Manchester Camerata’s new campaign is designed to attract under-30s with engaging, modern themes.
- The initiative features vibrant, culturally-relevant posters displayed across Greater Manchester.
- Slogans like ‘centuries of clout’ and ‘hits different’ link classical music with contemporary culture.
- Digital videos show the audience a playful side of orchestras, not often seen traditionally.
- The project aims to redefine and challenge perceptions of orchestras among young adults.
Manchester Camerata has launched a campaign targeting younger audiences, particularly those under the age of 30. The campaign employs vibrant and culturally resonant posters strategically placed across Greater Manchester. By drawing parallels between classical music and modern-day culture, it seeks to change the perception of orchestral music among young people.
The colourful posters feature catchy slogans such as ‘centuries of clout’ and ‘hits different’, aiming to bridge the gap between historical orchestral music and the contemporary interests of today’s youth. This creative approach intends to make classical music more relatable and engaging for younger audiences.
In addition to the physical posters, a digital video campaign further supports this initiative. Videos showcase Manchester Camerata’s marketing team dressed in black, placing posters in bustling urban locations like Piccadilly train station and various metro stops. This element of surprise in unusual locations adds a playful and unconventional dimension to the campaign.
Seb Mariner, Head of Communications at Manchester Camerata, articulates the orchestra’s vision by stating that orchestras are for everyone, and this innovative campaign is designed to challenge and expand the traditional perception of orchestral music. By doing so, they aim to demonstrate that classical music holds relevance for audiences who might not typically engage with this genre.
Gábor Takács-Nagy, along with the orchestra’s artistic partners, drives this forward-thinking agenda, highlighting their commitment to transforming both the stage and community interactions through music. The orchestra’s work, with initiatives such as performing at Glastonbury Festival and working with dementia patients, exemplifies their belief in the transformative power of music.
This innovative campaign by Manchester Camerata epitomises a modern approach to engaging younger audiences with orchestral music, challenging conventional perceptions and expanding its reach.
