My casual carpool driver was playing KDFC Classical 102.1 FM on the way into work. They played some "new" music - the theme to "Back to the Future".
Can't... even... editorialize... so stunned....
Monday, November 10, 2008
The "future" of classical music radio?
My casual carpool driver was playing KDFC Classical 102.1 FM on the way into work. They played some "new" music - the theme to "Back to the Future".
Can't... even... editorialize... so stunned....
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7 comments:
You should see what the Canadian Broadcast Company (CBC) has done to their once triumphant national broadcast radio network.
It's darn right depressing.
KDFC hasn't been a classical music station for years. Think of them as a Muzak station. Their goal isn't to be listened to, but to be background music in doctors' offices, grocery stores, and gas stations.
What's the big deal? If the driver liked the music, that should be the only criteria that matters -- not your subjective definition of 'triumphant.' And why on earth would the goal of a radio station be to Not to be listened to. That's just silly.
A radio station's goal is to maximize its market share so as to maximize its ad revenue. Whether the people who have the station on are actually paying attention to what's being broadcast is not relevant to them.
To Anonymous (Nov 11, 7:22 AM)
A month ago, I had an interesting conversation with the advertising buyer for this station. She made me much more sympathetic towards the challenge of running a commercial radio station in today's market. The classical music demographic just isn't the most desired sector to target in marketing (ie, classical music listeners are older, are less likely to change their brand loyalties, and quite frankly, are going to be spending less time on on this earth than younger listeners). KDFC needs to bring in the same ad revenue as KOIT, but can't compete for the goods on Madison Avenue unless they make their product more generic. That's the way it rolls.
So, I get the squeeze.
But, I still reserve the right to feel deeply disappointed that the one classical radio station that I can receive in the Bay Area only plays music that has passed the most banal of market tests. Nothing vocal. Nothing longer than 10 minutes. Nothing atonal. Its the law of lowest common denominator. It sucks.
KDFC is to classical music as Taco Bell is to the totality of Mexican cuisine, or as Pizza Hut is to Italian cuisine. Its a limited, bland, palatable substitution, but yes... one that overall, "sells" well to today's cultural consumers, who don't have the collective stomach for Menudo or Coppa di Testa.
...ps. I dont know if my carpool listener "liked" _Back_to_the_Future_.
I wish that one of the public radio stations had the cajones to devote itself entirely to classical music.
Dear Ms. Winant,
You wrote, "the most banal of market tests. Nothing vocal. Nothing longer than 10 minutes. Nothing atonal. Its the law of lowest common denominator. It sucks."
There are working classical musicians such as myself who concur with much of what you are trying to say, but I must transpose two of your phrases to express my taste. "Nothing atonal. It sucks."
The problem with resenting someone else's programming choices -- to the point of calling them "banal" -- ignores the fact that quite refined and musically skilled individuals just might have different tastes and opinions than yours.
I personally think that the largest reason classical music radio stations are dying off is because too many classical musicians(that would be us) express "it sucks" far too often about the top 100, a radio term to appeal to the widest number of listeners.
I for one have seen smaller orchestras penchant for varied programming encourage smaller audiences, when larger audiences would be the better alternative.
As to classical music as "Muzak," what is driving a car but the more important activity than listening to classical music? I do not background music of a classical bent when it replaces the ever present light pop music which is such a larger audience.
The first and greatest goal classical musicians should have is to advocate classical music, period. Even if "banal." Even if "Muzak." Else we fail by telling potentially new audiences that "we" are just too good, too elite or too uppity for them. Not a good message.
Dear Ms. Winant,
You wrote, "the most banal of market tests. Nothing vocal. Nothing longer than 10 minutes. Nothing atonal. Its the law of lowest common denominator. It sucks."
There are working classical musicians such as myself who concur with much of what you are trying to say, but I must transpose two of your phrases to express my taste. "Nothing atonal. It sucks."
The problem with resenting someone else's programming choices -- to the point of calling them "banal" -- ignores the fact that quite refined and musically skilled individuals just might have different tastes and opinions than yours.
I personally think that the largest reason classical music radio stations are dying off is because too many classical musicians(that would be us) express "it sucks" far too often about the top 100, a radio term to appeal to the widest number of listeners.
I for one have seen smaller orchestras penchant for varied programming encourage smaller audiences, when larger audiences would be the better alternative.
As to classical music as "Muzak," what is driving a car but the more important activity than listening to classical music? I do not background music of a classical bent when it replaces the ever present light pop music which is such a larger audience.
The first and greatest goal classical musicians should have is to advocate classical music, period. Even if "banal." Even if "Muzak." Else we fail by telling potentially new audiences that "we" are just too good, too elite or too uppity for them. Not a good message.
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