B.R.A.N.D. NEW

The activity consisted in a three-day digital workshop and a seven day in person workshop, bringing together nine musicians from all over Europe. Together with the composer Mathis Nitschke, they developed an innovative concert format that was performed at the Detect Classic Festival 2021 in Neubrandenburg. The workshop was combined with training on PR and marketing.

This dual approach- artistic and marketing at the same time, is a central, forward-looking aspect of the project, though still very unusual in the European music sector. This training in economic and marketing skills will help the young musicians in building a successful career in the European music market.

Video material of the online workshop and concert as well as the “lessons learned” of the project will be published and widely advertised on the digital platform betterconcerts.org.

Three ensembles from three different partner countries developed a digital concert format with the aim of addressing it to new and most importantly younger audiences. In the first project phase (2021) the exchange between the ensembles was based on an online workshop due to the corona pandemic organised by “Musik der Jugend” (competition organization of the Austrian Youth Music Competitions).

Influenced by the Covid pandemic, Musik Der Jugend focused with the project Young Digital Classic primarily on a digital workshop and concert format in order to be able to operate independently of any restrictions.Young Digital Classic was carried out with the support of the
partner organisations EMCY, UGDA Music School (LUX) and the Center for International Cultural Projects (LTU). Three ensembles with a total of 11 musicians aged between 16 and 25 were involved.

From May to July 2021, the ensembles Quintetto colorante from Austria, Piano Trio Alla Mente from Lithuania and Trio Sonos venti from Luxembourg were trained in cooperation with the Institut für Kulturkonzepte Vienna in online workshops on the following topics: Concert organisation and performance, marketing and social media, programme and music education, moderation and presentation, and digital performance technology. The aim behind this was to provide the participating musicians with a broad knowledge for their future as musicians. In addition, the participation of the young people in the planning and realisation of the digital and hybrid concert was required.

On 2 October 2021, a classical concert took place in all three countries, live at the same time, but also broadcast online. The audience (90 listeners) was offered an on- and offline stage experience. In addition, 160 listeners tuned in to the live stream. A positive result can be summarised from the broad social media campaign on Facebook and Instagram during the entire project phase. Each post achieved more than 50 likes and more than 720 accounts. The live stream was watched by 160 viewers. This means that each of the 11 musicians were able to motivate an average of 14 people to watch the online format. Each musician was able to inspire an average of 8 listeners to attend the concert live. Media reports before and after the concert in the partner countries and in Austria are proof of a successful concept. After the concert, all participants of the project received a certificate from the Institut für Kulturkonzepte. The subsequent critical feedback round among the young musicians (see appendix) testifies to a successful project, but with potential for technical optimisation. One of the most important conclusions is that despite the almost unlimited possibilities of digitalisation, today’s musicians prefer a live format. Face-to-face interaction is preferred.

Participants:

Quintetto colorante (AT): Paul Rischanek, Thomas
Mayrhuber, Lydia Küllinger, Clara Hinterholzer,
Maximilian Riefellner (v.l.)

Piano Trio Alla mente (LT): Viktorija Vorobjovaitė,
Rugilė Juknevičiūtė, Pijus Česaitis (v.l.)

Trio Sonos Venti (LUX): Jéremy Ney, Sally Nickels,
Julie Colin (v.l.)

Have a look to the entire concert

The Tarptautinių Kultūros Projektų Centras, the UGDA Music School, and the EMCY brought together young European musicians travelling by train from Kaunas to Esch-sur-Alzette (both cities at the time, in 2022, have been holding status of the European Capital of Culture), and then to Brussels. This unusual train left Kaunas railway station on Sunday, 5th of June. With the train, which connected two Capitals of Culture – Kaunas and Esch sur-Alzette, – “Railways Brass Quintet” started their trip. Musicians from Lithuania, who travelled by trains, performed for accidental audience in various places like train wagons, railway stations, city parks and squares. Their itinerary was: Kaunas → Marijampolė → Białystok → Warsaw → Berlin → Cologne → Esch → Brussels.

On Friday, 17th of June, the “Railways String Quartet”, with members from Denmark, Serbia, Slovakia, and USA, have met the “Railways Brass Quintet” in Esch, and all together gave performances in Schengen, a city in Luxembourg, in Brussels.

YOUNG DIGITAL CLASSIC 2022: Flashmob aims to inspire enthusiasm for classical music.

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. The flash mob and workshop were documented live and then the video was released, aiming to attract a modern, youthful audience on social media. Federal Director Birgit Hinterholzer of “Musik der Jugend” (competition organization of the Austrian Youth Music Competitions) highlighted their goal to promote peace and solidarity through the international EU project B.R.A.N.D. NEW, demonstrating the power of music to unite across the borders.

On Sunday, 30th of October, the 32nd EMCY General Assembly took place. Delegates of 8 national and 10 international competitions attended the Assembly, 18 competitions in total were represented with proxies. The activities and financial reports from 2018 to 2021 as well as the activity plans and budget 2022-2024 were approved, and the raise of the membership fee from 2023 was confirmed.

In addition, the statement “European Union of Music Competitions for Youth Supports Ukraine” was adopted and can be found printed below and on the official website: www.emcy.org/emcy-statement/

The EMCY Conference covered online competitions, the advantages of a globally connected network, the EMCY website, and improvements to the organization.

From 29 October to 4 November, 2023, Unison Studios in Differdange, Luxembourg, hosted “Drumming in the Living Room”, an event designed to foster interaction and collaboration among artists. Four young percussionists from across the Europe stepped out of their comfort zones to engage in a 360° artistic fusion with music, nature, and lighting. Inspired by the composer John Cage, the event encouraged participants to explore how everyday objects, like cacti, could be transformed into musical instruments.

The percussionists were divided into two groups to explore different pieces: “Drumming – part one” by Steve Reich and “Postludes” by Elliot Cole. This division allowed them to develop, experience and create contrasting outputs and sensations.

The activity featured a seven-day workshop that brought together nine musicians from across Europe. Germany: EMCY Prize winner Max Grimm (piano); Ukraine: Lev Serbulov (trumpet), Olena Serik (flute), Daryna Yakovenko (violin); and Lithuania: Simonas Šablevičius (clarinet), Justina Jurgelevič (flute), Bernardas Kricena (cello), Martis Petkus (trombone), and Džiugas Joneikis (vocals). In collaboration with jazz composer Remis Rančys, they developed an innovative concert format, which was later performed twice at the Landesmusikakademie in Neuwied. The concert featured compositions by Remis Rančys, Ukrainian composers Myroslav Skoryk and Gulak-Artemovskii, Francis Poulenc, and others. The workshop also included PR and marketing training led by lecturer Milita Lozoraitytė, where musicians gained essential skills in self-promotion on social media, as well as an understanding of the fundamentals and techniques of the jazz genre.

From August 7th to 10th, EMCY President Justas Dvarionas and General Secretary Jolanta Kundrotaitė attended and participated in the 3rd International Alink-Argerich Foundation Conference, as well as the final of the Piano Cleveland International Piano Competition, held in Cleveland. Justas spoke on a panel with other esteemed colleagues about the current global situation and its potential impact on competitions.

Additionally, EMCY prepared brochures featuring the names of EMCY member competitions, along with a report on B.R.A.N.D. NEW project activities and other important information. These were distributed to attendees of the AAF Conference at the Cleveland Severance Music Center, also at the Royal Conservatory of Music in Toronto.

MOON: Museum Occasional Open Night embraces the timeless elegance of classical music while infusing it with a modern twist. By combining the melodic beauty of symphonic compositions with a mesmerising light show, this concept creates a truly immersive and multisensory experience for the audience.

Starting on 26 August, a week-long intensive course for young musicians, led by composers and conductors Gediminas Gelgotas (Lithuania) and Dmitriy Varelas (Canada), included solo and ensemble courses, individual lessons for string players, and composition training. Throughout the week, participants created an hour-long concert programme, which was performed at the Kintai Music Festival on 30 August, and on 20 September in Vilnius. The lighting design for these performances was carefully crafted to accentuate the music’s dynamics and mood, enhancing the audience’s visual experience and creating an unforgettable ambiance.

Musicians from Italy, Croatia and Lithuania rehearsed and performed alongside members of the renowned Vilnius NICO ensemble, under the guidance of G. Gelgotas.

Additionally, during the week, other composers from Georgia, Switzerland, and Germany, led by Canadian composer Dmitriy Varelas, created the Railway Suite titled “Every Moment Creates Your Story,” (with its first letters forming the acronym EMCY), for piano solo inspired by the B.R.A.N.D NEW project’s themes, resulting in a unique work and in that way summarizing all of the projects from 2020 to 2024.

The Glowing Harp Festival 2023: Synthesis of Arts took place on November 22-26, 2023, in Zagreb, Croatia, supported by the Zagreb Harp Festival as part of the B.R.A.N.D. New project, co-founded by Creative Europe. Five EMCY prize winners were invited, including two from Ukraine—Yelysaveta Rakovska and Viktoriia Smetana (harp), Noelia Cotuna from Spain (harp), Urška Gutnik from Slovenia (violin), and Jernej Misic from the Netherlands (harp, though unable to attend due to a schedule conflict).
International professors, such as Isabelle Moretti (France), Manja Smits (Netherlands), and Tajana Vukelić Peić (Croatia), led masterclasses. New concert formats like Music & Visual Effects and Music & Poetry were introduced, with new works by composers from Poland, Turkey, Ukraine, England, and more, presented for harp solos and chamber ensembles.
In preparation for the festival, five musicians surveyed people from their personal networks about digital concert formats. The musicians developed and implemented innovative concert formats, which were later performed at the Glowing Harp concerts.
EMCY and Glowing Harp shared the event on Facebook and Instagram. Two project partners observed and evaluated the process, and EMCY used the feedback forms to create a digital toolbox.
More details can be found on the official website: Glowing Harp Festival 2023.

Glowing Harp Fest: ‘Playing with the tape’ is an innovative project set to revolutionize classical music by merging traditional instruments with digital technology. Eight harpists (seven in-person and one online), one cellist, one clarinetist, one pianist, one organist, and two composers (one working on original composition and one on the special arrangement for the festival) participated in a five-day workshop guided by industry experts. They developed a new concert format that integrates technology and engages young audiences.

This project aims to rejuvenate classical music by combining artistic excellence with modern digital elements.

The online lecture and workshops were given by:

Amy Turk (harpist, UK) – about percussive harp, own arrangements and technical equipment

Evgen Andreev (composer, Ukraine) – about commissioned composition “Harp’n’Voice” for the acoustic harp and audio track

Alisa Kupriyova (musical manager, Ukraine-Canada) – about PR-strategies and musical management

Jiří Trtik (composer, Czech Republic) – about his motivation to support the festival

From September 20 by September 22, the ongoing EMCY Conference and General Assembly is bringing together representatives from various member organizations and partners in Vilnius. During the event, participants will discuss key-topics such as the adoption of a new statement, board changes, and a detailed review of the results and achievements of the B.R.A.N.D. NEW project, which aims to support young classical-profile musicians across the Europe. In addition, there will be in-depth discussions on pressing matters, like copyright issues, addressing the challenges faced by emerging artists in order to protect their creative work. The conference will also provide a valuable platform for networking and sharing best practices, fostering stronger collaboration among the members.

The Kloster Schöntal Violin Competition is proud to announce its new exclusive digital platform, designed to enrich the experience for participants, audience members, and jury members. This platform provides easy access to key information, including participant and jury introductions, schedules, masterclasses, and exclusive behind-the-scenes content.

As part of our ongoing commitment to innovation, we will continue to expand the platform, introducing additional features and content to enhance engagement and interaction. These improvements will ensure a seamless and enjoyable experience for all, fostering connections among participants, the jury, and the public.

This digital initiative marks a significant step in broadening the competition’s reach and creating a vibrant community beyond the event itself.

K-Wiki is a project by young committed people for young motivated people. To this end, we, the junge norddeutsche philharmonie e.V., have taken a close look at the structures of our own organisation. A well-functioning organisation needs clear structures, which are particularly important for young orchestras. These include transparent communication, a committed team and a clear area of responsibility for each member. Especially for an organisation that works mainly with young volunteers who have little to no experience in this field, it is important to introduce them to their tasks conscientiously and provide them with practical support.
In the course of K-Wiki, we also asked ourselves how we can inspire people of our generation for our own cause – classical music. Not just in terms of attending concerts, but also with regard to a general interest in the musical and cultural landscape in our own country, as well as internationally? With K-WIKI, we offer young clubs and teams practice-oriented structures for club work and project organisation – from the initial idea to the concert hall. In doing so, we draw on the experience and best practice examples of our jnp generations, who have passed on valuable tips and tricks to us over the years.
In the ‘Digital formats’ section, we also discuss how young organisations can present themselves in an increasingly digitalised world and offer insights into our own formats – both in the auditory field (podcast) and in the area of moving images (video productions) and further education (jnpowerhouse).
K-Wiki is intended to support young organisations in their foundation and, above all,
their continued existence and to help them realise innovative and courageous projects.

“brandnewproject.eu” is a platform for concerts that will showcase European and innovative concert formats, including the most creative and successful showcase activities from the B.R.A.N.D. New project. The platform was created by the Center for International Cultural Projects (Tarptautinių kultūros projektų centras) in Lithuania and it is available in English, German, and Lithuanian.