Does classical music really need a younger audience?


F1 supremo Bernie Ecclestone tells it like it is in Campaign Asia-Pacific magazine:
Young kids will see the Rolex [watch] brand but are they going to go and buy one? They can’t afford it. Or our other sponsor UBS – these kids don’t care about banking. They haven’t got enough money to put in the bloody banks anyway. That’s what I think. I don’t know why people want to get to the so-called ‘young generation’. Why do they want to do that? Is it to sell them something? Most of these kids haven’t got any money. I’d rather get to the 70-year-old guy who’s got plenty of cash. So, there’s no point trying to reach these kids because they won’t buy any of the products here and if marketers are aiming at this audience, they maybe they should advertise with Disney.”
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