Evening star., 1948-09-26
THE SUNDAY STAR, Washington, D. c.
SUNDAY.
Business Methods Can Spare
Music Its Financial Losses

country has music DeeQ IN SuCl
demand, for even radio CONNER
cials recognize its drawing power
and sponsors are willing to pay
generously and sometimes exorbi-
tantly for it. These people have
no illusions about music as a busi-
ness and, fundamentally, it is just
that. Were 1t not, talent would
languish and no one be the wiser
as to what amount of 1t existed in
any branch.
Big Aggregations Considered.
Running a greater aggregation
of musical artists, as in an orches-
ira or an opera, is like any other
big enterprise. 1t requires the same
planning and presupposes much the
same risks. Public support may be
more variable and curtailed to a
greater degree for economical rea-
sons. but there is always a certain
number of patrons who can be
counted upon. The trouble lies not
so much with the public response
as to the business figuring.
No one, having commodities to
sell, would go year after year with
deficit. He would either examine
the cause of the loss or operate
according to his budget. He would
also figure out ways and means to
increase his patronage and interest
the public in his wares. Music is
an artistic commodity very much
desired and needed in today's man.
ner of living. Teachers, schools,
artists, managers, orchestras, opera
companies all have something to
sell This very material side has
nothing to do with the high realms
of art.
A little more business acumen
would go a long way toward pre-
serving our best musical undertake
ings. The labor and other difficult
ties and the increased cost of oper-
alton are no different from those
confronting department store
owner, a grocer, a real estate firm or
any group of professional men 4
They all have their problems of
f1uctuating patrons and high opera
tive costs. But they also spend a
great deal of time and thought in
balancing the ledgers and in adjust
ing their business campaign so as
to write in some profit, no matter
how small.
Not a Toy Of the Rich.
The times when music was a
playtning of the rich and artists,
singly or in groups, were dependent
upon whims of wealthy patrons are
past. 1t now belongs to the indi-
vidual and to the community. Mil
lions of dollars are spent annually
for music either in preparing for a
career, in promoting musical insti-
tutions or simply in patronage. This
circulation of money, with music as
a means, cannot be denied as plac-
ing it in the category of business.
The artistic side is something else
again and the natural determining
factor in the life and growth of the
art.
The honest thing to do is to &C
cept music in all it's professional
phases as a business. This should
be recognized by the concert public
independently of it's artistic salts
faction and something of a duty be
felt toward supporting it adequately
as least in the same ratio as one
supports other businesses supplying
need. And it is time that the
directors of large musical under
takings look into their books and
find out why there is a deficit.
There is no reason in the world to
say that loss must be expected in
the operation of an opera company
or a symphony orchestra. Ask any
businessman and he will agree.
The very life and progress Of the
art from now on will require clear
financial Judgment if 1t is not to
fall by the wayside.