In what is likely to be a controversial move within the classical music industry, London’s Philharmonia Orchestra will “rebrand” itself this week, with the assistance of a top UK marketing firm. The ‘new’ Philharmonia will stress accessibility (think Classic FM as opposed to BBC Radio 3) and attempt to attract “the type of people [who are] currently visiting Tate Modern,” and to do so without alienating its core audience. The orchestra will also look at ways to begin offering downloadable music online, and generally make a concerted push to pique the interest of a younger, more technologically savvy demographic.