Music Nerd Andy, who keep tabs on the classical scene in St. Louis and environs, passed along an offer from his home team, the St. Louis Symphony, along with this comment:
Why can we sell Mahler tickets at a fraction of retail cost? Because we’re CRAAAAAAZY!!!!!
(I’m sorry to say that this offer went out yesterday, and thus is no longer valid! My apologies to St. Louis area readers! I encourage you to go to the symphony anyway, if you possibly can, whether it’s to hear Mahler, Mussorgsky, or Idina Menzel.)
I have mixed feelings about this kind of marketing in the context of classical music. I know that presenting organizations have to do what they can to attract and retain audiences, and I’m all for coming up with light-hearted and engaging marketing campaigns as an essential part of that. But when you start stealing from your local car dealership’s playbook, it might be time to brew a cup of tea and do a little soul-searching. We have a stodgy, uptight reputation to uphold, after all!
I don’t mean to pick on St. Louis exclusively, of course. For a while now, I’ve felt that every time a music organization employs a cutesy tag line like “Too Hot To Handel” or “Go for Baroque,” they should have to pay a fine, with the proceeds going toward music education in the public schools or something. What’s that you say? Respectable and successful musicians are using those very phrases with impunity? Well, alrighty then – more power to ’em!
In all seriousness – well, almost all – I must give a tip of the nerd glasses to the SLSO’s publicity genies for including a “More Cowbell!” reference in the campaign, along with this tasty tidbit of music history:
Did you know that preceding Christopher Walken & Will Farrell’s hilarious “More Cowbell” skit on Saturday Night Live, Mahler specifically scored music for the cowbell in his Sixth Symphony to evoke the pastoral imagery of the Alps?
It’s true, you know… and it’s a bit I wish I’d thought of myself!