There's a lot of talk these days about reinventing classical music. There's been some action, too, I know.
Record companies offer classical CDs with perky cartoon covers.
The three tenors have been marketed almost as a pop act. Some of these approaches might even work, but at best they're experiments. What classical music really needs to do is step back, to attack the problem as a whole. And the first subject rock can teach is marketing. Pop music, everybody knows, is commercial.