‘Classic’s Not Dead’ is a youth brand initiative designed for 4MB’S classical music station. The branding culminates pop culture references with socially driven satire and contextualises the importance of classical music’s influence on the current music scene. The campaign abolishes preconceived notions that classical music is only for an older audience by bridging the gap with puns and a relatable imagery. Not only does ‘Classic’s Not Dead’ create a youth-relatable image; it also urges younger generations to get back to the basics by pointing out the banality of some of the more mundane contemporary musicians. The project references a variety of musical genres such as hip-hop (The Beastie Boys) pop (Lady Gaga) and rock (KISS) to appeal to a broader audience. Bold colours, graphic elements that visually represent classical music and easily identifiable visual signifiers of musical icons capture attention and are used throughout the branding on a multi platform level.

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