{"id":23287,"date":"2023-01-10T19:57:58","date_gmt":"2023-01-10T18:57:58","guid":{"rendered":"https:\/\/www.classical-music.com\/?p=178444"},"modified":"2023-01-14T21:35:06","modified_gmt":"2023-01-14T20:35:06","slug":"pen-to-pixels-the-development-of-classical-music-fandom","status":"publish","type":"rss_feed","link":"https:\/\/c01.purpledshub.com\/bbcmusicmagazine\/rss_feed\/pen-to-pixels-the-development-of-classical-music-fandom\/","title":{"rendered":"Pen to pixels \u2013 the development of classical music fandom"},"content":{"rendered":"<p class=\"rssexcerpt\"><\/p><p class=\"rssauthor\">By Charlotte Smith\n                \t\t<\/p><p class=\"rssbyline\">Published: Tuesday, 10 January 2023 at 12:00 am<\/p><hr class=\"no-tts wp-block-separator\"\/><?xml version=\"1.0\" encoding=\"UTF-8\" standalone=\"yes\"?>\n<!DOCTYPE html PUBLIC \"-\/\/W3C\/\/DTD HTML 4.0 Transitional\/\/EN\" \"http:\/\/www.w3.org\/TR\/REC-html40\/loose.dtd\">\n<html><body> <p>When <strong><a href=\"&quot;https:\/\/www.classical-music.com\/features\/articles\/stephen-sondheim-master-of-reinvention\/&quot;\">Stephen Sondheim<\/a><\/strong> died last November, it was revealed that throughout his career the great songwriter had written copious responses to his fans\u2019 letters. Twitter was briefly awash with heart-warming examples of his gracious thanks and detailed answers \u2013 there\u2019s even an Instagram account dedicated to them.<span class=\"&quot;Apple-converted-space&quot;\">\u00a0<\/span><\/p>\n<p>But what sort of wide-eyed geek actually writes to a famous musician? Well, me, for starters \u2013 the 17-year-old version at least, on a high from being released from school into the cultural wonderland of London. A visit to Wigmore Hall to see cellist <strong><a href=\"&quot;https:\/\/www.classical-music.com\/features\/articles\/best-recordings-steven-isserlis\/&quot;\">Steven Isserlis<\/a><\/strong> left me reeling and pre-internet I must have had to go to the local library to find the<i> British &amp; International Music Yearbook<\/i> to hunt down his agent\u2019s address. I don\u2019t remember what I wrote \u2013 no doubt it was fervent and profoundly uncynical \u2013 but there came an answer of several generous pages (now lost in the muddle of my storage). <span class=\"&quot;Apple-converted-space&quot;\">\u00a0<\/span><\/p>\n<p>I\u2019m not the only one to have experienced this. Colin Dunn, now a hire librarian at Boosey &amp; Hawkes, has written several such letters. He remembers writing to John Cage: \u2018I wrote a fan letter to his address, which I gleaned from an<i> International Who\u2019s Who in Music<\/i>. I\u2019d met him briefly in Glasgow at a new music festival. My letter was rather snivelling: \u201cThank you for being an inventor of genius.\u201d A reply arrived within a couple of weeks: \u201cDear Mr Dunn,\u201d he began, and then his words became illegible, but he seemed to want to enter into a correspondence. He was using special carbon copy paper and I would have had to scribble my reply on his original. I spent too long thinking about what to do, as I wanted to keep his original handwriting, but sadly he died, so I never replied.\u2019<\/p>\n<p>As an aspiring teenage conductor, David Pievsky, now a barrister and amateur violinist,\u00a0wrote to <strong><a href=\"&quot;https:\/\/www.classical-music.com\/news\/mark-wigglesworth-announced-as-bournemouth-symphony-orchestras-principal-guest-conductor\/&quot;\">Mark Wigglesworth<\/a><\/strong>, having watched him conduct <strong><a href=\"&quot;https:\/\/www.classical-music.com\/features\/articles\/sibelius-a-life-in-10-masterpieces\/&quot;\">Sibelius<\/a><\/strong>\u2019s Symphony No. 2 from the front row: \u2018I still remember the exact moment in the last movement that he did something that greatly affected me. There was something about that time \u2013 I was starting to understand the effect of the conductor on the music. There was a young naivety in writing to him \u2013 I just thought I needed to ask someone how to become a conductor.<span class=\"&quot;Apple-converted-space&quot;\">\u00a0<\/span><\/p>\n<p>\u2018The letter I received back was handwritten, courteous, thoughtful and full of realism: that at my age I should bury myself in music and enjoy myself and see what happens. I should go for it, but only if I felt a compulsion and could not imagine doing anything else. He even offered for me to come and meet him and watch a rehearsal, but at that point my shyness kicked in. But I was touched and impressed that he had found the time to write to a random boy who had sat in the front row of his concert and who had questions.\u2019<\/p>\n<section class=\"&quot;highlight\"> <div class=\"&quot;highlight__content\" editor-content=\"\"> \n<ul>\n<li><strong><a href=\"&quot;https:\/\/www.classical-music.com\/features\/articles\/just-how-important-is-eye-contact-between-musicians-and-what-does-it-signal\/&quot;\">Just how important is eye contact between musicians? And what does it signal?<\/a><\/strong><\/li>\n<li><a href=\"&quot;https:\/\/www.classical-music.com\/features\/instruments\/how-has-violin-sound-developed-through-the-years\/&quot;\"><strong>How has violin sound developed through the years?<\/strong><\/a><\/li>\n<\/ul>\n<p> <\/p><\/div> <\/section> <p>By comparison, a teenager discovering classical music today has it easy, with an array of social media platforms through which to discover photos, videos, musical opinions and even practice advice from their heroes. They might receive a \u2018like\u2019 on their interaction and even a response. Back in 2008, violinist Hilary Hahn was one of the first players to use social media, initially running a quirky Twitter account expressing the personal views of her violin case. She quickly learnt the power of communicating with fans as herself, posting across the range of social media channels (her Instagram account now has nearly 400k followers), offering videos of her playing, playlists, photos and her very frank #100daysofpractice challenge.<\/p>\n<p>Hahn remembers being a starstruck student herself, going backstage to see performers, and from early on in her career was used to signing records and meeting fans after concerts: \u2018For me, social media is an extension of signings, meeting fans and getting to know who they are. I see the interactions and comments, especially on Instagram, which give me a feel for them that I didn\u2019t have from signings alone. I enjoy communicating with everyone and doing things that the fans will like. It\u2019s like giving a present to a friend.\u2019<span class=\"&quot;Apple-converted-space&quot;\">\u00a0<\/span><\/p>\n<p>One reason for Hahn\u2019s success is that she genuinely wants to connect with fans, rather than treating social media as a marketing tool: \u2018I\u2019m not as aggressive about it as some people who use it as a career-building tool might be. I arrived at it when my career was already on track. For people ten or 15 years younger, they are inextricably connected, which is fine, too \u2013 that\u2019s their reality. My reality is that I came of age in my career at a time when social media was a way to keep people informed, but it wasn\u2019t a career-building tool.\u2019<\/p>\n<p>Generally, though, the classical music world is streets behind pop, which since the teenybopper era has encouraged its fans \u2013 and leveraged their pocket money \u2013 through clubs and merchandise. Today\u2019s pop fans may spend more time online than they do waiting outside studios as the old Beatles \u2018Apple scruffs\u2019 did, but they are even more of a commercial force to be reckoned with. In the world of Korean pop music (K-pop), fandom is practically a competitive sport, with fans even using their force of numbers to game the charts system to get their favourite artists to the top. They join \u2018fancafes\u2019 and download special apps that provide exclusive content and offer them direct and \u2018authentic\u2019 personal communication with their idols.<\/p>\n<p>Perhaps the closest classical music gets to this level of interaction is <strong><a href=\"&quot;https:\/\/www.classical-music.com\/features\/artists\/who-are-twoset-violin-all-you-need-to-know-about-the-youtube-stars\/&quot;\">TwoSet Violin<\/a><\/strong>, Australian violinists Brett Yang and Eddy Chen, who since 2013 have posted videos on YouTube that range from hilariously silly to\u00a0profoundly geeky, always with a deep affection and knowledge of the classical music world. Originally started as a hobby, with the two of them editing videos on trains between concerts, their YouTube channel now has 3.78 million subscribers, with over a billion views. They sell their own apparel, have devised a virtual \u2018escape room\u2019 for fans, crowdfunded their 2017 sell-out world tour, and have worked with violinists such as Hilary Hahn, Maxim Vengerov and Ray Chen.<span class=\"&quot;Apple-converted-space&quot;\">\u00a0<\/span><\/p>\n<p><span class=\"&quot;Apple-converted-space&quot;\">\u00a0<\/span>As with Hahn, their relationship with their fans has never been about statistics. Yang explains: \u2018When you study marketing or PR, it\u2019s always about the view count, how many subscribers you get. We\u2019ve always worked backwards and asked what type of content is meaningful for our fans? How do we move them in a way that\u2019s of value? Could it be to practise more, or to introduce them to learning more about classical music and the values we share? Our approach is, views should come naturally rather than going for what gets views first.\u2019<\/p>\n<p>At the average TwoSet concert they spend more time signing photographs afterwards than playing during it, and their real-world interactions are often very powerful: \u2018The real feedback for us is when we\u2019re having lunch and people come up and say, \u201cI\u2019m starting to love my instrument again\u201d, \u201cI\u2019m a banker and I\u2019ve started having lessons\u201d, or \u201cI\u2019ve started to go to classical music concerts because of your video content.\u201d It\u2019s not measurable, but we get these comments wherever we go and that\u2019s really motivating.\u2019<span class=\"&quot;Apple-converted-space&quot;\">\u00a0<\/span><\/p>\n<p>Their care for their fans benefits the entire classical world, says Yang: \u2018Everyone\u2019s scrambling for what\u2019s there but what we did, unintentionally at the beginning, is to increase that pie so that more people come into the world of classical music and there\u2019s more for everyone. We consistently try to fulfil that purpose, to bring classical music to everyone and try to make it more relevant, not just to our generation, but to the next. That gives us a sense of purpose and when we have that in mind, we get more creative and entrepreneurial.\u2019<\/p>\n<p>Steven Isserlis is now active on both Twitter and Facebook, often using the latter to post full-length articles on musical subjects. Yet he prefers the personal touch over impersonal \u2018likes\u2019 and clicks, and still answers his fan mail: \u2018If they\u2019re enthusiastic about you it\u2019s only gracious to thank them, although you can\u2019t thank everybody for everything they say.\u2019 <span class=\"&quot;Apple-converted-space&quot;\">\u00a0<\/span><\/p>\n<p>And maybe there is something to be said about the special buzz to the old ways, as Dunn suggests: \u2018There is a thrill in writing to someone far greater than oneself and receiving a reply. In the old, analogue world I would leave the reply on the letter tray, waiting for the right moment to read it. It brought an excitement that is now lost. The trick of slitting the envelope open with a letter knife and<i> not <\/i>cutting the letter in two has probably gone, also.\u2019<\/p>\n<p>I rather suspect the 17-year-old me these days might spend a lot of time on YouTube and be more likely to click a follow or like button, maybe escalating to an email when deeply moved. But maybe what really matters is that teenagers still care about classical musicians and their music.<\/p>\n<section class=\"&quot;highlight\"> <div class=\"&quot;highlight__content\" editor-content=\"\"> \n<ul>\n<li><a style=\"&quot;color:\" pointer=\"\" href=\"&quot;https:\/\/www.classical-music.com\/news\/sam-jackson-announced-as-new-controller-of-bbc-radio-3\/&quot;\"><strong>Sam Jackson announced as new Controller of BBC Radio 3<\/strong><\/a><\/li>\n<li><strong style=\"&quot;color:\" pointer=\"\"><a style=\"&quot;color:\" inherit=\"\" pointer=\"\" href=\"&quot;https:\/\/www.classical-music.com\/news\/europes-biggest-new-concert-hall-organ-launches\/&quot;\">Europe\u2019s biggest new concert hall organ launche<\/a>s<\/strong><\/li>\n<li><strong><a style=\"&quot;color:\" inherit=\"\" pointer=\"\" href=\"&quot;https:\/\/www.classical-music.com\/news\/kirill-karabits-to-assume-new-role-with-bournemouth-symphony-orchestra\/&quot;\">Kirill Karabits to assume new role with Bournemouth Symphony Orchestra<\/a><\/strong><\/li>\n<li><strong><a style=\"&quot;color:\" inherit=\"\" pointer=\"\" href=\"&quot;https:\/\/www.classical-music.com\/news\/glyndebourne-cancels-touring-for-2023\/&quot;\">Glyndebourne cancels touring for 2023<\/a><\/strong><\/li>\n<li><strong><a style=\"&quot;color:\" inherit=\"\" pointer=\"\" href=\"&quot;https:\/\/www.classical-music.com\/news\/ukrainian-violinist-wins-singapore-international-competition\/&quot;\">Ukrainian violinist wins Singapore International competition<\/a><\/strong><\/li>\n<\/ul>\n<p> <\/p><\/div> <\/section> <p><em>Photo: Getty<\/em><\/p> <\/body><\/html>\n<hr class=\"no-tts wp-block-separator\"\/>","protected":false},"excerpt":{"rendered":"<p>By Charlotte Smith Published: Tuesday, 10 January 2023 at 12:00 am When Stephen Sondheim died last November, it was revealed that throughout his career the great songwriter had written copious responses to his fans\u2019 letters. Twitter was briefly awash with heart-warming examples of his gracious thanks and detailed answers \u2013 there\u2019s even an Instagram account [&hellip;]<\/p>\n","protected":false},"author":24,"featured_media":23288,"template":"","categories":[1],"acf":{"readingTimeMinutes":"8"},"uagb_featured_image_src":{"full":["https:\/\/c01.purpledshub.com\/uploads\/sites\/37\/2023\/01\/pen-to-pixels-the-development-of-classical-music-fandom-scaled.jpg",2560,1920,false],"thumbnail":["https:\/\/c01.purpledshub.com\/uploads\/sites\/37\/2023\/01\/pen-to-pixels-the-development-of-classical-music-fandom-150x150.jpg",150,150,true],"medium":["https:\/\/c01.purpledshub.com\/uploads\/sites\/37\/2023\/01\/pen-to-pixels-the-development-of-classical-music-fandom-300x225.jpg",300,225,true],"medium_large":["https:\/\/c01.purpledshub.com\/uploads\/sites\/37\/2023\/01\/pen-to-pixels-the-development-of-classical-music-fandom-768x576.jpg",768,576,true],"large":["https:\/\/c01.purpledshub.com\/uploads\/sites\/37\/2023\/01\/pen-to-pixels-the-development-of-classical-music-fandom-1024x768.jpg",800,600,true],"1536x1536":["https:\/\/c01.purpledshub.com\/uploads\/sites\/37\/2023\/01\/pen-to-pixels-the-development-of-classical-music-fandom-1536x1152.jpg",1536,1152,true],"2048x2048":["https:\/\/c01.purpledshub.com\/uploads\/sites\/37\/2023\/01\/pen-to-pixels-the-development-of-classical-music-fandom-2048x1536.jpg",2048,1536,true]},"uagb_author_info":{"display_name":"importmanagerhub@sprylab.com","author_link":"https:\/\/c01.purpledshub.com\/bbcmusicmagazine\/author\/importmanagerhubsprylab-com\/"},"uagb_comment_info":0,"uagb_excerpt":"By Charlotte Smith Published: Tuesday, 10 January 2023 at 12:00 am When Stephen Sondheim died last November, it was revealed that throughout his career the great songwriter had written copious responses to his fans\u2019 letters. Twitter was briefly awash with heart-warming examples of his gracious thanks and detailed answers \u2013 there\u2019s even an Instagram account&hellip;","_links":{"self":[{"href":"https:\/\/c01.purpledshub.com\/bbcmusicmagazine\/wp-json\/wp\/v2\/rss_feed\/23287"}],"collection":[{"href":"https:\/\/c01.purpledshub.com\/bbcmusicmagazine\/wp-json\/wp\/v2\/rss_feed"}],"about":[{"href":"https:\/\/c01.purpledshub.com\/bbcmusicmagazine\/wp-json\/wp\/v2\/types\/rss_feed"}],"author":[{"embeddable":true,"href":"https:\/\/c01.purpledshub.com\/bbcmusicmagazine\/wp-json\/wp\/v2\/users\/24"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/c01.purpledshub.com\/bbcmusicmagazine\/wp-json\/wp\/v2\/media\/23288"}],"wp:attachment":[{"href":"https:\/\/c01.purpledshub.com\/bbcmusicmagazine\/wp-json\/wp\/v2\/media?parent=23287"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/c01.purpledshub.com\/bbcmusicmagazine\/wp-json\/wp\/v2\/categories?post=23287"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}