They didn’t start their journey on a traditional stage but on the streets. With a clarinet in hand and a piano on a Paris sidewalk, they quickly drew thousands of passersby to stop, listen, and share the moment.
For Raphaël and Aurélien Froissart, the duo known as Brothers in Rhythm, these impromptu street performances have evolved into significant events. Speaking at the Bridge Summit 2025 in Abu Dhabi, they shared how genuine, raw emotion has propelled classical music beyond borders and into the digital realm.
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‘Music is universal’
On stage, Raphaël expressed his amazement at how far an unfamiliar piece can travel when played authentically. “Music is universal,” he stated. “You can perform a piece unknown to a culture, and it can go viral in another country. Music speaks to everyone and transcends boundaries.” Even his clarinet, an instrument he describes as “not mainstream,” has reached a vast global audience through these experiences.
Building a lasting audience
Aurélien discussed the misconception of overnight virality. While a video might randomly garner millions of views, sustaining an audience over time requires understanding impactful content. “You can create a video that gets 10 million views, but sustaining that is challenging,” he explained. “You need to grasp the process, the patterns, and how to evoke emotions.” Consistency is key, he added, but it must be accompanied by growth. “Repeating the same video concept a hundred times without introspection doesn’t work.”
The brothers emphasized that their most compelling videos arise from spontaneity rather than staging. Raphaël noted that virality often stems from a “strong connection to the musician,” which is why they perform close to their audience. Their most popular videos often feature unexpected guests whose stories or emotional energy resonate powerfully. “It’s the surprise element,” Aurélien highlighted.
They also noted how music fosters engagement, unlike other online content which relies on drama or negativity. Aurélien observed that music touches people through emotions. “People pause their usual mindset and just listen… they are present in the moment.” Raphaël added that their content is intentionally positive and accessible. “It’s wholesome… no language barriers needed.”
From Paris to Dubai
The brothers acknowledged that their French roots, particularly the imagery of Paris, remain influential even with a global audience. Aurélien mentioned that viewers recognize the streets, atmosphere, and the romantic notion of musicians against the Parisian backdrop. As they plan to move to the UAE, they aim to capture Dubai’s iconic settings similarly, creating videos that showcase “the beauty of the city and its unique spots.”
They also discussed how bureaucracy can stifle creativity. Filming in Paris often encounters numerous permissions and security challenges. Aurélien’s message to authorities was straightforward: “The simplest solution is not to impose obstacles.” Raphaël added that they sometimes miss extraordinary moments due to interference before they finish filming. “It’s unfortunate,” he said.
Prioritizing authenticity
As they refine their process, the brothers are more intentional about what makes content shareable, yet they remain committed to authenticity. Raphaël shared that he seeks “the intersection of what moves me and what people enjoy,” and that he can’t produce videos solely based on trends. Aurélien pointed out that while their early videos were entirely spontaneous, today they must allocate time and resources, making strategy more important, but emotion remains central.
After a viral hit, they maintain momentum by analyzing what worked, learning from audience responses, and leveraging visibility for new collaborations. The rapid feedback loop of digital platforms, they said, enhances the creative process. “You quickly know if a video is successful… it’s like a product,” Raphaël explained.
Bringing classical music to life
When asked about introducing classical music to everyday spaces, Raphaël mentioned that people often find traditional concert settings intimidating. “Classical music is often viewed as elitist… the best way to share it is by bringing it to the streets where people least expect it,” he said. Aurélien added that familiar tunes can help new audiences connect, although there’s a balance—familiarity can also curb excitement. Nonetheless, he noted that their format offers “the best way” to present their original compositions in the future.
The session concluded with the brothers reaffirming their core belief: classical music doesn’t need modernization—it needs humanization. For the millions watching them perform passionately on street corners worldwide, that message clearly resonates.
