From time to time its refreshing to attend an event where the the accusations of snobbery, elitism or aloofness usually levelled at classical music can’t be heard.
In the case of the Riga Jurmala Festival launch today, this wasn’t only because entry to the event was by invite only, but also because the interior – a private members club in Mayfair – meant the tone was already set long before anybody said anything or events were even talked about.
Riga Jurmala’s second annual festival starts in July this year and like last year features a smattering of British artists – the King’s Singers and the Philharmonia. One international orchestra visits the Latvian capital Riga each weekend, giving two performances with a day off in between.
Across the four weekends expect to the Israel Philharmonic, the return of the Bavarian Radio Symphony Orchestra, the St Petersburg Philharmonic, and in the last weekend, the Philharmonia Orchestra.
Post-Brexit (or are we still mid-Brexit?) festivals like Riga Jurmala, Verbier and the rest are seen from a different perspective. An ever-more important lifeline not necessarily for revenue (or maybe they are – the exact figures are an understandably closely guarded secret), but certainly for marketing purposes: cultural shop windows on an international stage most perceive to be closed off. Potent symbols of UK cultural successes, hope in the midst of political idiocy, and a vital connection with our European neighbours even if they’re now collectively looking at us in bewilderment.
It’s a nifty festival too. It’s easy to be distracted by a serif font and beautifully laid-out print, and assume this along with the big names like Schiff, Kavakos, George Li, Truls Mork or Leif Ove Andsnes mean its administrative wheels are as large and slow-moving as the reputation of its international artists.
Speaking with CEO Zane Čulkstēna before the launch event this morning, I got a sense of how nimble the building of the 2019 programme was after board approval for the inaugural event: two months. A lot of that is down to Artistic Director Martin T:son Engstroem (founder and artistic director of the Verbier Festival) whose involvement in anything it seems is in itself one less thing a PR professional has to worry about when selling any of his endeavours.
So that experience of ease when you’re learning about an event like Riga Jurmala is rooted in the event’s self-confidence. It’s reflected in the ease at which the people who speak at it speak with wit, warmth and pride.
And it’s also refreshing because Riga Jurmala is the kind of event that knows exactly what its target audience is: people who want to travel to a location they’ve not been to before, somewhere rooted in a musical tradition, where music isn’t a treat or a luxury or a privilege, but a right enshrined in law for all Latvians. Imagine that.
The Riga Jurmala Music Festival returns this summer from 10 July – 30 August 2020
Listen to a Thoroughly Good Classical Music Podcast featuring artistic director Martin Engstroem recorded in Verbier, July 2019.
The podcast interview with Riga Jurmala CEO Zane Čulkstēna is coming out soon.