K-Pop Group Twerks to the (Really) Oldies in First Classical Music Video Ever

Dvořák you can dance to

Headshot of Alfred Maskeroni

Belgium's B-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."

Via Ads of the World.


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

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@maskeroni alfred.maskeroni@adweek.com Alfred Maskeroni is director of video for Adweek.
Publish date: April 18, 2014 https://dev.adweek.com/creativity/k-pop-group-twerks-really-oldies-first-ever-classical-music-video-157093/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT