By John Helmer, Moscow
@bears_with
Classical music has been one of the features of Russian national identity and patriotic sentiment since the 1917 Revolution, especially among the self-professing intelligentsia of Moscow and St. Petersburg. That meant Tchaikovsky alongside Pushkin; Shostakovich and Prokofiev beside Gorky and Sholokhov.
Even during the past twenty years, the classical music audience on Russian radio has continued to grow, while in the rest of Europe similar audiences have been dwindling. But now, after five years of war against Russia and contracting state budgets and incomes, are listeners still tuned in? Or is the audience for Russian classical music doomed because the ears are aging, then dying off; or because young ears use digital streaming instead of traditional radio?
Radio Orfei — heir to the Fourth Programme of the Soviet All-Union Radio and since 1991 the state-funded classical music broadcaster – insists its music audience is defying the trend that is eating away at BBC Radio 3, KulturRadio of Germany, and France Musique. But the commercial radio audience measurements for Moscow suggest otherwise, at least right now. They show that Radio Orfei can no longer be counted in the Top-40 of Moscow radio stations. Worse, its audience reach has slipped below one percent of the total radio audience. By contrast, BBC 3’s audience reach is currently at four percent.
On the other hand, a new report by a London-based consultancy says digital streaming isn’t the death knell. “Despite classical music’s timeline beginning somewhere in medieval times, it feels like its time is about to arrive again,” reports Keith Jopling of Midia Research. “While the classical music genre accounts for just five percent of the global recorded music market…classicial music is opening up, with ‘mood-based’ playlists on streaming services reaching many millions mor, often younger listeners drawn in by the music’s ability to evoke mood, emotion, or offer something truly different to the more popular genres of the day.” (more…)
























