Saturday, 7 March 2020

What if one likes broccoli?

A few weeks ago, I came across an advertising campaign of Folkoperan (Stockholm, Sweden) called “Broccoli vs. Opera”. The idea behind it is that the only think children dislike more than opera is broccoli. Thus, when having to choose between the two… they´ll go for the lesser of two evils.

The campaign irritated me. The prejudiced assumptions behind it irritated me. The way many in the classical music world avoid addressing the real barriers, the ones raised by them, upsets me. Do you remember the “Classical Cannabis: the high note series” promoted by the Colorado Symphony Orchestra back in 2014? That sort of thing… Anything but trying to understand better what is keeping people, of all ages, away. Perhaps because a better understanding would require action; and change.