The question on the book cover reproduced
on the left pops up one place or another just about
every day. It's usually a rhetorical question implying
that classical music is irrelevant, unnecessary, elitist
and so on. That is not the author's point of view,
of course, but it is very common indeed in contemporary
society.
The book examines the issue thoroughly, and I'll
not restate any of its arguments here. Instead, I'd
like to share a few observations about the major labels
and their marginalization of classical music.
The best-known classical labels over the last few
decades have been Decca, CBS/Sony, Deutsche Grammophon,
Philips and perhaps one or two others. These were
originally the distinct labels of various mid-size
corporations. Each had a philosophy that determined
what kind of repertoire and artists the presented
to the public. Their executives frequently let it
be known that they lost money on their classical operations,
but that out of social responsibility would continue
to subsidize the classics with the profits from pop.
It turned out that this claim was not always truthful,
but there is no doubt that producing popular recordings
is far more profitable than producing classics. It
may be that the management of the major labels persisted
in recording classical out of conviction at one time,
but as more and more of them merged with or were taken
over by larger corporate entities, conviction became
less and less a factor.
Publicly traded corporations, if I understand correctly,
have just one fundamental imperative, to return the
maximum possible return on the investment of their
shareholders. Putting resources into a good classical
program earss smaller dividends than putting the same
resources into pop. And yes, big business does need
to maintain some degree of social responsibility,
or the appearance thereof, for reasons of public relations,
so classical music won't disappear entirely from the
majors' catalogues any time soon. But expect more
Charlotte Church and Three Tenors and less Strauss
and Stravinsky.
But there are many independent labels these days,
and some of them are clearly operating with the good
of music in mind. Hyperion, Chandos, BIS, and Harmonia
Mundi are among those that spring immediately to mind,
and the budget label Naxos has been a major force
in maintaining a healthy heartbeat in the classical
industry.
One development is alarming at first glance: The
major labels are turning away from video opera in
a big way. Only a fraction of what was once available
on VHS is being re-issuied in the DVD format, and
there have been precious few new initiatives from
the majors. Happily, newer, smaller labels have been
licensing a lot of the repertoire the majors are abandoning.
Arthaus, for example, has just rereleased the magnificent
Kirov production of Prokofiev's The Fiery Angel,
once a plushly marketed Philips release. Arthaus and
Kultur are also rereleasing some big-studio items
as well as repertoire that would never have interested
the majors in the first place.
What this boils down to, I believe, is that the classical
recording industry is in a period of change, as it
has always been, really. Change will continue but,
with due diligence on the part of music lovers and
musicians, the music will be recorded and available
one way or another for a long time to come.
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