• 27 - 30 SEPT 2021

long live classical music!

Session 23 | Presentation | Saturday, 17 May 2014 | 11:00 - 11:45 | 

Generation Y musicians are rebelling: not against classical music, but for it. In the past year, an attractive variety of classical music events have been set up by young people. In this session, Brendan Walsh will explain the philosophy behind events such as the Classical Music Rave, Rheingold on the Rhine, indie classical club nights, operatic dance events and classical concerts with DJs. Such events are attracting substantial groups of young audience members who love the idea of classical music. Who are they and why do we not see them in concert halls? Step one in acquiring an audience is getting to know them. Step two is seduction. Step three is relationship building. The question is: will they move in with you, or will you move in with them?

Presented by


brendan walsh (Uk/THE netherlands)


Brendan Walsh is a classical music agitator at the forefront of a cultural revolution. As well as being the founder of strategic marketing agency BRENDING, he is also a cellist, DJ, presenter, conductor and producer of events such as classical raves, operatic club nights and an indie-classical concert series. (Photo: Merlijn Doomernik)


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