A Guy Named George – Part 4: Secrets Hidden in the Royal College of Music

rcm-atmosphericA series of blog posts about George Grove – in my opinion, the greatest classical music entrepreneur and audience growth expert in the English-speaking world. If you’re just joining me, here are the other parts:

A Guy Named George – Part 1: The Book That Changed My Life

A Guy Named George – Part 2: The Man Who Changed My Life

A Guy Named George – Part 3: The Engineer Who Stole Classical Music Back From the Boring People?

If you’ve been following along with the previous posts then you’ll know I’d ended up in London in April 2016 trying to work out the secret of George Grove’s success in the classical music field. In the last post, I described how looking at George’s biography and a bit of sleuthing around Wikipedia led to the astonishing conclusion that Grove – a non-musician, from a working class background, running a series of concerts with an (arguably) second-rate orchestra with the same conductor every week, performing for an audience so unsophisticated it didn’t even know to sit down while the music was playing – was able to out-perform his more sophisticated rivals, the Philharmonia Societies (the Royal and the New).

I was madly curious to know what actually happened at these concerts of his in the Crystal Palace and for that, the internet wasn’t helping so much. So there was only one place to go – the closest thing that you could call a “home” for George Grove in London – The Royal College of Music, still regarded as one of England’s best music schoools.

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The Royal College of Music, defying being photographed in the London midday sun.

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I had lined up a chat a few weeks before with Dr Peter Horton, who works in the RCM library. He was amazingly helpful, and a fount of knowledge on all things to do with concerts in the 19th century. I know musicologists and researchers are probably used to these sorts of things, but as a lay person completely new to any sort of historical sleuthing, being able to chat to people who are full of knowledge and stories about a past era is nothing short of astounding.

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Down the Library corridor …
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The beautiful stained-glass windows of the RCM library.

After our discussion, I got to visit the Reading Room of the library. This itself, was a powerful experience. Because as well as being a charming old-school academic reading room right there, sitting on top of a bookshelf overlooking the reading tables – was Grove himself.

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The Grove bust, just sitting there on top of a bookshelf in the reading room.

It’s a slightly larger-than-live carved wooden bust (there’s a matching one in the room next door for Elgar) with no name caption – but there is no mistaking those mutton-chops. It was George and it was like he was waiting for me.

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George Grove.

I only had a few hours, so I decided to check out a couple of books on Grove and the Crystal Palace days, some of the old Crystal Palace programs and a couple of examples of Grove’s  “commonplace books”.

The commonplace books took my breath away, because I’ve never been connected with someone from the past so intimately before. To look at, a commonplace book is just a small hardbound book with blank musical staves in them. But this was more than blank sheet music – this was the equivalent of George Grove’s iPod favourites playlist. (Substitute whatever personal device you listen to your music on nowadays.)

commonplace-books

In the 19th century, when recorded music was still several decades away, what did you do if you really loved a piece of music, especially a symphony or something that required a large number of musicians? You might be lucky to hear it half a dozen times in your lifetime. And so, almost as a way of carrying the experience around, Grove had his commonplace book.

Any time Grove came across a musical idea that he particularly liked, he would make his own copy of the sheet music. Never the whole thing – you would have had to buy the sheet music for that – but maybe a theme that caught his ear. His favourites were clearly Beethoven, Mendelssohn and Schubert because they cropped up again and again. So here, for instance, is the majestic French horn opening of Schubert’s Symphony No. 9 (“The Great”). Which sounds like this for those who can’t read music.

schubert-9

I can just imagine Grove, flicking through his commonplace book, seeing that notation of the opening of the Schubert symphony and hearing the French horns firing up in his imagination. It made me wonder how many times he got to hear that symphony live in his lifetime. Did he listen extra closely every time he heard that theme, knowing that it would be several years before he’d get to ever hear it again. And, later in life, did he listen to it wondering if this would be the last time he would ever hear it?

The whole thing was utterly moving.

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And there were little quirky things – on one of the blank pages inside the commonplace book, he had written out in full the words to a hymn “Lead Kindly Light”. Why did he do that? Did he like that particular hymn tune? As a man who dug into his faith intellectually (he was a huge enthusiast for Biblical archaeology when he wasn’t doing music) but struggled with doubts, were these words a comfort for him? We’ll never know 100%, but it was fascinating.

And then on to the programme notes:

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I love the warning at the bottom – clearly this was an audience that was used to tromping in and out of things, regardless of what was happening on stage.

Very quickly I found out something amazing about these programme booklets. They weren’t just a random copy of the printed programs that had been kept for posterity. These were Grove’s own copies of the booklets. Flick through half a dozen of them and you’d find his familiar handwriting (and the ink of his fountain-pen or whatever pencil he had to hand, still just as dark and clear today as it was 150 years ago) scattered throughout. Holding it, you could just see him sitting in the Crystal Palace listening to the orchestra playing. He would think of a random idea, or perhaps something that he could have said differently in his notes, whip out his pen, and jot down his thoughts. That night, he’d add the program to his growing collection of the little booklets that were the trademark of that concert series.

But the really jaw-dropping fact emerged soon after I started checking out the second page of the programmes – the list of works that were to be performed at each concert. Suddenly, the penny dropped for me; I realised how he had gotten the crowds and grown his audiences. Look at this program – it’s a typical Crystal Palace Saturday afternoon concert program:

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Beginning and ending with exciting crowd-pleasing overtures, interspersed with lots of short songs and popular opera arias, and the only major work is the Beethoven Violin Concerto. A concert cleverly designed for newbies and classical music fans at the same time.

There were many, many concerts that had this sort of format – they would start with an overture (the opening music, if you like) from a ballet or operetta that was popular at the time. Then there would be a curious 5-minute interval. (Only 10 minutes into the concert!). Then after that a long classical work, like a piano concerto or symphony by Beethoven. Then a couple of singers would appear to do a number of popular arias from operas and others songs that are now long since out of popular rotation. There would be another 5 minute break and then one more final overture, followed by a bit of organ music for the next half hour while you got a chance to walk around (or “promenade” as they called it back then).

For those who aren’t used to classical concerts, let me say right now: this is completely different from how we do concerts today. This is the equivalent of starting a concert with 10 minutes of John Williams’ music from Star Wars VII, playing a major classical work, bringing out some singers to do a bit of popular musical theatre, and then finishing with some all-guns-blazing piece of crowd-pleasing orchestral action – like Thomas Bergersen, for instance. (If you’re sceptical, just listen to the last couple of minutes of that Sullivan “In Memoriam” overture that ends the concert. Totally designed to have the crowd roaring on their feet.)

But lest you think the Crystal Palace just sounds like a glorified 19th century André Rieu concert, flicking through the programme notes, we see that in the middle part, where they did the serious music, they were pretty determined to turn the audience into classical music nerds. They’d play the whole work, and Grove’s notes were thorough and methodical. He didn’t hold back from explaining key changes, sonata form structure and the other nerdy stuff. His language was enthusiastic and he was aiming at the lay-person, but he was determined that the lay-person could learn to love this music at the same level as the music nerds.

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George Grove having an enthusiastic gush (albeit a musically technical one) about how awesome he finds the Beethoven Violin Concerto. “An art which no one ever possesses, and perhaps no one ever will possess, as he did.”

In short, Grove was putting on a show that attempted to both please the crowds and yet make them more sophisticated at the same time. In short, the whole thing was built around the audience and it was designed to be fun. The dirty little secret of the Crystal Palace and their audience growth was finally out. The reason it took off was because they were giving the audience a good time. No wonder the poor old Royal Philharmonic Society couldn’t compete!

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Now in the 1860s, Grove can get away with putting two major works in the concerts – Mendelssohn’s “Reformation” Symphony and Beethoven’s E Flat Major Piano Concerto (which, interestingly enough, is not nicknamed the “Emperor” Concerto, as we would do today). But the program is still padded out with lighter, crowd-pleasers.

And clearly it worked. I looked through programs from the 1850s and then some from the 1860s and in a decade, the noticeable change was that the concerts had moved from having one lengthy major work to having two a decade later. (So an 1860s Crystal Palace would still start with light fluff, end with light fluff and have light fluff in the middle, but it might contain a concerto and a symphony mixed in the middle somewhere.)

I can’t prove this without doing a lot more research, but the evidence points to Grove’s “audience-first” approach starting to pay off. It took time, but gradually, his audience was getting a longer attention span and growing in sophistication.

Next time in this series on George Grove, in my final post on him, I’ll cover off why I think his influence died out, and what we can learn from him in the 21st century.

A Guy Named George – Part 3: The Engineer Who Stole Classical Music Back From the Boring People?

A series of blog posts about George Grove – in my opinion, the greatest classical music entrepreneur and audience growth expert in the English-speaking world. If you’re just joining us:

A Guy Named George – Part 1

A Guy Named George – Part 2

One of the great things about reading history is that, if a historian is a particularly good writer, a window can open on the past, and the people and situations start to rise off the page and you can picture them and understand them. But then there are other times, where the writer just doesn’t tell you what you’re burning to know. Or he or she might write about something that’s exciting to you in such a dry style that you just can’t grasp the excitement.

This is what I felt when I was reading the only biography of George Grove that I could get my hands on – George Grove by Percy Young.

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Percy Young’s rather dry take on a most un-dry person …

While the book was certainly comprehensive in giving me an overview of George’s life (I slogged through it a few years ago), it never seemed to capture the feeling of Grove himself. From all accounts I’ve read of the man, he was simultaneously one of the most hard-working but also personable people that you could meet. And it’s that open generosity and enthusiasm that comes through in Grove’s writing, but not so much in Young’s prose.

In other words, I believe it was George’s love of music combined with his love of people that made him so determined to connect one with the other. This is what marked him out (and still marks him out, in many ways) from the other musicians and musicologists of his day. Other people were just in it for the music. But George wanted to get it to the people.

Don’t get me wrong –  Young talks about all this stuff in his book, but more with the understatement of an academic, rather than an enthusiastic story-teller.

But I started skimming over the book again on my way to London in April, so that I could come across at least somewhat knowledgeable about Grove and his activities when I visited the Royal College of Music. I did find lots of useful information on why Grove explained music the way he did, and how his background shaped his approach to music. But one thing eluded me and wasn’t really covered in the book: namely, the competitive landscape of the classical music industry in that day.

The Crystal Palace

It’s well documented that in the 1850s, the Crystal Palace opened and that by 1855, George Grove (who was on the committee that put on events in the Palace) had organised having an orchestra. Which then proceeded to play there every Saturday for seven months of the year for the next 50 years.

But what I wasn’t sure about was this: was this just one of many orchestras? (After all, we know that London has many orchestras nowadays, London Symphony Orchestra, the London Philharmonic, the Philharmonia, the BBC Symphony, etc.) Was the Crystal Palace all that special? Was classical music popular in general and Grove was just famous for his dictionary and program notes?

In the end, to get a better feel for the landscape, I started to make a timeline, trying to work out where all the other orchestras fit into the Grove landscape. What I discovered was jaw-dropping.

All the major orchestras that we think of today when we think of London orchestras -almost none of them were there in Grove’s day. London Symphony, BBC Symphony, London Philharmonic – none of them were in existence. They all cropped up in the first 50 years of the 20th century.

So who was doing classical music in the 1800s? Well, not many people, actually. When Grove was a boy (he was born in 1820, son of a butcher, so he wasn’t from the upper class), it appears that the main place people went for live music was to concerts put on by a few choral societies that got together to perform choral music (with an awful lot of Handel’s Messiah, which seemed to have hit the sweet spot of being very musical and very religious, thus ensuring its success).

The Royal Philharmonic Society

But with regards to orchestra music, there doesn’t appear to have been very much. The most famous organisation that was doing anything along these lines was The Royal Philharmonic Society (which, incredibly, is still in existence). The RPS was set up by a bunch of professional musicians, most of whom had trained in Europe and its aim was to perform serious classical music. The RPS website puts it like this:

The aims of the fledgling Philharmonic Society were ‘to promote the performance, in the most perfect manner possible, of the best and most approved instrumental music’ and to ‘encourage an appreciation by the public in the art of music’. This was at a time when most concerts consisted of a hotch potch of vocal tit-bits and virtuoso show pieces. The Philharmonic Society was determined to make a case for serious symphonic and chamber music, ‘that species of music which called forth the efforts and displayed the genius of the greatest masters.’ And these ‘masters’ were the living European composers of the time, BeethovenCherubini and Carl Maria von Weber.

I would need to do some more research on this (if I ever get a chance to go back to London, one thing I’m going to do is try to chase up some of the concert listings for the RPS and find out what their concerts were like). But what it sounds like, quite simply, is that it was music for serious classical music nerds. They were expensive, they were bringing out the biggest name composers and unlike these other concerts which were a “hotch potch of vocal tit-bits and virtuoso show pieces”, they were quite clearly designed to be serious.

One other quote from the RPS website bears quoting:

It represented a new spirit of egalitarianism, attracting an audience unified in ‘one great object: the love of their art.’ It was noted by the press that this commitment made them an impressive audience: ‘silence and attention are preserved during the whole performance’, an uncommon phenomenon at the time.

In short, if this report is to be believed, the RPS concerts were the forefather of our modern concert experience. The audience comes in, sits down in mostly perfect silence and attention, and listens to a concert experience that is deliberately devoid of any kind of crowd-pleasing tricks like “vocal tit-bits” and “virtuoso show pieces”. Well-behaved, familiar with the expectations of the concert environment. But the shows were expensive.

So in 1852, a new group popped up called the New Philharmonic Society – which are so obscure nowadays they don’t even have a Wikipedia page – who started doing cheaper concerts, bigger showpieces and – almost to be a bit spiteful – they brought out Berlioz as their chief conductor for their first season. This, too, is a common thing in the world of classical music. Your orchestra is going great guns until someone brings out a bigger, flashier version (or, in the case of Australia, till an expensive visiting orchestra from Europe arrives) with a bigger-name conductor.

A Spectacular Location For Concerts

All this is very similar to the industry today. And then, in 1855, George Grove arrives on the classical music scene. If you remember, the man had been an engineer up to this point, building lighthouses and bridges, etc. But he also seemed to have been a good networker. While working on the construction of a bridge in England, he’d met some men who were helping organise events to take place in one of the newest and most spectacular buildings in London – the Crystal Palace.

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The Crystal Palace -home of a classical music revolution.

So Grove became secretary of the Crystal Palace Committee and, before too long, he was suggesting that the brass band that used to be the musical highlight of visiting the Crystal Palace should be expanded out and turned into a full orchestra. By 1855, the Crystal Palace had its own orchestra which you could hear live in rehearsal during the week and which would perform a concert every Saturday for about seven months of the year.

 

What The-?

At first glance, none of this sounds terribly unusual. You don’t have to go too far in many cities before you find a few amateur orchestras that get together to play music for people in the suburbs – at a cheaper ticket price. Was this what Grove was doing? Just giving people a cheaper ticket than you would get with the battling Philharmonic Societies back in the main part of London?

I’m not so sure. After reading Young’s book more closely, several peculiar features about the Crystal Palace concerts started to jump out.

A Working Class Audience. We know the concerts were aimed at amateurs. But Percy Young’s book says:

Thoughout its life … the Crystal Palace performed a singular service for music, and it is unlikely that any building ever did more to accustom working people to the enjoyment of music. (p. 59, emphasis mine)

Working people? When was the last time we saw working class people at a classical music concert?

An Unsophisticated Working-Class Audience. And by all accounts, the audience was pretty inexperienced in the ways of classical music. Listen to this quote:

An attempt was made politely to discipline the audience towards accepting a new-style concert behaviour. The programame contained this note: ‘Visitors are requested to keep their seats during the Performance of the Music. An interval will be allowed between the Pieces, and between the Movements of the Symphony, which can be taken advantage of by those who wish to move.’ (pp. 66-67)

I can tell you now, if you had people like that in our current concert setting, walking around and chatting during the music, the current audience would be up in freaking arms about it. We harrumph somebody just for clapping in the wrong spot – but his audience was moving around between every movement? And how different does this sound from the rapt attention and silence of the RPS audiences?

One Conductor. For the modern orchestra today, standard practice is to have a different conductor come along for every concert program. There will usually be a chief conductor, who sets the tone for the orchestra and conduct more concerts throughout the year than any other conductor, but for the most part, it’s a different guy (and it’s nearly always a guy) every week. But Grove only had one conductor at the Crystal Place, a fellow called August Manns. While the Royal Philharmonic Society made a huge ballyhoo about its latest guest conductors – “We’ve got Wagner this year!” – for nearly 50 years, the Crystal Palace got by with just the one guy.

And Grove Was More Famous Than Him. An unusual story appears about 15 years into Grove’s career at the Crystal Palace. He writes a letter to a friend in which he talks about the Crystal Palace conductor August Manns. Apparently, Manns was a bit upset. In Grove’s words: “Manns is in a terrrible state of grief owing to various remarks in the Papers recently which seem to give me more credit than is due – or rather to give him less – in reference to the Saturday concerts”. (Young p.128). Grove then goes on to ask if his friend Bennett, who was a music critic of the time, could write some nice stuff about Manns in his next notice for the newspapers.

But let’s stop and think about this for a moment. In what symphony orchestra anywhere in the world would the manager of the organsation, much less the person who writes the program notes, be considered more important than the conductor? What’s going on here?

There is ome indication that Manns may have been a bit second-rate. There’s a story told about the famous Wagnerian conductor Hans von Bülow who, “on hearing what Manns was doing to the Coriolan Overture threw the score he was following to the ground and shouted, ‘What can you expect from a bandmaster?'” (Young p. 104) But still, take a look at the typical cover of an orchestra marketing brochure and there’s a strong chance the front cover will be a photograph of the conductor. So for Grove to be seen as important to the success of the thing is almost unique in the history of classical music.

To Compete With The Crystal Palace …

But the story that almost made me fall off my chair was when I decided to research on Wikipedia where Grove fit into the eco-system of the other orchestras. As far as I could tell, in those days, the lay of the land was that you had your two Philharmonia Societies, both of them stocked up with the best musicians, the best international conductors of their day coming over from Europe and leading the charge – guys like Berlioz, Mendelssohn and Wagner. And then you’ve got Grove, with his bandmaster conductor, and his second-rate orchestra, playing concerts for – let’s be honest – 19th century cultural Philistines in a rather fancy exhibition building that’s outside the CBD.

Given that situation, you would expect therefore, that Grove and the Crystal Palace concerts would be a bit of a struggling organisation. Somewhat like an amateur musical society nowadays – they might be able to put on some of the same shows with tackier sets and costumes, but if you want to see Wicked or Phantom of the Opera performed with a great cast and amazing set designs, you go to Broadway or the West End.

But then, almost casually, on the Wikipedia page for the Royal Philharmonic Society, it is mentioned that the RPS decided, in 1869 – so after the Crystal Palace had been going for nealry 15 years – to move from the 800-seat Hanover Square Rooms to St  James’ Hall, which was larger. And then “the Society remodelled its charges to obtain a wider audience and compete with the Crystal Palace and other large venues, and introduced annotated programmes”.

So larger venues, cheaper prices, and annotated programmes – to compete with the Crystal Palace.

The Most Awesome Classical Music Story I’ve Ever Heard

Maddeningly, there is no mention of this incident in Percy Young’s book, which I find frustrating. In fact, there is almost – in a rather mystifying way – not a lot of mention of the Royal Philharmonic Society and its competition with the Crystal Palace, full stop. This means that what I’m about to say is somewhat speculative, and perhaps someone can research it more fully. But this is what it looks like:

Before Grove, classical music in London was, quite simply, only for a handful of elite people. If you were a musician, or you moved in those circles, you had the money to afford it and you knew a bit about European music, you might have come along to the Royal Philharmonic Society concerts. The fact that there were no annotated programmes for the first 50 years of its existence means that the RPS were pretty much assuming that you knew your music theory before you walked in the door, and thus were au fait with what went on at a classical music concert. (And probably dropped turns of phrase like “au fait“, for that matter.)

Then Grove comes along. He’s a civil engineer. He’s not a musician. He’s not a conductor. He’s not from that set at all. He’s an engineer from a working class background who, through sheer force of his personality and connections, gets the chance to start running his own concert series at the Crystal Palace. His audience consists of ordinary people who are completely unfamiliar with the music (after all, there were no recordings) or even just general concert etiquette.

And yet, within 15 years, the big high-brow organisations back in the main part of town are copying him. An engineer layperson has run rings around organisations that featured the most famous composers of the 19th century. That’s freaking impressive and almost unimaginable in today’s day and age. If that’s what actually happened, it is, without doubt, the most awesome story about the classical music industry I’ve ever heard.

If I understand correctly the number of concerts that the RPS performed was about a modest eight concerts a year. Whereas Grove performed every Saturday for about seven months of the year. So assume around 28 concerts a year – almost triple the performances of the RPS.

I can’t state this strongly enough, but nearly every major orchestra playing today is competing on the grounds of who can attract the best conductors and soloists to come and perform, because it is assumed (even if it’s an unspoken assumption) that this is the way to boost attendance at orchestras. But if I’ve understood the story of Grove correctly, his calibre of conductor and soloists was a lot lower than that of his competitors. And yet Grove was the one that grew the audience. What does that say about the way we’re approaching things today?

And all this was just what I could glean from looking through the one biography of Grove and having a poke around the internet. But what I couldn’t tell – and it was going to take a trip to the Royal College of Music to shed more light on it – was what actually went on at these Crystal Palace concerts? Were they just like our classical concerts, but cheaper and in a cool venue? Were Grove’s programme notes as enthusiastic in tone as his Beethoven book?

Well, my trip to the RCM did shed light on that particular subject – and totally blew my mind – but now that I’m at the 3,000 word mark, I’ll leave that for another blog post. (And for those waiting for Part 2 of the Mahler 8, that will be coming next!)