Popularization of classical music performed by the "Johann Strauss" orchestra

The paper analyzes the strategy of popularizing art music through the work and artistic approach of the Dutch violinist and conductor Andre Riou, with special reference to his "Johann Strauss" orchestra. The starting point is Riu's rich musical biography and education, which shaped his artistic sensibility and clearly directed his career towards the reinterpretation and modern presentation of classical music, especially the works of Johann Strauss. The founding of the "Johann Strauss" orchestra represented a turning point in the promotion of classical music to a wider audience. Riu combined high technical precision with elements of stage spectacle, audience interaction and popular culture, resulting in the creation of a new model of the concert experience. Through conceptually shaped performances, visual effects and thematic programs, the orchestra broke the traditional barriers of the perception of elitism in classical music. The theoretical framework of the work is based on the blue ocean strategy, through which the way in which Riu redefined the classical music market was analyzed. The orchestra successfully applied the principles of value innovation: it eliminated rigid forms, reduced the academic distance, raised the level of emotional engagement and created a completely new experience of classical music. The conclusion of the work confirms that the "Johann Strauss" orchestra, under the artistic leadership of Andrea Riou, formed a new paradigm of approach to classical music - one that does not compromise with artistic quality, but successfully communicates with a wider and more diverse audience on a global level.