Technology puts music in more hands, but nothing replaces live performance
Modern technology is often thought of as a double-edged sword for classical music.On the plus side, it has made recordings available to a wide audience, lowered recording costs and allowed artists to use new ways of marketing themselves and their music.
``In the early 19th century, classical-music performances were elitist events,'' said Dan Gustin, director of the Irving S. Gilmore International Keyboard Festival (the festival's Prelude Concert, featuring pianist Richard Goode takes place at 4 p.m. today at Chenery Auditorium). ``Today, everyone can enjoy classical music, and we have technology to thank for that.
``It used to be that if you wanted to hear a Beethoven symphony, you had to hear a symphony play it. When the LP came out in the late '40s, it really revolutionized classical music. It became open to all.''
However, how much availability is too much? People have hours of music at their fingertips on iPods, CDs and satellite and conventional radio. Music is everywhere, from stores to movies to even elevators. Is there a cost to this overindulgence?
``One of my biggest fears is that the edginess, audacity and greatness of music will be lost in recordings,'' Gustin said. ``The essence of music as an art form is hearing it live. Hearing it created for you, in front of your eyes. When it surrounds us constantly, it can become blunt and dull.''
Marketing on the Web
Classical musicians have used technology to create new and unusual marketing tools for themselves and their music.
Jeremy Denk, an acclaimed pianist who will play at this year's Gilmore Festival, started an Internet blog a few years ago with no thought of its marketing potential.
``I created my blog as a complete accident,'' he said. ``I use it as a way for me to get off my chest things I am thinking about while I'm practicing.''
Denk's form of release has now become his greatest marketing tool.
``I know my blog has helped me reach people I would have never been able to reach otherwise,'' he said. ``What is so uniquely successful about it is that it is a true marketing tool, but it is really me.''
Denk said the authenticity of his blog crosses genders and age groups and speaks to the entire gamut of his audience.
``In most marketing, there is always an angle. My blog is a place I can be completely me without any angle. That ability to market without an angle is what makes it so successful.''
The Internet also has allowed musicians to share their music. On Denk's blog, like many other musicians', visitors can listen to a sample of his music and purchase it directly from the page. They can download ringtones, individual tracks and whole albums or symphonies.
The Gilmore Festival also uses its Web site as a marketing tool and a place to share music.
``It used to be that if you wanted to learn more about our festival, you would have to read a pamphlet with a few words about the artists and maybe a picture,'' Gustin said. ``Now you can go to our Web site and read a whole biography on the artist and listen to audio samples and even watch videos of the performer. Our most important marketing tool has become our Web site.''
Cost savings Technology also has reduced the cost to record albums and allowed small record labels to spring up and offer unique recordings for niche markets.
``There is so much music out there that could never be heard if it wasn't for smaller record labels,'' Gustin said. ``There are a lot of great jazz recordings that could never find a home on a major label.''
But recordings aren't the same thing as hearing the music live, he said.
``We should all enjoy recordings of music, but we should realize that it is just a frozen image. People need to know that music truly cannot be recorded; it has to be experienced live with all the senses.''
On the web
Irving S. Gilmore International Keyboard Festival:
www.thegilmoreiscoming.com