Classical Music Initiative Update:

Production Workshop Yields High Energy, Enthusiasm and Opportunities for Collaboration in Classical Music Media

Contact:  Andrea Matthews
(651) 290-1113

Classical Music Initiative Update:

Production Workshop Yields High Energy, Enthusiasm and Opportunities for Collaboration in Classical Music Media

Keynote addresses and more available at the
Classical Music Initiative Web site

(St. Paul, Minn.) November 4, 2004 — The Production Workshop hosted by American Public Media’s Classical Music Initiative (CMI) October 20-22 brought together 13 radio and new media producers and hosts from around the nation to provide training in production and presentation for classical music programming.

The two outstanding keynote addresses of this workshop are available in audio and print at the Classical Music Initiative Web site, Terry Teachout, performing arts critic, journalist, author and blogger, titled his address: “What to Learn from Howard Stern: Can Old and New Media Coexist?” Tod Machover, Professor of Music and Media at the MIT Media Lab and “America’s most wired” composer” (Los Angeles Times) called his keynote “Building Active Listeners through New Media Technology.” A snapshot of each:

  • Terry Teachout: “This is a critical moment for classical radio producers
    like you. My guess is that classical radio is in the process of breaking
    into three different pieces. Traditional terrestrial radio is being supplemented – and
    may in time be replaced – by subscriber-funded satellite radio and
    Web-based Internet radio. The emergence of these new media has made it possible
    to ‘narrowcast’ a much wider variety of programs aimed at smaller
    niche audiences. And this is where it gets interesting for you – because
    all three media will offer sharply differing kinds of markets for your

  • Tod Machover points to a world where music is personalized, by
    taste and delivery mode: where radios, cell phones, and game consoles become
    delivery platforms that allow listeners to navigate between streams, zoom
    in on details, and listen to Kabuki-style "whisper commentary." He
    described the work of his Hyperinstruments group at MIT, which designs musical
    instruments as interactive tools and toys for learning and creating music,
    as a means to "develop [music’s] transformative power as a counterpoint
    to our everyday lives."

The Production Workshop was created as part of the Classical Music Initiative,
a project that aims to expand the role of radio and new technologies in our
classical music communities, and offer great opportunities to inspire appreciation
and participation in the arts, build audiences and enrich lives. (More information
on the CMI is available at

Enthusiasm from participants and workshop leaders was high:

  • CMI project director Mary Lee said the response to their request
    for workshop applicants exceeded expectations, and that the workshop
    generated a great deal of excitement and energy. “We met
    an incredible group of lively, creative participants who are deeply
    committed to the growth of classical music media and eager for additional
    training. The Workshop also provided a rare opportunity for producers
    to get together and share ideas.”

  • Workshop participant Alicia Zuckerman — an arts and culture
    reporter and producer at WNYC (New York Public Radio) — said, “The
    workshop was a terrific reminder of why I love radio and classical
    music, and it ignited a fire in me to think more deeply about the marriage
    of music
    and media and where they can go from here.”

In addition to Alicia Zuckerman, the workshop participants were
Sarah Cahill from KALW in Berkeley, CA; Aaron Cohen of New York’s
WNYC; Susan Fitzgerald of KTOO in Juneau, Alaska; David Ford
of WFDD in
Winston Salem, NC; Jennifer Foster of WDAV in Davison, NC; James
D. Jacobs of WNYE
in Brooklyn, NY; Brian McCreath, a Web producer for WGBH in Boston;
Tim McDonnell from KBAQ in Phoenix; Glenn Zucman of Strange Angels
in Rosemead, CA; and Suzanne Schaffer, Kathryn Slusher and Lauren
Rico from Minnesota
Public Radio in St. Paul. (More information about workshop participants
is available on the CMI Web site.

Workshop presentations on producing for radio and new media were led
by American Public Media staff, including Don Lee (Style and Substance:
Writing for Radio
), Tom Voegeli (Finding the Creative Difference),
Brian Newhouse (Staying Curious: The Unexpected Interview), and Preston
Wright on interactive Web sites (Getting the Audience to Play with

The Classical Music Initiative is continuing to accept proposals for its
Production Fund
. A primary aim of the Fund is to invest in new concepts and
approaches for conveying classical music to broad audiences using radio,
the Internet and/or other emerging technologies. Proposal information is
available at

The Classical Music Initiative Production Workshop is supported, in part,
by the National Endowment for the Arts. Additional financial support is provided
by Mr. and Mrs. Howard Solomon.

American Public Media™ is the nation’s second-biggest
producer of public radio programs, reaching 13.5 million listeners
nationwide each week. National
programs include
A Prairie Home Companion®, Saint Paul Sunday®, Marketplace®,
Sound Money®, The Splendid Table®, Being™ and
special reports produced by its national documentary unit, American RadioWorks®.
American Public Media is the national production and distribution division
of Minnesota Public Radio®. Minnesota Public Radio, along with its sister
company Southern California Public Radio, belongs to a larger family
of companies within American Public Media Group, a national nonprofit
organization whose
purpose is to develop resources, services and systems to support public
media for public service. A complete list of stations, programs and
additional services can be obtained at


Source: Data are copyright Arbitron, Inc. Arbitron data are estimates
Spring 2004