Creating "New Categories" in Classical Music

In a recent Harvard Business Review blog post, Eddie Yoon suggests the need for “category creation” in classical music – creating innovative presentations of classical music that engage 21st century audiences.  He cites the Piano Guys as an example of a group that has created a new category, one which he describes as “Fun, breakthrough innovation in the form of five minute videos that showcase their classical music skills, but also their CGI skills in creating fun, funny and funky parodies.”  Yoon also notes that the Piano Guys sell advertising on their videos, creating an innovative way of generating revenue from their art.
At the end of the post, Yoon laments: “I long for the day I can wear shorts and a t-shirt, and pay $50 (or less) for a good seat just to hear short excerpts from Beethoven’s 6th symphony, Brahms piano quartet, and the best of John Williams — all with a beer in my hand. Until that day, I have the Piano Guys.”
Read the full post on the Harvard Business Review here.