The goal of this project is multifaceted. Firstly, the 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 symposium 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 symposium.
• 25/03/2025: Webinar #1: Audience Outreach: Where Do We Stand?
This first session focused on audience experiences from the perspective of professionals in the sector. Essentially, this meeting aimed 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 was an interactive session, encouraging participants to share their insights with both the group and the keynote speakers.
• 06/05/2025: Webinar #2: Storytelling & Historical Perspectives
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: Webinar #3: Interdisciplinary approaches & Reimagining concert experiences
The third and final session of the Tune-In webinar series turns its attention to interdisciplinary approaches and the reimagining of concert experiences. Long before music was confined to formal concert halls, it existed in dynamic interplay with other art forms—dance, theater, ritual, architecture—embedded in everyday and ceremonial life.
• 02/09/2025 – 04/09/2025: In-person seminar at the Instituto Cervantes, Utrecht, Netherlands, during the Festival Early Music Utrecht
The in-person seminar will be held at the Instituto Cervantes in Utrecht during the Festival Early Music Utrecht. The Instituto Cervantes is situated at the Dom Plein no. 3 (3512 JC Utrecht) in the middle of the historic centre of Utrecht. We recommend to arrange lodging for your stay in Utrecht in advance. Utrecht is easy to reach by train from Schiphol Airport.
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 seminar.
Taking part in the webinars does not oblige you to take also part in the in-person seminar. However, we suggest that you watch the abbreviated versions of the recordings of the past three webinars, showing the highlights of the conversations.
Participants, who have attended the in-person symposium, will be provided with a Personal Development Certificate on request.