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Media centre /
Press releaseMUSIC TO YOUNG EARS19 May 2005PR/110/05 national
Classical music is finding favour with a new generation of listeners with almost a quarter (24%) of young Britons aged 16-24 tuning in to the melodies of Mozart, according to new researchı from National Savings and Investments (NS&I), the government-backed savings organisation and exclusive sponsor of The Classical BRIT Awards 2005 and the Classic FM Morning Show. The research reveals young people have developed an ear for classical music, with one in twelve (8%) listening to it daily. And the rise in popularity can be attributed to the crossover style of groups like Il Divo, Bond and rising star Katherine Jenkins who have helped push classical music into the mainstream. One in five (19%) 16-24 year-olds cites the new breed of classical artists as the main reason for the renaissance. Almost half of this age group (48%) attribute the popularity to the success of films such as the Lord of the Rings and Harry Potter which feature classical music in their soundtracks. Why has classical music become so popular recently?
Karen Jones, marketing director, National Savings and Investments, comments: “It’s wonderful that so many young people are broadening their tastes to include classical music. Young talents such as Katherine Jenkins and Nicola Benedetti and the Harry Potter and Lord of the Rings films have really helped push classical music into the mainstream.” What people are doing while listening to classical music The young prefer listening to classical music while studying or reading, backing-up the notion that classical music helps focus the mind and heighten concentration.
Classical music market Industry statistics suggest the classical market to be worth approximately £80 million. According to the NS&I research, a quarter (24%) of 16-24 year-olds claim they are more likely to buy classical music in the future. Regional variation Inspired by home-grown talent such as Bryn Terfel, over half those living in Wales (57%) listen to classical music and an even higher percentage of people living in the South East (58%) are partial to classical sounds. They are closely followed by those living in the South West (56%) and Scotland (54%) - home to violin virtuoso and BBC Young Musician of the Year, Nicola Benedetti. Fewer people in the East Midlands (34%), East Anglia (41%) and West Midlands (42%) listen to classical music, though the listenership levels are still high. Contrary to the national trend, 15% of people in the West Midlands prefer listening to classical music while gardening. Londoners, on the other hand, prefer to swap the outdoors for the heat of kitchen, with one in four (26%) listening to classical music when cooking. And one in five (18%) in the East Midlands prefer a hot, relaxing bath when listening to their choice of classical. Other findings
Notes to editors 1. Research carried out by TNS PhoneBus, 29 April – 2 May 2005 among 1,016 adults aged 16+. 2. When asked, “do you listen to classical music?”, the regional responses were as follows:
3. The Classical BRIT Awards 2005, sponsored by National Savings and Investments, will take place at the Royal Albert Hall on 25 May 2005. Artists lined up to perform at this year’s star-studded ceremony, hosted by Lesley Garrett, include Welsh soprano Katherine Jenkins and celebrated flautist Sir James Galway. They will be joined by violin virtuoso Nicola Benedetti; award winning cellist Julian Lloyd Webber; Russian soprano Anna Netrebko and multi-talented composer Karl Jenkins. The award ceremony will be televised in the UK on ITV 3 at 8pm and on ITV 1 on 11.15pm on Sunday 29 May. 4. National Savings and Investments (NS&I) is one of the UK’s largest savings and investments providers with around 26 million customers and £68 billion invested. NS&I provides a wide range of savings and investments, including Premium Bonds, Savings Certificates, Income Bonds, Children’s Bonus Bonds, Guaranteed Equity Bonds and the Easy Access Savings Account. NS&I is able to offer a 100% capital guarantee on all the products it offers because it is backed by HM Treasury. NS&I, formed in 1861, is a government department and an executive agency of the Chancellor of the Exchequer. 5. For composite Classical BRIT Award logos in hi-res jpeg format, contact the NS&I Media Team. 6. For further information and spokespeople, or to arrange an interview call the NS&I media team. NS&I Media Team Mark Brooks 020 7348 9301 mark.brooks@nsandi.com Jonathan Akerman 020 7348 9433 jonathan.akerman@nsandi.com Elen Thomas 020 7348 9654 elen.thomas@nsandi.com Rabi Bapu-Jones 020 7348 9449 rabia.bapu-jones@nsandi.com ISDN for interviews 020 7602 4522 Out of hours All numbers above diverted to staffed mobile phones
Media team The numbers below are for media use only. Customers wishing to contact NS&I can find details here.
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