at the station behind us. We are at a loss to understand ourselves without it, and yet we know in our bones what we don’t have the ability anymore to explain.

Postscript

Tonight in Baltimore there are celebrations in the very streets that were set ablaze several days ago, and at their center are our city’s marching bands.

London Hall-ing: A New Home for the London Symphony Orchestra

Hot on the heels of what was surely disappointing news for Maris Jansons and Munich’s musical community – that, despite their protracted efforts, the Bavarian Radio Symphony Orchestra will not be getting a much needed new hall – came the triumphant announcement that Sir Simon Rattle, appointed as London Symphony Orchestra’s new chief, has secured a commitment from the city’s mayor to seriously investigate the possibility of a new concert hall for London’s top ensemble. Rattle has brought his political capital to bear right out of the gates – for good reason and while all eyes are on him. Despite the loud assertions of pundits who prefer to question his motives, this isn’t just a case of the new music director throwing his weight around. Sir Simon Rattle is instead pointing out the elephant in the music room: London, a concert capital with an embarrassment of riches measured in great orchestras and visiting performers, has somehow managed in all its centuries of legendary activity not to erect a single great concert venue the likes of Carnegie Hall, The Royal Concertgebouw, Musikverein, or even anything approaching the grandeur of St George’s Hall in Liverpool or Usher Hall in Edinburgh.

the Barbican Center
The Barbican Center was voted London’s “ugliest tall building” again in 2014. Is this a fitting home for the London Symphony Orchestra? Image credit: damo1977.

Each of the city’s major orchestras, besides being important and accomplished in its own right, supports and nourishes the rich ecosystem that is London’s classical music community. We can draw an analogy to the many museums in London – and we’ll do so despite the increasingly popular, pejorative reading of the word museum. Here we are using it as a wondrous term, connoting a sanctuary for our vast and beloved tradition. The London Symphony Orchestra (LSO) is like the British Museum. It is the repository of the best knowledge collected within the lifetimes and experience of its musicians, arguably standing a head above others in stature for its longevity of scope, its relationships with the world’s greatest conductors, and the breadth of its output. For the LSO not to have a proper and fitting home is akin to the British Museum existing only as a traveling collection.

London's Royal Albert Hall
London’s Royal Albert Hall.

So what, then, of the concert halls that London does have? The Barbican Center is a colossal, concrete bunker and the Royal Albert Hall, though storied and beautiful, has no acoustics to speak of. The Royal Festival Hall in the Southbank Center, meanwhile, combines the most lamentable attributes of both. Certainly, musical life in London could and would go on without a new hall. But so will many of the institutions and traditions we treasure continue to sputter along despite our neglect until tarnish and inertia overtake them and we become accustomed to decayed and hollow versions of the vibrant and living things we once loved. Why should London’s most prized assets, including both the LSO and the city’s musical life itself, be left just to “go on” this way? A proper concert hall represents an important piece of the city’s cultural puzzle, still waiting to be solved, and, equally meaningful both to London and its famed orchestra, an opportunity for renewal.

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So, if we were to agree about the necessity of such a grand project, what would we build and where would we build it? Is it too early to even open such a discussion? Certainly not – for, as we have often seen, the political jockeying to win such a project begins immediately and dominates everything that happens behind the scenes. Too often the end result of these Machiavellian maneuverings leaves many disappointed observers wondering, “All that money…how in the world did they come up with that?”

At the Future Symphony Institute, we have come to understand that the most important consideration for a concert hall, beyond its acoustics, is the relationship it establishes between the orchestra, its patrons, and their community. The concert hall is the orchestra’s home – the space into which it invites the public as its guests, the setting in which it extends its hospitality and friendship. But it is also the face with which the orchestra looks out upon its neighbors and through which it participates in the conversation of settlement that invests a place with the meaning of home. Its physical presence creates an immediate and lasting impression that communicates directly to the community just what the orchestra believes about what it has to offer and what it perceives to be its role in the life and conversation of the community. For this reason a concert hall, in our estimation, can be either a major driver of or a serious impediment to demand for classical * concerts.

THE HALL AS A HOME

Wiener Musikverein, Image credit: Wolf-Dieter Grabner
Wiener Musikverein, Image credit: Wolf-Dieter Grabner.

Home is an expression of both who we are and where we belong. We mark the places where we belong – the spaces we call home – with those things that reflect how we understand ourselves, who we aspire to be, and how we want others to know us. And we gather these clues, consciously or not, whenever we enter someone’s home – gather the myriad, little, aesthetic decisions and with them assemble a portrait, however astute or incomplete, of the person who made them. The privilege of being invited into a person’s home is the privilege of glimpsing their soul. In a very real way, the hall is the orchestra’s home; everything about it and within it should attest to the orchestra’s deepest convictions about itself and about classical music.

For instance, while it’s something of a fad to build halls that resemble spaceships, there is nevertheless a general lie and an injustice in doing so. And that’s because classical music does not come to us from outer space, or even from the future. It is not created by robots or by alien beings we cannot approach or begin to understand. It comes to us instead from a very long and very human tradition – from people we would recognize, people we can approach and come to know intimately through their music. It’s not slick, plastic, or high-tech. On the contrary, it still relies on a legacy of meticulous, human craftsmanship and unplugged, acoustic instruments. The hall should be the embodiment of classical music’s character: it should above all feel human, feel familiar, feel knowable, and feel intimate as often as it feels exalted.

St. George's Hall in Liverpool
St. George’s Hall in Liverpool

Likewise, to reduce classical music simply to pretty sounds accumulated accidentally over the centuries is to ignore the fact that it revolves around ideals of beauty drawn from the innate order of the universe, and that we recreate that order through music painted on a canvas of time. It’s as great a contradiction to bury classical music in a disorienting and convoluted labyrinth – however shiny or pretty – as it is to stage it in a spaceship. By building such a home for itself, whether it realizes it or not, the orchestra risks suggesting to its patrons that its music is more complicated than it needs to be and – even worse – that they might not “get it.” Every little aesthetic clue in and about the hall inevitably tells its guests not only what the orchestra thinks about itself, or what it wants them to think about classical music, but also – and perhaps most importantly – what the orchestra thinks of them.

Dining inside Amsterdam's Royal Concertgebouw
Dining inside Amsterdam’s Royal Concertgebouw.

A hall is more than a holding pen and an acoustic space. It is a place in which its guests, too, must come to feel that they belong. Though they will likely never come to know each member of the orchestra, they will nonetheless feel like they know the orchestra as a whole – as if it is a friend to whom they relate, and with whom they while away their evening hours in a sort of intimate communion. In the symphony hall, guests sense the orchestra as a neighbor into whose home they have been invited. The hospitality they experience there can inspire a friendship and gratitude that connects directly to a sense of belonging. And an orchestra can only be successful to the extent that those friendships and that gratitude manifest themselves in the charitable donations of patrons and in the pride and enthusiasm with which they, in turn, offer the orchestra’s hospitality to their own friends and neighbors – especially to those who have not yet come to know this sense of belonging in the symphony hall. The most important contribution a proper hall might make to an orchestra’s success is its propensity to cultivate deep and lasting friendships.

THE HALL AS A FACE

The face of the Royal Concertgebouw.
The dignified and approachable face of Amsterdam’s Royal Concertgebouw.

Every act of architecture is an enduring act of imposition wherever it’s committed. Whether a monument, a hall, a home, or an office, every building becomes part of the community upon which it’s imposed. While not everyone will find reason to engage directly with it, they will nevertheless live in its shadow. They must inevitably despair or delight in its company forever after – or at least as long as it remains standing among them. It’s the realization born of this fact, the realization that we’re all “in it together”, that tempers our adolescent urges toward defiant self-expression.

Just as the youth, who thinks little of imposing his window-rattling, musical misadventures upon his neighbors, eventually in adulthood comes to appreciate the reciprocal consideration that obliges him not to offend his neighbors with his noise, so we become sensitive to the plight of our neighbors the more completely we understand our situation to be bound up with theirs in the identity of community. This is the foundation for the manners that make good neighbors. And this is what makes the homeowners’ associations of America’s transient suburbs as perennial as they are reviled: they are an attempt to enforce good manners in the absence of genuine neighborliness from which the sentiment naturally springs.

Old Quebec City
The neighborliness of settlement is visible in this square in Old Quebec City.

Our home is for us a private sanctuary, but it is also part of a larger, collective sanctuary. And we feel this larger place as home too, inhabited as it is by our many neighbors, probably none of whom we chose. In this larger place called home – in our community – we are only one voice of many. And each building, like each neighbor, looks out upon the community with its own face and participates in the ongoing conversation of settlement with its own voice. Like neighbors themselves, these buildings do not always echo each other or even agree, but because they are architectural reflections of their very human subjects, their differences too are tempered by membership in the community. They attune to each other and relate to each other in the community’s natural and never-ending process of becoming home. The result is an organic harmony of individual voices, and this is what we sense in the world’s oldest and most beautiful cities and neighborhoods.

This should be especially interesting to us when considering the case of concert halls. The blending of a chorus of individual voices into harmonious polyphony is precisely the hallmark and heritage of our musical tradition. It would be the most natural thing imaginable for an orchestra to build for itself a hall that sits comfortably in its community, shoulder-to-shoulder with its neighbors, that participates in the act of settlement by accepting its role in the compromise and conversation that makes a place home and strangers neighbors. But how often do we see halls built like this today?

LA's Disney Concert Hall
LA’s Disney Concert Hall may just perfectly reflect its city’s character.

It seems as though the adolescent obsession with individualism now nearly always trumps neighborliness. Too often the modern hall is designed as a solipsistic monolith that rises faceless from a shallow sea of concrete somewhere off the shore of its community. It shuns its neighbors – it does not participate and does not relate. It does not invite the passerby inside with welcoming familiarity that reads as approachability. In fact, should the passerby wander into its remote realm, it’s far too likely that it won’t even be clear to him where the entrance might be. The modernist hall stands defiantly as a foreboding monument to its architect’s ego, and perhaps to the colossal blundering of the planning committees who mistook this emphatic statement of irrelevance for its literal opposite.

But a concert hall is not built for planning committees or for architects. It is built for the ordinary people who will become its neighbors, the music patrons who will become its friends, and the orchestra for whom it will become a face. It must communicate the inspiration and the achievement of the composers and musicians that live within it, but it must speak of those things in the local language and in tones of civility. It must enfold not only concert spaces of varying size, but also spaces for communion, where people can come together and discover neighbors, and spaces for education, where they can come together and discover music. This last point deserves to be stressed: given the incredible responsibility orchestras have to impart their legacy to future generations, it’s imperative that their halls should enfold facilities that reflect both the central and permanent nature of their educational role in the community.

Philharmonie Berlin
Philharmonie Berlin.

One more word on the idea of the concert hall as the orchestra’s face: It is important for the LSO to remember that a concert hall really does become an orchestra’s identity – what we might otherwise called “brand” in the commercial world. In the case of orchestras, branding is often a bit of an abstraction since visually one orchestra isn’t very distinct from the next in the way that a Lamborghini is distinct from a BMW. They have logos, to be sure, but since concerts aren’t purchased in stores off a shelf, the logo doesn’t become invested with the weight and power associated with physical goods. In some cases, the music director becomes the “face” or identity of a group. But that becomes a problem when the conductor moves on or even passes on. For instance, Herbert von Karajan was synonymous with the Berlin Philharmonic (BPO) for decades, and despite the equally important leadership of his successor Claudio Abaddo, the orchestra was challenged to assert its autonomy and identity through another focal point following its contentious breakup withKarajan. In recent decades, the BPO has adopted its own iconic 1962 Cold War era hall by Hans Sharoun as its face. And now that is precisely how it is known. We can cite other examples where mentioning the orchestra calls to mind immediately its hall and creates for us a vivid association with the character that we recognize in it: Boston Symphony, Royal Concertgebouw, Vienna Philharmonic, New York Philharmonic, LA Philharmonic.

LONDON’S CASE

Philadelphia's Kimmel Center
Philadelphia’s Kimmel Center.

What we will also point out, probably to the consternation of dear Sir Simon’s modernist, downright futuristic leanings, is that LSO’s identity is wrapped up in its connection to a rich and storied past – a great tradition stretching back to the British Empire. There are many great orchestras in London. What sets LSO apart is its pedigree, its traditions embodying the collective experience of having played with so many of the world’s greatest conductors. It is, as I said, the British museum of London orchestras, not the Tate Modern. Therefore, it would do well to position itself among its true peers – Vienna, Amsterdam, and Boston, with their profound connections to the history of classical music. (Philadelphia could have been included here, except that it abandoned its connection to its illustrious past when it moved into the Kimmel Center – what a passerby might for all the world suppose is just another corporate office building on Market street. Philadelphia is a cautionary tale.) To this end, it is most regrettable that Edwin Lutyens never designed for LSO a concert hall that would have rightfully stood among the other great halls of the world.

"London's

London is a city beloved by residents and cultural tourists for both what it has retained and what it has become over the centuries. But sadly, what the air raids of WWII didn’t manage, the modernists are now pulling off with the banishment of traditional architecture. Yet one would be severely challenged to find a tourist who came to London to see the Gherkin, the Barbican, or Southbank. Nor is it at all surprising or unusual that we see in the choices people make about where to live in London that traditional areas are much more desirable and therefore much more valuable than the cold, faceless clumps of glass and steel that one always comes across with disappointment when walking through town. Even the modernist architects, as architect Léon Krier memorably points out, usually live in gorgeous, traditional homes, leaving their glass and steel monstrosities for everyone else. Public vice, private virtue, as he says.

Inside the Royal Concertgebouw.
Inside the Royal Concertgebouw.

We can imagine at this point that LSO will have a choice between two halls: let’s say either a Royal Concertgebouw of Amsterdam or a Walt Disney Hall of Los Angeles. That may seem like an absurd scenario – a false choice, really – but as long as traditional architecture remains a clear and viable option and modernist “starchitects” continue to be driven by an adolescent urge to challenge and shock everyone, then that might be the very scenario we are looking at. That brings us to another important consideration. It may be crushing to many in the modernist Kulturekampf, but the ideal source for funding for London’s new hall will likely be private. And for that to happen, there will have to be a careful alignment of branding.

For example, should a bank like Barclays or UBS, who each have a long track record of sponsorship of classical music ventures, be interested in the project, they would undoubtedly require a building that came with a great deal of prestige attached to it, and one that was meant to be permanent. George Szell used to disparage “contemporary” music by dismissing it with a laugh, calling it “temporary” music. There is always truth in a joke, however, and so it is in the case of contemporary architecture, too. Feats of modernist architecture are usually built with the idea of standing for fifty years – an act of mercy on the one hand, and an act kicking the can down the road for the next generation on the other. But traditionally designed and constructed halls, built as they are with the architectural language and techniques that have endured throughout the ages, last for a very long time. They are meant as permanent places for a permanent music.

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We are greatly encouraged by the recent decision made by the Royal College of Music to engage John Simpson for its expansion and renovation. Simpson’s plans are beautifully designed to enhance the original and historic Victorian building rather than repudiate it with a glass dagger as is so popular with today’s raging, international, design fashionistas (see Dresden’s Museum of Military History or the Louvre’s Pyramid if somehow nothing comes to mind). There are also wonderfully thoughtful and successful halls being designed today by David Schwarz’s award-winning firm in Washington DC. We hope to see more of them.

In subsequent writings here, we will look at the practical implications that arise from these issues and we’ll examine others, including the question of a building site, as they unfold. More importantly, we’ll look for the insight of those who know these challenges better than we. We are here to argue not only that both the LSO and London itself need and deserve a new concert hall that is fitting for the future of the city’s prestigious musical life, but that they need to imagine it as a place that makes sense for the sake of its own success – that it should be a beautiful and harmonious part of the face and community of London, not a thumb in its eye and a middle finger to everyone else.

Endnote

* Here, as always, we use the term “classical” with a small c to denote the long tradition of Western art music. When we refer specifically to the music composed during the European age of “Enlightenment”, we will use the term “Classical” with a capital C.

Meta-luxury I:
What’s Wrong with Luxury

It shouldn’t surprise us that orchestras are distancing themselves from the idea of luxury. We generally and perhaps rightly sense that there is something wrong with it. The most obvious reason is the uncomfortable fact that luxury represents a category that might necessarily exclude us – or indeed anybody. That, of course, does not describe classical music, and the notion that it might solicits serious objections. But the problem of luxury goes even deeper than our egalitarian convictions and has serious ramifications for the symphony orchestra. For this reason, and because classical music’s association with luxury persists nonetheless both in the domain of luxury brands themselves and in the realms of popular culture, the subject deserves careful examination.

We may not, perhaps, recognize many of our efforts to eschew the lap of luxury as simply or overtly so. Instead, we might more immediately understand them as our response to shifting cultural realities and modern sensibilities. But those realities and sensibilities to which we are adjusting can also be understood as a reaction against luxury. For example, long ago luxury boxes gave way to un-luxurious boxes. Away went the sumptuous curtains and furnishings and the affectations that divided the audience with sharp distinctions suggesting class. Boxes began to resemble terraced seating, marked only by their proximity to the stage and the limits of their size. And now we see concert halls being designed without any box seating at all. Our immediate justification may be the predicted trend in ticket sales or innovation in the disciplines of concert hall design. But at the heart of it, what has really changed is our experience of the concert – more specifically, our social experience of it. What has changed is the way that we relate to each other as audience members and more broadly as neighbors who are also equals. Were someone to suggest the re-introduction of luxury boxes and their distinctions of exclusivity, I think we would learn quickly what our real objection to them is.

Or consider the increasingly controversial tradition of musicians’ tailcoats. Decried for being old-fashioned and irrelevant to our modern life, they will likely go the same way as luxury boxes in the end. But what’s important to note is that when they are replaced, it will be with something not simply more “modern” but, crucially, more informal. “Modern” alone will not satisfy the demand for change in this case because the tailcoat is, in fact, still modern. As it happens, white-tie events did not disappear with the dinosaurs. People do still attend formal affairs and they do still prefer to wear tailcoats that look very much like they did hundreds of years ago. The issue isn’t a matter of style, but rather a matter of luxury as a reminder of class-distinction. What we really want is something less evocative of the luxury of white-tie evening dress. If anything, for many of us it is luxury that has become old-fashioned.

But if the egalitarian objection to luxury is the most obvious, it is also – at least so far as the symphony orchestra is concerned – the least important argument against it. In fact, it grows out of the more pervasive and pernicious problem, which is the fact that luxury has come to suggest to us gross and conspicuous materialism. It suggests the pursuit of excess for its own sake, the glorification of gluttony. And the more obvious the display of luxury is, the more we sense that it is empty, ostentation being its sole substance.

Interestingly, the leeching of luxury into the mundane – of Louis Vuitton knock-offs, for instance, hawked on city street corners – and the popular cliché of “affordable luxury” attest to two important truths. The first is that most of us, regardless of our means, aspire to some level of luxury. I’ll come back to this point later. Secondly, for many of us luxury reduces to mere appearances. What matters is the appearance of the Louis Vuitton bag as such, and not any of the less obvious but arguably more important qualities that would distinguish the authentic article from its imitation. And for those of us who take home the fake, it doesn’t even matter that we know it really isn’t what it pretends to be. Our pursuit of luxury becomes largely a game of pretense, display, and excess – and one in which we must first deceive ourselves. That act of delusion chips away the gold veneer from the face of luxury, and we find staring back at us only the contorted visage of wanton avarice. So if we turn away from the idea of luxury in disgust, it’s most rightly because it has come to represent a vulgar and vain material world, littered with things we know to be inauthentic and trivial.

We are right to protest that classical music does not belong in this category. And yet it does represent something surplus to our material needs. Against this fact, of course, music educators are forever forced to battle. But if it is surplus, it is also essentially immaterial. Music does not appear as a physical object in our material world like, say, a handbag or a sports car. That it does not is the great challenge facing its advocates, who cannot therefore simply and empirically measure and sum its value, even for the sake of its defense. At the same time, that it does not appear as a thing in the physical world is the reason we can never conflate its value with its physical appearance. Instead, we value in classical music qualities that are also essentially immaterial – metaphysical qualities, which endure partly because they cannot be corroded like the physical qualities of material things, either by moth and rust or by the mockery of gross ostentation and cheap imitation. Perhaps it is for this reason that music belongs to the special category of immaterial and surplus things for which we will often sacrifice even our material needs. Indeed, many of the things that we value most highly in life are like this. Education, for instance, is like this, and so is friendship. For these things we are usually willing to sacrifice a great deal.

But while some things in this category, like friendship, might be free, other things like education and symphony concerts are generally not. And as is true for any category of things for which we can name a price or for which we are willing to make a sacrifice, we find that some such things are worth a great deal more to us than others. The question is, what makes one thing worth more to us than the next? Why, for instance, do we value this education so decidedly over that one? What distinguishes our best friend from all our other friends? We make these judgments all the time. And rather than it being simply a matter of taste, we often find our reasons in the fact that certain metaphysical qualities mean more to us than others – perhaps even more to us than a thing’s physical qualities. As difficult as these invisible qualities are to measure or quantify, most of us would have no trouble naming them.

This is also true of the immaterial qualities that belong to material things. While it seems that almost all of us aspire to some level of luxury, surely far fewer of us are motivated by abject materialism. In fact, for most of us it is likely the metaphysical and not the physical qualities of a thing that lead us to meet its higher cost in excess of our basic needs. Consider, for example, that you are presented with two apples. One is the conventional kind of apple you’d find in any supermarket: large, red, smooth, and waxed to an attractive shine. The second is not at all like that. It is a smaller apple, not nearly as physically attractive; but it comes from a small farm in central Pennsylvania where a third-generation farmer is taking great pains to conserve both the land by practicing sustainability and the old heritage varieties of apple that our supermarkets have forgotten all about. He doesn’t use pesticides or herbicides, and he loses a good deal of his crop every year because of that choice. For him, though, it is something like a labor of love. Most of us would not hesitate to recognize that the second apple is worth more than the first. And either will satisfy our basic need of hunger. In fact, perhaps the first apple, by virtue of being a little larger, would do so better. Nevertheless, many of us who have the means will select the second apple and duly pay more for it. The extra investment we make is an example of a kind of luxury – one based not on pretense and excess but rather on the value attached to metaphysical qualities.

This kind of luxury we could call “meta-luxury.” And it is the kind of luxury to which the avid skier aspires, for example, when he finally buys an expensive pair of expertly handcrafted skis. It is the kind of luxury that the very wealthy music patron aspires to when she invests in a rare violin that she’ll never even play. It’s the kind of luxury that moves the lover of books to bid on an illuminated, medieval manuscript when it appears at auction. And it describes the aspiration of the new professional who invests more than he can afford in a fine suit of cottage-spun and hand-loomed tweed from the Outer Hebrides islands. This is the kind of luxury that moves those of us who have rejected “luxury.” It is defined by values that transcend shallow materialism.

And it is those values that have already linked classical music with the idea of luxury. As much as we try to escape the connection, it is always and already there. Many of the world’s oldest and most respected luxury brands continue to associate themselves with classical music even while we try desperately to distance ourselves from their world. We see their advertisements printed in our concert programs. They sponsor our festivals. We hear our music in their marketing videos and in their showrooms. And we know it cannot be because classical music, which is entirely immaterial, lends them material grandeur. It’s quite the opposite. They are, in fact, the ones who supply the material grandeur themselves. No, it lends them metaphysical – or spiritual if you will – grandeur. What we sense in classical music is a set of transcendent, immaterial values, and these brands want us to know that these values are what they, too, embody.

What probably should surprise us is that these luxury brands – representing some of the longest-lived and most successful businesses in the world – firmly grounded in all of their worldly and material concerns, know what we pretend not to. And that is not merely that human nature aspires to something far more than the ordinary and to something surplus to our material needs, but even more importantly that our highest aspiration, whatever our means, is the one that seeks something essentially immaterial. This common impulse is neatly summed up in Oprah’s famous words, “Live your best life.” While to some that may conjure pink Lamborghinis, I hardly have to mention here that that’s not her point. And her point has not been lost on her many millions of subscribers.

Classical music, by its very nature, already represents some of our most treasured transcendent values  – it is already like that second apple. Those of us who have experienced it and know it also know that it is already part of our “best life.” And as it is with so many of life’s most meaningful luxuries, the orchestra is also, by its nature, a costly proposition. So we must ask not how it can become cheaper or more common, but rather what are those values that make it worth its cost? The values that people are willing to sacrifice for are precisely what the orchestra should never sacrifice. Those, instead, are the values that should define it.

In the essays that will follow in this series, we’ll examine the principles of meta-luxury as outlined in the thoughtful book Meta-luxury: Brands and the Culture of Excellence, written by Manfredi Ricca and Rebecca Robins. We think this work is vitally important for orchestras and other institutions of classical music, and we encourage you to buy or borrow a copy and read it for yourselves.

Tradition & Maintaining Excellence

EDITOR’S NOTE: This is an edited transcription of the address delivered by Richard Bogomolny at our inaugural The Future of the Symphony Conference in September 2014. View the video of this presentation in its entirety.

I just want to begin by saying what an honor it is to appear on this program with such highly credentialed speakers, and I don’t take this lightly. I’ve been asked to talk about how the Cleveland Orchestra operates, focusing more on the practical side. But along the way I have to tell you those things we believe in and those things we don’t.

My own personal history is that I grew up in the supermarket industry, and I retired from that business. I wouldn’t mention that except for Andy’s comments yesterday concerning potential problems when you bring too much business discipline into an arts organization and what the potential is for that, both good and bad. I’m glad I had the business experience to apply to it, but historically, when you become the president or chairman of this organization, you never lose sight of the fact that the art is the most important thing. Music is number one. We’d like to say that the musicians are number two and everything else is number three.

I grew up during the George Szell era. This was the era during which the orchestra became known far and wide for artistic excellence. There were two elements of pride for the community in those days. They were the Cleveland Orchestra and the Cleveland Browns – that’s where my head was when I was growing up. My mother studied at the Damrosch School in New York, which later became Juilliard, and my brother and I each studied music and grew up loving classical music. He played the clarinet and French horn and now plays classical guitar, and I the violin and viola. We both studied with prominent members of the Cleveland Orchestra and attended the national music camp at Interlochen for two summers. It was at Interlochen that I realized I was never going to be good enough to play at the level where I would like to play.

Similar Problems

Here is a kind of disclaimer: while I think the kinds of things that impact orchestras today are fairly common among the orchestras, the solutions, in my view, have to be local. What works in Cleveland may or may not work elsewhere, and there are reasons for that. So I’m not here to say what things other orchestras ought to be doing simply because we’re doing them – it’s not that at all. And we make as many mistakes as the next organization does. Cleveland itself is a major part of what and who we are. But I think we have four issues in common.

It’s fairly obvious that financial resources – or the lack thereof – are a major issue in the industry. The development of audiences – their age, their size, and their demographics – is another thing. That leads to the third problem, which is lack of true diversity on the stage, in the boardroom, and in the building. The fourth thing is that none of us suffers from a lack of qualified musicians. The world is continuing to produce more and better musicians than the major orchestras of the world can possibly support. Unfortunately, on the issue of diversity and inclusion, because of years and years of trying and failing, I don’t think that I have much that is useful to provide for you other than a long study of things that didn’t work. So I’m going to talk about history a little bit.

History

The orchestra was founded in 1918 by Adella Prentiss Hughes. She had two things in mind, both of which have remained central to our existence ever since. Firstly, she wanted Cleveland to have a great orchestra and to avoid the need of always having to import touring orchestras for classical music. And secondly, she hoped the orchestra’s musicians would form a cadre to teach in the Cleveland public school systems. And for most of this time, this has been true.

Cleveland Orchestra, 1931
Cleveland Orchestra, 1931

In 2018 we will celebrate our one hundredth anniversary. We are planning a celebration not of the orchestra but of our community, which has supported us for all of these years. In addition to the Orchestra, we run the Cleveland Orchestra Youth Orchestra, Cleveland Orchestra Chorus, and the Cleveland Orchestra Youth Chorus. We involve in these organizations as many people from northeastern Ohio, and some from even further away, as we can.

Severance Hall was opened in 1930. At the time it was called America’s most beautiful concert hall and I believe that it was. In 1956 or so, George Szell completely revamped and improved the acoustics by changing the concert stage and removing heavy carpeting and drapes, but in the process he buried the six-thousand-piece organ in the ceiling, making it impossible to play. This was at the beginning of the era of high fidelity, and Szell believed that we would be able to play the organ and broadcast it through very large speakers that were installed in the back wall, but that never happened.

Severance Hall
Severance Hall

Later, we revamped the whole Severance Hall again. We renovated it, we added to it, and we brought the organ down to the concert hall level, where it now stretches around three sides of the stage and is very playable. The hall seats two thousand people, all with an unobstructed view. And the acoustics are really quite good. I think the acoustics are one of the reasons for what is referred to as the ‘Cleveland Orchestra Sound.’ It’s a stage where the musicians hear each other better than anywhere else they’ve ever played.

In 1968 we opened our summer hall at the Blossom Music Center. It sits on 200 acres in the middle of the Cuyahoga Valley National Park. It was completely renovated in 2002, and the serious work of providing better accessibility, not just for the handicapped but also for the aging population, is being completed in phases over the next couple of years. The pavilion seats 5,700 and another 13,500 can sit on the lawn, all with good visibility. The stage is at the bottom of a natural bowl, with seating and access from the hillside. Touring soloists and guest conductors tell us that it’s the most beautiful and best acoustical outdoor classical venue in the world.

Franz Welser-Möst has been our music director since 2002. He is under contract through 2015 and we’re in the midst of negotiations to extend that now. He just recently resigned as the music director of the Vienna State Opera and the Vienna Philharmonic. I think he had the second longest tenure of anyone there, but when he took the job he said, “I’m not going to complete my term; nobody does.” And he didn’t.

The Cleveland Factor

Cleveland skyline
Cleveland skyline

I want to talk about the Cleveland marketplace. In 1955, we had one million residents residing inside of the city’s legal boundaries. Today we have 390,000. The city went from a manufacturing powerhouse for cars, steel, and oil refinement to a service economy where the largest current employer is the Cleveland Clinic. We were long ago a top-tier economy, and we became a second-tier economy in the 1970s and ’80s. By the recession of 2007–8, we’d become a third-tier economy. Last week the US Census Bureau released new numbers that give Cleveland the distinction of being the second poorest city in America. Detroit beat us out for the distinction of being the poorest.

But surprisingly, for all these years, the Cleveland Orchestra has been supported by our community as a top-tier orchestra with all the associated costs that go with it. We’re the smallest city in the world to have such an orchestra, and it would be easy to conclude that the people leaving Cleveland moved into the suburbs, but the numbers don’t really back that up. It means that our funding base has deteriorated and that support for all of our area nonprofits has fallen to fewer and fewer sources. Many of the area’s Fortune 500 companies have moved elsewhere or have merged – several major banks among them. In 2007, after a very large campaign, the city created a pool funded by a tax of thirty cents per pack of cigarettes for the use of the performing arts organizations in the area.

There’s one other factor besides the economics to be considered, and that’s the historical generosity of the community. In the words of Fiddler on the Roof, I’m speaking about Tradition. In Cleveland, the tradition of philanthropy has origins in the early 1900s with Andrew Carnegie, the Rockefellers, the Severances, and others. It has continued to this day, measured by what the Cleveland Orchestra raises, what United Way, Jewish Federation, Catholic Charities, the Cleveland Museum of Art, and a mass of others have raised annually. I believe that the United Way was originally the Community Chest and it was founded in Cleveland. And the Cleveland Foundation, which was the first community foundation in America, is currently the second wealthiest behind New York City. That’s all going on while people are leaving the area and the economy turns from heavy-duty manufacturing to mostly service and medicine.

But one of the things of interest is the fact that the Cleveland Orchestra had the highest market penetration for both ticket sales and per capita donations in the industry. No other orchestra has developed even half of what we have achieved in their marketplaces. Yet balancing the budget has always been a struggle. And here is why: the nature of the industry. My predecessor as president of the orchestra, Ward Smith, defined a nonprofit as the symphony orchestra. Why? Because the revenue earned from ticket sales and sponsorships never covered, even in the best of times, more than 47 or 48 percent of what it cost to operate. In recent times, that number has been closer to 40 percent than to 50. Covering the other 53 to 60 percent of the annual operating budget depends totally on fundraising – whether you called it endowment, annual bridge, special, or by any other name or combination of names.

On the business side of the symphony orchestra, I believe this is all one really needs to know in setting priorities. Next to governments, for which most boards easily possess the talent – whether they have the will is another story – fundraising is where it’s at in terms of financial success or failure. Every one of our trustees has a fundraising plan to which he has agreed and assists in solicitations for the annual fund drive.

There are some broad principles. It’s often suggested that if the board does the job of fundraising the musicians will be able to keep up with their compatriots in other cities in terms of pay, benefits, and retirement. Conversely, any lack of resources to pay for these increases is generally the board’s fault. And I believe that this argument may in fact be true in certain instances, but it certainly isn’t in every instance and it’s way too simplistic – it’s just not true in many cases, and in others it’s true only by degrees.

Figure 1: A new, more comprehensive way to measure what it actually costs to live in metropolitan areas where 12 major symphony orchestras reside (Sept 2, 2014).
Figure 1: A new, more comprehensive way to measure what it actually costs to live in metropolitan areas where 12 major symphony orchestras reside (Sept 2, 2014).

 

I created the chart in Figure 1 not with the purpose to compare orchestras, but to talk about marketplaces. There is new data released by the US Department of Commerce that measures what it really costs to live – not what the CPI is, but what it really costs to live – in each of the areas marked in the left-hand column. The ranking is the regional price parity score from highest to lowest. One hundred is the average, so for anything listed as above one hundred you can assume the cost of living is higher than zero. Those listed as the bottom three, all less than one hundred, are the more impoverished cities. You can say that it costs less to operate there. In the last column you’ll see the actual percentage difference between the scores of Cleveland and the other cities. Cleveland is listed at the bottom as zero; New York is 37 percent more costly, based on this federal study, than Cleveland; and Baltimore comes in somewhere in the middle at 22.6 percent more costly than Cleveland. There’s one other thing that you can deduce from this information. For a dollar spent in Cleveland, you’d have to spend $1.37 in New York to buy the same market basket; $1.19 in Chicago to buy the same thing; and, surprisingly for me, $1.22 in Baltimore. The purpose of the chart is just to show you generally the economics of the twelve major orchestras that I listed there.

What that means is that Cleveland was the eighth-highest paying orchestra in terms of actual dollars, but its musicians had more purchasing power than all the others because of the marketplace in Cleveland. As I said, one dollar spent in Cleveland would buy $1.37-worth of products in New York City. Based on purchasing power – which none of the union players wants to hear about and so, to that extent, what I’m talking about is highly sensitive – the Cleveland Orchestra musicians clearly are able to afford the nicest standard of living compared to the musicians in all the other cities we’ve looked at. And that is, unfortunately, because Cleveland is one of the poorest areas.

But we also adhere to a legal principle: to agree to pay more money than what the figures tell you will be available – as many orchestras have tried to do over the years – is a breach of our fiduciary responsibility to the organization and to the community. And that’s how a lot of orchestras have got themselves into deep trouble, betting on the if-come, which in fact rarely does come.

Musicians like to look at how they stack up against their peers in terms of base pay as a pure number. I think this is certainly a psychological issue; it’s a feel-good issue. They want to be paid as well as Chicago, San Francisco, Boston, and New York, and the reason for that is the fact that they can, in many cases, logically say that they play as well. I would argue that these other things show much more than the relative base pay. But none of these arguments are the real reason for showing you these numbers. That, I will discuss in a couple of minutes. I just want you to keep in mind the background of these numbers.

What We Believe In

This is based on both personal and institutional experience. Let’s begin with Excellence. We believe that everything we do – every plan we form, every expenditure that we make – must be tested against what that action will do for or against the standard of musical excellence that we have followed for decades. In times of financial difficulty, only those activities not related to what we call being a world-class orchestra may be cut without consent of the board.

The other thing we believe in is the fact that it’s very hard to play an instrument at the level of the members of our orchestra, how very good the musicians have to be in order to get in in the first place, and how hard they must work in order to stay at that level and to uphold our artistic traditions. While growing up, many of these musicians were thought of as child prodigies in their own communities. It’s been my objective over the years to make sure that the trustees understand and believe that our musicians are special and that they, collectively, are the reason we’re in business.

We also believe that classical music is not dead, nor will the ability to hear any amount of music free on the Internet bury us. Our unwavering belief is that the live concert experience, with the audience being emotionally involved and connected to music, is enduring. You can ask our musicians and you’ll find that none of them buy into the proposition that classical music is dead. In fact, they’ve been asked that question by the Cleveland Plain Dealer, which for the last few weeks has been doing vignettes on each of the members of the orchestra, and one of the questions they ask is about the death of classical music.

Blossom Music Center
Blossom Music Center

Last summer we set attendance records at the Blossom Music Center for most attendees, highest average attendance per concert, highest number of age 25-and-under attendees, and the highest revenue – even with ages 18-and-under being admitted free with an adult ticket buyer. And we achieved this in two fewer concerts than we had the year before. Some of this is programming – and some is weather and that’s accidental – but it’s nonetheless true that what we’re doing is not dying.

We believe that we are the most efficiently run of the major orchestras, based on statistical comparisons of operating size and budget – currently around $50 million – and considering the fact that we operate both Severance Hall and the Blossom Music Center. Very few orchestras own and run their own venues. The trustees understand that, operating as tightly as we do, it is no longer possible to save the orchestra from a financial crisis by significantly cutting overhead. That’s already been done and we don’t permit mission creep in this area. We recognize that investments, by definition, must often be made in advance of actually achieving desired results. We also understand that some initiatives will fail or be far less than hoped for.

We believe that it’s neither possible nor desirable to save money by trying to balance the budget on the backs of the musicians. In a crisis caused by events outside our control, we do expect them to participate in sharing the sacrifice, and they have done so in the form of freezes, slower increases, and extra services – within the whole organization, including the music director, the executive director, and the senior staff. It’s very interesting that when Franz Welser-Möst took the podium to be our music director in 2002, we were getting right into the first recession of the decade, and he volunteered 10 percent of his total compensation before he had even conducted his first concert.

We do believe that musicians and staff need to be fairly paid, recognizing and taking into consideration their highly developed talents and level of skill. Here is the reason for the chart introduced earlier showing the relative economies of the twelve orchestras. I know that what I say next is controversial, but I believe it to be true nonetheless. We believe that our employees’ pay and benefits need to be negotiated based on the situation in the Greater Cleveland marketplace, not on what’s going on in New York, Los Angeles, or Chicago. Why? Because there is a fundraising reality. As I told you earlier, we’re always having to raise between 50 and 60 percent of our operating budget one way or another, and it’s Cleveland where we raise our money. It’s Cleveland where we do business, where we sell tickets; and it’s not possible to separate these functions from the Cleveland marketplace. The economies of other cities are not relevant to our ability to cover expenses in Cleveland. We cannot raise funds based on population numbers or the strengths of Boston or New York’s economies. And, as you can see, we have no ability to influence the buying power in these other areas. It’s often been proposed that we won’t be able to hire and keep the musicians unless we pay competitively, based on what the other major orchestras pay. For many decades we followed this path. This may or may not become a problem in the future, but as of now it isn’t and it hasn’t been. It’s currently a specious argument. It looks okay on the surface but fails in real life.

We believe that the number of musicians in orchestras must be set by the music director, not by economic issues – even though each open position can easily save more than $150,000 annually. In the early years we might have talked about this kind of thing, but I believe today’s board would not even hold a discussion on the subject. We understand that, even though we’re likely to have 250 musicians from around the world wanting to audition for a single open position, reducing the actual numbers of musicians in the orchestra, forgetting what the impact might be on sound balances, is a very slippery slope towards disaster. During contract negotiations, if there were a showdown on an impasse, we and the musicians all know that we could easily hire a whole new orchestra and replace the musicians with other talented musicians, but it would never again be the Cleveland Orchestra, where we have a tradition of hiring the best players who audition. And those players are then taken under the wings not only of the music director but also of the current members of the orchestra, who help teach them the style in which the orchestra plays Haydn, Mozart, Beethoven, or Brahms. This remains a part of the George Szell tradition, and it’s been self-perpetuating. It’s kind of amazing to watch.

The orchestra does not like to go on stage unprepared – for either educational concerts or regular concerts. The musicians expect to work hard during rehearsals. They are skeptical if they don’t. They do not appreciate guest conductors who are so impressed or so overwhelmed that they coast in rehearsals. They complain to management not for being overworked but for not having enough rehearsal time. On tours, if you’ll walk the halls of the hotels as I’ve done many times, you’ll hear them practicing in their rooms instead of sightseeing. This is an experience that I’ve had many times, not just once or twice.

Every orchestra I know describes itself in terms of excellence – a term that is almost completely subjective and quite un-measurable. What is clear to me is that most orchestras in the top ten or fifteen largest American cities are very, very good. Why? Because their musicians are highly trained, highly skilled, highly dedicated, and substantial members of their local communities. They care about their job, their artistry, and their audiences. The orchestras themselves have usually good to great artistic leadership. Any one of these orchestras is capable of giving great concerts.

However, to my chagrin and the chagrin of others, playing great music and wonderful concerts ceased years ago to ensure the success of major orchestras. While that should be enough, the fact is that it isn’t and it hasn’t been for a while. This has certainly been the case in Cleveland. If it were enough, there would be no need for conferences like this one, the Philadelphia Orchestra would not have gone into bankruptcy, and the Detroit and Minnesota orchestras would not have had financial troubles. All of them play very well. On the flip side, though, I’m convinced that not playing great concerts of great music will ultimately ensure failure.

During both the recessions of 2001 and 2007–9, many of the things that hurt were predictable, even if out of our control. The endowment and pension funds got blasted by the market decline, creating unfunded liabilities in the pension fund that would require large cash payments over years to fix. Even if the market were to bounce back hugely, money in the endowment would never be able to ride the market back up because all of us were using principle to fund the operations. The donor base at all levels of wealth dried up because people were scared and their advisers were telling them to perhaps pay off their existing pledges, but certainly not to get any more heavily involved.

If you were like us, something else happened that I’ve never heard mentioned anywhere else in the industry. Each orchestra went into survival mode with key members of staff and board leadership involved day and night in trying to save the institution rather than in building the artistic side of the business, which is where our organizational leadership ought to be spending its time. In my view, there is only one way to avoid that trap, and that is to build a large enough endowment – roughly six times the annual budget – which can help an organization ride through inevitable business cycles. We’ve been trying to do this, with our goal to be there by our centennial in 2018. As of now, we’re not on track to do it but we may end up close.

This experience told us, though, that we really had to change. The change would likely have to be transformative rather than incremental. We had to look at things differently in order to do things differently. The Committee on the Future of the Cleveland Orchestra was formed and met for a solid year. It was made up of trustees, senior staff, and non-trustees who were important in the community, including elected officials and business leaders. They looked at every line of the financial statement and thought through every idea, crazy or not. It was during this time that we considered downsizing.

Because of the extreme hits to the market value of both the endowment and the pension plan and the resulting implications, we seriously looked at downsizing from a world-class orchestra to a truly regional orchestra. This was precipitated by potential large future operating losses based on loss of attendance and donors. Even though we already had the smallest operating budget of the other big ten orchestras except for Washington, we found that we could save millions of dollars annually by eliminating those costs which were directly attributed to being what we called “world-class” – that was union contract and benefits, touring, publicity, and so on. But there wasn’t one person in that room willing to propose such a step.

Since fundraising was crucial to any plan, we went out and spoke to our major donors, corporations, and foundations – particularly to our most generous individual donors, myself included. We asked them directly if we could count on their continued financial support for the downsizing plan to become a regional orchestra. The results were unanimous: nobody would give us the same amount or anything close to it for a lesser orchestra. Most wouldn’t contribute anything at all. We were built on excellence and that’s what we needed to be. Even when faced with the choice of going out of business versus survival by downsizing, the results were clear.

Strategic Imperatives

The turn-around plan was a five-year plan. Most of us had been operating traditionally with five-year plans and we were caught in that trap in those days. We looked at strategic imperatives, the excellence of the brand, and this might have been hubris but we believed, based on what others were telling us and what we saw ourselves, that we had established a kind of brand recognition that, if marketed correctly, could help us to develop residencies. The term “The Cleveland,” as we were known in Europe and Asia, often results in the need to answer the question, What is a Cleveland? But the last time we were in Japan, for example, the emperor and empress came to one of our concerts – something that no one at the hall could remember ever happening before. This evoked a huge response, with the audience standing and applauding loudly with much pride.

Well, the obvious part of the turnaround plan was that we cut nonessential overhead and reassigned work. We cut non-musicians’ labor with one-time reductions of five percent; music directors took another ten percent cut; the senior staff, including the executive director, actually voted themselves a ten percent reduction. The not-so-obvious idea was that of having to pursue excellence and innovation.

The goal was to remove six to eight weeks of total overhead from the Cleveland operating statement. This was based on the underlying reality that the economy of northeastern Ohio was too weak to support us as they had done in the past. We would have to look elsewhere in order to solve our financial problems. The target was to replace the lost ticket sales in Cleveland with ticket sales and donated funds from residencies outside the area. We would either strike out in a new direction with high risk or wait until the problem of our market ran us out of business. Even so, such a plan would take years to develop. We would no longer tour in a situation where Cleveland donors had to pay for the cost of the tours. We had to create a plan where, if we toured, the tours had to pay for themselves. Otherwise, we couldn’t afford to go. We defined residencies as a creative way to enhance the program of playing great concerts.

Knight Hall, Miami
Knight Hall, Miami

Miami would be our first opportunity because they were nearing the completion of both the new concert hall and the opera house and because of friends in their marketplace willing to help us. Miami’s hall was scheduled to open in 2006–7. We began negotiations and flew important individuals from Miami to Cleveland on multiple occasions so they could see what we were doing in our own marketplace, hear concerts and operas, and see initiatives in education at all levels. We reached an agreement to have the Cleveland Orchestra be the Orchestra in Residence at the Knight Concert Hall when it opened. The plan worked and the residency commenced in 2007. We started spending two weeks each season in Miami, then three weeks, and currently we’re spending four weeks in Miami, beginning in January and concluding in March of each year.

The activities in which the orchestra and musicians participate there are constantly evolving and expanding. Residencies require the building of strong relationships with existing organizations in the community – with schools and universities, cultural and education groups. First we were going to play two concerts each week at the Knight Concert Hall. The music and guest artists target the broad population of ethnic groups residing in Miami. The repertoire is often different from what is performed in Cleveland. We do side-by-side rehearsals and training sessions for musicians wanting to play in orchestras. We do that with the New World Symphony and with the Frost School of Music orchestra at the University of Miami. Our musicians and Franz Welser-Möst lead master classes and conducting sessions. We do chamber music, concerts and coaching, children’s concerts, family concerts, Musical Rainbows, and everything else we know to expand the geography beyond the Adrienne Arsht Center and the Knight Concert Hall. In some cases, in order to raise funds not covered by earned income from the sale of tickets, we set up and operate fundraising departments in residency areas. In Miami we set up the Musical Arts Association of Miami to fundraise. Every year Franz Welser-Möst opens the season down there, and we now have Giancarlo Guerrero as our principal guest conductor. He’s also the conductor of the Nashville Symphony.

Musikverein, Vienna
Musikverein, Vienna

Setting up residency is a huge investment in time and money, which are in particularly short supply during a recession. Currently we’ve established residencies in Miami, at the Musikverein in Vienna, the Salzburg Festival, the Lucerne Festival, the Indiana University Jacobs School of Music, and the Lincoln Center Festival. Some of these we do in alternate years. We expect that a major new residency in Europe is likely to be announced shortly. We have established a brand. The marketplace sees that we know how to operate with flexibility during these residencies, to give value for the money and for the people we attract. We’ve not yet solved the problem, which is serious, of having our musicians away from home during residencies. In the case of Miami, it’s a four-week period, and it’s a difficult situation for all concerned. I’m not sure we’ll be able to solve it in the near term, but we’re all working on it.

One of our imperatives is what we call ‘Communicate and Align.’ Its intent is to have musicians, trustees, staff, and audiences engage with each other in new ways with no agenda other than getting to know each other on a different level. The musicians show up and socialize after ‘Fridays@Seven’ concerts, during which we host world music presentation parties. On another occasion, the Development department and the Fundraising committee of the board hosted a thank you lunch for members of the orchestra, most of whom came from rehearsal and stayed for two hours. We now have members of the orchestra on certain board committees, like the Total Concert Experience task force, the Fundraising committee, the Facilities committee, and the Technology task force. They have become valuable, contributing members. One string bass player, Henry Peyrebrunne, asked for and received a year’s sabbatical from Franz to work in our Development department and learn what fundraising is all about. He has recently completed that year and has joined the staff part time while going back to playing in the orchestra full time. There are many examples of dinners and after-concert events, open rehearsals, and such where we try to get the four constituencies together.

Just before the recession of 2007–8 hit, which closely followed the one in early 2000, we solicited a grant of $20 million from the Maltz Family Foundation to fund audience-building initiatives. After the recession hit, they honored the gift but spread it out over several years. With these funds we created the Center for Future Audiences. It had several goals, made all the more necessary by the second economic crash in the decade. We needed to rebuild our audiences and also to admit that lost subscription sales would be hard or impossible to rebuild. We would be fighting a universal, nationwide downward trend in subscription sales. We needed to concentrate on individual concert ticket sales and marketing. We needed to identify once and for all the existing impediments to concert-going and to set about removing them – things like the presumed dress code and concert etiquette. Does it really matter and to whom? There were winter and summer transportation issues. We targeted ticket packages that included busing from the various neighborhoods for our older population, particularly in winter, and out to Blossom, which is geographically halfway between Cleveland and Akron.

We needed to look at supply and demand, also. In terms of the numbers of concerts being presented and the demand for tickets created by current audiences, there were huge differences in the way we were operating now and the way we operated in the nineties, when the number of concerts was expanded because demand was high and good seats were simply unavailable. After 2001, we believed it was important to reduce the number or concerts and the corresponding number of available tickets. Really, the strategy was to set up a shortage of tickets, if possible, and increase the demand.

Figure 2: Winter Subscription Season
Figure 2: Winter Subscription Season

 

The chart in Figure 2 shows the number of subscription tickets – it’s the top green line that becomes dotted and trends downward – and it crosses the blue line, which represents individual ticket sales. Much of the overall ticket sales figures are the same. But what’s happening is that, with the demise of subscription purchases, many people are buying fewer concerts and so it takes more people to buy the same number of seats. That’s pretty obvious. What’s really happening is that we’re selling more tickets to more households today than in any other time in our history, but they’re buying fewer tickets because they’re not subscribing to multiple concerts.

We did a considerable amount of research on the question of ticket prices, which had gone up industry-wide at a rate twice that of inflation. There was a price-value reorientation that we thought was different, and we looked at the strategy by audience segments: 25 and under, 25 to 40, 40 to 60, and above 60. We found little or no resistance to the cost of box seats or the dress circle seats, always in big demand, with few seats available. We did find price concerns for most of the other audience groups.

We had tried many programs in the past to bring in younger audiences, particularly college students, but with little luck, even though Severance Hall sat in the middle of the Case Western Reserve University campus. The Maltz Family and the new grant were tied to this effort at every step of the way. First, we created a multimarket ticketing plan, dedicated to building the youngest audience in America by 2018, our centennial year. We tested an under-18-free flagship program at Blossom, and a year later we brought the under-18-free program to Severance Hall. With each free ticket there needed to be an adult ticket purchased. We created a student advantage pricing program for college students and a fan card program where $50 buys the student unlimited concerts, based only on the availability of tickets. We introduced the ‘Fridays@Seven’ concept, in which the orchestra plays probably two-thirds of its regular program of Thursday and Saturday that week, but with no intermission. Afterward there is a world music festival with food and a party in the Grand Foyer. And it was hugely successful! Last year we created the Total Concert Experience task force and populated it with people from all over the community to give us a fresh look at how to do things better.

The 25-and-under program has been hugely successful. All of the programs I mentioned earlier have helped, but the student program attracted 110,000 students since its inception – 40,000 during last winter’s season alone, which means that last season 20 percent of the Severance Hall audience was made up of people age 25 and under. Saturday night has become date night again, and we had twenty-three sellouts on Saturday nights during the season.

The backbone of success has been our focus on social media and the Web. In raw numbers, we went from attracting 13,000 hits in 2012 to over 100,000 last year. Most importantly, we focused on engagement, which is the number of people who actually participate once they get to the social media interface, and we found that ours is an industry-high at 17 percent.

We know we haven’t reached our full potential, but we also know the results have been very positive. In Cleveland, this means pursuing innovation with staged or semi-staged operas. Last season we created a fully staged production of The Cunning Little Vixen by Jánaček. We do ballet partnerships with the Joffrey and Miami ballet. We do a couple of concerts each year using the original music to movie scores for ‘Fridays@Seven’ programs, and we have adjusted the way we concertize around the world, only going where we cover our costs. And, as I said, where we have residencies, we don’t just drop in and play concerts; we do master classes, we do chamber music coaching; we spend a very intensive period of time – a week to two weeks at a clip – making very intensive use of the musicians.

We have residencies at home, where we go into particular neighborhoods and for a week play concerts in venues there – it could be a barber shop, a small café, or a supermarket. We play concerts in those, and at the end of the week it all culminates in a full Cleveland Orchestra concert at one of the big venues in that area, maybe a church or a school auditorium. Three or four months before the residency week begins, we go into the school system and we have over forty visits to each of the schools by our musicians. There they do what they do best in terms of trying to turn on the students to the kind of music that we play. For some of the younger students, this may mean showing them how to play the instrument, letting them touch it or hold it, and playing it for them. Attention span is relatively low, so we’re in half-hour segments there. But for older students, usually we plan an hour with a theme. And in the themes we select, we try to relate the music to the classes they’re being taught. Music becomes a way to teach those classes.

We do that because we learned over time that the first place a school system goes to get rid of budget costs is to the music program. And that’s because it’s usually a distinct program – they know how many teachers they have, they know how many dollars are budgeted, they know what getting rid of it all saves. We’ve taken a different tack, which is that when we go into the schools we try to teach the curriculum using music as examples. And we’ve had a great deal of success with that, but, as you can imagine, it’s very intensive. There are some orchestral musicians who have been doing this now for close to fifteen years and are really good at it. There are some musicians who don’t do it, but we’ve never had a shortage of musicians to go in and work this way in the schools.

To diverge, we played an orchestra concert under Franz at, I think, Saint John High School in Cleveland – an inner-city school. There was no music in the school at all. The principal tried to get the audience to order – we were all in the gymnasium – and he could not do it. I said to our orchestra’s president at the time, who was sitting next to me, “This isn’t going to go well.” We were scheduled to perform Stravinsky’s Rite of Spring and that was the whole program. But the school’s principal couldn’t get the students to quiet down.

The minute Franz took the podium, without turning to his audience and without saying a word to them, he just started to play. He played the beginning, cut us off, and then started to speak. You could hear a pin drop for the rest of the hour. These kids – most of them were black and all from the inner city – came up afterward wanting different things: they wanted to talk, wanted autographs, wanted to know how certain things worked or didn’t. It took us three hours to get back on our buses to Severance Hall. I had thought, “We’ve got an uneducated audience and this isn’t going to go well.” But the reverse was true. They were fascinated by the music, by the rhythms. There was no hint of disinterest or boredom. It was amazing to watch.

Communicate and Align

Well, I could talk for hours on this subject, but the only other thing I will say has to do with board leadership. It’s my view that boards matter. It’s my view that board leadership is necessary for both artistic and financial success. These things need to be board-driven. And to my view, failures and successes, by whatever definition you use, ultimately fall to the trustees. It’s our collective responsibility to fix things and to see that things work.

In the nonprofit world, I think everybody will agree that decisions have to be made more by consensus than in the corporate world, where the CEO can just make a decision and edict that it happen. You can’t really do that with volunteers because the volunteers can leave at any time. And for the most part they didn’t bargain for problems. They don’t like to find themselves in the newspapers – they don’t want the institution involved in publicity they consider inappropriate. And if and when they do, they can walk.

You have to engage the board in a way that it’s willing to make the decisions, and the only way that works is by constant involvement. We have a rule at Cleveland that we never vote on a major issue the first time it’s presented. By the time it’s presented the first time, it will have worked its way through several committees, depending on the subject matter. The only exception is if something has a time limit imposed from outside the orchestra so that we have to vote on it at a particular meeting. But they get a chance to make the tough decisions, and for the most part we’re able to give them the decisions to work on when it’s still timely.

So things have worked for us in that way. It’s not that we don’t have the same kind of problems you find elsewhere. We are as bound to the community and its financial structure as any institution could be. It’s why I like to make the point that says that when you arrive at a contract, whether it’s for labor or for buying lights or music stands, it’s the market in Cleveland that matters and it’s there that we have to convince our musicians that they are better than fairly paid. But they have to consider the purchasing power of the community when they make that decision.

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