Most mass media practitioners will tell you that classical music is elitist. that it is mean to be enjoyed in rarified atmospheres, with others in their social class. There is a general perception that mass audiences will not enjoy classical music. And, that, ‘mass’ is defined as lower socio economic classes.
Like most mass audience assumptions, this is untrue. As children, even as young adults, when we went for concerts – usually open air concerts in various grounds across Mumbai, what you would see is a sprinkling of people across classes – auto rickshawallahs to CEO’s and promoters – sitting next to each other, and just becoming part of the music.
Consistent litigation, and the banning of open air, all night concerts – i have been to one, at shivaji park, where it began with a puriya (at 7 pm, and ended with an Aahir Bhairav at dawn), – and consistent middle class intolerance with other people enjoying themselves; as well as judicial intervention has led to the mass dissemination of classical, and mass participation, declining. Also, it has led to a decline in innovative solutions for noise pollution. There are technical ways of limiting sound within a given perimeter. Ban is so bloody binary. solutions are so much more interesting.
But, i digress. One of the reasons why classical is considered elitist, is because we – mass media professionals – like stereotyping our audiences. If you are 16-18 you must be a cool chaser; if you are young, you must want edgy and rude; if you are a guy you must want to watch other guys talk about sex; if you are a girl, you must talk about men, kids and make up. Which tells you why there is such a rate of churn on shows, and why so many films flop. Formula work, till a point that they don’t work. And, in today’s market, most tried and tested formulae are failing.
Unfortunately, audiences are people And, people are complex. And, in a digital world, these assumptions are not just wrong, but to work with them, is suicidal stupidity 🙂
Just as a case in point, here is a video from America’s got talent. Hear the singer (from the second minute) and more importantly, watch the audience. And, note your own reactions to the song. And, tell me, you won’t mind sampling, watching or listening to stuff like this
Laura Bretan sings.
Btw – this is Pavarotti with Nessun Dorma –
i don’t understand a word of what he says, but the music my soul understands.