Making culture accessible to the widest possible audience – as global partners, ING, Unilever and Booking.com are excited about joining the Concertgebouw Orchestra in taking on the challenge of reaching new target audiences for classical music. Find out why they feel this is essential.
Music connects people, makes you happy and can provide comfort. Music can also help you find inner peace, and by the same token, listening together with others can be a very special shared experience.
Each and every concert is unique, and as global partners of the orchestra, we’re excited about making sure as many people as possible can discover this, too. The Concertgebouw Orchestra does not shy away from linking its core activity – giving first-rate performances of symphonic works – with innovative concepts to appeal to new and diverse audiences. ING and Unilever are happy to play a part here by helping the orchestra in terms of creativity, expertise and budget so that it can further expand its reach and boost results.
I see 100 talented musicians onstage working together to create live, one-off experiences that is unique every single time. The level of quality is mind-blowing. They make me hear and feel something meaningful which I share with all the other listeners in the hall. And when it’s over, it’s gone. But it stays in my heart.
Yes, it's essential
The development of the Essentials concerts is one of the fruits of the orchestra’s collaboration with its global partners ING and Unilever. These partnerships also help to facilitate crossovers and concerts at exciting new venues.
