ABO launches major campaign

The Association of British Orchestras (ABO) has today launched a new three-year campaign in partnership with Classic FM, LIVE, UK Music, the Musicians’ Union, the Independent Society of Musicians and Classical Music magazine. The campaign aims to inspire the British public to celebrate the power and value of classical music and the UK’s orchestras.

Alongside todays launch, the ABO is also publishing the results of a new survey conducted as part of the campaign. Its results show that people believe that orchestras have an important role to play in cultural life in the UK, with 74% of those surveyed saying that orchestras are a vital part of the nation’s cultural heritage and 65% believing that classical music is under-appreciated today.

ABO chair Sophie Lewis said: ‘It is truly heartening to see how much classical music matters to the British public… We want to start a conversation open to everyone – both enthusiasts and casual listeners of classical music – to introduce one another to the music that moves them. We want to spark engagement and excitement for us all to celebrate the music that we can be proud of in Britain as a part of our cultural heritage, showcased by our members on a world class level.’

People are encouraged to share their love of classical music on social media through the hashtag #MusicThatMovesYou by naming a piece of classical music that has moved them and why.

Classical Music magazine editor Florence Lockheart said: ‘The immense value of the creative sector that Classical Music strives to serve is continuously underestimated. Partnering with this campaign we hope to raise the profile of classical music across society and to make the case that the industry deserves recognition and support which is reflective of the enduring impact of this artform and the enormous amount of effort and passion which members of the sector bring to their work every day.’

The survey, which drew responses from 2,000 adults across the UK also found that four in five of UK adults suggest that music has reminded them of important moments in their life such as weddings, funerals, sporting events and national ceremonies, and seven in ten UK adults believe music is an important part of their wellbeing, reflecting the valuable work orchestras do in a variety of health settings every year.

ISM chief executive Deborah Annetts said: ‘Classical music is a cornerstone of our country’s cultural offer. Musicians are the very essence of our orchestras and the heartbeat of this cherished art form. It is wonderful to see how much the British public appreciate their talent and dedication, and the passion that they bring to performing the music that accompanies some of the most important moments in our personal and national life. The ISM looks forward to supporting the ABO’s new campaign, which promises to bring classical music closer to audiences and inspire more people to discover the huge diversity of all that our talented musicians do to bring this magnificent music to life.’