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THE
MUSIC TRADE
REVIEW
11
justified. If the recital is to be worth while, if it
is to leave positive instead of negative impres-
Its Value Is Twofold—It Acts as a Demonstration as Well as an Advertising Factor—The Re-
sions, if it is finally to act as a valuable agent in
cital the Most Valuable Method Adopted for the Exploitation of the Player-Piano—Es- persuading a lot of people that the player-piano is
a good thing, it must be conducted as a disguised
sentials Necessary to Realize Its True Advantages Are Herein Set Forth.
lesson. The pill must be sugar-coated, but it must
done. The player-piano would not have any more
Ever since the player-piano became a legitimate
be a pill, nevertheless.
commercial appeal than an ordinary piano, if it
object of commercial exploitation, a wordy war-
The reasoning which has characterized the fore-
were generally supposed that it could only be
fare has been waged regarding the value or other-
going remarks has been intended to clear the
played acceptably by an expert. In very truth, of
wise of player recitals. A great deal of plausible
ground for a rational discussion of practical
course, the supposition herein assumed is about
argument has been used on both sides, but the net
methods, whereby the inherent value of player-
three-fourths correct. But that is no reason why
result has not been as yet conclusive. This Player
recitals may be realized. The subject is not small,
we should insist upon it.
Section has contained more than one article on
nor is it to be dismissed in a few words. A mass
Again, the non-musical portion of an audience,
the subject in previous issues, but the matter is of
of prejudice and tradition overlays both public and
that is to say, what is usually the majority, looks
an importance which quite justifies us in giving
professional methods of thinking about it. In this
at the player-piano very much as it looks at a first article, therefore, we have undertaken to do
more space to it again.
street piano; namely, as a ready producer of the
Any proposition like the player-piano, which de-
no more than clear the ground for the thesis which
latest "rag" or the latest popular song. Efforts to
pends for its success upon demonstration by sales-
we have herein set forth; namely, that the player-
induce the great public to take the slightest interest
men, must be considered seriously as regards its
recital must be conducted primarily as a means of
in artistic music have hitherto been a lamentable
appeal to the senses. Obviously enough, a player-
persuasion through enlightenment. To the fur-
failure, nor does there seem to be very much
piano is bought only because the purchaser has
ther elucidation of the facts and conclusions here-
chance of a change in the immediate future. To
heard it play and has been satisfied with what was
in set forth the remaining articles will be devoted.
put the matter in another way, the majority of the
heard. A player-piano cannot be sold except
(To be continued.)
average player recital audience is likely to consist
through demonstration of some sort. Exactly what
of a bunch of curiosity seekers who are bored to
sort of demonstration is, of course, a matter for
WORTHY OF EDITORIAL COMMENT.
death with the greater part of the whole proceed-
investigation and careful study.
Growing
Appreciation of the Player-Piano and
ings. If there is some well-known soloist on the
The player recital is a wholesale demonstration.
Its Possibilities Evidenced in the Attitude of
programme,
the
crowd
will
undoubtedly
come;
but
Its object is two-fold, or, rather, it may properly
Daily Papers Which is More Sympathetic.
to suppose that the majority, or even a respectable
be considered under two aspects. One is that of
minority
of
the
people
are
ever
likely
to
be
at-
demonstration pure and simple. The other is that
Each day sees the player-piano gaining fresh
tracted to player recitals because of any inherent
of advertising in a general sense. As a matter of
recognition from the musicians and publishers at
love on their part for music is the most arrant
demonstration the player recital is to be seen as
large. The campaigns of education carried on
nonsense.
the exhibition, to many people at one time, of the
through the medium of advertisements and by
Nevertheless, we dare to assert that the player
player capacities of the instrument. Now, most
demonstrations has had the effect of acquainting
recital is in principle by far the most valuable
people who buy a player-piano or who are likely
the public with the possibilities of the instrument
method that has ever been adopted for the general
to do so, approach the subject with a more or
and has convinced them that the genuine player-
exploitation of the player-piano. But in order that
less open mind. If they have any ideas at all,
piano is far from being a purely mechanical in-
its true advantages may be realized we must under-
these are not likely to be particularly favorable.
strument and without life.
stand from the start that this value is not to be
In fact,, the public mind, though generally open
On numerous occasions recently newspapers
measured by direct results. The true value of
and unformed, is of a tendency toward unfavorable
have found it well to devote a section of their
the player recital is in its utility as a means for
rather than toward favorable comment. If, out of
editorial columns to a discussion of the player-
general publicity. Every musical person who is
a given audience assembled to hear a player re-
piano and generally in most favorable terms. A
pleased at the music which is given in the course
cital any individuals are at all of trained musical
recent example is noted in Grand Rapids, where
of a player recital is one more enemy turned into the press of that city published the following edi-
appreciative faculties, it is plain that these will
a friend, even though perhaps only a friend in the torial under caption "Appreciating Music."
base their opinions entirely upon the greater or
sense of not being an active enemy. At the same
less degree whereto the player recital approaches
"Musical appreciation comes quite as much from
time there is no doubt whatever that up to the hearing good music as from being able to play
the ordinary piano recital.
present time, the most elaborate recital campaigns
Such people will, therefore, be inclined to give
good music. This is the self-evident truth which
have entirely failed to change public notions re-
much credit to the expertness and musical talent
two women are emphasizing before a 'class of
garding the musical value of the player-piano;
displayed by the player-pianist who presides at the
musical appreciation' which they have formed in
notions which, in fact, remain either openly hostile
instrument. Jhey will think of him as they will
Baltimore. Therefore, these musicians approve of
or entirely negative.
think of any other pianist who exhibits his talent
grind organs, 'prickly' music boxes, phonographs
We still repeat, however, that we believe the
in public. Such people, in fact, will be very much
and that highest form of mechanically produced
inclined to believe that the musical value of a player recital to involve the most valuable ex-
music—the player-piano.
ploitive principle as yet discovered in the player
player recital depends entirely upon the talent of
"Music, according to an interview which one of
business. This principle depends upon the fact that
the player-pianist, and thus while what they hear
the young women gave to the Baltimore Sun, is
may be sufficiently excellent to cause them to grant . the player is a proposition which can only be sold
inextricably woven with life from its beginning to
after it has been favorably heard. The theory,
the musical claims made for the player-piano, they
its end, from the lullaby of infancy to the dirge
therefore, should not be that a recital is not a
will be likely, on exactly the same grounds, to
played at the grave. It is not impossible, she says,
good thing, but rather that there can be both good
deny that those claims can be made good by the
that language sprang from music, contending that
and bad recitals, according as these are based upon
ordinary layman.
doubtless primitive man called to his mate in coo-
right or wrong principles.
ing tones as do the birds to-day, and thundered
On the other hand, if, as is most likely to be the
The right principle, we conceive, is based upon
in basso tones when he was angered. In slavery
case, the audience is composed of people who are
the fact that people do not buy player-pianos be-
times, it is recalled that one could tell exactly the
not at all musically educated, a parallel conclusion
cause somebody else can play them, but because
work that the slaves were doing by the chant they
is likely to be gained, though on entirely different
they think they can play them themselves. If
sang. There was a particular tune for every va-
grounds. Such an audience will not at all appre-
people did not think this they certainly would not
riety of labor. The plaintive cry that marked the
ciate the subtler features of playing, and will be
buy player-pianos. And the object of a recital
salting of the cattle brought the animals—and chil-
likely to concentrate themselves and their atten-
should be, it seems to us, to convince people in a
dren—from all over the plantation.
tion upon the more obvious mannerisms of the
wholesale manner that they can obtain as much
player-pianist. In fact, if they recognize any ex-
The influence of music on laborers is so well
pleasure and entertainment, and if they wish it as
cellence at all in the recital, they are just as likely
known as to need little emphasis. When men
much musical education, from the player-piano, as
as others more musically equipped to give their
doing heavy work can be induced to sing the task
anybody else can.
attention to the player-pianist. The reasons for
is done in shorter time. The exhilarating effect
Although the term should not be used openly, it
their conduct will, of course, be different. The
of a stirring air on soldiers is the reason why
is plain to see that a successful player recital must
musical people will say that Mr. So and So is a
the nations of the world spend thousands of dollars
be in effect a "lecture-recital." It must be based
good musician. The non-musical people will say
a year on the non-military bandsmen.
upon the theory that most people regard the player-
that Mr. So and So is an expert on the player-
In the development of musical taste the me-
piano as almost anything except what it really
piano.
chanical devices play an important role. The old
is. Most people know nothing about music. Most
type of 'prickly' music box, once seen in number-
In either case, of course, we see that we have
people are too mentally lazy to take any interest
less homes throughout the land, has disappeared.
here one of the great difficulties which the whole
in any music which is above the level of a popular
Its place has been taken by the phonograph,
player recital proposition inevitably brings in its
song. Most people insist upon regarding the brought by inventive genius to a high grade of
train. It is a serious difficulty. If allowed to
development. Among those who demand a still
exist without any attempt for prevention, it is player-piano as a sort of treadmill upon which one
labors until one has "pumped" out of it so many
higher grade of entertainment the player-piano,
likely to render negatory the entire effect of the
yards of "music." These people form the vast
with all its possibilities for individual interpreta-
whole campaign. In fact, the effect may not be
tion, is demanded. In general the knowledge of
merely negatively, but positively, bad. For it is majority of recital audiences. To ignore them or
their state of mind is absurd. One must find ways
music thus made available has raised the standard
quite clear that if the principal result of a player
and means for exciting their curiosity, .their at-
of taste until to-day there is some approach in
recital, or of many player recitals, is to cause a
tention, and finally their enthusiasm. Here is America to the almost universal appreciation
lot of people to say that Mr. So and So is a very
where the use of the word "lecture-recital" becomes
which Europe has boasted so long.
clever player-pianist, more harm than good will be
THE PLAYER RECITAL AS A SALES FACTOR.