"conducive to optimism about the future of classical music" **** The Times (April 2016)
nonclassical is a music promoter, record label and events producer presenting the best new classical, experimental and electronic music. Crossing genre and defying convention, we develop, produce and promote innovative music – supporting emerging artists and bringing new music to new audiences.
Founded in 2004 by composer Gabriel Prokofiev, nonclassical began as a clubnight focused on presenting new music in non-traditional performance spaces. We have since presented events across the UK and worldwide, and our record label is home to artists including Tansy Davies, Aïsha Orazbayeva, Gabriel Prokofiev, Langham Research Centre, Tom Richards and many more – you can see our full roster here.
nonclassical is based in London and led by Executive Director Eleanor Ward with a small, but perfectly formed team.
"Gabriel Prokofiev’s ace night that turns classical music on its head"
"Clubbing Pick of the Week"
"Without doubt one of the most enjoyable fixtures in London’s new music calendar"
"Prokofiev and his team deserve credit for their determination to take ambitious new music projects to venues outside London’s publicly funded arts centres."
"If I were a traditional concert promoter, I’d be rushing to the nearest board-room to try and
work out how this kind of atmosphere can be recreated."
The Sunday Times
"The mainstream institutions are missing a lot. They’re missing potentially large ticket sales
and the artistic and cultural opportunity of a lifetime — a chance to join with the newest,
most powerful force in the art they claim to represent, and to connect classical music with a
new generation of smart younger people"
Wall Street Journal
"While cynics repeat their gloomy predictions about the future of the “classical music
industry”, a new generation of artists is already redefining the concept… Prokofiev’s work
as a composer, producer and founder of the Nonclassical label has capitalized on this
interest to develop a fresh approach to the presentation, dissemination and consumption of
"A bold and brilliant attempt to bring classical performances to a neglected audience"
"It was an overwhelmingly heartening experience to see audiences so appreciative of new music.
Nonclassical deserves its longevity. It is a beautifully no-fuss concept."