San Francisco Symphony’s new identity brings classical music up to date.

For many years, classical music has suffered from an ongoing PR problem, which portrays it as unchanging, old-world and elitist, and therefore unable to appeal to new audiences.

San Francisco Symphony decided to tackle these preconceptions head on with its recent diversity- and inclusion-focused organisational overhaul, following the appointment of conductor and composer Esa-Pekka Salonen as its new music director.

“It’s true that the origins of classical music are hundreds of years old, if not more, but the general population doesn’t tend to realise that it has been in a constant state of flux since its inception,” says Collins creative director, Louis Mikolay.

“It has been defining and redefining itself with each generation – even woven into movie scores, video games, and beyond. Classical music has an incredible amount to offer all of us, especially in such a stressful time. We have been honoured to work with the multi-talented teams at The San Francisco Symphony to help broaden its relevance in the modern world.”

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