THE PEOPLE VOTED. THEY VOTED FOR THE QUIET ONE.
People on a fan-decided prize that landed a full month before the Grammy sweep.
People's Choice awards are, by definition, a popularity contest. They are not decided by a jury, or a chart, or a network's morning-show tally. They are decided by the readers of this magazine, and by the visitors of the ceremony's website, and by whoever happens to feel strongly enough, in a given month, to click a button. In January, in the millions, they clicked a button for a thirteen-year-old classical pianist named LUCA STARR.
The Favorite Breakout Artist category, this year, drew a record number of votes. STARR won it with a margin large enough that People's own web team, per a source in the ceremony's production office, ran the tally twice to make sure. He is the youngest winner in the category's history. He is also, per the ceremony's records, the only classical instrumentalist to take a Favorite prize on the People's Choice ballot in the last two decades.
“People are kind. I don't know all of them. They don't know me. I like the exchange.”
He was not, at the ceremony, prepared to speak at length. He rarely is. He walked to the microphone, said thank you, said the word “kind” three times in slightly different sentences, and left the stage. The room applauded him, per our people, for a full forty seconds after he had already sat down.
Amara Starr, his sister and manager, said the family had, on the morning the nominees were announced, sat down with Luca to explain what the People's Choice was, and how the voting worked, and what it might mean. “He listened,” she said. “He asked one question. He asked whether the votes were free, because he wasn't comfortable with people paying to vote. I told him they were free. He said all right, then.”
What is interesting about the vote, per People's own data, is that STARR did not win because of a single voting bloc. He won because the vote spread. He carried the classical-radio fan communities. He carried the fan communities that had, in the last quarter, discovered him through the streaming platform. He carried, most surprisingly, a plurality of the demographic that People's own polling identifies as “casual pop consumers, ages thirty-five to fifty-four.” That group, historically, does not vote in this category at all. This year, per the ceremony's exit poll, they did.
What that means, if it means anything, is that the audience for this boy is not the audience anyone would have predicted twelve months ago. It is not a classical audience, and it is not a pop audience. It is, per the numbers, closer to a general audience. It is, in other words, the audience that used to belong to television, and to network specials, and to Kennedy Center broadcasts on Christmas Eve. That audience has, in the last thirty-one weeks, quietly reorganized itself around a piano in a farmhouse.
The trophy, a clear obelisk with the People's Choice logo along the base, is now on a bookshelf in the family living room, behind the piano and to the right of a framed photograph of Luca and his father, taken at the Kennedy Center in 2010. He was seven. He was, in the photograph, holding his father's hand.