Andre Rieu, When The World Is Your Stage


                                 
                                                                        
Thanks to Cathy C. for photo               
                                                          

When The World Is Your Stage


Globalization Opens New Doors For Niche Artists

For decades music executives
and even artists themselves have shied away from many musical niches because their potential audience was too small to achieve an acceptable level of success. But now. with the global marketing and sales reach offered by the int coupled with affordable world travel, is any niche really too small to find audience?

While certainly not as small as some musical niches, classical music has been considered dead or dying for more than a decade. Younger audiences simply have no interest .

But despite the death sentence, the world's most successful male touring artist for the first half of 2009 was classical musician
Andre Rieu according to Billboard. He ranked number 4 overall with 554,242 tickets sold and $57.4 million in gross revenue with only Madonna, Tina Turner and Britney Spears grossing more Rieu had already clinched the 8th position on Pollstar's 2008 touring chart.

It took Andre Rieu 30 years, but his success is truly global. In the last 12 months, his 55 piece Johann Strauss Orchestra has toured Japan, Australia, all over Europe and just completed a 35 city tour in the USA and Canada. He is currently making plans to tour South America, South Africa, United Kingdom, and Portugal. Rieu, who is fluent in several languages, always addresses the audience in their native language.

And being a global niche phenomenon is not unique to Andre Rieu. Many world music
artists have parlayed niche success in their home markets into global careers. If it takes 1000 or 10,000 or even 100,000 true fans to build a lasting career; it matters far less than it once did if those fans live in one city or several thousand.


 
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Comments

  • August 1, 2009 Shirley wrote:
    One reason for the "dead & dying" classical music concerts might be because they are considered by the younger generation to be so boring. At an Andre concert there are smiles and fun, plus beautiful music. A happy party. This appeals to people of all ages. Andre knows what he's doing and he does it very well. His popularity speaks for itself.Why do people all over the world want him to come to their cities? The demand is obvious.
    Reply to this
  • August 1, 2009 Joaquim Domingos wrote:
    Please send any information about André Rieu visit to Portugal
    Thanks
    Joaquim
    Reply to this
  • August 1, 2009 Marlene Warren wrote:
    Shirley, you said it very well.

    I wonder sometimes what the music will be like 25 years from now...will it lean towards Classical? Hip Hop? Rock?

    Then I think of what the changes in music has been throughout history...and we still have the Classical enthusiasts, the Hip Hop fans and the devoted Rockers.
    Will it really change? Will the children of today truly understand and enjoy the Classical genre of music that we are enjoying with André? I would like to think so.
    I would love to think that, like me as a child, when I heard Classical music being played in my home and my grandparents home, that it was being filed away in my brain, to be later enjoyed to the point that I now listen to it every chance that I get.

    Somewhere the words are written "there is nothing new under the sun"...meaning that we may think things change, and to a certain extent they do, however... when you get right down to it, there is nothing new...and people, for the most part...will still love their Classical music, or Rock or Hip Hop.

    We are going to be having a concert at our local park next weekend...there will be entertainment...which is going to be a teenager who is a Classical musician and plays extremely well. He's going to be accompanied by another teenager, who is also a Classical musician.
    Some years down the road, these teenagers will be adults, playing Classical music. People will hear them and their children and childrens children will hear them, and the cycle will continue.

    I believe that André is an exceptional man who has done a fantastic work in the world by continuing the love of Classical music. Making Classical music a very happy experience, as André has done, guarantees the continuance of this music to the point that the love of Classical music will be with us for a very, very long time.

    Thanks for listening.
    Reply to this
  • August 8, 2009 ELAINEBURCH wrote:
    hi everyone my computer was offline for over sixweeks. and you donot know how much i missed everyone. and some vancouverfans want me to start a fan base here in canada for andre'.iam really excited about this and they want me to be the president. iwant to do this.please let me know what you think.
    Reply to this
    1. August 9, 2009 Moderator Jeanine Ann wrote:

      Hi Elaine, so nice to hear from you.  I am going to email you later today about the fan club.  I will tell you all you need to know.  Hugs to you

      Reply to this
      1. August 9, 2009 LAINE wrote:
        THANKS DEARIE!
        Reply to this
  • August 10, 2009 ELAINEBURCH wrote:
    what andre' has done making classical music so enjoyable is the most fanastic thing everf. my mom and i went to see LIBERACE when he was in calgary some years ago. and now andre. the classical music will live because of andre' rieu.
    Reply to this
    1. August 10, 2009 Moderator Jeanine Ann wrote:

      Hi Elaine, you are so right.  I also saw Liberace many times and loved his classical music.  Despite his showy costumes, he could really play the piano and knew his music.  André always brings a happy day to me when I am down.  All I need to do is play a concert DVD or even something on the computer.  He does wonders for all fans.  Don't know what I would do without him and his music.  Will email you, I did not forget.  I am just so busy right at the moment.  Hugs to you

      Reply to this
  • August 17, 2009 Reuben wrote:
    What a great article. It's very interesting, although not so surprising that our André was the "world's most successful male touring artist for the first half of 2009" huh? But I must say, my generation has only really ever been exposed to the music of today... Because current music is presented everywhere; all the time, any different types of music such as classical is just disliked straight away because it's not the norm. But the more André becomes known throughout the globe, maybe us younger folk will begin to realize that different music is just as cool and amazing as other types.

    Ooh! Thank goodness for André!
    Reply to this
    1. August 17, 2009 Moderator Jeanine Ann wrote:

      Hello Reuben, how nice to hear from you again.  You are right, there is so much great music from all generations although I do not like the Rap.  I remember growing up with all kinds of music.  It was a part of me as I danced with American Bandstand and listened to my mother play semi-classics on the piano and I would sing with her but I always loved the classics especially the violin.  I have loved all kinds of singers from the late Frankie Laine, Neil Diamond, Engelbert Humperdinck, Michael Crawford (who sang mostly Broadway, to the Latin Julio Iglesias.  In fact Frankie Laine was a friend of mine whom I met through my best friend who lives in Conn.  He would call me when I lived in Florida to see how I was coming through the hurricanes and I would ask him about the fires (he lived in San Diego) at the time.  A real nice guy who had a wonderful wife who passed away before Frankie did.  He then married a Realtor in Calif. and had a sweet Poodle whom they adored.  I got a card every year at Christmas and the one included the dog Matt.  I miss him but he had a long life living into his 90's.  He had a one of a kind voice.

      Now I met the great Andre who brought me back to the classics I loved and especially the violin.  When you think about it, our whole life evolves around the music we know at the time and in my case has come full circle. 

      Reply to this
      1. August 17, 2009 Shirley wrote:
        Jeanine Ann,Frankie certainly was a one of a kind. We used to watch him on TV, The Frankie Lane Hour, I think it was. He could sing jazz or pop, or ballads equally well. My brother used to play his Mule Train til it drove me crazy1 I loved his Love Is A Golden Ring & That's my Desire. I think he had more hits than I could ever remember now. It must have been a great pleasure to know him, lucky you.
        Reply to this
  • August 17, 2009 Jill wrote:
    It's exactly two months today till I see Andre again.
    AND THAT MEANS it must be only five weeks till I see Helmut Lotti.
    How am I going to cope with all this excitement? I really don't know.
    All I need now is for Daniel O'Donnell to announce his next tour dates to Australia and I'll really be in a heap.
    Reply to this
    1. August 18, 2009 Judith wrote:
      Wow...that sure is some fantastic over-the-moon, sweet "anticipation" for you my friend Jill. Best excitement that I have seen surface ~ hope that you hear some good news that Daniel O'Donnell has
      announced a surprise tour date for all his Aussie fans. With all our heat and humidity here in the States, I probally would be passed out cold with anticipation if I found myself in your
      "great news" shoes. Hope these upcoming Concert days fly by~till your in your concert seats and totally enjoying all the talented musicians coming your way.
      Reply to this
      1. August 18, 2009 Jill wrote:
        Thanks Judith
        It's cold and frosty here. I'd like some of your warm weather - but maybe not the humidity.
        Daniel comes here every two years and is not due till next year, so we'll have to be content with Andre and Helmut this year. What bliss though.
        Reply to this
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