Can modernizing classical music attract new audiences?

The (R)evolution of Steve Jobs, a new work debuting this month at the Santa Fe Opera, combines classical music and modern themes. Could that approach attract new fans to the genre elsewhere?

Take a look at your city’s entertainment listing page. Could you find a listing for a classical music event? Why do you think that music that has been around for centuries can’t be found? Could it be that this musical genre is consider dated, old, and boring? Would modernizing classical music bring it to more people’s attention?

I’m willing to bet that the big name concerts are splashed all over the advertisements. More importantly, everyone knows that Metallica, Bruno Mars, and Lady Gaga have national tours. Weekly box office reports are on many newscasts. But, what about the new programming from the local philharmonic or a debut of a new opera? Does that entertainment news get buried in the newsfeed?

Unfortunately, classical music, like opera, symphonies and even jazz, is often overlooked by the mainstream concert-going public. True, some more established, often older, audiences attend these performances regularly. But, the younger crowds could overlook the more traditional music forms. Unless, these classic music pieces have a modern twist.

Debuting this month, the Santa Fe Opera presents The (R)evolution of Steve Jobs. This libretto chronicles the life and influences of the Apple guru. Unlike the sweeping, robust operas of Wagner or Puccini, this modern version includes electronic guitar intertwined with the orchestration. By combining the modern and the classical, the opera hopes to capture the impact that its subject had on today’s technological landscape.

An opera about the incomparable Steve Jobs is a perfect example of modernizing classical music. Young and old are intrigued by Steve Jobs and his legacy. People would attend the opera just because of the subject matter. The hope is to bring the unlikely operagoer to the musical experience, impress them thoroughly, and engage them enough for them to return to another opera performance.

Since the opera has yet to debut, the theory regarding this particular performance is untested. But, other venues are taking a similar approach. Dr. Phillips Center in Orlando schedules several symphony/movie performances during the season. These performances have the Orlando Philharmonic playing the musical score live during the movie.

The Dr. Phillips Center has had success with this type of programming. Previous performances of  Harry Potter movies have sold out. Hundreds of Potter fans, both young and old, attend these performances. Later in 2018, Dr. Phillips Center will be performing La La Land, Star Wars: A New Hope and Harry Potter and the Chamber of Secrets.

Younger audiences are drawn to the popular movies that they love. Once they see the real, grand orchestration live, they can better appreciate the art form. While they may still choose Metallica over Mozart, they may be more accepting of the different music form.

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So, can modernizing classical music themes bring new audiences to the theater? Anything that keeps the theater and musical community creating, performing and inspiring audiences is a good thing for everyone.