American conductor John Axelrod is launching a global campaign to attract young audiences to music through sport, in partnership with the United World Games, Europe’s biggest youth sporting event. “Probably the two best known natural medicines for the body, mind, heart and soul are sport and music,” says conductor and CultureALL president, John Axelrod. “It is my belief that sport is music and music is sport. The physical and psychological demands require a unique and consistent level of virtuosity and technical brilliance. The parallels are obvious. We both stretch before we play. We both wear uniforms. We both celebrate a job well done. We both want to win by doing our best.”

”This is a wonderful opportunity for our Games to connect with an initiative with similar values. Both organizations want to make a difference in the world, reaching out to young people and getting them involved and connected through their common passion, » says Franziskus Bertl, Secretary General
of the ‘United World Games’.

Filmed at the Musikverein Klagenfurt in May 2015, during a performance of the KSO Kärntner Symphony Orchestra, conducted by John Axelrod, and featuring footage from the United World Games events, a short video showcases young musicians and athletes associating sport and classical music. The music of Tchaikovsky’s famous “Romeo and Juliet Overture” is the soundtrack. The musicians and athletes show their similarities and take a collective bow at the end.

The video will be officially presented at the inauguration of the United World Games in Klagenfurt on June 19th, 2015 and shared on social media, video channels, and websites.The purpose is to encourage younger sport fans to take an interest in classical music and to increase support for the instrument of the orchestra. The campaign will include future games to fundraise for classical music education and collaborations with other sports organizations.


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