R. Peter Munves, Master Marketer of Classical Music, Dies at 97

Published On Sep 14, 2024, 11:03 PM

R. Peter Munves, a renowned record executive, passed away at 97 on August 19. He played a pivotal role in redefining classical music marketing by utilizing pop music techniques to attract mass audiences. His notable contributions include creating 'Classical Greatest Hits' compilations and signing electronic musician Wendy Carlos, whose album 'Switched-On Bach' became Columbia Records' top-selling classical album. Munves's marketing strategies significantly improved revenue for a typically low-margin industry and led to the production of successful compilations of classical music themes.