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B.R.A.N.D. NEW – Business, Relations, Audience, Narration, Digital for the NEW music world is a cooperation project co-funded by the culture program Creative Europe of the European Union. 

The project B.R.A.N.D. NEW departed from the problem: how Europe’s emerging classical musicians – most of them prize winners of youth music competitions – will have an audience in 20 years from now. The partners will  develop and realise innovative concert formats that include the audience in the creative process.

Over the next years BRAND NEW will promote many young EMCY prize winners in various projects in five different European countries: Austria, Germany, Lithuania, Luxembourg and Ukraine.

The project partners are: UGDA Music School (LU), Natu knygynas (LT), Glowing Harp (UA), Musik der Jugend (AT), Kulturstiftung Hohenlohe (DE) and Junge Norddeutsche Philharmonie (DE).

EMCY goes Detect Classic Festival - Germany 2021

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.

Each ensemble organised a concert on the same day, at the same time (synchronously) in its home country (including venue, audience, stage and sound equipment). The ensembles of the partner countries were connected online through their music programme. In other words, the audience in Austria heard one ensemble live on stage and the other two ensembles via live transmission on a screen with a projector.

The result was a concert that offered the audience an online and offline experience. Three ensembles from three countries of the European Union provided a listening experience for three different groups of audience members at the same time.

Have a look to the entire concert

Musical Train - Lithuania & Luxembourg 2022

The Tarptautiniu Kulturos Projectu Centras of Lithuania, the UGDA Music School and EMCY brought together young European musicians travelling by train from Kaunas (European Capital of Culture 2022 🇱🇹) to Esch- sur-Alzette (European Capital of Culture 2022 🇱🇺) and then to Brussels 🇧🇪.

An unusual train left Kaunas railway station on Sunday, 5th of June. With this train, which connects two capitals of culture – Kaunas and Esch-sur-Alzette, “Railways Brass” quintet started their trip. Musicians from Lithuania, who traveled by trains, performed for accidental audience in various places like train wagons, railway stations, city parks and squares. Their itinerary was: Kaunas → Majimapole → Balticstaug →  Warsaw → Berlin → Cologne → Esch → Brussels.

On Friday, 17th of June, the “Railways String Quartet”, with members from Denmark, Serbia, Slovakia and USA meet the “Railways Brass Quintet” in Esch, and together performed concerts in Schengen, Luxembourg City and Brussels.


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

On Saturday 2 July 2022, the MuseumsQuartier in Vienna was the scene of a flash mob: 15 young musicians performed an excerpt of the European anthem three times (1pm, 3pm and 5pm), as well as a modern arrangement of ‚Ode to Joy‘ from the last movement of Ludwig van Beethoven’s Ninth Symphony that was written last semester by students of the Musik und Kunst Privatuniversität der Stadt Wien under the direction of Univ.-Prof. MMag. Julia Purgina.

The artistic production is supported by actor and musician Jonatan Blomeier and dancer Coralie Bénard, both students at the Anton Bruckner Private University Linz. The production was rehearsed in a workshop and professionally recorded in a recording studio. The flash mob and the workshop were documented live and on video. With the modern staging of a music steeped in history, the aim is to inspire a modern, youthful target group for classical music with the help of social media.

‚As a nationally established competition organisation, we also want to look beyond the borders. Therefore, I am particularly pleased to be able to contribute to the international EU project B.R.A.N.D. NEW with YOUNG DIGITAL CLASSIC. With YOUNG DIGITAL CLASSIC we want to set a sign for peace and solidarity. We want to show that music connects and unites beyond national borders,‘ says MUSIK DER JUGEND Federal Director Birgit Hinterholzer, MA MBA.

Artistic Fusion - Luxembourg 2023

The activity will start with a 5-day workshop that will bring together 6 young musicians and 3 artists from non-musical disciplines from all over Europe. Facilitated by experts, they will develop an innovative and digital concert format to attract young audiences. The workshop will be combined with training on PR and marketing strategies.

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EU co-funded projects

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