![\"\"](\"https:\/\/www.ludwig-van.com\/toronto\/wp-content\/uploads\/sites\/2\/2019\/03\/Old-popular-music-ludwig-van.cover_.jpg\")
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Old pop isn\u2019t just the nickname of your cool uncle in Williamsburg, it\u2019s also the name of a new campaign to rebrand classical music in Toronto.<\/p>\n
According to Alphonso Nonom\u00e9, a marketing researcher commissioned by the Toronto Symphony Orchestra, he found that \u201cold popular music\u201d had less of a stigma than \u201cclassical music\u201d \u2014\u00a0suggesting a need to rebrand the entire genre to attract new audiences.<\/p>\n
\u201cGone are the days of classical repertoire standing alone and just being enough,\u201d Nonom\u00e9 told Ludwig Van. \u201cThis rebranding approach would cater to a new audience by reminding them that classical music used to be the popular music of its day. \u00a0Classical music for a modern-day world has a new name, and we’re calling it \u201cOld Popular Music<\/strong>.\u201d<\/p>\n Nonom\u00e9 took his finding to arts organizations in Toronto working in classical music, and made the pitch based on his findings.<\/p>\n The TSO was particularly taken with the rebranding idea, especially as concerts with film music, and orchestra pops continue to flourish.<\/p>\n According to an email from the TSO, the plan outlines the steps towards rebranding, which includes billboards and other environmental display placements. A new coalition will be formed to guide the efforts of Vaynor Media, the New York City based-firm hired to handle the brand positioning.<\/p>\n \u201cClassical music has a certain stigma attached to it in certain people\u2019s minds,\u201d Vaynor Media CEO Gary Vayner said. \u201cThere is a perception that classical music is for older people, and this needs to change. Bach, Beethoven and Mozart were rock stars. We\u2019d do very well to remember that.\u201d<\/p>\n The rebrand coalition has been in talks with organizations throughout the city to help with the transition. Groups backing the initiative include The Royal Conservatory of Music, Canadian Music Centre, The Music Gallery, Soundstreams, Esprit Orchestra, the Art of Time Ensemble, and the Toronto Summer Music Festival.<\/p>\n We’ve long since had a problem with the term “Classical Music”, said a representative from Soundstreams. “This rebrand is also about demographics, especially the coveted millennial\u00a0audience, and we’re making the commitment\u00a0to never use the term ‘classical music’ again.”<\/p>\n Out of the 15 arts groups contacted about the study and proposed rebrand, Tafelmusik stood firmly against the idea.<\/p>\n \u201cWe like the term ‘classical music’ just fine,\u201d an outgoing marketing employee said. \u201cThe only issue we really have is with the continuous mispronouncing of Baroque music. The proper \u201cBaroque<\/a>\u201d pronunciation, which sounds a little like “Barack” [Obama], should be honoured \u2014\u00a0other than that \u2014\u00a0we\u2019ve come to terms with classical music becoming a niche. Nothing wrong with that.\u201d<\/p>\n Want more updates on classical music and opera news and reviews? Follow us on\u00a0<\/i>Facebook<\/span>,<\/i><\/a><\/strong>\u00a0Instagram<\/a><\/strong><\/span>\u00a0or\u00a0<\/i>Twitter<\/i><\/a><\/strong><\/span>\u00a0for all the latest.<\/i><\/p>\n","protected":false},"excerpt":{"rendered":" Old pop isn\u2019t just the nickname of your cool uncle in Williamsburg, it\u2019s also the name of a new campaign to rebrand classical music in Toronto.<\/p>\n","protected":false},"author":7,"featured_media":59712,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"jetpack_post_was_ever_published":false},"categories":[25164,36,39,5837,63],"tags":[5362,28047],"yst_prominent_words":[22226,6767,6715,9875,28045,10744,28044,28040,28037,6613,6791,28038,28041,28042,10684,13301,28049,28048,6741,28039],"acf":[],"jetpack_featured_media_url":"https:\/\/www.ludwig-van.com\/toronto\/wp-content\/uploads\/sites\/2\/2019\/03\/Old-popular-music-ludwig-van.cover_.jpg","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p9bakr-fwJ","amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.ludwig-van.com\/toronto\/wp-json\/wp\/v2\/posts\/59689"}],"collection":[{"href":"https:\/\/www.ludwig-van.com\/toronto\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ludwig-van.com\/toronto\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ludwig-van.com\/toronto\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ludwig-van.com\/toronto\/wp-json\/wp\/v2\/comments?post=59689"}],"version-history":[{"count":21,"href":"https:\/\/www.ludwig-van.com\/toronto\/wp-json\/wp\/v2\/posts\/59689\/revisions"}],"predecessor-version":[{"id":59857,"href":"https:\/\/www.ludwig-van.com\/toronto\/wp-json\/wp\/v2\/posts\/59689\/revisions\/59857"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ludwig-van.com\/toronto\/wp-json\/wp\/v2\/media\/59712"}],"wp:attachment":[{"href":"https:\/\/www.ludwig-van.com\/toronto\/wp-json\/wp\/v2\/media?parent=59689"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ludwig-van.com\/toronto\/wp-json\/wp\/v2\/categories?post=59689"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ludwig-van.com\/toronto\/wp-json\/wp\/v2\/tags?post=59689"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/www.ludwig-van.com\/toronto\/wp-json\/wp\/v2\/yst_prominent_words?post=59689"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"\"](\"https:\/\/www.ludwig-van.com\/toronto\/wp-content\/uploads\/sites\/2\/2019\/03\/Old-popular-music-1.jpg\")
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<\/p>\nLUDWIG VAN TORONTO<\/i>
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