Naxos attempts to break into the teenage hipster market

[Kullervo]

From Sequenza21:

Naxos has a spate of exciting releases coming out, including recordings of works by Carter, Wuorinen, Coates, and Hersch, all of which will be covered in subsequent columns. Today's posting focuses on their recently released new music sampler.



Want to familiarize yourself or your loved ones with modern classical music, but not sure where to begin? Sonic Rebellion, a compilation of excerpts from Naxos recordings, is an excellent single disc starter kit. The CD features composers in most of the main stylistic idioms prevalent in recent times: modernism, minimalism, aleatory, neo-romanticism, and even electronic music. Naxos is to be applauded for selecting a nice balance of compositions — both watershed works as well as several pieces that aren't by the "usual suspects."

Highlights include Conlon Nancarrow's Toccata for Violin and Player Piano, a lively piece featuring rhythmically complex music that doesn't take itself too seriously. At the other end of the spectrum is Krysztof Penderecki's moving string orchestra piece Threnody for the Victims of Hiroshima, which employs clusters of sounds in a pileup of dissonances, signifying a long woe-filled keening. Jorgen Plaetner's Beta bridges the gap between avant-garde electronic compositions and popular electronica. A portion of Charles Wuorinen's Second String Quartet asserts the enduring vitality both of modernist post-tonality and the traditional chamber music milieu.

Of course, the bits and pieces here are not enough to give a thorough grounding in the music of our time. Hopefully, the CD will inspire listeners to dig further, in the process gaining greater appreciation for the abundant and diverse riches available in contemporary concert music.

———

Nothing against the composers listed, but I think this is a really terrible idea. For one, the title is SONIC REBELLION. Rebellion against what? Collin Rae, the maker of the compilation seems to display a shallow understanding of music, as evidenced by his response to my calling the idea "pandering".

"Pandering becuase it was created and curated by an ex-post punk for others of that ilk? Seriously, this was a project I put together to help inspire kids, young people, ANYONE outside of the classical world to look at this music not as " intimidating exclusionary classical music" but as modern sound and composition. I mean who can't hear Penderecki in Merzbow? The common ground that Cluster, Cage, Glass, Bertoia and Stereolab tread upon? I'm willing to bet my mohawk is way taller than yours = )"

I wonder what monkey let this guy handle marketing?

[Don]

From Sequenza21:

Naxos has a spate of exciting releases coming out, including recordings of works by Carter, Wuorinen, Coates, and Hersch, all of which will be covered in subsequent columns. Today's posting focuses on their recently released new music sampler.



Want to familiarize yourself or your loved ones with modern classical music, but not sure where to begin? Sonic Rebellion, a compilation of excerpts from Naxos recordings, is an excellent single disc starter kit. The CD features composers in most of the main stylistic idioms prevalent in recent times: modernism, minimalism, aleatory, neo-romanticism, and even electronic music. Naxos is to be applauded for selecting a nice balance of compositions — both watershed works as well as several pieces that aren't by the "usual suspects."

Highlights include Conlon Nancarrow's Toccata for Violin and Player Piano, a lively piece featuring rhythmically complex music that doesn't take itself too seriously. At the other end of the spectrum is Krysztof Penderecki's moving string orchestra piece Threnody for the Victims of Hiroshima, which employs clusters of sounds in a pileup of dissonances, signifying a long woe-filled keening. Jorgen Plaetner's Beta bridges the gap between avant-garde electronic compositions and popular electronica. A portion of Charles Wuorinen's Second String Quartet asserts the enduring vitality both of modernist post-tonality and the traditional chamber music milieu.

Of course, the bits and pieces here are not enough to give a thorough grounding in the music of our time. Hopefully, the CD will inspire listeners to dig further, in the process gaining greater appreciation for the abundant and diverse riches available in contemporary concert music.

———

Nothing against the composers listed, but I think this is a really terrible idea.

I don't have any problem with it.  We'll see how well the disc sells.

[(poco) Sforzando]

I always thought old Elliott was a secret teenage hipster.

[Kullervo]

I don't have any problem with it.  We'll see how well the disc sells.

I don't think it will sell very well, for one major reason: The title and album art itself are turn-offs. The people that they are marketing this to will no doubt see it as a pale attempt to be "cool". The color scheme makes it look like a pop-punk album.

[Kullervo]

   

[MN Dave]

http://www.good-music-guide.com/community/index.php/topic,3922.0.html

[Kullervo]

http://www.good-music-guide.com/community/index.php/topic,3922.0.html

Ah, one step ahead Mr. Poster Formerly Known as Sound Sponge.

[techniquest]

You'd have thought that Naxos would have learned the lesson with the 'Sven Goran Eriksson Classical Collection'...
I am all for promoting 'classical' music to young people, but no matter what the marketing man says, this is pandering - big time! The young people that might be attracted by the trancey / hip-hop cover art are not going to conned into buying anything that bears the word 'classical', unless they are already classical buffs who are desperate to be trendy and have a CD they can walk down the street with that looks as though it might have some cred. Or female college students studying cello   Come on, who else would wear a badge that says 'Nono' or 'Crumb' ?
Sadly there is no such thing as 'classical trance' as a genre, so they won't even buy it by mistake.
What the marketing whiz seemes to have overlooked is that very few of his intended audience will ever see "Sonic Rebellion" as it will be lost in the Naxos section of the Classical department, a shadowy corner of HMV that no self-respecting hoody would ever venture towards unless it happens to be placed next to the 'Urban' department (which usually it ain't).

[BachQ]

I think the CD is a great idea, as is the title, SONIC REBELLION .........

[Kullervo]

You'd have thought that Naxos would have learned the lesson with the 'Sven Goran Eriksson Classical Collection'...
I am all for promoting 'classical' music to young people, but no matter what the marketing man says, this is pandering - big time! The young people that might be attracted by the trancey / hip-hop cover art are not going to conned into buying anything that bears the word 'classical', unless they are already classical buffs who are desperate to be trendy and have a CD they can walk down the street with that looks as though it might have some cred. Or female college students studying cello  Come on, who else would wear a badge that says 'Nono' or 'Crumb' ?
Sadly there is no such thing as 'classical trance' as a genre, so they won't even buy it by mistake.
What the marketing whiz seemes to have overlooked is that very few of his intended audience will ever see "Sonic Rebellion" as it will be lost in the Naxos section of the Classical department, a shadowy corner of HMV that no self-respecting hoody would ever venture towards unless it happens to be placed next to the 'Urban' department (which usually it ain't).

Nail on the head.

[Don]

I don't think it will sell very well,

You may well be correct, but what's the harm?

[MN Dave]

I'm too lazy to look but I think it's around $3.99.

[Don]

I'm too lazy to look but I think it's around $3.99.

Even lower - $3.49.  Definitely not costly enough to bother bitching about.

[Kullervo]

Even lower - $3.49.  Definitely not costly enough to bother bitching about.

I guess you're right, but does it come with John Cage pins at that price?

[Don]

I guess you're right, but does it come with John Cage pins at that price?

If you want the pins, you gotta pay the extra freight.

[gomro]

Probably not gonna work -- didn't the entire Catalyst label try the same sort of "edgy," "alternative" approach? -- but nothing's lost by the effort. And if somebody does start exploring art music as a result, so much the better.

[Don]

What the marketing whiz seemes to have overlooked is that very few of his intended audience will ever see "Sonic Rebellion" as it will be lost in the Naxos section of the Classical department, a shadowy corner of HMV that no self-respecting hoody would ever venture towards unless it happens to be placed next to the 'Urban' department (which usually it ain't).

At least you have access to a Naxos section - there's no such thing in Albuquerque.  Borders once had a Naxos section but decided to dump it when classical sales fell a few years ago.

[Kullervo]

We had a Naxos section when I worked at Tower, it was nice. 

[gomro]

At least you have access to a Naxos section - there's no such thing in Albuquerque.  Borders once had a Naxos section but decided to dump it when classical sales fell a few years ago.

Yah, all we have in Charleston West Virginia is a FYE, and their classical section is not only tiny, it's totally disorganized. Not even in alphabetical order.  For all I know, Sonic Rebellion may be in that undifferentiated heap, but no one at all will ever find it.   I haven't noticed the same sort of disregard in the rock, metal, country or urban sections. Even the soundtracks are organized by title.  A sad testament to what sells and what doesn't, at least in Charleston West Virginia.

[BachQ]

Even lower - $3.49.  Definitely not costly enough to bother bitching about.

After deducting the free shipping ($2.99), the net cost becomes $0.50 .........