What do the future of American Orchestras and the America’s Cup have in common?

July 11th, 2012 by Beth Hondl

I believe this is true in music. Orchestras that embrace social media and tackle the challenges of new technology are thinking about “potential” not merely of survival to the next fiscal quarter. Unfortunately, some orchestras still continue to operate in an old business model and merely dabble in the social media options. Even performers themselves tend to believe that we need to preserve traditional roles and stay within those confines. But as I witnessed in 2003, failing to adapt to the new world of social media ensures the same fate as boats that take on water during that all-important race. At best, you won’t finish; worst case, your boat sinks to the bottom of the ocean.

I don’t know if Facebook is temporary fad or the New World Order, but in the bigger picture, the specific names do not matter. The fact is that social media is here. It has revolutionized the way people share, experience and consume media and it will continue to evolve. It is a powerful tool that must be dealt with and understood, not defeated, resisted or avoided. The sooner we understand the beast, its baggage and its pitfalls, the sooner we can stop behaving like an endangered species.

— Cheeko Matsusaka

Originally from Newton, Massachusetts, cellist Cheeko Matsusaka currently lives in Sarasota, Florida where she is a cellist with the Sarasota Orchestra. Before joining the Sarasota Orchestra, she was a member of the Westbrook String Quartet (prize winner at the Fischoff National Chamber Music Competition) and, as a member of the Westbrook, participated in the Aspen Music Festival, Tanglewood Music Center and was faculty at the Dana School of Music in Youngstown, Ohio.

Page 3 of 3 | Previous page

Posted in Audience, Community, Creativity | 3 comments

Previous post:
Next post:

  1. Rick Robinson:

    July 12th, 2012 at 10:49 am

    Thanks Cheeko, that was a fascinating essay!

    I have sailed since I was 11, everything from Seasnarks and Sunfish to windsurf boards and keelboats. I started cello, then bass in the same year. Sailboats have been my favorite comparison between classical music and pop. If pop is a jetski; easy for anyone to take a fast, motorized, ever-loud ride that is done in a few minutes… classical is the dynamic, knowledge-based, unfolding adventure of sailing, which changes mood depending on your point of sail. Sailing is as physical as playing an acoustic instrument. There’s more at risk because it is much more demanding on our strength and knowledge. And we are transformed by our drawn-out success.

    It may seem anachronistic to sail boats in the modern age, but still many find themselves strengthened by the road less travelled. He have cars but some still ride horses or bikes too. Archery, running, sewing and many more we can think of drive home my point.

    As for your point, I think it helps us to examine our profession as a sport and even to introduce it to new audiences (my focus) as a game. Since we live in a sports culture, at times we need to be prepared to speak in the local dialect to be understood. There are many kids taking summer sailing camps and classes. Several coastal colleges have sailing teams. Yet jetski technology has traunced sailing with its convenience and over-the-top fun. But I think we can make the case for BOTH and for BALANCE using any and all connections available as you said.

  2. Cheeko Matsusaka:

    July 14th, 2012 at 3:50 pm

    Thanks Rick – it’s nice to hear these comments from a real sailor. You see, even though I love the sport, I am one of those annoying people who don’t know how to sail and are perfectly happy to enjoy the event from dry land – AC management’s target audience! However, the obsession persists and even did a bit of amateur reporting on the event and the people involved. Last year I was in Miami for the RC44 Oracle Cup. Coutts’ comments were still rather fresh so at the end of each of my interviews I asked sailors and support members if they were Facebook or Flinstone. Funnily enough, they all said Flintstone. Change is happening but I guess the sailors themselves are keeping things in balance.

  3. Aus62:

    July 24th, 2012 at 2:58 pm

    Your integration of the trials and tribulations of the America’s Cup race and advances in music is fascinating. I did enjoy the block and thank you.

    Harry Specht