Getting the YouTube generation to re-discover classical music.
B-Classic is an independent classical music festival looking to attract a more diverse, and younger audience.
By creating a contemporary music video for one of their featured artists and reaching out to the creative community, we managed to give the festival a voice in popular culture.
Working with a celebrity Korean K-Pop group, the video provoked conversation and headlines at home, and around the world.
B-Classic x MTV / Classical Comeback
DDB Brussels, 2014
The first modern music video for a classical artist.
“I am not convinced that youth are uninterested in classical music. I think that it’s simply more difficult for them to discover.” Frank Peters, Founder B-Classic
