The Brazilian population still has an erroneous vision on classical music concerts, as they believe those concerts are both expensive and elitist programs. So we had to create some cheap material to change these preconceptions.

We put an end to a common excuse: “I have no clothes to attend this type of event”. We created a black tie t-shirt to show that the Philharmonic Orchestra of Minas Gerais is accessible to all, regardless of one’s background, social class or wardrobe. We spread this t-shirt in the neighbourhood a few days before the launching of the 2011 Season.

The concert audience increased 20% in the first month.