If Beethoven lived today, he'd be blowing up on TikTok.
To make classical music more appealing to younger audiences, our "Modern Classics" campaign for the Auckland Philharmonia Orchestra encouraged people to see classical composers in a new light – by showcasing them as if they were artists in the 21st century. And what better way to communicate modernity than adopting AI to generate photo-like modern representations of classical composers, from a hipster Beethoven to Bach mixing beats in a sound studio.
Ludwig Beethoven, like most great classical composers, was an innovator. Experimental. Daring. And very, very popular. We’re excited to be helping make classical music fresh and interesting for a new generation of Aucklanders.