During our research, we came to the conclusion that classical music has an outdated image.
Classical music tells stories.
The target group tells their own 'stories'.
That is why we have chosen to use the Tiktok app as a new sponsor for the summer of the Concertgebouw. Tiktok is an app in which young people can tell a story in 15 seconds accompanied by music.
15 seconds of movies to music
1 million users in the Netherlands
760 million users worldwide
(numbers date back to the time of this project,
these numbers have grown massively)
They work with a ranking system where the best videos per song are placed at the top.
Highlights from well-known classical pieces.
Here are a few examples of what this can look like.
I made this together with my nephew and niece.
As soon as the competition is over, we proceed with the captured images we develop communication for the concert via Instagram.
During the concert, a compilation will be played with images of all winning films. The concert will be put on Youtube afterward so that the compilation can live on.
Every year during the summer of the Concertgebouw, a special
program is put together that should appeal to every target group.
We had to look for a new sponsor for the Summer of the Concertgebouw because Robeco had stopped working for years. It is up to us to try to attract a younger audience to the concerts with the sponsor.
We let the target audience tell stories with classic
music on TikTok.
We let the target audience tell stories with classical music on TikTok.