Marketing Classical Music - Is the Music Enough?
Gidon Kremer wrote a letter to the Verbier Festival withdrawing from the performance: "Gidon Kremer: why I quit the celebrity rat race" There are some important elements in the letter I'd like to point out. The letter is overall a comment on the sensationalism of the current classical music culture, the need of stars to draw crowds, and Kremer's desire to no longer be part of that culture. After stating he is withdrawing from the festival, in the second paragraph he says, "I can only imagine how disappointed you will be." That one line speaks volumes. It has an arrogance that implies he feels he is so important his appearance (or lack of) will be damaging to the festival. Looking at the list of performers at the Verbier Festival Kremer is hardly the star attraction --rather one of many. In Jessica Duchan's article about Kremer's letter, "Kremer versus...?" she points to several young artists which are exceptional performers --...