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    How Much Would You Pay to Hear Great Music?

    With ticket prices for performing arts rising, could fresh approaches like pay-what-you-can increase access and foster more adventurous programming?“I’m a cellist, and I have played in orchestras my entire life,” Blake-Anthony Johnson, the president and chief executive of the Chicago Sinfonietta, said recently. “I used to ask the other musicians, ‘What is the most you would pay for your ideal concert?’ And it was nowhere near what our patrons actually pay.”Johnson was describing a slow-moving crisis in the performing arts: Ticket prices have risen far more precipitously than most Americans’ earnings — to say nothing of the seductively low cost of streaming services at home.This rise doesn’t just trouble short-term sales. It also affects the long-term health of arts organizations, which depend on the philanthropic support of patrons who have generally built close relationships with the objects of their giving.“I have long been concerned that ticket prices present a barrier to newcomers who are curious, and a barrier to inciting habitual attendance,” said Marc Scorca, the president and chief executive of the trade organization Opera America, noting that kind of habit can lead to later giving.“High ticket prices are a disincentive to experimentation, and they raise the level of expectation,” he added. “And the higher the price, the less likely that expectations will be met, leading to disappointment.”It’s axiomatic: High ticket prices are barriers at a time when organizations need their doors to be open ever more widely. And dependence on ticket sales also hobbles programming innovation. (In Europe, where arts institutions receive sometimes substantial public subsidies, ticket sales are a far smaller percentage of budgets, so artistic decisions don’t have to prioritize attendance.)But could new approaches to ticketing work to increase access and foster more adventurous programming?“Removing socioeconomic barriers is one of those things we have to be ahead of,” said Johnson, whose Chicago Sinfonietta introduced a pay-what-you-can ticketing approach last season. “I sleep really well at night, to have someone say, ‘I’m able to bring my family to these concerts.’”Experimentation in this area has been spreading in the theater world. Most recently Ars Nova, the prominent Off Broadway incubator, announced that it would move to a pay-what-you-want model for the coming season.In classical music, this kind of initiative has been far rarer, with the Sinfonietta leading the recent charge. But a much larger and more influential institution, Lincoln Center, threw down a gauntlet this summer, when it made the Mostly Mozart Festival Orchestra’s brief season choose-what-you-pay.The results were heartening. According to the center, 90.5 percent of tickets were sold for the concerts, which took place at Alice Tully Hall since the orchestra’s usual home, the larger David Geffen Hall, was being renovated.The suggested ticket price was $35, but the average paid was just over $19 — compared with almost $60 during the orchestra’s 2019 season, when face value ranged from $35 to $90. Sixty-three percent of Mostly Mozart ticket buyers this summer were first-timers to a Lincoln Center presentation (though not, perhaps, to the center’s constituents, like the Metropolitan Opera or New York Philharmonic).Of course, many institutions have reduced-price tickets available for students or seniors, or for last-minute buyers. And increasingly some have subscription-style programs that make cheaper tickets available for a monthly or annual fee. But those programs effectively penalize newcomers and occasional ticket buyers. And what about those who aren’t students or seniors, but are still challenged by rising prices?“I find it really odd that we subsidize tickets for youths and senior citizens,” Johnson said. “There is a very large group of people in between. What I’m suggesting is that we have the kind of relationship with the community in which we are a public service and want to be a part of your life regardless of whether you’re giving us money.”As Renee Blinkwolt, the producing executive director of Ars Nova, told The New York Times when that company’s new pricing policy was unveiled in August: “It’s not income based, it’s not age based, there’s no demographic basis. It’s just radically accessible — the doors are wide open to any and everyone to pay what they will.”The rise of dynamic pricing — in which ticket prices fluctuate based on demand — is spreading beyond the commercial theater world. This can help maximize revenue for institutions when they have a hit.But it can also do a disservice to audiences and the long-term fate of presenters. Aficionados are probably less likely to be purchasing tickets at the last minute, when in a dynamic pricing situation they’ll be most expensive. So relative newcomers will disproportionately be the ones stuck needing to pay a premium, when they should be most diligently targeted with discounts. (For this reason, the Metropolitan Opera did not employ dynamic pricing during its highly successful run of “Fire Shut Up in My Bones” last season.)The obvious solution would be for institutions simply to systemically lower prices — without expecting patrons to comb through websites for special ticketing programs or know how to game the dynamic pricing system.One way to lower prices is to eliminate ticket revenue as a factor in budgeting. Yes, that sounds extreme: When Emilee Syrewicze, the executive director of Opera Grand Rapids in Michigan, told her board earlier this year that their company was going in that direction, there was a little freakout.“Their first thought was, We’re no longer selling tickets,” Syrewicze said.What she was envisioning, though, was something different. Syrewicze had realized that the company’s ticket sales, as at many small and midsize institutions, were bringing in only a small portion of the budget: in the case of Opera Grand Rapids, around 15 percent. She also saw that the company consistently lacked a steady source of income to direct toward new projects and new works.What if, she thought, the opera reorganized its finances — and juiced its fund-raising to compensate — so that all of the money from ticket sales would be devoted to creative programming? In other words, as she put it: “What if we had a couple hundred thousand laying around?”When she explained to the board that the company was not simply disappearing the ticket revenue, but was planning to put it into other programs — and that the change would happen gradually over a few years, starting this fall — the members calmed down.“The freakout was only momentary,” Syrewicze said with a laugh.In Grand Rapids, the goal is not to lower prices, which are already cheap and addressed by several accessibility programs. But other organizations could use the same strategy as a model for price reductions: If ticket revenue doesn’t matter, tickets can be cheaper.Small or midsize institutions may well have an easier time experimenting, because if changes to ticket strategy are going to work without cutting budgets, donations will need to rise to fill the gap. That said, smaller organizations also tend to have less fund-raising prowess; the Stavros Niarchos Foundation supported the Mostly Mozart pilot program this summer, and Syrewicze and her new development director are confident that their city — which has a notably strong philanthropic record — will support their experiment.But it is still a gamble, and it requires a rethinking of the entire organization around a goal of lowering prices.For larger companies that sell more tickets, and those that still look to ticket sales as a bigger percentage of their budgets, the losses — and increased pressure on fund-raising — might not be workable. And as Johnson pointed out, the very configuration of most concert halls, in hierarchical tiers, resists truly democratic approaches to pricing.But Lincoln Center has shown that even the biggest organizations can at least experiment in this area, embracing the radical accessibility espoused by Ars Nova and opening the door to broader audiences of their own while providing inspiration for the rest of the field.There is still work to do. Syrewicze said she didn’t know of other organizations doing truly creative thinking in the pricing area, though a couple of her colleagues approached her to learn more after she had presented what she was working on in Grand Rapids at an Opera America meeting.“They liked the sound of it, but we like the sound of a lot of things,” she said. “How things translate to a budget is totally different. Because of our size and because we keep ourselves lean, we’re comfortable experimenting with this.”Of course, even if ticket prices came down, it wouldn’t solve all of the problems faced by orchestras and opera companies seeking to build their audiences and secure their donor bases.“When we’re talking about folks who have not come to the opera generally, price is not the only barrier,” Scorca said. “We should not kid ourselves that lower ticket prices will make people feel totally comfortable. But it is a potent, tangible, identifiable barrier.”Just the same, it would be unfortunate if the fact that lowering prices won’t solve everything keeps it from solving anything.“Let’s see what happens,” Scorca added. “It doesn’t have to be all or nothing in an experimental mind-set.” More

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    Classical Music Has a Hazy Future in Lincoln Center’s Summers

    The day had been hot and muggy. But a mild breeze was blowing at Lincoln Center by the time the Mostly Mozart Festival Orchestra took the stage in Damrosch Park on Tuesday evening.The pianist Conrad Tao played an elegantly unruffled Mozart concerto and a daydreamy “Rhapsody in Blue.” Apart from a sprinkling of small performances last summer, this orchestra hadn’t been assembled since 2019, but it sounded comfortable and spirited.In just three years, the group has become an anachronism. The festival whose name it bears — Lincoln Center’s premier summertime event before the pandemic — is no more. The center’s summer, once a messy assortment of competing series and festivals, has finally been streamlined under a single label: “Summer for the City.”Planned by Lincoln Center’s president, Henry Timms, and its artistic chief since last year, Shanta Thake, Summer for the City has hoisted a 10-foot disco ball over the plaza fountain and includes outdoor film screenings, spoken word, social dance, comedy shows and an ASL version of “Sweeney Todd.”Five of New York’s dance companies will come together next month for a few days of performances. And starting on Friday, the Mostly Mozart Festival Orchestra moves inside to Alice Tully Hall for five programs: 10 concerts over two weeks.Louis Langrée, the orchestra’s music director since 2002, led the performance on Tuesday.Caitlin Ochs for The New York TimesBut despite that packed little orchestral season, other musical experiences that once appeared under the Mostly Mozart rubric have vanished along with the name — including guest ensembles, intimate recitals, and the new music that flows out of the classical tradition and is embodied by the International Contemporary Ensemble, long in residence at the festival but absent this year.Up in the air is the ultimate fate of the Mostly Mozart orchestra, a high-quality, carefully built and expensive group whose music director, Louis Langrée, has been on its podium since 2002. Though Thake told the orchestra on Friday that it would be a part of the summer next year, things get hazier beyond that. And while her vision for the season is still developing, this first iteration seems to have intentionally moved away from swaths of music and performance that have been central to the center’s identity for decades.Which is not to say that Lincoln Center’s summers have been just one thing. As Joseph W. Polisi, a longtime president of the Juilliard School, describes in “Beacon to the World: A History of Lincoln Center,” recently published by Yale University Press, the initial thought was that the center’s own programming would happen primarily in the summertime, so as not to compete in fall and spring with the constituent organizations for which it serves as a landlord, like the Metropolitan Opera and New York Philharmonic.As the campus was being conceived, summer was imagined to be a good time for folk-ish operas and musicals, like “Oklahoma!” or Copland’s “The Tender Land,” or perhaps a film festival; it’s in the DNA for the center’s summer offerings to be ambitious but accessible, populist but serious.The pianist Conrad Tao was the soloist in several works on the program, including a Mozart concerto and “Rhapsody in Blue.”Caitlin Ochs for The New York TimesThe flutist Jasmine Choi played in William Grant Still’s “Out of the Silence.”Caitlin Ochs for The New York TimesThough Summer for the City is taking place largely outdoors, the novelty in those early years was being inside: Midsummer Serenades — A Mozart Festival, which started in 1966 and was renamed Mostly Mozart six years later, was the first festival in New York to take place in an air-conditioned hall.The campus’s Community/Street Theater Festival of the early 1970s morphed, a few years later, into Lincoln Center Out of Doors, a free, outdoor, eclectic mélange: Ballet Hispánico and bluegrass, string quartets and a doo-wop opera, and eventually a helping of social dance as Midsummer Night’s Swing.Mostly Mozart grew to be perceived as stodgy and listless in this company. When Jane Moss — like Thake, a hire from outside classical music — became the center’s artistic leader in the early 1990s, it was believed that part of her brief was to eliminate it. After the Lincoln Center Festival, which hosted ambitious international touring productions, was founded in the mid-90s, Mostly Mozart, which had once lasted up to nine weeks, dwindled from seven to four. A musicians’ strike in 2002 was another existential crisis.But instead of spiking Mostly Mozart, Moss took a firmer hand with the programming, hired Langrée as a partner, and broadened the offerings — eventually to something closer to Slightly Mozart. In 2017, amid budget and management crises, the Lincoln Center Festival folded and Mostly Mozart was set to expand by up to 50 percent to partly compensate. The festival orchestra entered the opera pit for the first time in 2019; there were dance theater productions and the lauded New York premiere of “The Black Clown”; Langrée’s contract was renewed through 2023.During the center’s pandemic silence in 2020, though, Moss decided to step down. And here we are: Mostly Mozart, instead of being expanded, has been eliminated.In a joint interview with Timms, Thake said that this year’s Summer for the City should not necessarily be seen as the model for all to come. “It’s definitely a unique moment,” she said. “We’re coming out of a two-year pandemic. This is our first full expression of what is possible.”Starting on Friday, the orchestra moves inside to Alice Tully Hall for five programs: 10 concerts over two weeks.Caitlin Ochs for The New York TimesReferring to the center’s Restart Stages initiative from 2021, she added: “There had been some proven success in experimentation. What you’re seeing this year is a continued explosion of form, and putting it all under one umbrella.”Summer for the City has the spunky feel of Joe’s Pub, the cabaret space that Thake ran, along with other Public Theater initiatives like Under the Radar and Public Works, before she was hired by Lincoln Center. It also feels like a throwback to the Community/Street Theater Festival and Out of Doors tradition from the early ’70s.That can yield wonderful programming, and much civic good. Growing up just outside the city, I found Midsummer Night’s Swing — with its tango-ing, salsa-ing crowd — exciting and glamorous, the definition of a New York summer night.But those offerings existed in an ecosystem in which classical music — broadly construed as far as style, period and form — was another pillar, not a fringe.Thake insisted in the interview that classical programming has found its way into Summer for the City in more varied, informal ways: as an accompaniment to blood drives and a mass wedding ceremony, and in the form of music-and-meditation sessions in the David Rubenstein Atrium.Timms added: “In terms of volume, probably, the amount of classical music being presented hasn’t changed much. The nature of it has changed, to some degree, though not fundamentally.”Uh-huh.The two leaders implied that the reconception of the summer is pulling the center more toward the role of host, welcoming as many people as it can onto campus, while the constituent organizations handle or at least share the presenting — especially in the classical sphere. The idea, for example, is that the Chamber Music Society of Lincoln Center’s small set of Summer Evenings concerts can basically take care of what was once Mostly Mozart’s cozy A Little Night Music series, as well as its other solo and chamber events.Other musical experiences that once appeared under the Mostly Mozart rubric have vanished along with the name — including guest ensembles, intimate recitals and new music.Caitlin Ochs for The New York TimesThe danger, of course, is that in reducing redundancies and internal competition, the city simply ends up with less.It’s true that the Mostly Mozart Festival Orchestra’s compressed season — which began with a week of mentoring and performing alongside student musicians — promises to showcase talented young guest artists. On Aug. 5 and 6, Langrée leads Mozart’s Requiem, a few days before Jlin’s arrangement of that work is the score for Kyle Abraham’s recent dance “Requiem: Fire in the Air of the Earth” — the kind of artistic cross-pollination that should be the center’s stock in trade.Even more important, the orchestra’s Tully concerts are choose-what-you-pay, a ticketing philosophy that should be a model for the center’s whole year. A range of excellent music, painstakingly prepared and performed at the highest level for affordable prices: That is true populism.Instead, classical music, even in its ever-struggling nonprofit form, gets cast as the elitist hegemon for which scrappier alternatives must be found — certainly if much-vaunted “new audiences” are going to be attracted.But classical programming should not be considered a chore, or a bone thrown to a dwindling audience — a familiar one rather than “new.” No, serious performance is a jewel, of which Lincoln Center is one of the few remaining supreme presenters. Conrad Tao playing Mozart with a superb orchestra for free or cheap: That is the core of the center’s mission. Its job is to cultivate audiences for and increase access to that.Which is not to say that change is impossible. Is a resident orchestra with an appointed music director the only way to fulfill Lincoln Center’s mission? Perhaps not. But is there a way of programming such an orchestra so that it could be an integral part of a diverse, adventurous summer season? Yes. Could it be joined to opera, recitals, new music and guest ensembles in broadening what I think Timms and Thake are trying to do: to foster inexpensive interactions with great performance? Absolutely.“We’re still getting our feet under us,” Thake said. “And seeing again, how can we continue to be responsive? How can we move through this season and get a sense of what worked, what didn’t work, what’s next for all of us?” More

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    Lincoln Center Announces ‘Summer for the City’ Festival

    A festival, Summer for the City, which includes elements of Mostly Mozart, is part of an effort to attract younger, more diverse audiences.After more than two years of upheaval brought on by the coronavirus pandemic, Lincoln Center will stage a festival this summer aimed at helping New York City heal.Called Summer for the City, the festival will take place across 10 outdoor spaces and three indoor stages at the campus from mid-May to mid-August and will be programmed around themes of rejoicing, reclaiming and remembering. It is also part of Lincoln Center’s efforts to recalibrate its image as an exclusive bastion of classical music and appeal to a younger, more diverse crowd.The center plans to feature more popular music and install a large disco ball, 10 feet in diameter, that will hang over a dance floor at the center’s main plaza.“My hope is that we’re making space for people to find their neighbors again, to find each other again and to find their own inner performer,” Shanta Thake, the center’s chief artistic officer, said in an interview. “And to really be in their whole body with other New Yorkers and come back together again as a city.”The festival, which is expected to include over 300 events and 1,000 artists, is the first under Thake, who joined Lincoln Center last year with a mission of broadening its appeal beyond classical music and ballet into genres like hip-hop, poetry and songwriting.This year’s programming will open with a mass singalong on the Josie Robertson Plaza, featuring the Young People’s Chorus of New York, under the direction of Elizabeth Núñez, and including classics like “This Little Light of Mine” and Elton John’s “Your Song.”In August, two versions of Mozart’s Requiem will be on offer — a traditionally presented one, by the Mostly Mozart Festival Orchestra, and a reimagined dance version, “Requiem: Fire in the Air of the Earth,” choreographed by Kyle Abraham and performed by his company, A.I.M, featuring the electronic musician Jlin.Summer in the City will unite the center’s festivals — including the discontinued Lincoln Center Festival and the Mostly Mozart Festival, which has largely been put on hold since 2020.The Mostly Mozart Festival Orchestra will perform six pairs of concerts this summer, including a free opening program in July under the ensemble’s longtime music director, Louis Langrée, with Conrad Tao as the soloist in Mozart’s Piano Concerto No. 17 in G and Gershwin’s “Rhapsody in Blue.” (Tao will also play the William Grant Still solo “Out of the Silence” from “Seven Traceries.”)Thake, a former associate artistic director at the Public Theater, where she spent a decade managing the cabaret-style venue Joe’s Pub, said that she hoped to broaden the audience for Mostly Mozart by integrating it with Lincoln Center’s other summer offerings.“What we’re experimenting with this year is really the breaking down of our internal silos,” she said. “They’re all under the same banner, and this is one Lincoln Center audience that is very broad, and we’re going to see how that works.”Summer for the City aims to build on Restart Stages last year, when the center hosted small-scale performances outdoors, to help get artists back to work after months of pandemic cancellations. According to Lincoln Center, that series attracted more than 200,000 people, nearly a quarter of whom were first-time visitors.The disco ball is the centerpiece of the Oasis, an outdoor stage designed by the costume and set designer Clint Ramos, that will host live music and dance parties throughout the summer.In June, Jazz at Lincoln Center, embracing a New Orleans tradition, will lead a second-line processional from Columbus Circle to Lincoln Center, to mourn those who have died since the pandemic started. And in July, the center will host “Celebrate LOVE: A (Re)Wedding,” as a ceremony for couples who canceled or scaled back nuptials in the past two years, with live music and a reception on the dance floor.The arts, Thake said, “speak to all of the deep trauma that we’ve all collectively been through and also bring so much of the joy and revitalization that the city needs.” More

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    Review: Mostly Mozart Returns to Lincoln Center, Quietly

    The center’s summertime music series has a limited outdoor run this week.The Mostly Mozart Festival Orchestra, the headliner ensemble of Lincoln Center’s summertime music series, is the latest group to return to live performance in New York. But unlike some organizations, it sneaked back into action quietly.Early Monday evening, Louis Langrée, the orchestra’s music director, led 13 players in a Mozart masterpiece, the “Gran Partita” Serenade for Winds in B flat. The informal performance — a surprise pop-up, produced with little promotion — took place on the inviting artificial lawn with which Lincoln Center has covered its plaza.Louis Langrée, the orchestra’s music director, led the performance.Douglas Segars for The New York TimesThe concert, and other offerings in the center’s Restart Stages venture this summer, was conceived at a time when arts institutions were being especially careful to avoid attracting oversize crowds because of fears of the virus spreading. Those concerns, of course, linger.But I wish the revival, however modest, of Mostly Mozart had been more touted. In addition to crowd control, the center’s reticence might have to do with the questionable fate of the venerable festival: As my colleague Javier C. Hernández reported Tuesday in announcing the news of the center’s new artistic leader, officials there say they are still working out Mostly Mozart’s future. That’s not reassuring, especially since it was only four years ago that the center, grappling with budget woes, dissolved the Lincoln Center Festival to focus on reinventing Mostly Mozart.Despite the limited publicity, a couple hundred people, including children scampering up and sliding down the curved artificial turf walls, were already on the lawn before the performance began. As the players took their seats and started warming up with Langrée, the crowd grew even larger.On a balmy evening, a crowd gathered on the artificial turf lawn that has covered the plaza since the spring.Douglas Segars for The New York TimesLangrée spoke to the audience about how special the occasion was for the musicians — the “first time in two years that Mostly Mozart gets together again.” He announced a schedule of performances for the rest of the week, including two more pop-ups, both at 6 p.m.: On Tuesday, a performance of a Mozart duo for violin and viola accompanying two dancers from the New York City Ballet, and on Wednesday, Bach’s Brandenburg Concerto No. 3 and Mozart’s Divertimento in D (K. 136). On Friday in Damrosch Park, at 8 p.m., the full orchestra will play Mozart’s first and final symphonies.Monday’s performance was wonderful; hearing the music in that space amid grateful New Yorkers was inspiring. The musicians, who played splendidly, were visibly moved.In the “Gran Partita” Serenade, Mozart achieves an uncanny blend of breeziness and grandeur. The music seems genial and sunny, yet is also intricate and complex, almost epic: The piece has seven movements and lasts some 45 minutes. The scoring is heftier than was typical of wind serenades at the time. Along with the standard two bassoons and two oboes, two clarinets are fortified by two basset horns (a deeper alto clarinet); two French horns are doubled to four; and a string bass brings added depth.The ensemble will give a series of performances this week at the center.Douglas Segars for The New York TimesSubtle amplification allowed intricate details to come through beautifully. Langrée and the players — determined, it seemed, to draw in listeners — played whole stretches with mellow sound and soft-spoken grace, especially in the sublime slow movement. Yet the feistier episodes were full-bodied and exciting. The concluding rondo was exceptionally rousing.It was gratifying to see how many people who might not have anticipated hearing this performance wound up standing near the players or sitting on the lawn, listening closely, including mothers swaying to the music with babies in their arms. Mostly Mozart is back, for the time being, even if many music lovers in New York didn’t know it.Mostly Mozart Festival OrchestraEvents this week listed at mostlymozartmusicians.com. More