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Young, talented, creative… They are bringing classical music back to the forefront and democratizing it for everyone. Since the beginning, social networks have been conducive to the development of the creative industry and music in particular. However, there was still one category of music that had escaped the rule: classical music. Now it is slowly making its way, carried by some icons of the new generation. Passion Media comes back with you on the subject.
Classical music is back with a bang on social networks
Social networks have long been neglected by artists from the classical music world. Indeed, the approach seemed less in phase with the values and the more muffled image of this sector. However, this vision is changing. The new talents of classical music are taking over social networks, appropriating the codes, and highlighting their activity. Classical music is coming to social networks and that’s great news.
Our top content creators on the classical music theme
Lorenzo Viotti – French-Swiss conductor
At 31, Lorenzo is one of the most influential virtuosos of his generation. Son of the conductor Marcello Viotti, former musical director of the Fenice in Venice, he has already had an exciting career. He has conducted the Orchestre National de France, the Orchestre de l’Opéra Bastille, the National Opera and the Netherlands Philharmonic Orchestra, among others, but also collaborated with more contemporary artists such as Carla Bruni (incidentally appeared in one of the first stories on his Instagram account). Beyond the music, Lorenzo goes out of the usual boxes of the environment. Stan Smith on his feet, skateboard to arrive on stage, photo in the gym … He embodies another image of music, more modern, more offbeat, more in line with the codes of the new generation. In other words? He succeeds in bringing together two universes that everything opposes.
The Berthollet sisters
On the French side, there is a duo that particularly stands out. The sisters Camille and Julie Berthollet are a real hit. They play the violin, the cello, the piano… and have become known through classical music. They have succeeded in bringing together this field and pop culture. They have recently released an album of the best movie and TV show music, in a classical version. The result? A real hit! They both have more than 30 000 followers on Instagram, and are now used to TV shows.
Camille Thomas, cellist
Until now very discreetly, Camille Thomas, cellist of 33 years took advantage of the pandemic to launch herself successfully on the Internet. She has been discovered with her instrument in abandoned places such as museums, Parisian rooftops, and concert halls… Each performance has been praised by her community, and has spread far beyond. Today, she has more than 67,000 followers and recognizes the power of social networks. Yes, according to her, they have allowed her to create a unique link when everything was at a standstill, and to create a unique experience.
A lockdown effect?
Is this a phenomenon linked to containment and health crises or a real underlying trend? It is undeniable that the health crisis has accentuated this trend. As cultural venues have been closed for long periods of time, artists and musicians have had to find other ways to enhance their activity. The result? It is a great success. There is no reason for this to stop, quite the contrary. Now that these pioneers have shown the way, everything leads us to believe that many other artists will choose to join the movement.
