Article: Groupmuse

Startup Bets on Millenials and House Parties to Save Classical Music

The above article, published on Time Magazine's website, and its accompanying video discuss a Boston, Mass., startup known as "Groupmuse."  Groupmuse, started in 2013 by Sam Bodkin, attempts to combat the "stuffy atmosphere" associated with classical music and create an accessible, relaxed environment in which today's young people can coexist comfortably with the classical music they might otherwise avoid.  Groupmuse's magic lies in the closeness of the performers to the audience and a simple setting: a house party.  Avoiding the rules and etiquette associated with formal classical concerts, the audience is able to engage with the music in a new way, physically closer to the performers, applauding whenever they feel moved, and eating and drinking while the concert is happening.  There is only one rule: during the performance, there must be a quiet, respectful atmosphere.  It makes classical movement real and relevant in a way most Millennials have never experienced, and changes it from a high-brow, elitist art form into something anyone can enjoy.

I chose this article because it is extraordinarily relevant to the concept of a 21st century musician.  The musicians who perform in Groupmuse are only a few years older than today's undergraduate music students, and they are making their living not in a traditional concert hall, but in an innovative, entrepreneurial way.  They are also combatting the very real problems of a lack of audience understanding.  Instead of giving up hope, they are meeting audiences where they are and creating educated audiences out of those who have little experience with classical music.  The attitude that all are welcome as long as they are respectful changes the way they approach these performances and makes an inviting atmosphere for audiences.  This is not an attitude always found in school of music students, especially those in conservatories, and all young classical musicians can learn from it.

For discussion:  What is your opinion on such startups?  Are we degrading classical music in some way by taking it out of the traditional concert hall setting?  Do classical performers have a responsibility to attempt to reach a new younger audience, or is it the responsibility of teachers and parents to instill an appreciation for this music in their children?