TUTTI#2

Art Music Denmark has launched TUTTI#2 – a nationwide network project for chamber music associations, music festivals and churches with a focus on audience development.

The project continues the experiences from the original TUTTI course, which was targeted at the regional orchestras and grassroots ensembles that receive operating support. With TUTTI#2, the focus has shifted to Art Music Denmark’s network of smaller chamber music associations, festivals, venues and cultural centers – actors that are often locally based and in many cases run by volunteers.

The project is based on insights from the report “Chamber music associations in Denmark” (2024) and aims to strengthen the participants’ capacity and relevance in their local environments. Over a two-year period, up to 20 actors will participate in a joint course with network meetings, inspirational presentations, exchange of experiences, concrete tools and strategic sparring.

The course is facilitated in collaboration with RasmussenNordic and has been developed based on the special conditions that characterize smaller music actors. The ambition is to make the participants better equipped to understand and engage their audience, develop formats, enter into new partnerships and strengthen their local roots – and thus contribute to the sustainable development of classical music in Denmark.

TUTTI#2 is now well underway, and we are halfway through the process. So far, the participants have gathered for three network meetings and two joint inspiration meetings. The network meetings are organized in two tracks – east and west – while the inspiration meetings are held online with the participation of the entire team.

The work in the networks focuses on putting audience development into practice. The participants work to achieve a deeper understanding of their audience and make more qualified choices in their programming, communication and development of activities. The group is composed of very different organizations, and therefore needs and focus areas vary – but common to all is that they are in the process of strengthening their work and becoming more knowledgeable about their audience.
The course includes work on cultural segments, personas, data and audience insights, user research, programming, user journeys, and language and communication.

The participants in TUTTI#2 are: Aarhus Chamber Orchestra, Aarhus Chamber Music Festival, Festival & Friends, Roskilde Music Association, Østerbro Concert Association, Bornholms Musikforening, KoncertKirken, ENSEMBLE EDGE, Danish New Music Academy, BRAGE, Teaterbygningen, Kammermusik Odense, Børnekulturhus Ama’r, Camerata Øresund, Rådhuskoncerter, Aalborg Chamber Music Festival, Silkeborg Classic Concerts, Mogens Dahl Concert Hall and Chamber Choir, and MUSIKiKANTEN.

The course is supported by a mentor team with strong experience from the music industry and in-depth knowledge of audience development: Klara Bernat, Maj Kullberg, Gabriella Bergman, Maria Frej, Esben Tange, Christian Tobiassen, and Sabrina Solis.

The project is supported by the Augustinus Foundation.

Read more about the project:
https://augustinusfonden.dk/da/projekter/tutti-2-styrket-fokus-og-udvikling-af-den-klassiske-musik-i-danmark