— THE SOCIETY OF THE SPECTACLE

Classically Smart.

I love this idea. So simple, so nicely done, and a great use of YouTube. The problem was pretty simple (and one that I guess Orchestra’s around the world have…) How do you engage a younger audience in the delights of Classical Music? Using YouTube and some of the most iconic movie soundtracks of all time, the Brazilian Symphony Orchestra achieved a 40% increase in youth audiences for their new season of concerts. I love how this embraces YouTube as a communication tool, as much as a viewing platform to really bring home the point. It’s fun, it works and it strips away much of the pretension of Classical Music; which can only be a good thing…

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