Pinching (or taking back) ideas from popular music: Placing the concept album in contemporary classical music
Last updatedAbstract
Success in marketing classical music depends largely on three key factors: the size and status of the CD release label; the status and image of the performers and composers; and the repertoire. This paper reports from a project that involved a small, independent Australian label, performers little-known beyond their academic work, and newly written music by Australian composers. The researchers expected it to be difficult to get airplay, recognition and sales, and they responded by turning to the idea of the concept album. The project looked at the concept album as a way of offering classical composers and performers new ways of programming works, ordering CD tracks, and placing their music into the listening community. We begin with discussion of the concept album in popular music and similar shapes in classical music and then introduce four recent projects of newly composed classical music: Australia East and West – new music for viola and piano (forthcoming 2015); Childhood in Music – new music for solo piano (2011); Shadows and Silhouettes: New piano compositions celebrating a Chinese-Western confluence (2012); and Antarctica – new music for piano and/or toy piano (2014). We follow this with discussion of the similarities with, and differences from, recognised popular concept albums types. In doing so, we raise new concept album possibilities and argue for and against some of the points raised in Ryan Hibbett’s (2005) pairing of indie rock and classical music and how they might impact on marketing. Against this background, we end the paper with consideration of the relevance of creative marketing for performers and composers of contemporary classical music whether within or outside tertiary institutions.
Key takeaways
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AI
- The concept album offers innovative marketing strategies for contemporary classical music.
- Researchers analyzed four recent Australian classical music projects emphasizing thematic cohesion.
- Contemporary classical music struggles with audience visibility and effective categorization.
- Classical music's marketing relies on the performers, composers, and repertoire's status.
- The study advocates integrating concept album frameworks into music education curricula.
References (29)
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FAQs
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What aspects unify contemporary classical projects as concept albums?
The paper identifies unifying aspects such as thematic titles, common instrumentation, and visuals, all aimed at coherent marketing strategies. For instance, projects like 'Australia East and West' used personal experiences of composers to create thematic connections.
How do classical concept albums resemble popular music counterparts?
The characteristics of classical concept albums often parallel popular albums, sharing themes like journey and narrative. This is evident in Willie Nelson's 'Yesterday's Wine', where the songs together create a cohesive story arc, similar to Schubert's 'Die Winterreise'.
What challenges do contemporary classical musicians face in marketing their music?
Contemporary classical music struggles with underrepresentation in marketing categories, limiting visibility to potential audiences. The study highlights that unlike indie rock, classical music lacks subdivisions that can engage listeners effectively.
How does the concept album format impact the composition process in classical music?
Composers increasingly view the concept album as essential for structuring their work and marketing it effectively. This approach encourages a cohesive artistic vision, evident in thematic projects like 'Childhood in Music'.
What educational implications arise from the concept album's integration into classical music?
The concept album presents a framework for teaching music students marketing strategies and promoting their works creatively. Educators can use its principles to help students navigate the complex landscape of contemporary classical music career management.
Dawn Bennett


