Music Lessons and Digital Engagement: Trautmann Talks Classical Trends
Classical music may have a rich history, but that doesn't mean it can't keep up with modern times, according to Clemens Trautmann, Head of Label at Deutsche Grammophon. In an interview with the German Press Agency, Trautmann acknowledged that the music industry might struggle to make up for missed music lessons in schools. However, he insisted that digital platforms, like YouTube Shorts, offer a promising avenue for reaching younger audiences.
Established in 1898 in Hanover, Deutsche Grammophon is a classic music label that's part of the Universal Music Group. Since moving its headquarters to Berlin in 2002, the label has been consistently innovating ways to connect with diverse audiences, bridging the gap left by traditional music education.
Online, classical music is more accessible than ever before. Youtube Shorts and similar platforms enable listeners to discover new tracks, songs, and symphonies with just a few clicks. This digital revolution has made it possible for fans to engage with conductors like Abbado and Bernstein, who regularly trend on the platform with millions of hits.
Collaborations with Hollywood, such as "Maestro" by Bradley Cooper and "Tar" with Cate Blanchett, help attract a wider audience to the genre. Icons of the classical music scene, such as Anne-Sophie Mutter and Daniel Barenboim, are still significant players. However, as Trautmann points out, streaming platforms like YouTube now make it easier than ever before to explore new artists and composers.
Trautmann observes that in the hectic, noisy world we live in, classical music serves an essential purpose. Artists like Mozart, Beethoven, and Bach offer solace to modern listeners through their timeless works. Furthermore, classical music's international, diverse community of artists helps promote a sense of understanding and unity across geographical and political boundaries.
As a mark of its 125th anniversary, Deutsche Grammophon hosts a series of concerts featuring celebrated musicians. The Konzerthausorchester will perform under its new conductor Joana Mallwitz in Berlin. Icelandic pianist Víkingur Ólafsson will present his rendition of Bach's "Goldberg Variations" in Seoul, while conductor Yannick Nézet-Séguin and the Philadelphia Orchestra are scheduled to perform in Philadelphia.
Deutsche Grammophon's Digital Strategies for Engaging Younger Audiences
While specific details about Trautmann's use of YouTube Shorts are not provided in the original text, we can infer some of the label's strategies from other sources:
- Official Audio and Video Content: Deutsche Grammophon offers a wealth of official audio and video content on platforms like YouTube, showcasing prominent artists and lesser-known talents alike.
- Educational Content: They offer educational content, teaching audiences about the history and context of classical pieces, while providing introductions to famous composers and tutorials on how to appreciate and understand classical music.
- Promotion of Emerging Artists: By spotlighting upcoming artists, the label is constantly reinventing and invigorating the genre for younger audiences.
- Cross-Platform Engagement: Through social media campaigns, collaborations with influencers, and interactive content, Deutsche Grammophon seeks to encourage sharing and engagement from younger audiences across all platforms.
- Collaborations and Partnerships: They partner with other organizations and artists to create engaging, immersive content, solidifying their position as a leader in the classical music industry.
