New York Music Conservatory Plays Entrepreneurial Song

Not long ago, most professional musicians lived in a world far removed from the nitty-gritty of business management, distribution and promotion¹. But today, social media, laptop production techniques and fragmented musical tastes have largely replaced the old relationship between musicians, their audiences and the marketplace, making entrepreneurial savvy² more important than ever.
A leading U.S. conservatory³ now teaches students how to create successful careers in this brave new world.
In transition
Robert Sirota, president of New York's prestigious⁴ Manhattan School of Music, takes a small break from his chores to play one of his own compositions. It's one moment of traditional musical expression in a conservatory that recognizes that the music industry is in major transition.
VOA - A. Phillips
Manhattan School of Music President Robert Sirota
"Everything we know about the business of music-making, and the industry of music - including recordings⁵, the dissemination⁶ of published materials, concert venues⁷, the way people get compensated⁸ for performance and concerts - have changed radically⁹ in the last 20 years," he says, "and it became clear to me and other people of like mind to figure out how to develop young artistic¹⁰ leaders who are truly capable of making their way in this brave new world."
That's why the Manhattan School of Music created the Center for Music Entrepreneurship, where students can learn about new media, fundraising, launching their own concert series, producing their own recordings, creating a press kit¹¹ and other necessary skills.
Business sense
In a nearby lecture hall, students like pop composer Yuma Sung are learning about intellectual property rights law as part of the center's "Setting the Stage" program.
"If someone tries to steal some of my stuff, and if I chose to go to court, I'd know how to deal with it properly," says Sung.
Sirota, who completed his own conservatory education in the 1970s, contrasts today's hyper-wired world with what used to be.
"The status quo as we understood in the music world, was that there were a small number of major international symphony orchestras, there was a select coterie¹² of very elite¹³ performers, and there was an established audience of concertgoers," he says. "There were in addition, several multi-national record companies. But what has happened is the way people listen to music has changed."
Indeed, most people now listen to music through digital music players, or through downloads, and CDs are mostly a thing of the past, which is why Sirota believes the old business model no longer makes sense.
Responsible advocates for art
Edward Klorman, who directs the center, says the 21st century musician is a multi-tasking entrepreneur. "Sometimes you're performing. Sometimes you're an administrator¹⁴. Sometimes you're the one marketing¹⁵ your own concert. If we're passionate¹⁶ about the music we play, we need to be responsible advocates for our art."
Grace Heaphy
Student Mari Hwang
Mari Hwang studies piano, harpsichord¹⁷ and conducting at the conservatory. She's learning marketing skills, which connect her to audiences in ways that have little to do with musical talent. "In a conservatory setting we always focus on performance, but a lot of times we [stay] in a practice room and we don't really learn how to speak to your audience or how to interact with it or how to create new programs for people. And here we learn how, and it's going to be very beneficial for my career."
Klorman knows that many young musicians are daunted¹⁸ by the expertise¹⁹ needed to sustain a successful career today. However, he says the current climate rewards personal initiative and imagination as never before. "And if we are creative about putting together new opportunities, we can carve out a whole new market for ourselves."
Non-traditional approach
He encourages classical musicians can play in nightclubs and other non-traditional venues.
Klorman himself initiated²⁰ the highly successful "Classical Blue Jeans" series in upstate New York, where both audience members and musicians wear blue jeans, share a pre-concert barbecue and repair to a barn for the concert itself, where concertgoers are invited to offer instant feedback to the musicians.
Canandaigua LakeMusic Festival
Ed Klorman, director of the Center for Music Entrepreneurship, encourages students to try different venues to showcase their music. Here he performs at one of his Classical Blue Jeans Concerts.
Klorman says it's all done in a spirit of inclusion and fun. "It makes for a much more dynamic music world for all of us, and it's a much more exciting way to live your life as a musician."
The courses at the Center for Music Entrepreneurship are among the most popular at the Manhattan School of Music. In fact, demand has begun to exceed slots, and the program is expanding. This success has in turn inspired other conservatories²¹ to teach business skills for tomorrow's musical careers.

1 promotion   

n.提升，晋级；促销，宣传

参考例句：

• The teacher conferred with the principal about Dick's promotion.教师与校长商谈了迪克的升级问题。
• The clerk was given a promotion and an increase in salary.那个职员升了级，加了薪。

2 savvy   

v.知道，了解；n.理解能力，机智，悟性；adj.有见识的，懂实际知识的，通情达理的

参考例句：

• She was a pretty savvy woman.她是个见过世面的漂亮女人。
• Where's your savvy?你的常识到哪里去了？

3 conservatory   

n.温室，音乐学院；adj.保存性的，有保存力的

参考例句：

• At the conservatory,he learned how to score a musical composition.在音乐学校里，他学会了怎样谱曲。
• The modern conservatory is not an environment for nurturing plants.这个现代化温室的环境不适合培育植物。

4 prestigious   

adj.有威望的，有声望的，受尊敬的

参考例句：

• The young man graduated from a prestigious university.这个年轻人毕业于一所名牌大学。
• You may even join a prestigious magazine as a contributing editor.甚至可能会加入一个知名杂志做编辑。

5 recordings   

n.记录( recording的名词复数 )；录音；录像；唱片

参考例句：

• a boxed set of original recordings 一套盒装原声录音带
• old jazz recordings reissued on CD 以激光唱片重新发行的老爵士乐

6 dissemination   

传播,宣传,传染(病毒)

参考例句：

• The dissemination of error does people great harm. 谬种流传，误人不浅。
• He was fully bent upon the dissemination of Chinese culture all over the world. 他一心致力于向全世界传播中国文化。

7 venues   

n.聚集地点( venue的名词复数 )；会场；（尤指）体育比赛场所；犯罪地点

参考例句：

• The band will be playing at 20 different venues on their UK tour. 这个乐队在英国巡回演出期间将在20个不同的地点演出。
• Farmers market corner, 800 meters long, 60 meters wide livestock trading venues. 农牧市场东北角，有长800米，宽60米的牲畜交易场地。 来自互联网

8 compensated   

补偿，报酬( compensate的过去式和过去分词 )； 给（某人）赔偿（或赔款）

参考例句：

• The marvelous acting compensated for the play's weak script. 本剧的精彩表演弥补了剧本的不足。
• I compensated his loss with money. 我赔偿他经济损失。

9 radically   

ad.根本地，本质地

参考例句：

• I think we may have to rethink our policies fairly radically. 我认为我们可能要对我们的政策进行根本的反思。
• The health service must be radically reformed. 公共医疗卫生服务必须进行彻底改革。

10 artistic   

adj.艺术(家)的，美术(家)的；善于艺术创作的

参考例句：

• The picture on this screen is a good artistic work.这屏风上的画是件很好的艺术品。
• These artistic handicrafts are very popular with foreign friends.外国朋友很喜欢这些美术工艺品。

11 kit   

n.用具包，成套工具；随身携带物

参考例句：

• The kit consisted of about twenty cosmetic items.整套工具包括大约20种化妆用品。
• The captain wants to inspect your kit.船长想检查你的行装。

12 coterie   

n.(有共同兴趣的)小团体，小圈子

参考例句：

• The name is known to only a small coterie of collectors.这个名字只有收藏家的小圈子才知道。
• Mary and her coterie gave a party to which we were not invited.玛利和她的圈内朋友举行派对，我们没被邀请。

13 elite   

n.精英阶层；实力集团；adj.杰出的，卓越的

参考例句：

• The power elite inside the government is controlling foreign policy.政府内部的一群握有实权的精英控制着对外政策。
• We have a political elite in this country.我们国家有一群政治精英。

14 administrator   

n.经营管理者，行政官员

参考例句：

• The role of administrator absorbed much of Ben's energy.行政职务耗掉本很多精力。
• He has proved himself capable as administrator.他表现出管理才能。

15 marketing   

n.行销，在市场的买卖，买东西

参考例句：

• They are developing marketing network.他们正在发展销售网络。
• He often goes marketing.他经常去市场做生意。

16 passionate   

adj.热情的，热烈的，激昂的，易动情的，易怒的，性情暴躁的

参考例句：

• He is said to be the most passionate man.据说他是最有激情的人。
• He is very passionate about the project.他对那个项目非常热心。

17 harpsichord   

n.键琴（钢琴前身）

参考例句：

• I can tune the harpsichord as well as play it.我会弹奏大键琴，同样地，我也会给大键琴调音。
• Harpsichord music is readily playable.古钢琴音乐可以随时演奏。

18 daunted   

使（某人）气馁，威吓( daunt的过去式和过去分词 )

参考例句：

• She was a brave woman but she felt daunted by the task ahead. 她是一个勇敢的女人，但对面前的任务却感到信心不足。
• He was daunted by the high quality of work they expected. 他被他们对工作的高品质的要求吓倒了。

19 expertise   

n.专门知识(或技能等)，专长

参考例句：

• We were amazed at his expertise on the ski slopes.他斜坡滑雪的技能使我们赞叹不已。
• You really have the technical expertise in a new breakthrough.让你真正在专业技术上有一个全新的突破。

20 initiated   

n. 创始人 adj. 新加入的 vt. 开始，创始，启蒙，介绍加入

参考例句：

• He has not yet been thoroughly initiated into the mysteries of computers. 他对计算机的奥秘尚未入门。
• The artist initiated the girl into the art world in France. 这个艺术家介绍这个女孩加入巴黎艺术界。

21 conservatories   

n.（培植植物的）温室，暖房( conservatory的名词复数 )

参考例句：

• Conservatories have grown in popularity over the past 10 years. 过去10年，温室越来越受到欢迎。 来自互联网
• FEBRI ELEMENT offers Offers to Railing systems, Aluminium elements and Conservatories. 是一家现代化、得信赖的产品供应商，该供应商从事栏杆，护栏系统，梯式支座装置、式支座装置，钢梯的制造和销售。 来自互联网