The Orchestra Cycle: Program Continuity or Overdoing A Good Thing?

Why do orchestras constantly make a point of programming season-long strings of works by the same composer? What is it about, say, a Beethoven cycle, that is so irresistable to programmers, and is the idea really backed up by sound artistic and financial reasoning? “The investments go beyond time. Orchestras hold preconcert lectures and discussions with audiences to help put a series into context, and many work with theater companies and museums to create stage productions and visual-arts exhibitions connected to the series theme.”