S1/E2: Danish Meditation

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Season 1 / Edition 2

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This summer I got a chance to talk with Kim Boer, CEO of the renowned DR Koncerhuset in Copenhagen.

DR Koncerthuset is a part of DR, the Danish Broadcasting Corporation, and manages the Danish National Symphony Orchestra, National Vocal Ensemble, DR Big Band, and other “house” performing groups along with a full calendar of programming at the Koncerthuset - one of the world’s most advanced concert halls.

Originally, I wanted to talk to Kim about their digital strategy – the DNSO is probably the most viewed orchestra in the world on YouTube, with over 300 million views and a now global fanbase (more on that in a future edition). But we got into a whole range of topics.

One thing I found really interesting was their “Meditation Concerts” concept.

DR Koncerhuset offers a range of interesting formats that go beyond the more traditional offerings – like Science and Cocktails, a series of scientific talks combined with live music and thematic drinks.

Their Meditation Concerts, which are presented by the DR National Vocal Ensemble (though sometimes featuring other instrumentalists), are held in a cathedral and offer meditative soundscapes of music ranging from the Middle Ages to living composers.

Their marketing really leans into the concept:

Make yourself comfortable. Close your eyes. Breathe deeply. Let the busy world outside disappear. Let the sound of the choir's voices, the deep cello and the beautifully lit church help you to let go of everyday life and thoughts for a while.

They’ve now become a regular, recurring event with a dedicated, loyal audience base. Kim says they’ve not only been a huge success, but a great way to incorporate new music by living composers - whom they now actively work to integrate, allowing them to expand their artistic collaboration with important composers of today.

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OBSERVATIONS

• Sometimes we bristle at the stereotypes our artforms possess - I know I get annoyed when people say “classical music is relaxing” when pieces like the William Tell Overture exist - but as this concept demonstrates, we may do well to sometimes lean into these stereotypes.
  

• Though this example is pretty specific to classical music, I think the general idea is that it’s a way to package the “art” in an audience-centric way that may be friendlier to outsiders - addressing their needs (a moment of peace in a busy world) and creating new relevance for those who might not otherwise come (and who are likely NOT coming to “a concert featuring works by Hildegard von Bingen”, despite her being awesome).
  

• I think it’s important to note that this isn’t a marketing layer slapped on top of a normal concert - the choices around the programming and the design of the concert experience are driven by the concept. The marketing just reflects that.
  

• Viewing this alongside “Science and Cocktails”, I like the idea of having several product lines like this designed for different audiences – using the assets they have (musicians) in different ways. It’s not supplanting traditional DR Vocal Ensemble concerts; it lives alongside them, and can be an entry point to them.
  

• This example in particular takes advantage of larger trends in wellness and mindfulness which may not only open up new doors into the artform for potential attendees, but also for new partnerships, sponsorships, and donors.
  

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