We build brands for humans

Moved By Music


Classically New York

In a media landscape that has seen incredible disruption, classical music radio WQXR has seen the times change, and then some. In fact, it’s one of the oldest stations in the US and has been on-air in NYC since 1939. But as the brand eyed more changes on the horizon, it needed to identify what would keep it relevant in the 21st century.

WQXR partnered with BBMG to reveal what matters most to its listeners and reorient the brand positioning around those needs. Our first move was to take the team out of the booth and into the lives, homes, workplaces and commutes of the listeners who tune-in every day.

  • Research & Insights
  • Brand Strategy
  • Impact & Growth Strategy
  • Tone, Voice & Messaging

Listen Carefully And You’ll Hear Joy

When we asked people to talk about classical music itself, the epithets came thick and fast. Sophisticated. Timeless. Nuanced. Aspirational. But when we asked people to talk about why they listened, a much more human truth was revealed: classical music brings profound joy.

This fundamental insight invited WQXR to question the norms of classical music broadcasting. If it brings people joy, why does everyone sound so serious? What might be possible if we embraced the joy our listeners feel for the music?

A Future Powered By Passion

Inspired by the audience insight, the WQXR and BBMG teams reimagined what was possible when every touchpoint of the station is built around passion for the music. More passion from presenters, new features, snappier fundraising drives, warmer on-air audio branding. The result was a brand ready to embrace a 21st century media landscape with a singular, bold and joyful promise: to ignite a passion for classical music every single day.

  • “There is so much enthusiasm for our new brand strategy, we’ve been getting rounds of applause when we present it to stakeholders. BBMG helped us re-learn what it really means to show up as a brand.”

    Graham Parker, General Manager, WQXR