Belgium’s B-Classic music festival, whose mission is to “give classical music the same recognition as pop and rock music,” brings us a rather interesting sensory collision in the form of the music video below, promoting its “Classic Comeback” competition.
Korean pop-dance group Waveya interprets the godfather of Slavonik dance music (and Brahm’s brosef) Antonín Leopold Dvo?ák in the three-minute synchronized bump-’n'-grind-gyration-twerk-fest set to “Symphony No. 9 Allegro con fuoco.”
The video, shot by Raf Reyntjens in South Korea, is cleverly edited and choreographed, albeit shameless in its attempts at drawing in a younger demographic. See, the organizers of the festival believe “the kids” simply need more access to classical music.
Music videos, they believe, are the best way to do this.
In a short documentary also posted below, Frank Peters, a Dutch classical pianist and spokesperson for B-Classic, says he’s “not convinced that youth are uninterested in classical music. I think that it’s simply more difficult for them to discover.”
Chereen Gayadin, a senior music programmer at MTV, adds, “I think that this is the first video in which one listens to classical music without being aware that it is classical music.”
Agency: DDB, Brussels
Creative Director: Peter Ampe
Creatives: Tim Arts, Stefan Van Den Boogaard
Designer: Christophe Liekens
Account Team: Francis Lippens, Kaat De Brandt
Strategic Team: Dominique Poncin, Maarten Van Daele, Michael D’hooge
Digital Strategy: Geert Desager
Digital Project Manager: Stefanie Warreyn
TV Producer: Brigitte Verduyckt
Production Agency: Caviar
Producer: Geert De Wachter
Director: Raf Reyntjens
Music, Sound: Sonicville
Aired: April 2014