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Classical Musicians Struggle For Acceptance

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By KURT LOFT, The Tampa Tribune

Published: January 19, 2008

CLEARWATER - Selling classical music isn't unlike hawking ice in Alaska or potato chips in the Sahara desert.

Outside the big cultural hubs, Beethoven and the boys are struggling, their once-flourishing fan club reduced to a cult, a niche audience. Consider this week's recital by the Tokyo String Quartet at Ruth Eckerd Hall, which will be lucky to sell 500 tickets.

Sure, the quartet is venerated around the world, and violinists Martin Beaver and Kikuei Ikeda, violist Kazuhide Isomura and cellist Clive Greensmith have proved their mastery on more than 40 recordings. But onstage, the musicians often fight for a voice amid the clutter of modern culture.

"Some people have just washed their hands of classical music," Greensmith said of some concert promoters. "They say it's a small audience for chamber music, and you will never get sold-out houses. But historically, the abstract art forms have always had a small audience. Let's be realistic about that."

Opera is the only form of classical music that continues to sell consistently well, in part because of its visual spectacle. Symphonic and chamber music, however, is becoming increasingly marginalized.

"A lot of people in classical music are trying to figure out what the next move should be," Greensmith said. "I think the challenge is to reach out to people who are just beginning to become interested."

The area's performing arts halls once made classical fare a big part of their seasons. Today, most touring orchestras go to Sarasota, Orlando, Naples and Miami, as do dozens of world-class chamber musicians. Not enough demand exists here at home, said Robert Freedman, president of Ruth Eckerd Hall.

"The whole presentation of classical music is becoming a niche product," he said. "There seems to be a national trend for downward ticket sales for classical music. And if presenters like us completely give up on it, it will totally go away."

Each season, Eckerd Hall presents a small number of classical programs, but potential ticket sales can't cover the performers' fees. To compensate, the venue receives support from the local Stradivarius Society, a group of patrons that each year raises about $30,000 for the cause.

Across the country, orchestras are turning more and more to visuals, along with orchestral versions of popular music, such as "Symphonic Rolling Stones." Last weekend, The Florida Orchestra offered a pops program featuring circus performers, with strong results at the box office. But that does little to bolster the orchestra's meat-and-potatoes classical fare.

"To sell classical music today, you can come up with all kinds of gimmicks to get audiences into the house for the first time," said Janette Hickin, a Tampa arts impresario. "But if they don't like it, they won't come back. It's definitely a hard sell."

The Tokyo quartet can't rely on gimmicks. It doesn't have a flashy light show, massive sound system or glitzy costumes. Four guys will walk onto the stage Tuesday night and play Mozart, Beethoven and Webern. But they also will offer a spontaneous experience, one directly connected to the audience.

"The thing about a quartet is the responsibility each player has," Greensmith said. "Each individual has to put a lot of energy into his own part. You can't lay back and take any note for granted.

"In an orchestra, you can sit back and let other players play around you. But a quartet is boiled down to its central core. It's transparent, and so you have this incredible intimacy."

Tuesday's program consists of Mozart's Quartet in B-flat Major, K. 458; Webern's Quartet, Op. 28 and Rondo; and Beethoven's Quartet in C-Sharp Minor, Op. 131.

IN CONCERT

Tokyo

String

Quartet

WHEN: 8 p.m. Tuesday

WHERE: Ruth Eckerd Hall, 1111 McMullen-Booth Road, Clearwater

HOW MUCH: $27 and $35; (727) 791-7400

Reporter Kurt Loft can be reached at (813) 259-7570 or kloft@ tampatrib.com.

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