{"id":177860,"date":"2026-08-13T08:55:15","date_gmt":"2026-08-13T08:55:15","guid":{"rendered":"https:\/\/www.europesays.com\/cz\/177860\/"},"modified":"2026-08-13T08:55:15","modified_gmt":"2026-08-13T08:55:15","slug":"jak-prodat-klasiku-tiktokove-generaci-dvorakova-praha-to-zkousi-s-pomoci-alzbety-male-a-street-dance-marketing-journal","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/cz\/177860\/","title":{"rendered":"Jak prodat klasiku TikTokov\u00e9 generaci? Dvo\u0159\u00e1kova Praha to zkou\u0161\u00ed s pomoc\u00ed Al\u017eb\u011bty Mal\u00e9 a street dance : Marketing journal"},"content":{"rendered":"


\n 13. 8. 2026
\n | redakce, TZ \n <\/p>\n

Kdo \u0159ekl, \u017ee Novosv\u011btsk\u00e1 pat\u0159\u00ed jen do koncertn\u00edch s\u00e1l\u016f? Festival Dvo\u0159\u00e1kova Praha ukazuje jin\u00fd p\u0159\u00edstup ve videoklipu \u201eDon’t be so dramatic. Stay classy!\u201c, v n\u011bm\u017e propojuje klasickou hudbu, sou\u010dasnou estetiku a mladou generaci um\u011blc\u016f. V\u0161emu p\u0159itom v\u00e9vod\u00ed dechberouc\u00ed tanec Al\u017eb\u011bty Mal\u00e9. <\/p>\n

\"\"<\/p>\n

Jedna z nejslavn\u011bj\u0161\u00edch \u010desk\u00fdch skladeb vstupuje do sv\u011bta, ve kter\u00e9m se hudba nejen poslouch\u00e1, ale tak\u00e9 sleduje. Festival Dvo\u0159\u00e1kova Praha p\u0159edstavuje videoklip s Al\u017eb\u011btou Malou v hlavn\u00ed roli. Neboj\u00ed se filmov\u00e9 estetiky, sou\u010dasn\u00e9ho tance ani vizu\u00e1ln\u00edho jazyka generace, kter\u00e1 vyr\u016fst\u00e1 na TikToku. A funguje p\u0159ekvapiv\u011b p\u0159irozen\u011b. Ikonick\u00e1 Symfonie \u010d. 9 \u201eZ Nov\u00e9ho sv\u011bta\u201c v n\u011bm neztr\u00e1c\u00ed nic ze sv\u00e9 s\u00edly. Naopak p\u0159ipom\u00edn\u00e1, \u017ee velk\u00e1 hudba nepot\u0159ebuje b\u00fdt modernizovan\u00e1, sta\u010d\u00ed ji vypr\u00e1v\u011bt zp\u016fsobem, kter\u00e9mu dne\u0161n\u00ed publikum rozum\u00ed.<\/p>\n

Ambici\u00f3zn\u00ed videoklip s n\u00e1zvem \u201eDon’t be so dramatic. Stay classy!\u201c, propojuje klasickou hudbu, sou\u010dasnou estetiku a mladou generaci um\u011blc\u016f. Jak dnes p\u0159edstavovat kulturn\u00ed d\u011bdictv\u00ed generaci, kter\u00e1 objevuje sv\u011bt p\u0159edev\u0161\u00edm prost\u0159ednictv\u00edm obraz\u016f, je hlavn\u00ed t\u00e9ma dialogu, kter\u00fd chce festival v\u00e9st. Hlavn\u00ed roli ve videoklipu ztv\u00e1rnila tane\u010dnice a here\u010dka Al\u017eb\u011bta Mal\u00e1, kter\u00e1 do Dvo\u0159\u00e1kovy hudby p\u0159in\u00e1\u0161\u00ed pohybov\u00fd slovn\u00edk sou\u010dasn\u00e9ho street dance. Vedle n\u00ed se p\u0159ed kamerou objevuj\u00ed tak\u00e9 mlad\u00ed interpreti leto\u0161n\u00edho festivalu, houslista Daniel Matej\u010da, violoncellista David P\u011bru\u0161ka, klav\u00edristky Vivi Nguyen, Magdal\u00e9na Kov\u00e1\u0159ov\u00e1, Nora Lubbadov\u00e1 a Valent\u00fdna Ibriqi. Men\u0161\u00ed roli si v klipu zahr\u00e1l tak\u00e9 \u0159editel festivalu Jan Simon.<\/p>\n

Autory kreativn\u00edho konceptu jsou Lucie \u0160pl\u00edchalov\u00e1 z Communication Lab a Petr Van\u011bk, re\u017eis\u00e9r produkce Seeya. \u201eNa\u0161\u00edm z\u00e1m\u011brem bylo uk\u00e1zat, jak neuv\u011b\u0159iteln\u011b nad\u010dasov\u00e1 Novosv\u011btsk\u00e1 symfonie je. Kdy\u017e ji Anton\u00edn Dvo\u0159\u00e1k komponoval, neb\u00e1l se inspirovat hudbou afroamerick\u00fdch spiritu\u00e1l\u016f \u010di kulturou p\u016fvodn\u00edch obyvatel Ameriky. Na svou dobu to bylo odv\u00e1\u017en\u00e9, inov\u00e1torsk\u00e9 a dost revolu\u010dn\u00ed. Odvahu jsme cht\u011bli prom\u00edtnout i do vizu\u00e1ln\u00edho zpracov\u00e1n\u00ed klipu. Ne proto, abychom Dvo\u0159\u00e1ka modernizovali, ale abychom p\u0159ipomn\u011bli, \u017ee inov\u00e1torem u\u017e on s\u00e1m opravdu byl. Pokud si po zhl\u00e9dnut\u00ed klipu mlad\u00ed lid\u00e9 \u0159eknou, \u017ee klasick\u00e1 hudba m\u016f\u017ee b\u00fdt stejn\u011b siln\u00e1, aktu\u00e1ln\u00ed a vlastn\u011b i ‚cool‘ jako cokoliv, co dnes sleduj\u00ed online, pak jsme splnili sv\u016fj c\u00edl. Proto\u017ee Novosv\u011btsk\u00e1 je i po v\u00edce ne\u017e sto letech po\u0159\u00e1dn\u00fd banger,\u201c \u0159\u00edk\u00e1 \u0160pl\u00edchalov\u00e1.<\/p>\n

Pro Al\u017eb\u011btu Malou p\u0159edstavovalo nat\u00e1\u010den\u00ed v\u016fbec prvn\u00ed zku\u0161enost s choreografi\u00ed postavenou na klasick\u00e9 hudb\u011b a nav\u00edc jedn\u00e9 z nejslavn\u011bj\u0161\u00edch skladeb sv\u011btov\u00e9ho reperto\u00e1ru. P\u0159esto\u017ee se dlouhodob\u011b v\u011bnuje p\u0159edev\u0161\u00edm street dance, klasika pro ni nebyla p\u0159ek\u00e1\u017ekou, ale naopak inspirac\u00ed.<\/p>\n

\u201eM\u011bla jsem obrovskou radost, kdy\u017e m\u011b pro tento projekt oslovili, a z\u00e1rove\u0148 m\u011b p\u0159ekvapilo, jak\u00fdm zp\u016fsobem p\u0159istupuje ke klasick\u00e9 hudb\u011b. Ne\u0161lo o to ud\u011blat z n\u00ed n\u011bco trendy, ale sp\u00ed\u0161 uk\u00e1zat, \u017ee i dnes dok\u00e1\u017ee oslovovat a rezonovat. Bavilo m\u011b hledat, jak ji propojit s n\u011b\u010d\u00edm, s \u010d\u00edm by si ji \u010dlov\u011bk na prvn\u00ed pohled mo\u017en\u00e1 v\u016fbec nespojil. P\u0159i tanci jsem si uv\u011bdomila, kolik energie, emoc\u00ed a dynamiky v t\u00e9 hudb\u011b je. Up\u0159\u00edmn\u011b m\u011b p\u0159ekvapilo, jak p\u0159irozen\u011b se na ni pohyb hledal, p\u0159esto\u017ee jsem zvykl\u00e1 pracovat s \u00fapln\u011b jin\u00fdm typem hudby,\u201c \u0159\u00edk\u00e1 Al\u017eb\u011bta Mal\u00e1 a dod\u00e1v\u00e1:<\/p>\n

<\/p>\n

\u201eM\u00e1m r\u00e1da, kdy\u017e se propojuj\u00ed sv\u011bty, kter\u00e9 by \u010dlov\u011bk na prvn\u00ed pohled nespojil. Pr\u00e1v\u011b z takov\u00fdch kontrast\u016f \u010dasto vznikaj\u00ed nejzaj\u00edmav\u011bj\u0161\u00ed v\u011bci. Sna\u017eili jsme se s choreografem Danielem V\u00edte\u0161n\u00edkem vych\u00e1zet z toho, co je pro m\u011b samotnou p\u0159irozen\u00e9. Hledali jsme pohyby, kter\u00e9 m\u00e1m s klasickou hudbou intuitivn\u011b spojen\u00e9, ale sna\u017eila jsem se v improvizaci neomezovat a chodit i do v\u011bt\u0161\u00edch extr\u00e9m\u016f. Spoustu pohyb\u016f p\u0159inesl s\u00e1m Daniel a v\u017edycky to souzn\u011blo i s t\u00edm, co bych si sama p\u0159edstavovala. Mysl\u00edm si, \u017ee se mlad\u0161\u00ed generace t\u0159eba boj\u00ed, \u017ee klasick\u00e9 hudb\u011b nebude rozum\u011bt. J\u00e1 jsem ale p\u0159i tomhle projektu m\u011bla pocit, \u017ee ve chv\u00edli, kdy ji na sebe nech\u00e1m jen p\u016fsobit, m\u016f\u017eu v n\u00ed naj\u00edt velkou hloubku, emoce a energii. Opravdu moc jsem si to u\u017eila.\u201c<\/p>\n

<\/p>\n

Podobn\u00e9 projekty dnes vznikaj\u00ed i v zahrani\u010d\u00ed. Instituce jako Royal Opera House nebo BBC Proms st\u00e1le \u010dast\u011bji vyu\u017e\u00edvaj\u00ed filmov\u00fd jazyk, sou\u010dasn\u00fd tanec nebo digit\u00e1ln\u00ed kulturu, aby uk\u00e1zaly, \u017ee klasick\u00e1 hudba nen\u00ed muze\u00e1ln\u00ed expon\u00e1t, ale \u017eiv\u00e9 um\u011bn\u00ed schopn\u00e9 oslovit novou generaci.<\/p>\n

Videoklip vznikl jako sou\u010d\u00e1st nov\u00e9 komunika\u010dn\u00ed kampan\u011b festivalu Dvo\u0159\u00e1kova Praha<\/a>, kter\u00fd letos ji\u017e po devaten\u00e1ct\u00e9 po\u0159\u00e1d\u00e1 Akademie klasick\u00e9 hudby. Kampa\u0148 stav\u00ed na p\u0159esv\u011bd\u010den\u00ed, \u017ee klasick\u00e1 hudba nen\u00ed uzav\u0159en\u00fd sv\u011bt ur\u010den\u00fd pouze znalc\u016fm, ale kulturn\u00ed d\u011bdictv\u00ed, kter\u00e9 m\u016f\u017ee oslovovat nap\u0159\u00ed\u010d generacemi i prost\u0159ednictv\u00edm sou\u010dasn\u00fdch forem vizu\u00e1ln\u00edho vypr\u00e1v\u011bn\u00ed.<\/p>\n

\u00a0<\/p>\n

Tip redakce<\/p>\n

\"\"<\/p>\n

Sc\u00e9n\u00e1\u0159 i v\u00fdkon Al\u017eb\u011bty Mal\u00e9 dost mo\u017en\u00e1 bere svou inspiraci i ve videklipu, kter\u00fd nato\u010dil u\u017e p\u0159ed 10 lety jako reklamu na parf\u00e9m Kenzo World slavn\u00fd hollywoodsk\u00fd re\u017eis\u00e9r Spike Jonze.<\/p>\n

Na v\u00fdkon\u00a0here\u010dky a tane\u010dnice Margaret Qualley se pod\u00edvejte ZDE<\/a>.\u00a0<\/p>\n

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