R. Peter Munves revolutionized classical music marketing, creating a niche that significantly increased revenues by applying pop music techniques, notably through his Classical Greatest Hits series.
In the 1960s, Munves crafted an innovative series called Classical Greatest Hits, packaging excerpts of classical compositions and generating over $1,000,000 in sales.
The Switched-On Bach album, released under Munves' direction, became Columbia's best-selling classical album, combining Bach's music with modern synthesizer sounds, appealing to a new audience.
In 1981, Munves produced the Themefinder album, compiling 222 renowned classical music themes, which was acclaimed by critics as a remarkable marketing achievement.
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