The goal of this project is multifaceted. Firstly, the training sessions aim to make music venues aware of the necessity to focus on a broader and more culturally diverse audience. We provide them not only with tools to achieve this but also aim to create awareness of where sensitivities lie and how to gain first an understanding of the backgrounds of the communities they wish to outreach to. This process may initially be unfamiliar for both sides due to cultural differences, and we will show how these can be bridged by being open and transparent.
Next, we aim to create a match between this new audience and the innovative and perhaps experimental productions that differ from what is traditionally staged by HIP-performing ensembles. The interaction between these emerging producers and the music venue is crucial for success. In a sense, the music venue is a co-creator, as it provides the environment and the audience; both factors influence the experience of the production and thus its success. This awareness requires that the organisation of the music venue forms a different kind of relationship with the ensembles, or for larger productions, the creative makers and performers. A music venue must have an open mind.
Our aim is to support the creation of a European network of music venues willing to program such productions. This facilitates touring these productions across Europe and, in addition, enhances financial viability of these. In this way, we support the livelihood of the HIP sector, the creation of innovative productions, and, paradoxically, also the preservation of the living heritage of European music. The HIP sector must not be placed under a glass dome; it must remain creatively active to avoid stagnating in the past and losing its relevance in today’s world.
The webinars and the in-person training course aim at bringing together the programmers of venues, production houses, ensembles and musicians in the realm of HIP classical and early music, as well as traditional and folk music (world music). We strive to involve both creative makers and representatives from various migration heritage communities with non-Western roots.
Activity Plan and Timeline
The Tune-In 2025 Program consists of three interactive webinars and an intensive in-person training course.
• 25/03/2025: 1st webinar (afternoon)
This first session will focus on audience experiences from the perspective of professionals in the sector. Essentially, this meeting aims to share insights on where we currently stand regarding Audience Outreach in the early, classical, and world music sectors, exploring challenges, successes, and potential strategies for engagement. This will be an interactive session, encouraging participants to share their insights with both the group and the keynote speakers.
• 06/05/2025: 2nd webinar (afternoon)
For this second discussion, will take a closer look at initiatives that connect music performances with storytelling by placing them in a historical context. We will explore how narratives can deepen the audience’s understanding and emotional connection to the music while providing a richer cultural perspective.
• 01/07/2025: 3rd webinar (afternoon)
In the third and final online meeting, we will discuss interdisciplinary initiatives, such as blending film with music, integrating dance, or combining different musical genres. The focus will be on how these fusion formats can enhance the sensory experience and connect with a larger, more inclusive audience.
• Week 34 – 36: in-person training course
Dates may be subject to changes. The webinars will take place in the afternoons.
The in-person training course will be held at Kolthoorn House & Gardens (Heerde), an attractive small country estate in the North-Veluwe Region of the Netherlands. The area is famous for its nature reserve. We will arrange lodging for your stay in the neighbourhood in advance. The place is easy to reach by train using either Zwolle or Apeldoorn Central Station (we can fetch you at the station, if required). From Schiphol Airport it is only one hour and ten minutes by train to Apeldoorn, or take a direct train from Schiphol Airport to Zwolle (just 1 hour and 14 minutes).
Costs
Participating in the webinars and the in-person training course itself is free of charge.
The participant is responsible for covering their own travel, accommodation, and food & beverage expenses for the in-person training course.
Taking part in the webinars does not oblige you to take also part in the in-person training course. However, to take part in the in-person training course we do expect that you have joined (or at least have watched) a minimum of two of the webinars. The webinars are being recorded and in case you have missed one, you will be able to watch it afterwards. The webinars will be published on our website.
Participants, who have attended the in-person training course, will receive a Personal Development Certificate.
1st webinar: This first session will focus on audience experiences from the perspective of professionals in the sector. Essentially, this meeting aims to share insights on where we currently stand regarding Audience Outreach in the early, classical, and world music sectors, exploring challenges, successes, and potential strategies for engagement. This will be an interactive session, encouraging participants to share their insights with both the group and the keynote speakers.
2nd webinar: For this second discussion, will take a closer look at initiatives that connect music performances with storytelling by placing them in a historical context. We will explore how narratives can deepen the audience’s understanding and emotional connection to the music while providing a richer cultural perspective.
3rd webinar: In the third and final online meeting, we will discuss interdisciplinary initiatives, such as blending film with music, integrating dance, or combining different musical genres. The focus will be on how these fusion formats can enhance the sensory experience and connect with a larger, more inclusive audience.