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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 ‘’Drumming in the Living Room’’ - Luxembourg 2023

‘’Drumming in the Living Room’’ which will be held from the 29th of October to the 4th of November 2023 at the Unison Studios in Differdange (LU), a unique space where interaction and collaboration between artists of all field is nurtured and encouraged.

For this occasion, 8 young percussionists from different European countries are selected to be pulled out of their comfort zones and experience a 360°-degree artistic fusion amongst themselves, the music and nature that surrounds them and the lights that embrace it all. Aiming to create a performative contamination, where everything around us can become an instrument, even some simple cactuses sitting in our living room can be transformed and used in the most evocative of performances.

Having in mind the pioneering works of John Cage, the participants will be asked to immerse themselves in this new musical dimension to discover and rediscover what may be the infinite branches of music, as well as all those that are pitfalls and difficulties that seemingly harmless occasional tools can hide. And it is precisely to allow this kind of rediscovery that we thought of dividing the percussionists into two groups, so that they can explore two different pieces, similar in the basic concept and in the interactions, but diametrically opposed in the output and in the sensations created and stimulated. Some of the initial ideas related to these pieces, for these reasons, fell on “Drumming – part one” by Steve Reich and “Postludes” by Elliot Cole.

MOON 'Museum Occasional Open Night' - Germany 2023

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 concert concept creates a truly immersive and multisensory experience for the audience.

During the workshop, the musicians delve into the possibilities of digital technology, exploring how it can enhance and elevate their classical performances. They experiment with interactive visuals, and synchronised lighting to create a harmonious marriage of music and visual artistry. The aim is to transport the audience into a realm where every note is accompanied by a breathtaking visual display, amplifying the emotional impact of the music. The lighting design is carefully crafted to accentuate the music’s dynamics and mood, enhancing the audience’s visual experience and creating an unforgettable ambiance.

Glowing Fest - Croatia 2023

Glowing Fest is an exciting and innovative project that aims to revolutionize the classical music scene by combining the timeless elegance of traditional instruments with cutting-edge digital elements. The project was supposed to take place in Kharkiv, Ukraine, but because of the war situation was invited by the Zagreb Harp Festival to be held in Croatia from 22nd to 26th November.

A group of talented musicians – 4 harpists and 1 violin player – for a 5-day workshop facilitated by industry experts sharing the experience with the guests of the Zagreb Harp Festival. During this workshop, the musicians will collaborate to develop an entirely new concert format that embraces technology, with the primary goal of attracting and engaging young audiences.

Glowing Fest represents a groundbreaking endeavor that fuses artistic brilliance with modern digital sensibilities, bringing classical music to the forefront of contemporary culture. By embracing innovation and proactively reaching out to younger audiences, this project aims to revitalize the appreciation for classical instruments and musical performances. Through this unique blend of traditional and technological elements, Glowing Fest seeks to shine a new light on the timeless beauty of classical music. We would like to express our deep gratitude to the Zagreb Harp Festival for hosting us!

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