Universal Music Classics (a subsidiary of Universal Music Group) and the University of Miami’s Frost School of Music have announced plans to forge a business-academic partnership called Universal Music U @ Frost, intended to grow the next generation of artists and audiences for classical music.
Universal Music U @ Frost will center around four areas of innovation—the concert experience, the training of performers, the role of the record label, and the building of a worldwide network of young composers, practitioners and consumers who represent the future of classics. Frost School of Music students will be given the opportunity to work with artists and executives from Universal Music Classics, who will provide hands-on training in concert recording, marketing and audience development.
Universal U @ Frost will also include the development of a Master’s program in performance with courses relevant to today’s professional world, such as concert programming, new recording paradigms, audience development, entrepreneurship, touring, stage presence, long-term career development, and business management.
In a Universal Music Classics press statement, Elizabeth Sobol, president and CEO of the label, stated, “For those of us who care deeply and passionately about classics, it is no longer possible to operate within the old paradigms. We must be take responsibility as change agents in the field, re-imagining and transforming our business to ensure a creative and vibrant future. ”
Universal U @ Frost is a powerful way for Universal Music Classics to engage with the next generation of stakeholders. For more information on Universal U @ Frost, visit UniversalMusic.com.