Interesting article - he's right that there has to be a different approach. I think the main hurdle for young people to overcome is image - it is ironical to think that it was the young of Beethoven's time who were most excited by his music, rather than the old!
Maybe that's because it's the younger generations that usually prefer the new 'thing' that's going on at the time and in this case the time of Beethoven. The older generation usually takes a little more time to appreciate the newer music. That's been happening forever and til today I think.
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