The Financial Phenomenon ~ André Rieu
Andre Waltzes On Into The Record Books
Music executives are stunned by the rise and rise of Rieu in Australia, writes Neil Shoebridge.
The success of Dutch classical violinist Andre Rieu in Australia over the past 18 months has surprised most people in the music industry, including George Ash, chief executive of Rieu's local distributor Universal Music.
"We've had big music acts over the years, but there has never been anything like this," Ash says.
"We've heard stories of people in country areas hiring buses, driving to music stores in big towns and buying every Andre Rieu product they can get their hands one. It's a phenomenon."
The 58 year old Rieu, who is often compared with Liberace because of his spectacular concerts and populist take on classical music, was the top-selling music act in Australia last year, shifting 900,000 music DVDs and compact discs.
Australians have bought 1.3 million Rieu DVDs and albums since Universal started a serious marketing push in September 2006. DVDs account for about 80 per cent of his total sales.
Ash predicts sales will reach 2 million units by the end of 2008, kicked along by the release of new products such as Andre's Choice, a nine-CD set that will appear in July, and Rieu's first Australian concert tour in November and December.
The tour, which is being managed by Rieu's own company and Universal rather than through a local concert promoter, will cover 12 concerts and is expected to generate ticket sales of more than $45 million.
Rieu's first Australian concert, in Melbourne on November 15, will be filmed and a DVD released on December 5.
Rieu's CDs have been here for many years but Universal did not start marketing them aggressively until early this year.
Since then a limited-edition six CD set called The 100 Most Beautiful Melodies has sold 27.000 copies (its entire production run) and reached No. 2 on the mainstream albums chart, a record chart position for a multiple-CD set.
Waltzing Matilda, an album Rieu made with Australian singer Mirusia Louwerse (who has been part of his touring company since early 2007), reached No. 1 on the albums chart around the key Mother's Day sales season.
In the week after Mother's Day, Rieu held the No. 1 spots on the album and music DVD charts. Rieu products accounted for eight of the 10 best-selling DVDs and all 18 of his DVDs that have been released here were on the chart.
Rieu's success has stunned local music executives, who are not used to one act - let alone a classical music act - selling 1.3 million DVDs and CDs in about 18 months.
"I don't think anyone can really explain why Andre Rieu is such a hit here," says on executive. "I wish he was one of our acts."
Music industry consultant Phil Tripp says Rieu clearly "hit the market at the right time with the right music that appeals to an older demographic, people who still by CDs and DVDs rather than downloading content".
"He falls into the classical pop category, which has always worked well with an older audience", Tripp says. "Twenty or so years ago [French pianist] Richard Clyderman was doing the same."
Cyrus Meher-Homji, the head of Universal's classical and jazz division, says Rieu's success has been driven by his music, his personality and a marketing strategy that used the pay TV arts channel Ovation to generate work-of-mouth recommendations.
"Andre is friendly, open, colourful and he makes classical music accessible," he says. "He is a very talented musician and a very astute businessman. That combination is rare in the music business."
Ash says one of the key reasons for Rieu's local success is the working relationship between Rieu and Meher-Homji.
"With most overseas acts, you get their new album to market locally and maybe a tour to back it up.
"But Andre and Cyrus have a very close partnership that covers his DVD And CD releases, the local marketing strategy, the upcoming tour and so on. We work as his local marketing and management company, which is unusual."
Rieu convinced Universal's German division, which is his global distributor, to let Universal Australia start releasing his DVD catalogue in late 2006.
The Australian executives, in turn, had to convince Rieu to let his DVDs be shown on Ovation free. Universal provides the programs to Ovation and runs ads on it.
Ovation attracts less than 7500 viewers a night, but Meher-Homji says it has been "the biggest generator of interest in Andre in Australia".
"Ovation doesn't reach a big audience, but it reaches our core audience," he says. "The word about Andre has spread from there."
Universal has also run ads for Rieu DVDs and CDs on SBS and on the backs of taxis.
Few radio stations play Rieu's music, but Meher-Homji says the violinist has "champions" such as radio announcers Alan Jones at Sydney's 2GB and Ernie Sigley at Melbourne's 3AW, who play his music and have interviewed Rieu.
"We get some airplay on ABC radio, but they play him reluctantly," he says.
The tour later this year - which will include a full-size replica of part of an Austrian castle, 14 coaches, 36 horses and 250 performers, including the Vienna State Opera's ballet troupe - is expected to generate a spike in sales of Rieu's DVDs and CDs.
"Andre's sales are still building after almost two years, which is unusual," Meher-Homji says.
"The tour will produce another lift, but we have a month-by-month product release and marketing plan that takes us well into 2009. Then we're looking at another tour in 2009 or 2010.
"As long as people want his music and Andre can provide it, this success will continue," he says.
By: Neil Shoebridge
The Australian Financial Review
""Rieu's first Australian concert, in Melbourne on November 15, will be filmed and a DVD released on December 5.""
Special Thanks to Lesley Mitchell for sharing this with Fans.
Categories: Australia,Andre Rieu,Articles-Interviews
Earlier this year on an interview on Radio 3AW in Melbourne, Andre stated that the last Melb concert on Sat 15th Nov would be a live broadcast to USA thru' PBS and to Europe.
Hi Rob, thank you for adding this comment. It would be great if Andre did another
Live Streaming Concert. We had one last year on Mother's Day. The cost was $4.95, paid ahead of time, then we just logged into the server.If Andre's concert comes via American PBS, I doubt it will be live, but the DVD played during pledge drives. Andre is their number 1 fundraiser. (but, I'll cross my fingers that they are gearing up for a live stream!)
Will you be attending any of the Australian concerts?
Please note that I think the first Concert in Melbourne will be the 14th Nov. Is this true? if so, will the DVD be filmed on the 14th or the 15th?
Hi Don: Thanks for the comment.
I am wondering if Andre added that concert after he spoke for this article. We will have to see what date he is filming on.
Isn't the news of a new DVD exciting? Will you attend any of the concerts?
The first concert in Melbourne is on Thursday 13 November. I agree that the interview with André was probably done before the other concerts were announced. As far as I know the dvd will be done on the Saturday night although maybe there could be footage taken on all 3 nights.
Hope you also can get a DVD of the Perth Concert as I would love to be there but can't. Andre is a one in a million man. Jean Sheppard Perth
Right you are Jean. Andre is a one in a million man!
The filmed concert will be basically the same as the Perth concert. Only the crowd will be different. You will be able to see what Andre's World Stadium Tour in Australia looks and sounds like! (I want to see it now! Don't you?)
This is a "Great Article", Thank You for posting it Sally. I had already read it here. It is something when a classical violinist can make it to an article in "The Financial Review". Sort of makes you tingle with pride to be an Aussie and an Andre Fan.
Grayeme, I agree with you. It is seldom if ever one will read about the marketing and success of a classical artist. For André to grab the attention of The Financial Review in of itself is remarkable. To have such an in depth good report is even better.
I found the article so interesting.
André's wonderful success in Australia is unequaled by far. I'm so happy for him as he has worked so hard all of his life to be doing what he is doing right now, bringing music and happiness to so many peoples of the world.
It gives me "tingles" too, just thinking about it.
I loved this article "The Financial Review"...interesting such a wonderful review being in the financial pages. Course it's all connected, music success which leads to financial success.
Oh, André you do make us happy! I'm not in Australia, but it's as though I were when I read of your successes and the happiness you have taken to those down under!
I guess when you anticipate things for so long, as Australia anticipated André, then success is a given. André's music is the ultimate of beautiful music for millions, whether in Australia or America or Holland or any other place in the world who has had the chance to hear this "one in a million" man (I agree Jean!) play his beautiful violin music.
Did anyone else notice that remark about Andre appealing to an "older demographic". Just who are they calling old? I am only forty (practically still a kid!!). Besides, I see people from toddlers to grandparents at these concerts (DVD's). Andre appeals to all ages. These promoters and music companies don't understand that not everyone follows the "trendy" music. Andre's music has survived the test of time. Hits songs nowadays will be forgotten and even mocked in a few years.
Just who are they callin' old?
Macky
Hey Macky, I'm with you. I see that a lot when people write about Andre. They say his crowd is an 'older' crowd. And many are. But what is old? I've been to concerts with other fans who are in the 80's & 90's and they were Not old. They were as young and vibrant as any kid. I would say 100 might be old, but then I think of Trudy who is getting to be nearly there, and she's not old either.
Speaking strictly of chronological age, I just made it over the 50 mark and don't think I'm old either.
Some writers who never have attended one of Andre's concerts, would be surprised at the 20 & 30 year olds they will find in the venue.
I think Andre's music appeals to all ages.
Well I guess we are all different ages who love Andre's music. You know we got a new HD TV about a month ago and one of those up-converting players and I put La vie est Belle in yesterday and I just about died. Do those blue eyes ever show up nice on that TV. I don't know what will happen when he records on Blu Ray. It was like watching that concert for the very first time and you know they have some nice closeups but the camera work is a little dizzying. It made such a difference though and that is not even one of the newer concerts.
Macky, without giving your email address away, are you a fan of that subject? My husband knows all about that topic and has every book on it. Thanks and hugs to all
Right Macky, who is Neil Stonebridge calling old!My son is in his thirties and his 11 yr.old daughter listen to Andre. Yes-trucking on down the road my grandaughter says:granddad-Put on Andre,you know-Suzan-ya,yes! "Love from My heart",need I say more? Andre has been building since he put out his first VHS-way back in 94.Has he seen Schonbruun yet?-problely not!Andre has brought back culture to a cultureless world,Where lady's know how to dress and act like lady's and not like a bunch of girating blond bimbo's on stage!His music is soothing to the soul after a hard day at the grinding mill so to speak, yes like putting on "Dreaming" with a soft couch & a glass of red wine,don't get much better than that-now does it?Oh forgot this:include your main squeez too! ha,ha.I thought I was old-but now getting younger! Kyle Sandvik USA. A Yank to you Aussi's
I think more and more young people are tuning in to Andre.Besides, how many of the younger people will even go to a regular classical music concert? there's not much joy there! Too prim and proper. The conductor hardly ever plays to the audience, nor does the orchestra. they really don't even look like they are enjoying what they are doing. Not so with Andre. When he says"from the heart" he means it.It's that heart connection. Whenever something comes from the heart, the people know it and respond. It makes me smile when some of these writers just can't seem to get it.
Yes, you are right Shirley, they just don't quite seem to get it do they?
It's like some of these writers, they are more into criticizing than they are in giving a "review". It's more important for them to compare the hair or the dresses or the jokes or the age, pop music compared to the classical, compared to the waltz, compared to...whatever.
Instead of looking at the beauty of the music, the quality of the sound and the peace and the joy it brings to people, they choose to criticize.
If everyone could put their "heart" into their words instead of their limited thinking, wouldn't it be just beautiful?
Age is just numbers on a piece of paper and also it's a state of mind, as we all know. You are as young or as old as you feel.
I must say that when I listen to André's music I'm very happy. I believe that 99% of all the people at one of André's concerts feel the same way. And what's wrong with that? Nothing of course. You should always do what your heart feels and wants to do...it's hardly ever wrong.
It's too bad that so many "young" (chronilogically speaking) people compare themselves with "older" (chronilogical) people...little do they know how soon that "older" portion of their lives comes to them.
Ok, I'll quit rambling on here.
I'll take André's heart-connection-music over anyone's anyday!
It's chron-o-logical/ly...I was in a hurry.
I have been playing Andre Rieu music on 3RPP Community radio station in Melbourne for the last 10 years - when I tried to buy his product in Australia no one had heard of him! Got material from Europe or England. Community radio stations haven't finance of commercial stations to promote. Tune in to 3RPP 98.7 fm Mersey View Melbourne Wed 3-5 pm every Wednesday. Also been playing Helmut Lotti for about 10 years (he will also take off when commercial stations push him. If you wish to hear variety in music tune into community stations.
Hello Ellice,you wre fortunate to hear Andre on your radio. I live in the US & the only time we might hear Andre on the radio is on public radio station & then it's usually only during pledge times,so wouldn't you think they would play him more often when they do get a lot of pledges at the time? Oh well. I see you like Helmut Lotti too