Music Industry: Classical industry wants the Internet – Business Week

Whether Facebook, Youtube or live stream – the Internet has long since reached the classical music. For some in the industry, it could mean the rescue. But some musicians need to adjust.

The People reminiscent of the papal election: Only in the second half of May 2015 want the Berlin Philharmonic meet to choose their new chief conductor and announce the name of Simon Rattle’s successor. Until the white smoke probably prevails radio silence. Responding to speculation orchestral musicians with a smile – and say nothing

Whoever 2018. coveted job takes over: The or New themselves to the challenges of the Internet. must provide -world. 15 years ago, when the Philharmonic Rattle selected as successor to Claudio Abbado, it was said that the British should lead the orchestra in the 21st century. Sir Simon played with. That will probably have to do his successor.

With movies, unusual programs and an educational project for young people, the Philharmonic stretch since expanding into the audience of tomorrow from. This will free the pace.

Meanwhile, is hardly an orchestra without a “Education Program” from. Even with the Digital Concert Hall they set standards: The audience can become world log on payment via live stream, when the orchestra plays from the Philharmonie

Large Digital challenges

Whether Mahler and Verdi.: Who wants to hear and see classical music, in many places is no longer dependent on a concert or opera house. New York’s Metropolitan Opera and London’s Opera House Covent Garden transmit their performances in hundreds of cinemas – “La Traviata” live on popcorn and cola. What purists may be a nightmare, the rescue could be for the elephants in the industry. The New Yorker “Met” for financing – weakening – sponsorship instructed now generates more than 10 percent of its budget of 310 million dollars (250 million euros) to the global HD transmissions

Whether as an album or file – music is increasingly purchased online. In the US, the UK and France CDs disappear from the stores. In Germany the fate of the disc seems still open.

Berlin’s Culture Secretary Tim Renner, who comes from the music industry and manager at the record company Universal was recently called on the opera houses in the capital to make friends with the new technical possibilities.

But the examples from London or New York are not necessarily transferable. Germany still enjoys an extensive offer of music at affordable prices, argue the opera houses. There would also enormous technical costs that can not afford a house without sponsors.

New forms of presentation

The Classical industry lags behind the trend. Although its sales in 2013 rose with CDs and videos by 6.4 percent to 90 million euros. But the download percentage was only five percent. The classic had “the big digital challenges still ahead of him,” was the Federation of the Phonographic Industry.

One of the pioneers Daniel Barenboim heard. The conductor and pianist has launched its own online music label under the name “Peral Music”. A concert with pianist Martha Argerich and a recording of Bruckner’s symphonies are already available. He wanted to reach especially young people who are far from the classical period, but in the digital world are at home

technology or not -. Maren Borchers, who runs a PR agency for Classical in Berlin, provides all, the concert organizer on train. “We need to find new forms of presentation,” says Borchers, formerly manager at the record company EMI was.

Whether an old waterworks or a club – with new venues, away from the rigid structure of the evening concert, also young listeners could respond – “even if the chamber concert then times clinks a bottle of beer”

The musicians of the generation of smartphones are quite open to experimentation, says Borchers. Although could crossover trials as “Four Seasons” is making about the German-Brite Max Richter Vivaldi, as a “door opener” function.

In the end, count the personal listening experience that magical moment when will sound produced. Ultimately, says Borchers, quoting the young pianist Igor Levit, is “any music contemporary music”.