As an executive at Columbia and RCA Records, he popularized the classics for mass audiences by applying the same techniques used to sell pop music. Munves, R Peter (1927-2024), Deaths (Obituaries), Classical Music, Advertising and Marketing, Audio Recordings, Downloads and Streaming, Columbia Records, RCA Records, Switched-On Bach (Album) As an executive at Columbia and RCA Records, he popularized the classics for mass audiences by applying the same techniques used to sell pop music. NYT > Business
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