The project contributes to fulfilling: Promoting sustainable economic growth
Sub programme: Öresund
Lead Partner: The Malmö Symphony Orchestra
Partners: The Royal Danish Academy of Fine Arts Schools of Architecture Design and Conservation, Öresundskomiteen, The Royal Danish Theatre, The Sjælland Symphony Orchestra, Malmö University-MEDEA
Project Period: 1 September 2012 – 31 December 2014
Total Budget: 1 548 000 EUR
EU Grant: 774 000 EUR
It is difficult to reach wide audiences with classical music and especially to attract a younger audience has become increasingly difficult in the huge flow of media available today. The overall goal of this project is to create economic growth through innovative audience experiences that get more people to become interested in classical music.
The goal for Musical Experience Design is to help put the Øresund region on the map as a center for new technology, experience design and orchestral music, and therefore assume the challenge of combining live classical music and new technologies.
To achieve its objectives, the project will:
- Develop a triple helix cooperation so that creative industries can cross-fertilize each other.
- Facilitate and make it natural for creative companies working with experience design and orchestral music to act in an Øresund regional perspective, and thus attract a new Øresund regional audience for live classical music.
- Establish an international cluster for experience producers and creative companies working with technology, experience design and orchestral music. The international industry meeting that the project will organize, with around 400 companies and research environments expected to participate, will be the start of the international cluster.
- Develop a sustainable business model for digital transmission of classical music.