Music Trade Review

Issue: 1912 Vol. 54 N. 17

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
8
THE
MUSIC TRADE
REVIEW
^
il.
i;
THE PLAYER-PIANISTS' DEPARTMENT
[It is in every way eminently desirable that a publication
which undertakes to give so much space and so authoritative
a treatment to the great player industry, as does The Re-
view, should not neglect what is after all the real excuse
for the player's existence, namely, the music that is evoked
from it. Recognizing the extraordinary importance of do-
ing everything possible to spread more widely appreciation
and love for music among player-pianists, The Review's
Player Section for the present month contains below, and
will in future regularly contain, a department devoted to
the musical interests of player-pianists and of the player-
piano. Each month one musical article of general interest
:will appear, together with useful hints, notes and comments.
This is in addition to the regular sub-section of the Player
Section which analyzes the monthly issues of music rolls.
Professional demonstrators, salesmen and player-pianists of
every degree will find each month on the ''Player-Pianist's"
page of Ihe Player Section much valuable information. And
the Editor of the Player Section will at all times be glad
to answer inquiries on any and all musical player matters.]
THE MUSIC OF CESAR FRANCK.
Cesar Franck, father of modern French music,
was born in Belgium in the ancient town of Liege in
the year 1822. Sixty-eight years later he died in
Paris (1890). At the time of his death he was a
professor in the Paris Conservatoire.
Whatever we may think of some music now be-
ing composed by the young French school, we
cannot deny to Franck the spiritual fatherhood
of it all. Among his pupils were such men as
Debussy and other leaders of those individual
schools of composition which France has recently
been so prolific in producing. Yet, the curious
thing is that Franck's personal spirit was in reality
far removed from the world-sickness of to-day. He
was essentially a mystic. With modern inventions
in harmony, in orchestration and in development of
form at his command and in continual use, he
nevertheless possessed the soul of a mediaeval monk.
His religious music most clearly shows this, as
does his marvellous symphony in D minor, last
and greatest of his works. Meditative, withdrawn
as it were from the thoughts of this world, sunk in
a rapt ecstasy; this was Cesar Franck. The noisy,
the objectively triumphant is little to be seen.
Instead, we have calm, a holy peace, although this
is from time to time interpenetrated with a spirit
of discontent.
Franck's mind, we have said, was essentially
that of a mystic. But his method is peculiar.
His mind seeks the mysteries, but as transfigured
from a modern aspect. So, in seeking to write his
thoughts in music, he shows everywhere the mod-
ern spirit of discontent, of search for the unre-
yealed. This is particularly shown in his very
personal harmonic system. It was Franck above
all others who clearly exhibited the musical pos-
sibilities of a constantly shifting harmonic basis.
This had first been shown in the works of Richard
Wagner, but it remained for Franck to make a
spiritual and subjective use of the scheme in abso-
lute music; in music, that is to say, which depends
upon no adventitious aid of human voice, action
or stage setting to speak its message.
This method of not keeping to the key—for that,
after all, is what it really comes to—implies im-
mense possibilities of eloquence in the hands of
one who knows how to handle it. That it also has
equally great possibilities of confusion and inco-
herency in less skilled hands is also clearly indi-
cated by some of the works of living composers
wha have been influenced by Franck. There are
some subjects, however, that are better left alone,
and :the modern French impressionistic school af-
fords one of them.
Cesar Franck was a disappointed man all his life.
His great genius was never recognized by his col-
leagues at the Conservatoire. His methods were,
in fact, above their comprehension. Academic,
riarrjbw, bound down to a tradition that had long
outlived its usefulness, the official pendants of
Paris would have none of him. He died shortly
after the first performance of his symphony, of-
ficially condemned of musical heresy.
Hardly had the grave closed over the remains of
Cesar Franck, however, when the musical world
waked to the fact that it had lost a great master.
The recognition came, as usual, too late. To-day
Franck's symphony is a favorite with every or-
chestra in the world. His wonderful oratorio "The
Beatitudes" has been sung by almost every great
choral organization, his lovely sonata for piano
and violin is a frequent visitor to recital programs
and such works as the Prelude, Choral and Fugue
have been made their own by men like Busoni.
Yes, Cesar Franck is recognized to-day as a mas-
ter. But Cesar Franck died in 1890
Philip Goepp, in a program note written for the
Philadelphia Orchestra, says of him: "A mystic is
Franck in his dominant moods, with a special sense
and power for subtle harmonic process, ever
groping with a spiritual discontent of settled ton-
ality. And again : "In truth . . . .
the chronic
vein of Cesar Franck is so ingrainedly reflective
that there never can be with him an absence of
his meditative phase. Rather must there be a
vehement rousing of his Muse from a state of
mystic adoration to rhythmic energy and cheer."
The D Minor Symphony.
Franck's symphony in D minor was brought out
in 1890 at a concert of the Conservatoire Orches-
tra in Paris, Jules Darcin conducting. Gounod and
other celebrities were present. The general ver-
dict was condemnatory. It is said that one pro-
fessor objected that no one had ever heard of using
the English horn (tenor oboe) in a symphony be-
fore and that, therefore, it was all wrong! Gounod
condemned it. The orchestra objected to playing it,
or the ground that it was not up to the artistic
standard of the Conservatoire concerts! But Dar-
cin prevailed and the work was brought out. Yet,
before it could be repeated, Franck's tender spirit,
worn out by age and labor, had taken flight.
The symphony is said to be in D minor. But
only the first movement is in the nominal key. The
second movement is in B flat minor and the third
in D major; a triumphing finale. There are only
three movements. At the very beginning of the
first movement there sounds a motto theme of just
six notes, ending in mystery and silence. (D. C
sharp, F
, F, E, A; two bars, each ending
on a rest for the fourth beat and with the second
note in each half the value of the other two. It is
a mystic signal)
The motto theme is developed into allegro speed
and becomes definite and striking by the change.
A new theme appears in ascending scale and the
slow motto re-enters again and again.
With
each re-entry it assumes new garb, so that new
tunes seem to grow out of it. This gradual growth
ol phrases into complete melodies is a feature of
Franck's methods as of Richard Strauss', although
here Beethoven first showed the way and Wagner
followed. The movement throughout is melodically
lovely and harmonically mystic. It is pale, dim and
meditative, though there breaks through in one
place, to be repeated later in the finale, a glorious
stirring melody voiced gladly and in joy by the
brasses. It is a hymn of gladness. The movement
is a continual balance between the sadness of the
motto and the allegro joy of the great central
hymn (A. B flat. A—A F. A—A. C. A.
A. F.
A.)
The second movement, allegretto, where the
worthy Paris professor objected to the strange
English horn, is a beautiful dream. That is all one
can call it. A slow halting trip of harps and
pizzicato violins for 16 measures, mysterious and
almost ghostly, ushers in a sweet sad song, voiced
in English horn, which later gives place to a
melody in major key, softly sung by strings and
gradually swelling to a full chorus. The gentle
song re-appears in other instrumental dress and the
motto theme sounds ominously.
The finale is a jolly major almost everywhere.
The first theme is glad and carefree. Interrupting
it, there comes, in softest brass, a lovely little bit
of four-part writing, just two or three measures
of mellow French horn. The song of the second
movement suddenly appears, but most fitly. With
a complete transformation the soft melody of the
horns rings out fortissimo, and the first theme also
re-appears. Then again there sounds the melody
of the second movement, now fortissimo and ring-
ing out with all the strength of orchestra. The
motto theme sings clearly for the last time. The
principal theme of the movement sounds triumph-
antly and the glorious work comes to a close.
A HEART TO HEART TALK
Odium Musicum.
"Pneumaticos odi, puer apparatus," is a verse
that many well-intentioned musicians have been
singing for some years past. With all due respect
to the shade of the late Quintus Horatius Flac-
cus, whose ode on the simple life has thus been
so ruthlessly (and with such bad neologism) para-
phrased, we may be pardoned for suggesting that
the time for that sort of thing is past. It is too
bad that there should be anybody living to-day
who finds it necessary still to anathematize the
pneumatic piano-playing mechanism. But that
there are such people, and that they have Horace's
indignation without the good cause that prompted
the "Persicos odi," is a fact of which we are un-
able to hold any doubt. The odium theologicum
was bad enough and still rears its ugly head, es-
pecially in this enlightened country of ours. The
odium musicum has never been an American pro-
duct of any richness, since music has played rela-
tively a small part in our national life. Still, it
also exists and also rears its head (though this one
is silly rather than ugly) from time to time above
the deep morass in which it customarily lies con-
cealed.
In Plainer English.
All of which satire, eloquence, Latinity and wit
is for the purpose of calling attention, (in the
editor's characteristically brilliant manner, of
course), to a phenomenon which still annoys the
player trade and still operates to discourage the
earnest player-pianist who takes his instrument
and his music seriously. We refer to the pes-
tilential spirit so common among musicians and
others which prompts them to sneer, to contemn,
and to make silly jokes at the expense of the
piano-player and the person who is using that in-
strument for the purpose of educating himself or
herself in musical appreciation. It is always rather
difficult to understand this sort of thing. A mu-
sician, one would suppose, should be the last person
in the world to raise a finger for the purpose of
staying any movement that may lead to a more
general appreciation of music in this country.
After all, it cannot be said that we have anything
of which to be particularly proud in our musical
culture here. It is not as if we were all musicians.
And, what is more to the point, we have had
comparatively little encouragement on the part of
the professional musicians themselves. For a cen-
tury, the musical destiny of this country has been
in the hands of the music teachers. And what have
they done for us? Read the catalogs of music
roll publishers or the lists of sheet music on sale,
and find out.
"Player-Pianist."
Whatever may have been the case a few years
ago, there is no longer any doubt that a great
many people are using the player-piano for the
purpose of musical education and are striving
earnestly to play it in an artistic manner. The
very fact that the player-piano is not automatic is
the best proof that it is susceptible of being played
in a manner individual and artistic. Even to-day
there are professional player-pianists whose "touch"
as it were, can be recognized by those who have
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
MUSIC TRADE
REVIEW
ADVERTISING PLAYER-PIANOS SUCCESSFULLY
frequently heard them. Some of these men are
true artists. Of course, the statement sounds ab-
surd to the average musician, but that is because
Interesting and Valuable Article on That Subject Written by Robert N. Watkin for "Judicious
the average musician does not know anything
Advertising"—Methods That Actual Experience Has Proven Will Make Good—Individual-
about the player-piano. He usually admits that he
ity and Strength in Copy Produces Results—The Value of Recitals—Arrangement of Sales-
knows nothing, in fact, but this never causes him to
rooms and Show Windows Also Lend Their Aid in Making Sales.
see the patent absurdity of criticising something
To-day many piano manufacturers who adver-
frequently has already determined from reading
with which he is not familiar. Musicians bitterly re-
tise their pianos place their advertisements in
advertisements
the kind of instrument he wants.
sent ignorant criticism of artistic music. But they
publications of general circulation.
The
piano
advertiser
must always have these two
are not above equally ignorant and far more bitter
Needless to say, the manufacturer's and dealer's qualities in his advertising:
criticism of an instrument with which most of
interests are mutual; both wish ^o sell pianos to
First.—Earnestness.
them have absolutely no familiarity.
the public, and both desire the advertising money
Second.—Sincerity.
A Nuisance.
to be so spent as to get the maximum results.
Naturally, these are necessary in all advertising.
People-of this sort are a nuisance. And not only
But general circulations often reach people far
Quoting prices with slight details of construction
are they that, but they are also a danger. The
remote from the location of the manufacturer, his
is not alone sufficient, for a desire must ordi-
player-piano must ultimately take rank as a recog-
branch house or his local dealer, and the readers,
narily be created.
nized means for the production of music if it ever
not knowing where to find the goods for sale, will
The Watkin Co. has followed this policy in its
is going to be a permanent success. But it will
often not trouble to write in answer to the adver-
advertising
for years, creating in the minds of the
never be this until it is recognized by the musical
tisement, but pass it up entirely.
public a desire for the ownership of these instru-
world. Musicians tell you that the player-piano
Thus a waste.
ments.
multiplies the opportunities for grinding out the
Company Uses Local Newspaper Advertising.
It has avoided controversy in print, and in build-
most utter trash by the hour, till the senses are
If, however, the same advertisement should ap-
ing
up its own business it has used arguments that
perverted and all sense of musical feeling is lost.
pear in a newspaper of concentrated local circu- make people think.
Granted: but who is responsible for the original
lation where the manufacturer has a live, con-
Unique Features of Watkin's Methods.
growth of rag-time, of the suggestive song and of
scientious dealer, and in the advertisement should
A
feature of the advertising of the company
the silly jingles that cover the counters of music-
appear the name and address of the dealer where the is its search for uniqueness and individuality.
stores? The musicians themselves are to blame.
goods are offered for sale, the advertisement would
For instance, in practically all their advertise-
They might have guided the public taste better.
be seen by enough people in one locality to make ments the Watkin Co. has used Caslon Old Roman
But they did nothing of the sort. American mu-
an impression on them and cause them to talk about" Italic type.
sicians have a way of sitting apart, in a sort of
the pianos among themselves and want to see the
Their trade-mark consists of a Music Lyre witfi
pontifical attitude {pontffices ridiculi. we might
instruments advertised.
a
"W" engraved in the centre, while just under-
call them) and looking very superior, talking the
The people who read the general advertisement
neath the base of the lyre are the figures 1882,
while about the degraded taste of the mob. Why
are so irregularly located that no strong impression
the whole being surrounded by a Napoleon wreath.
not get out and teach the mob better? That, in
is made on any particular community. In other
All copy for the ads also has a black band across
effect, is what the player-piano is doing to-day and
words, the fire is scattered too much to be effect- the lower left-hand corner.
doing effectively, in spite of the fearful stuff that
ive.
The house publishes every month the "Watkin
is daily ground out from it in a thousand homes.
Selling pianos at retail in as big a state as Texas, Bulletin," which is devoted to the interests of
Have Courage.
a state which stretches from Texarkana to El music lovers and tells them where they can obtain
But, after all, what is the use of talking about it?
Paso, a distance of over 800 miles—farther than the best instruments and the newest music rolls.
The player-pianist (and his numbers increase daily)
from Texas to Chicago—is no easy task.
The company has formed an association of
who is really taking a serious interest in his in-
The Will A. Watkin Co., of Dallas, Texas, for
owners of player-pianos in the South. Will A.
strument, need not worry about what is said by twenty-five years used the method ordinarily em-
Watkin, the president of the company, is also
persons who may know how to sing or play the ployed by piano houses of covering this territory president of the association. This promises great
piano, but who know little of public taste or of the with branch stores, traveling salesmen and agents. possibilities of usefulness in stimulating a desire
hitman mind. Let the earnest player-pianist re-
But because the population is so scattered on the among others for the player-piano.
member that the method whereby he obtains mu- different ranches and farms, it finally came to the
Another form of exploiting the player-piano
sical appreciation is of little relative importance. conclusion that instead of sending out personal
used by this house is the exhibitions which they
If he wants to appreciate good music, he need not
representatives advertising would be a stronger and have held at the Texas State Fair. This is the
mind how he sets about it. There is nothing dis-
less expensive method of getting in touch with
largest annual fair in the United States.
graceful in using a player-piano. It may be put
this scattered "buying public."
All first premiums ever given by the Texas
to foolish, or even bad, uses; but it need not be
So the company adopted this new way of selling
State Fair for the finest exhibits of pianos and
so employed. And very often it is not. Every- pianos and organized a mail order department, player-pianos were awarded to the Will A. Watkin
body who has had anything much to do with the which has grown until goods are now shipped into Co.
player-piano knows how many people have been Old Mexico; and in the United States as far west
One of the best methods of interesting the buyer
converted through its use to an appreciation of
as California, and on the east into Mississippi and
has been found to be the player-piano recital.
the artistic in music. Let the player-pianist, then, adjacent States.
Among others they have given was a novel one
pursue his way in peace. And if the silly little
Of course, it is necessary in selling this way, first at a leading local hotel, termed a "Matinee Re-
people howl—why, let them!
to give unusual values and secondly to tell the pub-
cital," in which many of the most prominent people
Small Fry.
lic about these unusual values with unusually strong of Dallas acted as patrons and patronesses.
One comfort is to be found in the fact that the copy.
Another unique way of presenting the player to
big men in music do not join in the anvil chorus.
Copy Features of Watkin's Advertising.
the public was through the medium of a recital
The cheap teacher, that breeder of bad piano play-
In writing copy for advertising pianos there are given in an opera box. The player-piano was
ers, is the great hammer handler. The big men two methods:
placed in the box of a local theatre, where an
and women in music know better. Some of them
First.—The "Direct Sale" advertisement.
opera company played a week's engagement.
help in the production of good music-rolls. Others
Second.—The "Prospect-getter" advertisement.
During the intermissions between acts the player-
have endorsed the instrument time and again.
The former method is used successfully by cata- piano rendered choice operatic airs.
Others, lastly, are even using it themselves as an log houses. The latter is popular with a large
In order to be properly informed on the latest
aid, an assistant, in their work. The player- number of piano merchants and is usually accom- improvements and inventions the company man-
piano has a big future. It has, in fact, greater plished by the offering of something "free," as a agers visit various factories in the summer and
possibilities than any musical instrument ever has booklet or souvenir.
also send their repair men to learn of these late
had. The day will come when the art of the
A great advantage in either case, however, is improvements and their detailed construction.
player-pianist will be recognized everywhere, and to give individuality to the goods; say something Window Displays and Selling Demonstrations.
when there will be great solo performers on that
to distinguish them from all others.
The Watkin Company believes in the advertis-
instrument just as to-day there are great pianists.
When a customer buys he looks for definite ing value of window display, because the results
Good playing of the player-piano is real art.
qualities or characteristics, and before buying
(Continued on page 11.)
The Master Player-Piano
is now equipped with an
AUTOMATIC TRACKING DEVICE
. Which guarantees absolutely correct tracking of even the most imperfect music rolls
W I N T E R & CO., 220 Southern Boulevard, New York City

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