In an age of greatest hits, best evers and one-and-onlys, classical music has become a lone voice of moderation in a clamour of superlatives. As an industry we’re modest to a fault, ruthlessly chopping down our tall poppies with chastening reviews and damnings with faint praise, subjecting our artists to the kind of demanding scrutiny that only comes from love and just a little bit of obsession. So while the Grammy Awards are a technicolour extravaganza (only outdone by the MTV Awards) and even the edgy Mercury Prize sprawls over front pages and column inches, it’s fitting that the annual Gramophone Awards were announced quietly last night in a Hawksmoor church in North London.
Fitting, but also frustrating. Taking place within weeks of the Classic BRIT Awards – the commercial face of classical music – the Gramophone Awards risk being obliterated by their louder rival. Voted for by critics rather than by the public (as is the case for the BBC Music Magazine Awards) or industry members (the Grammys, Classic BRITs), the Gramophone Awards are easy target for those already inclined to see classical music as a whispered conversation among the ivory-towered elite.
But while democracy in music has given us One Direction, meritocracy has given us Domingo, Monserrat Caballe, Menuhin and Glenn Gould. Classical music doesn’t need to shout, but that’s no reason why it shouldn’t.
A major change this year saw Gramophone’s individual category winners announced in advance, saving only the public-voted Artist of the Year award and the Record of the Year for the ceremony itself. This gave us several weeks to pore over the eleven winners – Jonas Kaufmann at his peak in Wagner, a vividly quirky Trittico from Antonio Pappano and the Royal Opera, the baroque glories of the Gabrieli Consort’s Venetian Coronation, bold, generous performances all – before they were obscured by the big winner. It’s a shift to a savvier, more commercially-minded approach and not before time. Only through exposure, through champions, highlights and yes, even short-cuts, can classical music reach audiences in the current digital babel.
When the Gramophone Awards were launched in the 1970s the recording industry was a simpler and smaller affair. Each week saw a fraction of the new releases we have now, with radio the only real alternative to buying records. Now, with the amount of digital content available online doubling year-on-year, and a bewildering amount of amateur as well as professional music available to us all digitally, is the very notion of expert-driven awards outmoded?
Quite the contrary. Over-exposed as we are, ears dulled by the constant demands of music in shops, restaurants, on the radio and on the internet, this is the time when we are most in need of curated listening, as Gramophone editor James Jolly explains. “It’s wonderful to live in this age of spectacular excess but every so often you just want someone who knows their stuff to choose and play you the best music.” Far from excluding new listeners, awards like these invite them to cut straight to the good stuff, to defer the learning curve until after they’ve seen what lies at the top of it.
Setting the curve in 2013 with a winning Record of the Year was Moldovan violinistPatricia Kopatchinskaja performing concertos by Bartók, Eötvös and Ligeti. It’s a wonderful result, in large part for being so unexpected. Smart money might have been on vocal winner Jonas Kaufmann, nominee Joyce DiDonato or even Gramophone’s most-awarded artist John Eliot Gardiner. A victory for Kopatchinskaja and three 20th and 21st-century concertos is a victory for grit over polish, for challenge over comfort. This young artist is not one to mince her musical words. Sacrificing beauty for emotional engagement she risks much, and to reward this daring with a win at such an early stage in her career sends a vital message to an industry of retouchers and studio edits that truth is more valuable than the loveliest of illusions.
Gramophone’s 2013 winners – Kopatchinskaja, Gardiner, trumpeter Alison Balsom, guitarist Julian Bream among them – are serious musicians. Their job is to perform to the best of their ability, to answer eloquently in interviews and choose daringly in their repertoire. Ours is to shout about the results. Classical music itself may still escape the vulgarity of hyperbole and excess that dogs the pop music industy, but if we are to have a hope of keeping it that way then we may have to risk a little vulgarity ourselves in promoting it. I’m holding out for a Gramophone Awards ceremony with elephants, Rhinemaidens and a chorus of thousands – after all, it’s what Verdi, Wagner and Mahler would have wanted.