The Stories
Everyone’s invited to grab a seat at the Philharmonie
The Stories
Everyone’s invited to grab a seat at the Philharmonie
The Philharmonie is on a mission to make classical music fun and accessible to audiences of all ages and backgrounds. But many people still perceive classical music as stuffy and old fashioned. By bringing in a casual vibe, personality and education into its social media videos, offering discovery concerts, an eclectic mix of genres and family-friendly fun, the Philharmonie is «breaking one barrier at a time,» says Aliki Zachariadis, Head of the Marketing & Digital Division.
Every good reinvention starts with an honest look in the mirror. In 2022, the Philharmonie dug into why some people weren’t coming to classical concert venues. There was an image problem, with words like «boring» and «elitist» associated with classical music. So, the marketing team took those words, stuck them onto big colourful posters and plastered them all around bus stops to prove it was exactly the opposite. The reaction was immediate: the Philharmonie has a sense of humour! The results have been nothing short of remarkable: since that turning point, the average age of a Philharmonie concertgoer has dropped from 70 to around 42.
But catchy posters can only take you so far, right? Getting people curious is one thing; making them feel genuinely at home in a classical concert hall and keep returning is another. What happens when a first-time visitor walks in but has no idea what to expect from the performance, or how to dress, or when to clap? So the Philharmonie didn’t stop at the bus stop. By giving concertgoers the tools to approach classical music, through discovery nights, casual workshops or snackable videos on social media, the Philharmonie is overcoming boundaries and becoming more in tune with its audience, says Aliki Zachariadis. «Everyone is welcome.»
Connecting to young people on social media
Social media is central to how the Philharmonie reaches new audiences. For Jeff Schiltz, Senior Manager Social & Digital Media, these platforms are «like a business card» for the house. «We’re not just showing the concerts and diverse programming, we like showing especially what our audience cannot see: what happens backstage, how a stage gets built, what goes on in the different departments. There are a thousand steps before a concert takes place.» And, given the response, people are genuinely interested! The video series Presto fires quick «this or that» questions at soloists and guest conductors, while On That Note sees a Philharmonie staff member explain a musical piece and its context paired with well-chosen memes. It’s fun and personal, but educational as well. The team also tackles burning audience questions, like why the conductor always shakes the hand of the first violinist, the concert master, shares a job posting to find the backstage crew’s new «work bestie», or explains how to use a massive hammer in a Mahler symphony – alongside more in-depth content for seasoned music lovers. The Philharmonie’s most-watched Instagram video – Mahler’s thunderous hammer blow – gathered over 4 million views. More recently, the internet has been captivated by an unlikely viral moment: a bird’s-eye view of an orchestral rehearsal of Stravinsky’s The Rite of Spring, edited with sharp, rhythmic cuts.
The mood among artists is shifting too, according to Jeff Schiltz. As more artists see the value of social media and digital storytelling, the content that is created together with them sparks their curiosity and interest and in turn encourages more collaboration during their time at the Philharmonie. A separate Instagram account was recently launched for the orchestra, sharing more behind-the-scenes content from rehearsals or tours, as well as the individual musicians making up the orchestra. Martin Rajna’s arrival as music director – young, dynamic, already generating buzz – has added a new youthful energy. And for anyone who’s ever hesitated at the door wondering if they’re dressed right, a video with fashion figure Melody Funck puts that worry to rest. «Everyone can come as they are.»
Changing with the times
With the rebrand in 2022 came a new visual identity and a completely overhauled website. «You have to change with the times because things change quite quickly,» says Aliki Zachariadis. This year also brought the digital magazine – yes, the one you’re reading right now – a space to go deeper on the programme, its artists, and what’s coming up. And for everything else in one place, a new app now brings the full season programme, digital tickets and personalised concert recommendations together. Quite a leap from just a few years ago, when the ticketing team was still schlepping binders full of paper orders around.
The Philharmonie’s playful identity doesn’t stop at the screen. For the new season announcement, themed around «Un tourbillon d’émotions» (A Whirlwind of Emotions), the orchestra headed to the Schueberfouer, Luxembourg’s famous funfair since 1340, for their season photos. Flip through the pages of the new season brochure and you will find orchestra members snacking on churros, riding bumper cars, and throwing their hands up on the rollercoaster, all in their formal concert attire. The image fits the emotion: a live concert can be an emotional ride!
Much more than classical music
Someone who has never been to the Philharmonie may be surprised that a large portion of its programming isn’t classical at all. With Luxembourg’s sizable Portuguese-speaking community, it was important for the Philharmonie to create a programme that served that culture and heritage. The result is the atlântico festival, taking place in October, which dives into Lusophone music – the sounds of Portugal, Brazil, Cape Verde, and beyond – rich with melancholy, groove, and the emotional longing the Portuguese call saudade. «Most concerts are integrated in the usual concert cycles, resulting in audiences from different backgrounds mixing and engaging with each other,» says Francisco Sassetti, Senior Manager Artistic Planning. It’s what music does best: bringing people from different cultures together.
Last year the Philharmonie introduced Echoes of India, and will this season shine a light on the rhythmic sounds of the Atlas Mountains and its surrounding countries (Morocco, Algeria, Tunisia). All in all, a globetrotting experience without needing to leave the room.
While the Philharmonie is not an opera house, it’s fun to incorporate staging and props to create something different. For Igor Stravinsky’s The Soldier’s Tale, for example, a large-scale puppet theatre production by the late Georg Baselitz and the Salzburg Marionette Theatre will be staged. Jazz lovers are well catered for too, with some of the genre’s biggest names making their way to Luxembourg, among them the Jazz at Lincoln Center Orchestra and esperanza spalding, as well as free improvised jazz in the series called Jazz Currents. And for those who love cinema and its soundtracks, the orchestra will perform live scores to giants, Interstellar and Home Alone for instance. It’s like being at the cinema, but with a full orchestra, so even better! And if you’re up for a real party, keep an eye out for the annual End-of-Season Party, which sees electronic music artists transform the Foyer into a dance club until the early morning hours.
Having fun with music from a young age
With a growing number of families in Luxembourg and an interest to bring them into closer contact with culture at a young age, the Philharmonie has kept expanding its family programme. An event to look out for this autumn is the Halloween-themed Familljefestival, running over a full weekend and offering free hands-on workshops in the Foyer alongside concerts in the halls. Aliki Zachariadis brings her own kids: «There is face paint, you can touch and play the instruments, chat to the musicians,» she says. «It’s a great way to get a first experience with music making. It’s a very fun weekend to be a part of, and it’s for all ages.» Past editions have featured a sprawling colouring space for children, and the kids’ programme itself was redesigned from a simple leaflet into a poster with illustrations and colouring tools. Even the children’s programme logo was inspired by a drawing of the daughter of a member of staff. The relationship with young audiences extends well beyond festivals. School classes regularly attend Friday and Monday concerts, and musicians occasionally visit schools in return. The nationwide initiative Lëtz sang! invites primary school pupils and their teachers to participate in a shared musical experience – finding their voices, expressing themselves, and ultimately performing together at the Philharmonie in a final concert. For teenagers – historically the trickiest demographic to reach, since at some point they no longer rely on mum and dad to buy the tickets – there is the Join a Band workshop.
«Breaking one barrier at a time»
But where to begin if you’ve never stepped inside the Philharmonie and the programming feels a little overwhelming? A Discovery Night is a good place to start. It includes a guided tour of the Philharmonie, a live concert and a drink. The vibe is casual, accessible, and welcoming, designed to gently dissolve any lingering intimidation. «Breaking one barrier at a time,» as Aliki Zachariadis puts it. The evening programme has also been redesigned to include a double-page spread called «Centre Pages» with a biography of the composer and explainer texts on the big ideas of the piece, and what to listen out for, for example a specific solo or musical motif. And check out «My First Visit» on the website, which answers some frequently asked questions if you’ve never attended a concert here before. For the young adults who settled in Luxembourg for their first job, there is Phil30. Available to anyone aged 30 and under, the programme offers remaining tickets for just €10 the day before a concert. Can you imagine catching a world-class performance on a Monday evening for an accessible price? And you can easily combine it with a proper meal or drink before or after the show, with more choices once our new restaurant opens in the new building extension.
It’s fun being able to offer a varied programme to a diverse demographic. «There’s something for everyone,» both Aliki and Jeff say. Adding a human touch by showing the people working behind the scenes, making quirky videos about classical music pieces, and capturing the real day-to-day life of the buzz in the building has given the Philharmonie a personality. Listening to an orchestra live, says Jeff Schiltz, is like seeing «a living organism.» Walking through the door is something no algorithm can beat. «You’re a bit like your own director – one moment you’re watching the strings, then you’re drawn to the percussion, then the oboe catches your ear. A hundred musicians, just performing for you. Nothing beats an orchestral concert.»
Keep browsing!
Dive in with (e)me
This year, Fondation EME’s acclaimed community opera broke down barriers and united people through music. Sarah Bergdoll tells us about what’s ahead.