Staff Editorial:
We at the Graphic have noticed that excitement surrounding the big Spring Concert is decidedly nonexistent. And this lack of enthusiasm is hardly out of the ordinary.
Typically, most of the hype about the concert is generated in weeks prior to the actual event when rumors fly about what performer the Programming Board might manage to obtain. This year, we were particularly excited by unconfirmed pre-concert buzz that Bob Dylan might be in consideration.
But this initial buildup is always quickly followed by disappointment over the real announcement. Take, for example, the declaration of Something Corporate as this year’s headlining act. Not only has the band already performed at Pepperdine during the 2001-2002 school year, but their popularity as one of the myriad of alternative rock bands also peaked around the same time. Although Something Corporate’s debut performance at Pepperdine occurred during the academic careers of current seniors, not a single Graphic staff senior could recall the event. This widespread forgetfulness is unlikely the result of a general amnesia, but probably indicative of the quality of the performance.
Concerts at Pepperdine are notorious for extremely low audience turnout, which may also be a reason why a headlining band’s performance could be about as memorable as an 8 a.m. economics quiz.
What we find most disappointing about these mediocre concerts is that the Pepperdine campus has tremendous potential as a popular music venue. The scenery at Alumni Park is reason enough for large audiences to make the drive to Malibu to see a musical performance. Who wouldn’t want to take in the sights and sounds of an afternoon concert in the park with a front-row panorama of the Pacific Ocean? The opportunity to perform at such a beautiful venue might even draw some major musical artists and groups. With the right backing, Pepperdine could become the premier college-campus concert venue in Southern California. Daytime shows that feature the campus’ breathtaking scenery in all its sunlit glory would also eliminate late-night noise concerns in the rest of Malibu.
Concert coordinators also rely too much on Pepperdine students to fill the audience to capacity. We were surprised to hear that ticket sales for the Spring Concert were predominantly made up of sales made outside the student body. This fact supports our belief that a little outside publicity for the University as a legitimate concert venue could attract music fans from all parts of Los Angeles. With the music capitol of the West Coast so close at hand, there’s no reason why Pepperdine can’t sell out concerts — even for moderately popular bands like Something Corporate.
But most performances continue to draw only half-full audiences, and that doesn’t help the waning attention and thought given to the Spring Concert by the student body and outside concertgoers.
Given the limited budget the Student Programming Board has to work with, it seems in Pepperdine’s best interest to either start promoting itself as a major concert venue for big acts, or completely stop bringing in mediocre bands that cost just enough for the school to lose money on an event that no one attends. Either go big and spend the money necessary to attract major performers who will draw an audience large enough for Alumni Park, or stick to bringing in smaller, local bands to play Smothers Theatre.
While being economically responsible with funds is an absolute necessity, the University cannot expect to make money on the Spring Concert unless it features a band the student body and outside concertgoers can be excited about attending. And if the Student Programming Board can break even by spending a little more upfront for a major artist, then the University might be more forgiving of the expense.
The effort to dispel the generally apathetic attitude most students have toward the Spring Concert starts there — if the Student Programming Board funds it, they will come. If not, we here at the Graphic hope the PB will have some mercy and steer clear of Something Corporate: Part Three.
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