A short Talk to Adrian Cunescu – Head of the „Circle of Friends of The Vienna State Ballet" - August 1st, 2022
Just a few weeks ago, I „reread", perhaps for the tenth time, a brilliant book, written by the equally brilliant Liv Ullmann, called „Changing”: a title still very dear to me, inspiring. Why? Just because I still believe that while we are changing and in this constant process, that is (or should be) so natural in life, we are ALIVE. To have undergone a change is one of the most exciting and welcome things ever. At least to me.
In Vienna, we experience sometimes a phenomenon which is still quite inexplicable. A question mark for me. A city that impressed the world throughout history with its „modernism" and I just name a few examples to begin with: „Art Noveau"/Jugendstil, Psychoanalysis or „Die Arbeiterzeitung", the first Newspaper for the working classes, especially for „Floridsdorf", a working-class district called once „the hope" for the Socialistic Word… This very same City tends sometimes to be extremely conservative and old-fashioned in its ways and forms of (not) allowing real interaction and freedom of speech – whenever it is needed and indispensable, and this especially where ART is concerned. This “refusal” is, as I mentioned before, inexplicable. An expression in German calls this kind of behaviour „verstaubt" (dusty) and I can find no better expression to describe this „settled" state of mind that is as hard as lead.
It was with great joy that I had heard the news that the old „Ballet Club" in Vienna had become a new, young Management in the person of Mr Adrian Cunescu, Strategy adviser for Art & Culture at “Direct Mind-Arts”, an external company.
Do not misunderstand me, the old institution had been correctly administrated for years, no question about that but a more contemporary approach to its members and to dance itself was, with the passing of so many years, extremely necessary if not Conditio sine-qua-non.
I had once been a member – for the short period of just two months, I think – until I quickly realized that the „Club", which to my way of thinking was more of a fan club than a serious Institution connected to the Vienna State Ballet, was not meant for me. On a certain occasion, it was asked of me to rewrite a critique I had written about a couple which I considered (and still did until they left the company) completely „miscast" as dancers in a repertoire company such as the Vienna State Ballet. Explanatio: It was expected of me, as a member of “The club”, to „soften" my critiques and write just compliments about Dancers who had won the Club's „encouragement prize". I, of course refused to do so for this would not only be artistically degrading but completely unacceptable for a serious Ballet critic. On top of that, I found out that the emails I had received on this subject had been sent to all members of the „Club" in BCC (Blind copy) - an attitude that is simply unacceptable, inadmissible, a big „don't" not only in the business world but in respectful, polite human relations - I quickly made up my mind and left this organization - thinking with lots of humour of the old quote by Groucho Marx: „I refuse to join any club that would have me as a member".
Humour is the best medicine in life but, in short, this was the story of my (very) short-lived connection with this foundation.
Apart from a very well-founded Knowledge of Marketing and Communication, Mr Cunescu „brings along" something essential: Not only a deep insight and comprehension of Dance but also a very interesting background as an former dancer after his formation years in Bucharest and England, where he had won a scholarship. His dancing career not only included the Vienna State Opera (under Renato Zanella, Gyula Harangozó and Manuel Legris) but also Madrid, the English National Ballet and the Scottish Ballet. Perfect premises for a job that does not only include administration skills and technique but requires creativity, a profound Knowledge of the Dance World as well as dynamic openness and flexibility.
We met, at one of „our" favourite bakeries and brasseries (this by pure coincidence) and after two minutes started an interesting, very fluid talk in which empathy and listening to each other with very “open ears” played a big role.
„Dear Adrian, first of all, my congratulations on your new assignment as Head of the „Ballet Club"! I am glad for that!", I say.
„Thank you, Ricardo, but to be more precise, I must tell you that this name does not exist anymore. We are now called it the „Circle of Friends of the Vienna State Ballet"
Good News! It is quite obvious, from the start, that a new „fresh" air has already started blowing as Adrian Cunescu joined the „ex" Club - now much appropriately AND contemporarily called: Freundenskreis Wiener Staatsballet. So much more up to date...
(See https://www.wiener-staatsoper.at/foerdern/freundeskreis-wiener-staatsballett/
„As I have heard from some members I know, they have already been enjoying quite an innovative new way of connecting to the club, I mean, to the Circle of Friends... Tell us, please, a bit more about the concrete plans for next season... „, I ask quite curiously.
„ Apart from the different events that already took place during the 2021/22 Season until now, other various - and interesting events - are planned for the Season 2022/23, such as a Talk with Lotte de Beer, the new director of the Volksoper Wien on Saturday, November 5th, a Movement Class to „Sleeping Beauty" with Louisa Rachedi on Sunday, November 27th, „Plattform Choreography - A look behind the scenes" in December, a New Year's-Get-Together with the direction of the Vienna State Ballet (exclusively for platinum members and patrons) in January 2023. a visit to an Orchestra rehearsal of „Promethean Fire" on February 4th, 2023, a Visit to the Ballet Academy in March, a Visit to a piano rehearsal of „Goldberg-Variations on April 22nd, 2023, the Première reception of „Goldberg-Variations" on April 27th, 2023 at the Vienna State Opera (exclusively for platinum members and patrons) and in May 2023, for the revival of „The Seasons" a visit to the Haydn House with a specially guided tour. „
„This sounds amazing and not only quite interesting but also very diversified... I am sure the members will be surprised with this unexpected, exciting News„ I add
„Yes, these are our plans – of course, it is all subject to changes but our wish is to organize many more exciting events that will allow our members not only to experience world-class level but also to get a more intimate and definitely more knowledgeable connection with this form art!", says Adrian, as I have the feeling that he is passing all this „News" as a quick film, though his mind, checking details. One can nearly touch his precise thoughts.
Two quick questions follow – just for the „record". „Adrian, will the „Encouragement Award" and „The Young Choreographers Event" (that took place every two years) continue to exist?”
„Yes, the Encouragement/Sponsorship Prize and the „Platform Choreography" will continue to exist (This is the new and also much more appropriate name for the „Young Choreographers' Event"). The only difference is that the Choreography event – to promote our new talents from the Companies of the State and the Volksopera – will, from now on, take place on the bigger Stage of the „Volksoper" and in the evening. Not anymore during the Morning like in the past Season.", he adds quite firmly.
„I cannot help thinking of what you will do, combining all your Knowledge about Dance and your Experience as a Strategy adviser, a function that not only mixes direct marketing skills, target group understanding with a precise analysis but also with lots of „feeling" for everything concerning the dance World and the members of the „Circle". Surely a more interesting and challenging Season's programme... „ I say as I suddenly realize that what is going to be offered to the members of the „Circle" next season is an extreme improvement.
But I cannot control my curiosity about one particular and extremely important subject „We all know that, when compared to Countries in which Ballet Companies are supported by private funds – Think of the ABT, New York City Ballet, and so many companies in the States and in the Americas - the fund-raising actions in Vienna have not really reached any significative importance up to now... „
„There is a huge potential in this exact issue but that takes time, a long time and surely a new approach to all members and also to potential new ones, has to be more personal to build more connection, confidence – in every sense of the word... „
„Yes, I have heard directly from some members that they are enjoying very much this new kind of more direct, personal approach from you... But back to "fund raising" - This would include an extensive analysis of the target group you want to reach, wouldn't it?", I venture.
“This group, on the contrary of younger generations, is much more “free” to support what they love and to invest in what it is for them important”
And I cannot help thinking about our present inflation which is turning „Art" into a „Lux article" - and therefore one of the first things that you can refrain from. Unfortunately. This and the fact that the Vienna State Ballet has been having quite a problem with the occupancy rate of the performances, even with a city – AGAIN – filled with tourists, contribute to a strong price drop on short notice... This is most annoying to the ones who have bought full-price tickets and realize that on short notice they would have paid 30%, even 50% less. I understand why so many people are avoiding the thought of going to the Ballet.
„And the younger generation? Tomorrow's members and supporters?"
„This is also something that I am working on to not only create a community for the younger segments who have a „member profile" but also to awaken interest in potential, youthful people. This is exactly what you said: Tomorrow's members and supporters"
„Liviu, I have a very personal question, more of a very personal matter and an idea: Many years ago, when I was starting my page „attitude" I had planned to use a column called „From the outside looking in" to interview, during intermission, the average „Ballet-goer" and ask what they were thinking of that particular performance... I didn't work! Not at all! I mean, here in Vienna, in comparison to other Opera Houses – even in Munich – the level of Comprehension, Understanding and Knowledge about Ballet is terrible, nearly non-existent... Wouldn't it be advisable to lead, at least the members of the Circle, through a programme in which they could acquire more awareness and insight about what Dancing is all about? I mean it's really quite simple. For example, you invite a Dancer from the Opera to talk today about... an example; let's see... Tendus or, better, talk about arabesques and using videos, photos etc. to analyze what it is all about... You see, I am sometimes frightened when I hear the public here, applauding during Odile's 32 fouettées or while a dancer is doing a Manège. In England, in Paris, this is still (most of the time) practically unheard of... But the public there is more of a „Connoisseur" (in things Ballet) than here... Sometimes I see, even people who pretend to understand Ballet braging it, doing that and being quite excited about these displays of Bravura and Circus... Ballet, Dance is something else... An Art form, not a circus!„
Adrian looks at me intensely as if analyzing exactly the issue that I have just mentioned and pronounces slowly „Good idea, good idea... „ and I see that a „seed" has been planted in the fields of his mind.
Just summarizing this interesting talk in a few words, I can only say that to my way of thinking Mr Cunescu brings the necessary “luggage” to this when well done, quite strenuous position. His last words confirm what I had just thought: „The point, Ricardo, is to understand how can you attract someone who is (perhaps even marginally) interested in your product to a sort of Customer's journey and develop his present relationship with the „Institution" into a loyalty one Therefore reaching even financial support to the Vienna State Ballet – this is what fascinates me, this challenge!"
„Thank you, Adrian. I can only say that now you made me feel even more curious and interested in what you'll bring to this „job"! A t t i t u d e wishes you ALL the best!"
Ricardo Leitner
a t t i t u d e
August 10th, 2022
