(Don’t) Run it Like a Business

Corporatism is killing the arts. Programmatic Populism can save it.

WORDS BY MICHAEL ZARATHUS-COOK

A few months ago I had a fascinating conversation with an author that has been (rightly) described as “the Steve Jobs of classical music.” Her name is Aubrey Bergauer, and she recently published a book titled Run it Like a Business: Strategies for Arts Organizations to Increase Audiences, Remain Relevant, and Multiply Money—Without Losing the Art. I'll use a basketball analogy to elucidate her growing influence on the classical music industry: there’s a general understanding in the NBA that the most impactful players are not necessarily your favourite players, but your favourite players’ favourite players. In that sense, Bergauer is becoming a favourite amongst the management class of this industry.

Her name was bandied about in the boardrooms of the symphony orchestra that I used to work for as a Managing Editor; so I reached out to her for a copy of this book, and thereafter reading it set up an interview to talk about it. The industry needs more people like her: very sharp and equally savvy regarding where the industry is going and what it needs to get there. Yet, this book just did not sit right with me. Our conversation left me with more questions than they answered and, after many months of contemplating this uneasy feeling, I came to the realization that my issue wasn't with the book, nor with Bergauer’s oeuvre — but with the larger businessification of the arts, the corporatization of the performing arts industry that is doing more damage than good.