An original line, operating on the edge, an evocative, eye- and ear-opening experience, a genuinely moving, memorable experience. Art music marketing spins the same buzzwords as any other sales pitch: they all sell uniqueness, which requires only the decision to buy.
There’s nothing wrong with those words themselves, but they don’t always mean the truth or tell you anything essential about a work of art. But the truth must be unearthed in new and unlikely places.
What is the hardest currency for both creative and performing artists? It’s inventing. Coming up with a great idea. Finding your own thing, so to speak.
In its 2014 programmes, Avanti! offered insights and performances by artists like these. The fresh and insightful direction of Igor Stravinsky’s The Soldier’s Tale could not be further from HumppAvant’s production. Yet they are united by the values typical of Avant’s programmes: taking risks and finding a stimulating idea.
Avanti! is always on the edge, on the edge.
Kari Kriikku
Artistic Director
