Public opinion meets prestige at Gramophone Awards

By Hazel Davis

MANCHESTER (Billboard) - Classical music is asserting its populist credentials, with the 2007 edition of the prestigious Gramophone Awards having conducted the genre's biggest public vote.

Listeners from 15 classical radio stations and networks in 13 countries -- including New York's WQXR, Chicago's WFMT, Radio France and Radio New Zealand Concert -- took part in the artist-of-the-year vote, won by German violinist Julia Fischer. According to Gramophone magazine editor James Inverne, the contest reached a potential audience of 14 million people, with voter numbers in the "tens of thousands."

The other prizes at the October 3 ceremony at London's Dorchester Hotel were awarded by the traditional Gramophone panel. But the artist-of-the-year nod marks the first time the awards -- regarded by many as the most important classical music honors in the world -- sought the public's input.

The classical world has been wary of such "pop" marketing techniques, but Inverne said the move reflects changing tastes among classical consumers.

"It makes a statement about how popular classical music actually is around the world," he said, adding that the classical industry also embraced the format. "Mostly, people recognize the commercial benefit. This award was about talent, and a very talented player won it."

Stations involved in the contest have reported positive reactions from their audiences.

"It was an innovative and exciting way to involve our listeners," WFMT general manager Steve Robinson said. "When the (Academy Awards) and Grammys are dominated by pop culture icons, it's important to highlight the great classical artists."

PUBLICITY BOOST