Two Initiatives for a Better World.
One Common Voice for the Youth of Tomorrow .


June 19, 2015 (Montreux)-
CultureALL, a non-profit association based in Montreux, Switzerland, in partnership with the United World Games, based in Klagenfurt, Austria, proudly announces the global  online publishing of a unique promotional video and concept:  Sport is Music/Music is Sport: Play the Game for the Love of Music.
Filmed at the Musikverein Klagenfurt in May 2015, during a performance of the KSO Kärntner Symphony Orchestra, conducted by John Axelrod, and featuring footage from United World Games events, the short video showcases young musicians and athletes associating sport and classical music.  The music of Tchaikovsky’s famous “Romeo and Juliet Overture” is heard as the soundtrack. The musicians and athletes show their similarities and take a collective bow at the end.  
The video will be shared on social media, video channels, and websites.  The purpose is to encourage younger sport fans to take an interest in classical music and to increase support for the instrument of the orchestra.  The campaign will include future games to fundraise for classical music education and collaborations with other sports organizations.
“Probably the two best known natural medicines for the body, mind, heart and soul are sport and music,” says conductor and CultureALL president, John Axelrod.  “It is my belief that sport is music and music is sport.  The physical and psychological demands require a unique and consistent level of virtuosity and technical brilliance.  The parallels are obvious.  We both stretch before we play.  We both wear uniforms.  We both celebrate a job well done.  We both want to win by doing our best.”  

Says Franziskus Bertl, Generalsekretär/Secretary General of the United World Games, This is a wonderful opportunity for our Games to connect with an initiative with similar values. Both organizations want to make a difference in the world, reaching out to young people and getting them involved and connected through their common passion."

Apollo, the God of Music, was given his lyre by Hermes, the God of Sport.
Shakespeare wrote:  “If music be the food of love, then play on.”  
With this video, we share one common voice: If music and sport are the source of well-being, then:  Play the game for the Love of Music!
The mission statement of CultureALL is to:
-Perform in the great venues of the past,
-Commission new works by the great composers of today,
-Develop the great musicians of tomorrow,
-Provide future public access to culture and patrimony through education,
outreach and communication.
That is CultureALL:  Making a difference in the lives of everyone, note by note.  
This video was filmed by Matthias Partmann for RedMap and produced in part by contributions from Banque Lombard Odier.
For more information, please contact CultureALL at:
John Axelrod

For information about John Axelrod:
Artistic and Musical Director, Real Orquesta Sinfonica de Sevilla
Principal Guest Conductor, Orchestra Sinfonica di Milano, Giuseppe Verdi
United World Games:
Franziskus Bertl

Generalsekretär/Secretary General
14 Avenue de la Riviera 1820 Montreux, Switzerland