Tom Service, a classical music critic, has criticised the tendency of classical music institutions to mimic pop culture in an attempt to stay relevant. He argues that classical music's demand for focused attention is both its strength and its weakness in an era of short attention spans and algorithmic content. Service warns against gimmicks like visuals, apps, and short excerpts, which he says patronise audiences by pretending classical is 'just like pop'.
Instead, he points to innovative projects such as the Barokksolistene's Alehouse Sessions, the London Symphony Orchestra's Half-Six Fix, and the newly launched Classical Mondays at Ronnie Scott's in London. These initiatives, he suggests, offer a more authentic way to connect classical music with modern listening habits without sacrificing its integrity.
Service also highlights the importance of giving classical music time and attention, quoting John Cage's advice to extend listening periods to discover depth. He notes that the recent Winter Olympics opening ceremony in Italy featured giant heads of Rossini, Puccini, and Verdi dancing to Euro-disco, but argues that Rossini's own music already contains disco-like rhythms, as heard in his Petite Messe Solonelle.
Ultimately, Service calls for classical music to embrace its unique qualities rather than apologise for them, asserting that it remains 'not boring at all' when given the chance.
