Some tricks too cheap for the New York Philharmonic.

The New York Philharmonic has sued the rock group Cheap Trick because the latter listed the former in the liner notes of its 40th Anniversary album. This sort of attitude and action is reflective of an old way of thinking that provides no meaningful benefit to the New York Philharmonic and threatens its future success as it limits opportunity and harms the organization’s public image. Let me explain.

A few weeks ago, I wrote a bit about how the classical music world might do well to relax a bit, give up some control, and see where the natural momentum takes things. In the new world of information and interaction that is epitomized (but not solely defined) by the social web, organizations that try to hold on to old ways of doing things, and maintain their indomitable institutional perspective will be those that crumble under their own weight. This old way of doing business is too expensive to maintain in today’s competitive marketplace, and is unresponsive to consumer sentiment and demand. Furthermore, the attitudes and actions that most clearly reflect this industrial revolution-style institutional attitude are becoming increasingly unpopular with the public. As a result, an organization like the New York Philharmonic takes a public relations hit in addition to the economic cost of paying attorneys by pursuing such action as they have against Cheap Trick.

One has to wonder, What benefit could the New York Philharmonic possibly gain from suing Cheap Trick for erroneously listing the orchestra in its liner notes? Cheap Trick is not holding itself out to be an orchestra and is not competing directly for audience members or donors with the with the New York Philharmonic. Rather, it seems the Philharmonic is concerned merely with its reputation. According to the lawsuit, they are concerned that some people who read the liner notes might think “that the New York Philharmonic, or members thereof, performed on or otherwise participated in [Cheap Trick’s] record album.” Allow me to translate that into what the public hears:

The New York Philharmonic thinks that it and its members are too good for Cheap Trick and would never lower itself to that level of “music.” By extension, if you like Cheap Trick or other groups like it, the New York Philharmonic thinks it is too good for you. Furthermore, the New York Philharmonic thinks it is so far above Cheap Trick that it is worth spending money to refute even a mere suggestion that it would participate in producing such schlock (even at a time when orchestras around the world are struggling to pay their musicians’ salaries).

Does that sound like that sort of message a performing arts organization that is trying to grow its audience would/should send? Is the New York Philharmonic aware of the pervasiveness of sentiments such as those expressed in this opinion piece? The author says unequivocally: “Classical music isn’t more popular because when new people come to it they feel unwelcome.” Are they unaware that they are contributing to the potential to “weaponize” classical music?

Maybe the New York Philharmonic is not interested in expanding its audience. Maybe its strategy for long-term survival and success is to become an insular organization that serves only itself and those who are already involved. Or maybe it is simply trying to drive some revenue through Cheap Trick’s album sales. Any of those strategies come with great risk. Any organization needs to grow in order to survive long term. Those that don’t end up consuming themselves like a body starved of nutrients. Is this the path the New York Philharmonic want to take? It’s definitely a way to kill classical music.

I want to explore the problem of the New York Philharmonic’s misguided efforts at preserving its reputation, but that will have to wait for a subsequent post.

In the meantime, what do you think? Is the New York Philharmonic sending the wrong message by suing Cheap Trick?

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