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The ultimate seduction: revisiting the case of Wagner

Wagner aimed to overthrow 19th-century silliness and replace it with a new "music drama".

Still revered and reviled, misunderstood and misappropriated, Richard Wagner was born 200 years ago, on 22 May 1813. Most people agree that Wagner is not like other composers. His music seems to reach parts that other music doesn’t reach, something “outside the province of reason”, as his biographer Curt von Westernhagen put it. Wagner’s music exerts an irrational hold over people of wildly diverging tastes and philosophies, including many who aren’t otherwise particularly interested in music at all.

Thanks to Wagner, my own musical education (still very incomplete) has been back to front. It started with Wagner, from where I’ve had to travel through musical history in reverse. Having immersed myself in the life and work of a great revolutionary, only later did I explore the classical tradition that Wagner vigorously challenged and permanently altered.

A chance conversation with a friend at university led me to sign up for a course called “Wagner and German History”. My logic was simple and ignoble. Given the choice between a year of saturation-level research on the Black Death or spending my afternoons “studying” by lying down listening to opera, Wagner won hands down. The first Wagner lecture proved I’d been even luckier than I thought. Our professor, Tim Blanning, closed the blinds and played us a recording of the Prelude of Lohengrin. I was hooked. Most proper addictions have to be worked at. Wagner got into my bloodstream instantly.

Wagner is an unusually interesting composer; he has always been a “case” rather than just an artist. First, sadly but inevitably, there is the unavoidable if wildly overstated issue of his influence on Hitler and his misappropriation by the Nazis.

Secondly, Wagner did much to reposition and advance the status of the artist in the 19th century. It is hard to imagine a more complete triumph for a composer than the building of an entirely new type of theatre, the Festspielhaus in Bayreuth, to make certain that his masterwork (The Ring) was staged in an appropriate environment. Wagner was an inverse outsourcer: he craved, and ultimately achieved, complete control. (He might have admired the sentence that ended Prince’s album sleeves from the 1980s: “All songs produced, arranged, composed and performed by Prince”.)

The scale of Wagner’s struggle and ingenuity is remarkable by any standards. In his twenties, he had failed to establish himself in Paris, the centre of the operatic world. He then endured decades of poverty, debt and exile, constantly struggling to secure performances of his work. Wagner’s ultimate triumph was all the more complete because it was on his own terms. He didn’t just break the rules, he invented a whole new game – the apotheosis of Romantic self-belief.

Thirdly, Wagner talked and wrote incessantly. He left a vast resource of books, articles, letters and diaries. The collected edition of his writing, excluding letters, runs to 16 volumes. It is often said that more books have been written about Wagner than anyone except Jesus Christ and Napoleon. That is untrue, but Wagner certainly made impressive efforts to get the ball rolling himself.

His second wife, Cosima, wrote a diary of extraordinary detail, earnestness and, sometimes, vile prejudice. At university, my fellow students developed a satirical, mock-Wagnerian short-hand, echoing Cosima’s obsession with her husband’s health, habits and opinions. “R has a slight cold,” we would parody, “western civilisation depends on his instant recovery.”

Yet taken together, the vast collected record of Wagner’s theories and opinions adds a further dimension to his career: the relationship between his own creative output and his artistic theorising. Wagner’s manifesto was epic in ambition as well as volume. He argued that the status of art, having reached a pinnacle in ancient Greece, had collapsed to new depths with the bourgeois vulgarity and silliness of much 19th-century opera. It needed to be overthrown. In its place, the artist of the future (ie Wagner) would bring together the techniques of Beethoven and Shakespeare into a single form called “music drama”.

For theory and practice to run in parallel within a single career is, unsurprisingly, more common among writers than composers. Tom Wolfe, for instance, has written didactically about what modern novels ought to be like, the themes they should address, even the process by which they should be written. “It is necessary to have a theory in life,” he has said, “to write well in fiction or non-fiction.” Such certainty suggests that Wolfe is driven by the desire to prove himself right, for the novelist to vindicate the critic.

But isn’t it beneath an artist constantly to be explaining what he is doing – or what he thinks he is doing – or, more cynically, what he wants to be thought to be doing as he goes along? Can we trust an artist who is also a critic? “An artist is usually a damned liar,” D H Lawrence once declared, “but his art, if it be art, will tell you the truth.”

Wagner’s theoretical musings provided Friedrich Nietzsche with the stick he used to beat Wagner in his sparkling attack, The Case of Wagner. Nietzsche had once been an ardent Wagnerian and a friend of the composer.

The Case of Wagner will reward readers who love Wagner as well as those who dislike his music, even those who are entirely indifferent. One of its pleasures, undoubtedly, is its cruel wit and ad hominem attacks. But Nietzsche’s arguments will bring a halfsmile of recognition even to the most dedicated Wagnerian. Even if they disagree with the verdict, it is hard not to enjoy the brilliance with which Nietzsche sets out the anti-Wagnerian case (especially if you have ploughed through volumes of Wagner’s turgid prose).

Here is Nietzsche’s acid summary of Wagner’s voluminous theorising:

Everything Wagner can not do is reprehensible.

There is much else Wagner could do: but he doesn’t want to . . .

Everything Wagner can do, nobody will be able to do after him, nobody has done before him, nobody shall do after him. –
Wagner is divine.

Not every music so far has required a literature: one ought to look for a sufficient reason here. Is it that that Wagner’s music is too difficult to understand? Or is he afraid of the opposite, that it might be understood too easily – that one will not
find it difficult enough to understand? 

Wagner required literature to persuade the world to take his music seriously, to take it as profound.

In reply to Wagner’s virulent critique of conventional operatic style, with its pretty arias and ensembles, Nietzsche made the devastating rejoinder: “A bold habit accompanied Wagner through his whole life: he posits a principle where he lacks a capacity.”

But Wagner’s theories have their intellectual advocates, too. The view that we ought to take Wagner’s artistic and philosophical ideas seriously – the case against The Case of Wagner, if you like – has been superbly taken up by the philosopher and memoirist Bryan Magee in two books, Aspects of Wagner and Wagner and Philosophy. Both are enjoyable and insightful. I can’t, however, completely go along with Magee’s attempt to resuscitate Wagner as a thinker. Instead, I wonder whether Wagner’s incessant theorising was mostly a device for cajoling his own musical and dramatic creativity.

I found myself thinking of Wagner when I read Nassim Nicholas Taleb’s recent book Antifragile. Taleb is best known for his work on finance but he writes just as astutely about the creative temperament. Taleb is brutally bossy: writers should not write too much journalism, they should not hold academic posts, they ought to pursue total independence and gentlemanly autonomy, they must resist any suggestion of professional dutifulness.

With the exception of his solvency, which Wagner would scarcely have recognised, Taleb is thoroughly Wagnerian. But Taleb is not only writing for the reader, I suspect he is setting out a manifesto for his own purposes. His attacks on others are actually a means of reinforcing his commitment to his position, like an adventurer who deliberately blocks off his escape routes. Theory becomes a means of artistic self-bullying. Taleb’s fights with the wider world are partly driven by the desire to make life more difficult for himself, and so, he hopes, more artistically rewarding.

The same reasoning, I think, applies to Wagner’s theories. They are another expression of his heroic personality, an example of Wagner setting an impossibly high bar for himself. He was a pessimist by conviction, in the opera critic Michael Tanner’s brilliant phrase, but an optimist by temperament.

Alongside the question of theory and practice, there is a second dimension to Nietzsche’s case against Wagner. In essence, it is that he was a trickster (his contemporaries often referred to him as a “wizard” or “sorcerer”) a conjurer of false emotions:

Was Wagner a musician at all? . . . There was something else he was more: namely, an incomparable histrio [actor] . . . He became a musician, he became a poet because the tyrant within him, his actor’s genius, compelled him. Wagner was not a musician by instinct

Thomas Mann picked up a similar theme in his essay “Pro and Contra Wagner”. Mann used the term “double focus” (borrowed from Nietzsche) to describe Wagner’s gift for satisfying sophisticated needs while simultaneously gratifying more commonplace ones. The audience is merely subtly charmed, flattered, manipulated. To Mann, it was dishonest artistry.

Even those of us who love Wagner recognise a feeling of resistance, as though we might be, at least partially, being duped or seduced. We don’t entirely trust feelings even as we experience them. Murray Bail, the Australian novelist, captured this disquieting dimension, the way Wagner’s music rolls “across the audience in waves of such open seduction”. Bail added: “I had felt it necessary to put up some sort of resistance – but was pulled in anyway.”

Only occasionally has that voice of doubt been entirely absent from my own experience. Around a dozen years ago, I heard James Levine conduct Die Walküre at the Metropolitan Opera in New York. The final act is dominated by an impassioned argument between the god Wotan and his disobedient daughter, Brünnhilde.

For fear of lapsing into euphoric cliches, I will try to explain the opposite of what I felt at the end of the performance. We have all sat through Hollywood films where we know exactly whose side we are on from beginning to end. We yearn simplistically for a neat resolution of the plot, for good to defeat evil – and that is exactly what happens. But after a moment’s satisfaction, the experience recedes into emptiness, so much so that you begin to resent the candy that was dangled in front of you for the two preceding hours even though you ended up eating it.

The experience of Act III of Die Walküre that evening was as far removed from Hollywood shallowness as I am capable of imagining. Through the combination of music and drama, I had understood the complexity and, above all, the truthfulness of two characters locked in a disagreement that could not be resolved. The experience was qualitatively different from anything I’d known from watching a stage play or reading a novel. Even more revealingly, I was sure that I couldn’t fully explain it in words.

And that is why, I suspect, we are still listening to Wagner 200 years after his birth, why we continue to be drawn in, often with reservations, sometimes more completely and authentically.

Ed Smith is a columnist for the New Statesman and the author of “Luck: a Fresh Look at Fortune” (Bloomsbury, £8.99)

Ed Smith is a journalist and author, most recently of Luck. He is a former professional cricketer and played for both Middlesex and England.

This article first appeared in the 01 April 2013 issue of the New Statesman, Easter Special Issue

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The secret anti-capitalist history of McDonald’s

As a new film focuses on the real founder of McDonald’s, his grandson reveals the unlikely story behind his family’s long-lost restaurant.

One afternoon in about the year 1988, an 11-year-old boy was eating at McDonald’s with his family in the city of Manchester, New Hampshire. During the meal, he noticed a plaque on the wall bearing a man’s face and declaring him the founder of McDonald’s. These plaques were prevalent in McDonald’s restaurants across the US at the time. The face – gleaming with pride – belonged to Ray Kroc, a businessman and former travelling salesman long hailed as the creator of the fast food franchise.

Flickr/Phillip Pessar

But this wasn’t the man the young boy munching on fries expected to see. That man was in the restaurant alongside him. “I looked at my grandfather and said, ‘But I thought you were the founder?’” he recalls. “And that’s when, in the late Eighties, early Nineties, my grandfather went back on the [McDonald’s] Corporation to set the history straight.”

Jason McDonald French, now a 40-year-old registered nurse with four children, is the grandson of Dick McDonald – the real founder of McDonald’s. When he turned to his grandfather as a confused child all those years ago, he spurred him on to correct decades of misinformation about the mysterious McDonald’s history. A story now being brought to mainstream attention by a new film, The Founder.


Jason McDonald French

“They [McDonald’s Corporation] seemed to forget where the name actually did come from,” says McDonald French, speaking on the phone from his home just outside Springfield, Massachusetts.

His grandfather Dick was one half of the McDonald brothers, an entrepreneurial duo of restaurateurs who started out with a standard drive-in hotdog stand in California, 1937.

Dick's father, an Irish immigrant, worked in a shoe factory in New Hampshire. He and his brother made their success from scratch. They founded a unique burger restaurant in San Bernardino, around 50 miles east of where they had been flogging hotdogs. It would become the first McDonald’s restaurant.

Most takeout restaurants back then were drive-ins, where you would park, order food from your car, and wait for a “carhop” server to bring you your meal on a plate, with cutlery. The McDonald brothers noticed that this was a slow, disorganised process with pointless costly overheads.

So they invented fast food.

***

In 1948, they built what came to be known as the “speedy system” for a fast food kitchen from scratch. Dick was the inventor out of the two brothers - as well as the bespoke kitchen design, he came up with both the iconic giant yellow “M” and its nickname, the “Golden Arches”.

“My grandfather was an innovator, a man ahead of his time,” McDonald French tells me. “For someone who was [only] high school-educated to come up with the ideas and have the foresight to see where the food service business was going, is pretty remarkable.”


The McDonald brothers with a milkshake machine.

McDonald French is still amazed at his grandfather’s contraptions. “He was inventing machines to do this automated system, just off-the-cuff,” he recalls. “They were using heat lamps to keep food warm beforehand, before anyone had ever thought of such a thing. They customised their grills to whip the grease away to cook the burgers more efficiently. It was six-feet-long, which was just unheard of.”

Dick even custom-made ketchup and mustard dispensers – like metal fireplace bellows – to speed up the process of garnishing each burger. The brothers’ system, which also cut out waiting staff and the cost of buying and washing crockery and cutlery, brought customers hamburgers from grill to counter in 30 seconds.


The McDonald brothers as depicted in The Founder. Photo: The Founder

McDonald French recounts a story of the McDonald brothers working late into the night, drafting and redrafting a blueprint for the perfect speedy kitchen in chalk on their tennis court for hours. By 3am, when they finally had it all mapped out, they went to bed – deciding to put it all to paper the next day. The dry, desert climate of San Bernardino meant it hadn’t rained in months.

 “And, of course, it rained that night in San Bernardino – washed it all away. And they had to redo it all over again,” chuckles McDonald French.

In another hiccup when starting out, a swarm of flies attracted by the light descended on an evening event they put on to drum up interest in their restaurant, driving customers away.


An original McDonald's restaurant, as depicted in The Founder. Photo: The Founder

***

These turned out to be the least of their setbacks. As depicted in painful detail in John Lee Hancock’s film, Ray Kroc – then a milkshake machine salesman – took interest in their restaurant after they purchased six of his “multi-mixers”. It was then that the three men drew up a fateful contract. This signed Kroc as the franchising agent for McDonald’s, who was tasked with rolling out other McDonald’s restaurants (the McDonalds already had a handful of restaurants in their franchise). 

Kroc soon became frustrated at having little influence. He was bound by the McDonalds’ inflexibility and stubborn standards (they wouldn’t allow him to cut costs by purchasing powdered milkshake, for example). The film also suggests he was fed up with the lack of money he was making from the deal. In the end, he wriggled his way around the contract by setting up the property company “McDonald’s Corporation” and buying up the land on which the franchises were built.


Ray Kroc, as depicted in The Founder. Photo: The Founder

Kroc ended up buying McDonald’s in 1961, for $2.7m. He gave the brothers $1m each and agreeing to an annual royalty of half a per cent, which the McDonald family says they never received.

“My father told us about the handshake deal [for a stake in the company] and how Kroc had gone back on his word. That was very upsetting to my grandfather, and he never publicly spoke about it,” McDonald French says. “It’s probably billions of dollars. But if my grandfather was never upset about it enough to go after the Corporation, why would we?”

They lost the rights to their own name, and had to rebrand their original restaurant “The Big M”. It was soon put out of business by a McDonald’s that sprang up close by.


An original McDonald restaurant in Arizona. Photo: Flickr/George

Soon after that meal when the 11-year-old Jason saw Kroc smiling down from the plaque for the first time, he learned the true story of what had happened to his grandfather. “It’s upsetting to hear that your family member was kind of duped,” he says. “But my grandfather always had a great respect for the McDonald’s Corporation as a whole. He never badmouthed the Corporation publicly, because he just wasn’t that type of man.”

Today, McDonalds' corporate website acknowledges the McDonalds brothers as the founders of the original restaurant, and credits Kroc with expanding the franchise. The McDonald’s Corporation was not involved with the making of The Founder, which outlines this story. I have contacted it for a response to this story, but it does not wish to comment.

***

Dick McDonald’s principles jar with the modern connotations of McDonald’s – now a garish symbol of global capitalism. The film shows Dick’s attention to the quality of the food, and commitment to ethics. In one scene, he refuses a lucrative deal to advertise Coca Cola in stores. “It’s a concept that goes beyond our core beliefs,” he rants. “It’s distasteful . . . crass commercialism.”

Kroc, enraged, curses going into business with “a beatnik”.


Photo: The Founder

Dick’s grandson agrees that McDonald’s has strayed from his family’s values. He talks of his grandfather’s generosity and desire to share his wealth – the McDonald brothers gave their restaurant to its employees, and when Dick returned to New Hampshire after the sale, he used some of the money to buy new Cadillacs with air conditioning for his old friends back home.

“[McDonald’s] is definitely a symbol of capitalism, and it definitely sometimes has a negative connotation in society,” McDonald French says. “If it was still under what my grandfather had started, I imagine it would be more like In'N'Out Burger [a fast food chain in the US known for its ethical standards] is now, where they pay their employees very well, where they stick to the simple menu and the quality.”

He adds: “I don’t think it would’ve ever blossomed into this, doing salads and everything else. It would’ve stayed simple, had quality products that were great all the time.

“I believe that he [my grandfather] wasn’t too unhappy that he wasn’t involved with it anymore.”


The McDonald’s Museum, Ray Kroc’s first franchised restaurant in the chain. Photo: Wikimedia Commons

Despite his history, Dick still took his children and grandchildren to eat at McDonald’s together – “all the time” – as does Jason McDonald French with his own children now. He’s a cheeseburger enthusiast, while his seven-year-old youngest child loves the chicken nuggets. But there was always a supersize elephant in the room.

“My grandfather never really spoke of Ray Kroc,” he says. “That was always kind of a touchy subject. It wasn’t until years later that my father told us about how Kroc was not a very nice man. And it was the only one time I ever remember my grandfather talking about Kroc, when he said: ‘Boy, that guy really got me.’”

The Founder is in UK cinemas from today.

Anoosh Chakelian is senior writer at the New Statesman.