DIGITAL CONCERTS PLATFORM

Young Digital Classic - Austria 2022

On 2 July, 2022, at the MuseumsQuartier in Vienna, 15 young musicians performed an excerpt and a modern arrangement of L. Van Beethoven’s “Ode to Joy” three times (1pm, 3pm, 5pm). The arrangement was composed by students of the Musik und Kunst Privatuniversität der Stadt Wien under prof. Julia Purgina. Supported by actor and musician Jonatan Blomeier and dancer Coralie Bénard from the Anton Bruckner Private University in Linz, the production was rehearsed and professionally recorded.

 

Following on from the project year 2021, Young Digital Classic 2022 pursued the following goals in particular: After the years of the pandemic the young musicians should be able to interact live again. The reach through digitalisation is to be increased even more; in this way, access to classical music is to be made available to an even broader audience. Furthermore, the project has to involve a larger number of musicians (15 to 20). The plan was to hold a workshop followed by an outdoor concert at a well-frequented location.

Musik Der Jugend therefore invited young musicians (award winners) from all over Europe to perform an arrangement of the European anthem on 2 July 2022 in Vienna/MuseumsQuartier and to stage it attractively for present and digital audiences. The borderless language of music was used to call for peace, community and solidarity. The arrangement could finally be prepared for the following instruments: Accordion, Trumpet, Flute, Oboe, Percussion, Saxophone and Violin. A modern arrangement of "Ode to Joy" from the last movement of Ludwig van Beethoven's Ninth Symphony was written in the summer semester of 2022 by students of the Musik und Kunst Privatuniversität der Stadt Wien. Two students at the Anton Bruckner Private University Linz supported the artistic production.

On Saturday 2 July 2022, the MuseumsQuartier in Vienna was finally the venue for the Young Digital Classic flash mob: 16 young artists performed the European anthem three times (1pm, 3pm and 5pm). The production was rehearsed in a workshop from 28 June to 2 July 2022 together with students of the MUK in the rehearsal rooms of the Dschungel Wien and professionally recorded in the tonzauber recording studio on 1 July 2022. The flash mob and the workshop were documented live and on video and distributed on the social media channels Facebook and Instagram. With the modern staging of a work steeped in history, a modern, youthful target group was inspired for classical music with the help of social media.

In addition to social media, the video of the flash mob was subsequently promoted by email via all partner organisations, EMCY, the participants and contacts of MUSIK DER JUGEND. A competition was also held. As of 15 December 2022, the video has over 1181 views.
 

Summary:
The main goal of the B.R.A.N.D. NEW project to make classical music attractive to a broad public, and especially to a young target group, was largely achieved by the Young Digital Classic 2021 and 2022 project. With regard to the promotion on social media (also concerning the final videos of the concerts), an even stronger participation of the young musicians would have been desirable. This could have been a way for the project to gain attention beyond its own social environment of the classical scene. By using a youthful and modern advertising subject, one can also speak of a positive branding of classical music. A total of 25 young musicians from all over Europe were involved in the two project years, who gained experience and (international) contacts from the workshops and the final concerts. In addition, two students from the Anton Bruckner Private University Linz (staging) and four students from the University of Music and Performing Arts Vienna (arrangement) were involved and supported in the project year 2022.

YOUNG DIGITAL CLASSIC can be positively evaluated with regard to ...
... the international, very cooperative exchange within the partner organisations.
... the experience gained in rehearsals, stage presence, concert organisation and staging.
... the image of classical music as modern and urban.
... the know-how developed around streaming and digital possibilities.
... the friendships that have developed among the young people.

 

 

 

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