Rolex Launches "Perpetual Music" Concerts To Support Musicians During Covid-19
The pandemic’s severe impact on cultural life has raised urgent debate about how to protect one of the world’s most high-profile industries. Just last month, a Hong Kong performing arts institution and multiple schools were forced to shut after students were confirmed to be infected with Covid-19.
In a bid to help, Rolex is launching an exciting new initiative to support musicians and singers affected by coronavirus. Three concerts, which the watchmaker has dubbed "Perpetual Music", will be held in Italy, Germany and France, from August 21 to September 3.
Over 100 artists whose work and lives have been adversely affected over the past several months will participate in what is the latest in a series of initiatives that Rolex has spearheaded as part of its long-standing commitment to the world of music.
French violinist Renaud Capuçon will join the proceedings in Paris, and also participated in organising this initiative.
Rolex predicts that these three concerts will reach hundreds of thousands of people in over 180 countries through a free streaming service that will be available on the medici.tv platform until the end of October.
“During these difficult times, when musicians have suffered both the loss of audience and income, our aim is to provide them the opportunity to perform with renowned artists at prestigious venues with the finest acoustics,” says Arnaud Boetsch, Rolex director of communication and image. “Significantly, this gift of time and exposure is in keeping with the company’s pursuit of excellence and its long-term commitment to foster the work of those who aim to reach the pinnacle of their profession.”