Update: Project results are presented in the book How the Lion Learned to Moonwalk
DESIGNING CLASSICAL MUSIC EXPERIENCES
This project develops and designs innovative experiences in the context of classical music and live concerts. It will be based on the work of three cultural institutions in the Øresund region, using them as laboratories for developing and testing new concepts, focusing on artistic and technological productions and products, and sustainable business models. We will look into possibilities of live streaming, mobile services and other digital solutions, but also visual and interactive experiences in concert halls and other public spaces. One of the main goals is to attract new audiences to classical music.
Keywords: audience experiences, classical music, business models
Funder: The European Union and Interreg IVA ÖKS
More information: on the project web cmec.mah.se
Partners: Malmö Symfoniorkester, Det Kongelige Teater, Sjællands Symfoniorkester/Copenhagen Phil, Det Kongelige Danske Kunstakademis Skoler for Arkitektur, Design og Konservering, Medea Malmö högskola, Øresundskomiteen.
Future of musical experiences in the Øresund region
The Øresund Region has a rich selection of major cultural institutions, concert halls and symphonic orchestras of high international standard. But, the classical music needs to find new ways to connect with a broader audience. It is of course important to defend the high artistic qualities, but also to evolve over time. There are constantly new demands on the experiences that different audiences expect, not least in the new generations of concert-goers. And this is what the project Musikalsk Oplevelsesdesign is all about. Stakeholders from both the cultural sector and academia on both sides of the Øresund strait will collaborate during a period of two and a half years with the aim of developing and designing innovative audience experiences in the context of classical music and live concerts. The project is funded by an EU grant of just over seven million SEK.
The project will be based on the work of three cultural institutions in the region: Malmö Symfoniorkester, Det Kongelige Teater and Sjællands Symfoniorkester. Together with researchers and students from both Malmö University and The Royal Danish Academy of Fine Arts (Design) in Copenhagen, the cultural institutions will be laboratories for developing and testing new experience concepts, aiming for artistic and technological productions, products and sustainable business models. Part of it will be to look into possibilities of live streaming, mobile services and other digital solutions, but also visual and interactive experiences in concert halls and other public areas.
The project will develop an innovation strategy and create a cluster of cultural institutions, academia and creative industries in the Öresund region and to share knowledge about the use of new technological solutions when it comes to audience experiences. The project ends with an international conference and festival in 2014.
Read more about this project on the project website cmec.mah.se