Transforming high art into entertainment

Manila, Philippines - The man who will bring a big multi-media production of the music of Sir Andrew Lloyd Webber on June 24 is not strictly showbiz type.

In the past, James Cundall is associated with such shows as Chitty Chitty Bang Bang, The Full Monty and Saturday Night Fever but he also impresario-ed the first concert of tenor Jose Carreras and soprano Renee Fleming at the Sydney Opera House including the recital tour of pianist David Helfgott whose life (musical and otherwise) was made into a powerful film called Shine. He also handled such classical big names as Dame Kiri Te Kanawa and baritone Bryn Terfel.

Cundall’s career has skyrocketed from private banking in Australia to major producer and impresario of the biggest global brands in live entertainment. He is the man behind Lunchbox Theatrical Productions in Hong Kong and this is the same outfit associated with the production of Miss Saigon, Singin’ in The Rain and  The Phantom of the Opera (Singapore 2007 season), among others.

On June 24, he brings to Manila 13 performances of a full theatrical production of The Music of Andrew Lloyd Webber at the CCP main theater directed by Stuart Maunder who has directed several operas in Australia.

The man is obviously associated with global brands (read: famous names worldwide) in live entertainment and he is there when the following of those brands are heralded in major media outlets.

 Dame Kiri Te Kanawa, Renee Fleming and Bryn Terfel are classical figures but their worldwide following have made them perfect names in live global entertainment.

Cundall points out: “My job is basically to sell and produce brands that will sell. Carreras and Fleming have become brands through their excellence. What I do is bring these famous names in places where they not likely to be seen and heard. Their concerts at the Sydney Opera House are the main highlights of my career.”

Another classical musician he has packaged as a global brand was pianist David Helfgott who became famous after the release of Shine  the 1996 film which dealt with the pianist’s formative years and struggle with mental illness. Helfgott was portrayed by actors Geoffrey Rush who won an Oscar for his portrayal of the pianist. The film was criticized by the other Helfgott’s siblings for some so-called inaccuracies particularly in the portrayal of the pianist’s father as a tyrannical despot.

But as history showed, Helfgott became a global entertainment brand after Shine.

Cundall said the Helfgott recitals, which he mounted some 15 years ago, did well financially but what the critics wrote was another story. “But just watching him rehearse is something else. One time after a concert where our rooms were just beside each other in the Hong Kong Peninsula, I asked for Rach 3 and got it. You could still ask for a Beethoven and still get it. Indeed, David (Helfgott) had his moments. Requesting him play was like having a jukebox of classical music. Of course part of my job is taking risks and minimizing those risks.”

Moreover, other entertainment brands outside classical turf, like the music of Andrew Lloyd Webber, is  he admits  easier to sell than any other brands. “Here you talking of music that is listened and seen by more people in the world than any other composer   living or dead.”

And the music of Andrew Lloyd Webber  composer of 16 musicals, several film scores, a Latin Requiem Mass, Cats  and  The Phantom of the Opera  is just a perfect example of shows in his global equity portfolio.

What is tough marketing the Webber shows is that the production should go beyond music. “We know people would see the show for the music they remember. But when they hear Don’t Cry For Me Argentina, we make sure they also see the sights of Argentina and when the singers sing songs from Phantom, we should be able to make them feel they are inside the Paris Opera.”

Stuart Maunder  who as artistic director of Opera Australia has produced such opera favorites as Tales of Hoffmann, Manon, Don Pasquale, Die Fledermaus, Nabucco, Romèo et Juliette, among others  expounded: “The emotional force of Andrew Lloyd Webber’s songs is undisputed. We want to celebrate the extraordinary variety of Andrew Lloyd Webber’s output and the emotional force of his songs by presenting an intimate affair with all the emotion, all the tunes whilst taking you on a musical journey  one that is stylist, inventive, and surprising and also offers some rare insights into the mind of this genius creator…”

To be sure, Sir Andrew is involved in this production.

With Sergio Zanatti, consumer markets head of Citibank Philippines at Dusit Thani Manila

Added Cundall: “He even suggested what the opening number should be and it has to have a message of love which is just what his Love Changes Everything is all about. He wanted it to be a love story. He believes that his work is about love, and that indeed, love changes everything.”

Lloyd Webber was knighted by Queen Elizabeth II in 1992. For the record, he has received seven Tony Awards, three Grammy Awards, seven Laurence Olivier Awards, a Golden Globe, an Oscar, two International Emmys, the Praemium Imperial of Japan, the Richard Rodgers citations.

With years of box-office hits in his credential, Cundall said that part of fulfillment in his kind of job is not about revenues but how the audiences are transformed by his productions. “Some ticket buyers probably dragged their hesitant husbands or boyfriends to the shows expecting total boredom. But when their faces light up and finally go with the story and the music, that is really the fulfilling part of being impresario. Our tickets are expensive compared to other shows and with that price tag, we are all compelled to deliver a great night of music. When they enjoy and get their money’s worth, we already have a lot more to thank for. Even with the onset of recorded entertainment, I think the market for live shows will remain lucrative.”

Cundall, along with Manila production partner Bambi Verzo of Concertus, hinted they might bring to Manila other exciting musicales among them Stomp, Mamma Mia, Jersey Boys and Phantom of the Opera.

Meanwhile, Cundall has not turned his back on classical musicians.

“The thing is we have to package their classical talent into a global brand for entertainment. We don’t want boredom in the concert halls. If we cannot entertain with some names, then we have to look for another brand that suits our market.”

Everything else considered, Cundall cannot go wrong with the music of Sir Andrew Lloyd Webber.

(The Music of Andrew Lloyd Webber will be staged at the CCP’s Tanghalang Nicanor Abelardo June 24 until July 3. Tickets priced at P700 to P6,000 are available at all Ticketnet outlets, selected National Bookstore branches, Robinsons Department Store (Galleria, Malate, Metro East, Festival Mall and Starmall Pampanga) and Ayala Center (Greenbelt 1, Glorietta 5, and Trinoma Mall cinema booths) and Ticketworld Office at 6793 Ayala Ave., Makati City. A Family Package is available on Tuesday, Wednesday and Thursday shows only. Senior citizens and students get discounts, too.)