In his seminal article "The Economics of Superstars," in The American Economic Review1, Sherwin Rosen, professor of economics at the University of Chicago and recently (1994) honored as vice president of the American Economic Association, analyzed what he termed "an increasingly important market phenomenon in our time" and developed the economic implications of it. This is the phenomenon of the superstar, the tendency of talented performers to be singled out as superior to all others and, thereby, to dominate the market in which they perform. He asserted that the paradigm is found virtually everywhere in contemporary economic life; in professional athletics, arts and letters and in show business. In economic parlance, the analytical framework is "a special type of assignment problem, the marriage of buyers to sellers, including the assignment of audiences to performers, of students to textbooks, patients to doctors, and so forth."2 Superstars all share what is termed "box office appeal" which is the ability to attract a large following (audience) and to generate a substantial volume of transactions. Rosen was quick to comment that there is no magic formula for becoming a superstar but it involves a combination of talent and charisma in uncertain proportions.
Professional athletes and rock singers are obvious examples
of superstars today. However, Rosen gives one interesting example from the
world of music which occurred nearly two hundred years ago and which was cited
by the eminent nineteenth-century English economist Alfred Marshall.3 In 1801,
a Mrs. Elizabeth Billington reportedly earned the then princely sum of between
£10,000 and £15,000 singing Italian Opera in Covent Garden and
Drury Lane.4 With her extraordinary voice she defined Italian opera and female
vocal performance to the sophisticated urban gentry who flocked to her
performances throughout her career and who discounted other singers of lesser
ability.
Upon reflection, the author, an economist and longtime
student of market phenomena and the economics of pipe organ building, believes
the concept of superstars described by Rosen has a novel and intriguing
application to the King of Instruments and its builders in the last 100 years.
Perhaps it offers a partial explanation of the quixotic, always fascinating,
and endlessly intriguing market for the pipe organ and for the fortunes of
several builders. A glance at the history of the industry shows that certain
builders enjoyed a large following or "box office appeal" during
their era. What was the combination of "talent and charisma" that
accounted for their success?
Our definition of superstar as it applies to the pipe organ
hinges upon the ability of a builder to preempt substantially a particular
market during his era through tonal or mechanical characteristics, perhaps
working together, in his instruments. This builder virtually redefines the pipe
organ with the result that previous instruments are now considered obsolete and
the work of other builders noncompetitive. In economic analysis this concept
rests upon "imperfect substitution" among sellers which, in the
superstar market phenomenon, means that buyers invariably will single out a
particular product or service as best meeting their (individual and group)
needs. They do not consider other products and services to be an acceptable
alternative. Parallel to Rosen's observation of a conspicuous concentration of
output among sellers who have the most talent (as in rock singers) is the share
of certain nameplates in particular well-defined markets for pipe organs.
Although the pipe organ historically has had a large and diverse audience, we
must look at specific categories of the general market:
style="mso-spacerun: yes"> movie theaters in the 1920s in which
Wurlitzer fits the definition, the residential market of that period in which
Aeolian gets the nod, and the college and university market in the immediate
postwar period in which Holtkamp is the outstanding example, and Schlicker is
perhaps a very good one.
A word of caution: definitions and concepts are always
arbitrary and frequently narrow. Thus they will evoke different interpretations
and diverging opinions among other observers. The author elects to make Rosen's
word "superstar" synonymous with his own term "trophy
builder." The readers, in their definition of trophy builders and
instruments, may elect to focus on certain instruments (The Mormon Tabernacle),
regions (New England), the work of tonal architects and voicers (Richard O.
Whitelegg) or inventions and systems (John T. Austin). Or, they may wish to
recognize, if not include in the definition, Robert Hope-Jones, whose
pioneering work in the emerging instrument at the turn of the century, was to
exert a pronounced influence on the industry. Well and good. The author merely
hopes that his own interpretation in the following discussion will shed light
on a unique aspect of the rich history of pipe organ building in America.
Roosevelt
Our first illustration of the superstar concept in American
organbuilding is Hilborne L. Roosevelt. His instrument for the Centennial
Exposition in Philadelphia, and many that followed, were truly a watershed in
the evolution of the pipe organ. As noted historian Orpha Ochse observed:
"One may say that the Roosevelt organs actually marked the beginning of a
new era in organ history."5 Through successful application of electricity
in non-mechanical action and the introduction of several new stops, he, in
effect, redefined the instrument. Now tracker action was increasingly
considered out of style in the growing urban market characterized by the
construction of large churches.
The new voices, embracing the European romantic tradition, made possible
in part by the new action, suggested that the tonal pallet of the tracker was
out of date as well. His
instruments embodied the hallmarks of the new era: liberal use of enclosed divisions in divided chambers, echo
divisions, a detached console,
adjustable combination action and the electric motor blower for wind
supply. The affluent urban
customer got the message: there was something new in pipe organs out there. They were quick to recognize it and
they were interested. Roosevelt's
star rose swiftly and in the brief two decades he flourished he won what must
have been a lion's share of the business in New York City, and important
contracts elsewhere as well. News of the "new organ" traveled swiftly
across the country. Thus we had Roosevelt instruments in Danville, Illinois and
Kansas City, Missouri, among other
small cities, all of considerable distance from New York. The most
widely publicized instrument of the Roosevelt era, if not in retrospect its
crown jewel, was the four-manual for the Cathedral of the Incarnation in Garden
City, Long Island.6
Ernest Skinner, who was to pick up the baton after
Roosevelt's untimely death (and his brother's decision to liquidate the
business), acknowledged Roosevelt's position in the evolution of the instrument
and the industry when he wrote: "Many organs were built by Roosevelt
according to the above plan (individual valve chest), which, together with his
fine tone, earned for him the most distinguished name of any builder of his
time."7
E. M. Skinner
The next trophy builder, who fits our definition eloquently,
is the renowned Ernest M. Skinner. Roosevelt had opened the door to a new era;
now Skinner would hoist his banner and march triumphantly through the city
church landscape for the next three decades. The Skinner name became a household word and defined the
pipe organ among the knowledgeable urban gentry. What Tiffany was to glass
Skinner was to the pipe organ among socially conscious city folks. "And we
have a Skinner Organ" is one of the ways these people described their churches. This type of product identification, with perhaps no parallel in the pipe organ industry, is the dream of every advertising manager in business today. Skinner also enjoyed the same preferred position in the college and university market during his era that Holtkamp and Schlicker were to savor in the period after World War II.
Like Roosevelt's, Skinner's instruments were a combination
of mechanical and tonal innovations. "The mechanical and tonal factors of
the organ are dependent upon each other for a fulfillment of their
purposes,"8 he wrote. A major contributor was the pitman windchest,
light-years ahead of the Roosevelt ventil system, which would stand the test of
time and be adopted by numerous builders in succeeding decades. The origins of
the pitman action are found, no doubt, in the many experimenters in
single-valve action during the turn of the century. One of them, reportedly, was August Gern,
Cavaillé-Coll's foreman, who later built organs in England under his own
name. But it remained for Skinner to take it to Mount Olympus. When the
lightning fast pitman key action
(thirty-three milliseconds between key touch and pipe speech) and equally
responsive (and quiet) stop action was coupled with exotic orchestral voices,
the Skinner organ quickly became the "box office favorite."
William H. Barnes listed the stops, not always invented by
Skinner, but developed and utilized in his trophy installations, which became
hallmarks of his work and era. All stops are 8' unless otherwise noted.9
Erzähler-Christ Church, Hartford, Connecticut
Orchestral Oboe-Tompkins Avenue Congregational Church,
Brooklyn, New York
English Horn (8' and 16')-City College, New York
French Horn-Williams College, Williamstown, Masssachusetts
Kleine Erzähler-Fourth Presbyterian, Chicago
Gross Gedeckt-Second Congregational, Holyoke, Massachusetts
Corno Di Bassetto-Williams College, Williamstown,
Massachusetts
Tuba Mirabilis-Cathedral of St. John the Divine, New York
French Trumpet-Cathedral of St. John the Divine, New York
Orchestral Bassoon (16')-Skinner Studio, Boston
Gambe Celeste-Cathedral of St. John the Divine, New York
Bombarde (32')-Cathedral of St. John the Divine, New York
Violone (32')-Cathedral of St. John the Divine, New York
Sub Bass (32')-Cathedral of St. John the Divine, New York
Contra Bassoon (32')-Princeton University, Princeton, New
Jersey
Skinner's icon image was eloquent confirmation of the
fact that an organbuilding
enterprise is the lengthened shadow of the key figure behind it.
style="mso-spacerun: yes"> As his biographer Dorothy Holden wrote: "In all truth, it was this ability to infuse his instruments with all the vitality, warmth, and charm of his own personality that created the very essence of the Skinner organ."10
Aeolian Skinner and G. Donald Harrison
The Aeolian Skinner organ was the gold standard for affluent
urbanites with champagne tastes, many of them Episcopalians, who viewed the
church and its appointments as the logical extension of their commanding
economic and social position in the community. That the instrument was built in
Boston, the fountainhead of American culture, was reassuring, and the name
Skinner in the logo denoted continuity with a firm of established reputation.
G. Donald Harrison had filled E. M. Skinner's shoes admirably and moved ahead
to carve out his own niche in the pantheon of great American builders.
Harrison's lasting imprint on American pipe organ heritage
began about 1932; for example, in Northrup Auditorium at the University of
Minnesota, and was well-established in 1935 with Groton School and Church of
the Advent in Boston instruments, which in the public mind were the
cornerstones of his era. These two trophy instruments were
style="mso-spacerun: yes"> milestones in the emergence of the
American Classic tradition of which he was the leading exponent during his
time. As Ochse explains: "He coupled an appreciation for some of the
outstanding European styles with his thorough background in English organ
building."11 His goal was an eclectic instrument on which all schools and
styles of organ music could be played with clarity and with reasonable
authenticity.
In superstar products, endorsement is a key to status as is
the demonstration effect, which is the identification of purchasers with peer
groups and the desire to emulate them. With Aeolian-Skinner the demonstration
effect was most important and endorsement not as crucial. When prospective
clients were reminded of the Skinner legacy and shown the opus list: Symphony
Hall Boston, St. Thomas Episcopal, New York and Fourth Presbyterian, Chicago, to
name a few, they said "that's us" and signed up.
style="mso-spacerun: yes"> With Holtkamp and Schlicker, on the
other hand, endorsement was paramount.
Aeolian
The Aeolian Duo Art pipe organ was the instrument of choice
among the business and social elite in the first three decades of this
century. Their opulent life style
was anchored in castles, Italian villas and French chateaus featuring mirrored
ballrooms, manicured gardens and pipe organs and was augmented
style="mso-spacerun: yes"> frequently by polo fields, yachts and
private railroad cars. The Aeolian reputation was initially distinguished by
its self-playing mechanism and superior roll library. Then, the nameplate took over. The "Lords of
Creation" were only too glad to pay steep prices for the Aeolian
instrument in order to "keep up with the Joneses."
style="mso-spacerun: yes"> Below is a sampling of familiar
names among the captains of
industry who had Aeolian Duo Art residence organs.12
The Automotive Industry:
Dodge, Horace E., Detroit, Michigan
Dodge, John F., Detroit, Michigan
Firestone, H. S., Akron, Ohio
Ford, Edsel B., Detroit, Michigan
Kettering, C. F., Dayton, Ohio
Olds, R. E., Lansing, Michigan
Packard, W. D., Warren, Ohio
Seiberling, F. A., Akron, Ohio
Studebaker, J. M., Jr., South Bend, Indiana
Merchants and Manufacturers:
Armour, J. O., Lake Forest, Illinois
Cudahay, J. M., Lake Forest, Illinois
DuPont, Irenee, Wilmington, Delaware
DuPont, Pierre S., Wilmington, Delaware
Swift, G. F. Jr., Chicago, Illinois
Woolworth, F. W., New York, New York
Wrigley, Wm. Jr., Chicago, Illinois
Publishers:
Bok, Edward, Merion, Pennsylvania
Curtis, C.H.K., Wyncote, Pennsylvania
Pulitzer, Mrs. Joseph, New York, New York
Scripps, W. E., Detroit, Michigan
Railroads and Public Utilities:
Flagler, John H., Greenwich, Connecticut
Harriman, E. H., Arden, New York
Vanderbilt, W. K., New York, New York
Vanderbilt, W. K. Jr., Northport, Long Island, New York
Steel and Oil:
Carnegie, Andrew, New York, New York
Frick, H. C., Pride's Crossing, Massachusetts
Rockefeller, John D., Pocantico Hills, New York
Rockefeller, John D., Jr., New York, New York
Schwab, Charles M., New York, New York
Teagle, Walter C., Portchester, New York
Wurlitzer
The tidal wave of capital pouring into the construction of movie theaters after the turn of the century created an insatiable demand for the wondrous new musical medium, the theater pipe organ, pioneered in concept by
Robert Hope-Jones. Investors clamored to capture the fortunes awaiting them in
motion pictures, a spectacular new form of mass entertainment. No movie
theater, be it an ornate palace in a downtown metropolitan area or a small town
storefront cinema, was complete (or competitive) without a theater organ. The
demand spawned an entirely new industry--Barton, Link, Robert Morton, Marr
& Colton, Page and, of course, Wurlitzer which, bolstered by
style="mso-spacerun: yes"> clever streetcar advertising, became
the generic term for the theater organ. What Kodak was to amateur photography
and Gillette was to shaving, Wurlitzer was to the theater pipe organ.
The new industry emerged because the theater organ was a
radically different instrument; characterized by significantly higher wind
pressures, the horseshoe console, unification of the stoplist, and the tibia
and kinura, among others, as distinctive voices in the tonal pallet.
style="mso-spacerun: yes"> Other builders produced theater organs,
chiefly during the years of peak demand, but they were primarily identified
with the church instrument and market. We award Wurlitzer the trophy accolade
because their output of over 2,000 instruments was more than twice the number
of their nearest competitor Robert Morton, who built slightly fewer than 900.13
Holtkamp
Walter Holtkamp was a true innovator in the Schumpeterian
sense, i.e., the concrete expression of ideas in marketable goods.
style="mso-spacerun: yes"> He had the wisdom and good judgment to
recognize that the classical revival and the North German paradigm, which he
sought to emulate, required a radical departure from existing norms. It was not
a matter of substituting a stop here and there, of lowering wind pressure an
inch or two, or of dispensing with the ubiquitous strings and celestes of the
1920's. It would begin with the wholesale elimination of melodias, cornopeans,
flutes d'amour and numerous other stops, all arranged in a horizontal tonal
pallet dominated by the eight-foot pitch with an occasional four-foot stop. He
would introduce a vertical tonal pallet with a pitch range of 16' through
mixtures, and underscore the principal as the foundation of
style="mso-spacerun: yes"> an organ chorus. Capped or semi-capped
flutes would provide color and harmonic development and blend well. He would
use primarily chorus reeds of Germanic "free tone" style as opposed
to "dark tone" English reeds in his ensemble.
To his great credit, Holtkamp surrounded himself with
knowledgeable people, and these persons of influence found in him the
pathfinder who would lead them to the promised land of a baroque organ. He was
said to be a stubborn man but he was a good listener. William H. Barnes remarked that he had the good fortune to
be located in Cleveland where he benefited enormously from the friendship and
support of three important people in the organ reform movement: Walter
Blodgett, Arthur Quimby and Melville Smith.14 As his biographer John Ferguson
noted: "The continuing association with organists and musicians
sympathetic to his ideas was of central importance to the development of his
work."15 His close collaboration with architects legitimatized bringing
the organ out of chambers and resulted in the distinctive "Holtkamp
look." Widely copied by other
builders, it was a distinguishing feature of his instruments and era.
After World War II he built a group of loyal followers, many
of them academics, led by Arthur Poister of Oberlin and Syracuse, whose
students moved on to choice academic and church positions and spread the gospel
of Holtkamp. Soon he enjoyed a
preferred if not a virtual monopoly position in the upscale college and
university market where these leaders of the organist profession flourished.
The Holtkamp organ was the marquee instrument for
academe. To have a Holtkamp was to
make a statement. Installations at
Yale University and the University of California at Berkeley as well as
Syracuse University and Oberlin College, quickly convinced many schools, including small colleges like Erskine in Due West, South Carolina, that an important milestone on the road to academic excellence and peer recognition was a Holtkamp organ. Invidious comparison and competitive emulation (Thorstein
Veblen) were--and are--alive and well in academe. Thus it is no mere
coincidence that each of the three prestigous women's colleges in
Virginia--Hollins, Sweetbriar and Randolph-Macon--has a three-manual Holtkamp
instrument. When Hollins got the first one, the other two schools could not
have done anything else.
Other builders couldn't compete with him in this market. As
one industry veteran, who asked not to be identified, remarked: "If they
were interested in a Holtkamp or a Schlicker, we knew we might as well fold our
tent." This market had pre-judged other builders and in the clamor for
peer recognition; it was the name that counted. Even if other builders used the
same scales and voicing techniques, they could not build a Holtkamp organ.
Poister, a grand person who was widely acknowledged as one of the finest organ
teachers of his or any generation, exerted what can only be described as a
fantastic influence on the fortunes of this builder. His championing of the
Holtkamp organ was surely the equal of the endorsement for breakfast foods and
athletic footwear by professional athletes today.
Schlicker
The market for a neobaroque instrument embracing the
Orgelbewegung movement was growing
and the established industry was caught with an image problem it could not yet
overcome, opening the door for yet another builder to rise to prominence and by
redefining the instrument and
capturing a preferred position in a specific market, to achieve trophy status
under our definition. This was Herman Schlicker. His launching pad was the rebuild of the 1893 Johnson organ in the Grace Episcopal Church in Sandusky, Ohio in 1950 with the advice and encouragement of Robert Noehren.16
style="mso-spacerun: yes"> Schlicker would go on to etch his
definition of the pipe organ in bold relief: a comparatively severe instrument earmarked by a mild fundamental, a shift in the tonal balance with an emphasis on upperwork, and a reduction in the percentage of strings in the tonal resources as well as a preference for 18th-century strings of an almost soft principal timbre to the exclusion of romantic (pencil) strings. Baroque style chorus and color reeds were featured in stoplists favoring early music, often suggesting the Praetorius mantra
(reflecting the influence of close friend and confidant Paul Bunjes).
style="mso-spacerun: yes">
To augment his tonal resources, Schlicker devised a
"Tonkanzell" electropneumatic windchest featuring a long channel with
the valve closing against a side rail as opposed to closing directly under the
toehole as in conventional pouch-action chests. This was designed to buffer aerodynamically the effect of the opening valve on the pipe foot and to approximate the wind characteristics of the slider chest.17 He was also an early advocate of the slider chest in nonmechanical construction and incorporated it in several instruments.
Schlicker's tonal philosophy and his instruments were
especially appealing to German Lutheran congregations eager to embrace their
historical roots and to academics who shared his definition of the pipe organ.
Robert Noehren, from his lofty perch as university organist and
style="mso-spacerun: yes"> professor at the University of
Michigan, enjoyed a wide following at one of the thriving centers for graduate
study in organ during this period. His recordings, recitals and convention
appearances earned for him a stellar reputation as a leading spokesman for the
organ reform movement and, thereby, directly and indirectly for the Schlicker
instrument. E. Power Biggs also
was caught up in the Schlicker
movement.18 The importance of endorsements by key spokesmen cannot be
overestimated in the fortunes of the Schlicker Company.
Fisk
By 1970 a phalanx of American organists had traveled to
Europe--on sabbaticals, tours and Fulbright Scholarships-- and been introduced
to many schools and streams of historical organbuilding. They became aware of
new possibilities in their own situations and responsive to a domestic builder
who articulated their ideas. This was Charles Fisk. His Harvard background was
convincing and his Boston location reassuring. In his writings and appearances
before professional groups, Fisk conveyed an in-depth knowledge of European
instruments, his own sympathy with continental ideas and his ability to execute
them.
The epic two-manual tracker organ Fisk built at Mt. Calvary
Church in Baltimore in 1961 was earmarked by the werkprinzip in case design,
suspended key action and, in this example, the tonal philosophy of Andreas
Silbermann.19 This instrument was
his springboard to an illustrious, though tragically short, career. He became
the first American tracker builder to challenge successfully the dominance of
such European builders as Flentrop, Rieger and von Beckerath, in the
construction of large instruments. In response to a loyal and enthusiastic
following, Fisk built a number of contemporary organs as well as period instruments patterned after specific historical antecedents. His rise to prominence is further evidence that each generation looks for--and finds--a new trophy builder, a shiny new nameplate that commands that elusive "box office appeal" and with it an unchallengeable (monopoly) position in a particular market. Over the years his instruments at Harvard and Stanford clinched his reputation much as Holtkamp's organs at Yale and Berkeley had done for him--a reputation still well-deserved by the Fisk firm after the premature passing of Charles Fisk.
Summary and Conclusions
The trophy builder analysis based upon Rosen's superstar
phenomenon, offers a useful perspective on the all-important market dimension
of the economics of the pipe organ industry. Its ingredients are: tonal and mechanical innovation,
location, the demonstration effect and endorsement, and each generation's
search for something new under the sun. Veblen's time honored psycho-social
phenomenon of invidious comparison and competitive emulation cannot be
ignored. Who will be the next
trophy builder?
Perhaps this
builder will reflect the swing of the pendulum back to the romantic
tradition and the emergence of an eclectic instrument embracing the
contemporary as well as an historical perspective in liturgical music. This
builder, and the entire industry, must be able to confirm the stature of the
pipe organ within the myriad of musical options such as synthesizers,
sequencers and auto-accompaniment being promoted today. The King of Instruments
must be recognized as the legitimate and time-honored vehicle for musical
expression in corporate worship. In retrospect, the history of the instrument
in the American experience is perhaps closely tied to the fortunes of the
mainline denominations and the middle class, both increasingly challenged by
the sweeping socio-economic changes now evident in our society. Ethnic and
language characteristics of migrant populations mitigate against identification
with traditional religious groups and the realities of a rapidly changing
global marketplace impact the wage profile and employment structure of our
economy. As one industry veteran
explained, the danger as we move into the 21st century is that "the
reorganization of religious expression makes the sounds of the pipe organ less
vital to 'religiousness,' hence less important."20 Our challenge is to
reverse this mindset and to assert that the pipe organ is central to musical
expression in religion and these other developments are ancillary to it.
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