B classic

The Classical
Comeback

The first music video for a classical composer
Brief

B-Classic is an innovative Belgian classical music festival that leverages the power of classical music to engage new audiences -- without compromising on quality. They reached out to us because they wanted a younger and bigger audience attending their festival.

Idea

How could we reconnect classical music with young people? With the ever-shortening attention span in mind, we launched a new music video format that combines the timeless emotion of classical music with the visual talent of a contemporary director. The Classical Comeback is the first music video for a classical composer.

Execution

B-classic sent Raf Reyntjens, one of Belgium’s finest directors, to South Korea. He shot B-classic’s first Classical Comeback music video and the local Wayeva group performed a unique choreography on Dvořák's New World. Asia today is what America was 100 years ago: the new world. The first Classical Comeback music video was launched on YouTube. We chose to produce a music video because YouTube is one of the primary channels where youngsters experience new music.

Results

It was such an instant hit, Belgian music and entertainment channels picked it up and aired the first Classical Comeback clip in their normal programming. Within one week we got 3 million views: according to the YouTube analytics 2 in 3 viewers were below 30. We were featured on all major news & entertainment channels like CNN, ABC, Digg, Buzzfeed, Huffington Post. We reached the top 3 of new music videos on IMVDb, overtaking Kanye West & 50 Cent.

134.000
views on youtube
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