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November 12, 2021, 10 am - 1 pm, Zentralkino (small hall)

A good outreach strategy can open cultural products to new audiences and reach the diversified society outside the institution. The Beethoven-Haus Bonn has initiated and implemented numerous outreach projects to reach new target groups that are not part of the institution's traditional audience. With the founding of the Beethoven Jubilee Society as a subsidiary of the Beethoven-Haus Bonn Foundation, the aim was to place a special emphasis on outreach projects within the framework of the Beethoven Jubilee 2020. The impulses that usually arise from an anniversary should also have a lasting effect beyond the festivities. Which outreach possibilities are promising and how can such strategies look like? This will be reported on and discussed within this expert forum.

10 am - 10:45 am
 © Oliver Röckle
Music unlocks Worlds
Prof. Lydia Grün
Detmold University of Music, Professor for Music Education

10:45 am - 11 am



Coffee Break & Networking


11 am - 11:30 am

It's the content, stupid!
Steven Walter
Bonner Beethovenfest/Podium Esslingen, Artistic Director

In the classical music field, there is a lot of talk about mediation, but less about the actual
which content in which form could be suitable for which audience.
and yet we have a uniquely diverse, multifaceted content to offer, which can reach an equally
diversified public very well able to reach across the board. But to do so, we need to move away from "one-size-fits-all" thinking and become more agile in our communications and formatting. Steven Walter,
founder of PODIUM Esslingen and artistic director of the Beethovenfeste Bonn from November 2021, reports on his
his learning experiences with the #beethoven fellowship program, among others.

11:30 am - 11:45 am



Coffee Break & Networking

11:45 am- 12:15 pm

Development of a digital audience at the European Hanse Museum Lübeck
Sören Affeldt
European Hanse Museum Lübeck gGmbh, Head of Communication

Developing one's own audience is a central field of action for all cultural institutions. What is the point of the best offers if they do not meet the interest of the audience? Digitalisation and a growing willingness to use new, digital formats offer museums the opportunity to expand their audience and address completely new target groups. The lecture outlines the path of the European Hanseatic Museum in developing a digital audience and provides insights into an ongoing process.

12:15 pm - 12:30 pm



Coffee Break & Networking

12:30 pm - 1 pm


Rediscover Audience
Konstanze Kaas
Beethoven Jubiläums GmbH, Project Manager Own Projects

Under the motto "Rediscover Beethoven," the Beethoven Jubilee Year BTHVN2020 took place from Dec. 16, 2019, to Sept. 30, 2021. The motif overarching the year thus not only set the anniversary year the goal of presenting Beethoven from new perspectives far removed from the cult of genius, but also of making Beethoven accessible to new audiences. In the Beethoven Jubiläums GmbH's own and promotional projects, audiences beyond the classical concert public were reached in particular through projects such as the Pastoral Project, the Musikfrachter, the elementary school calendar, the Beethoven Orchester Bonn lounge and the music picknicks.

1 pm - 2 pm



Lunch Break


2 pm - 3.30 pm





Subject to change.
A transfer to the other topic forums are possible during breaks.

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