Belgium'sB-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 Dvořák 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."
CREDITS
Client: B-Classic
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