Strengthening the Dutch classical music community by navigating between tradition and innovation

It is about time to innovate, inspire, strengthen and (internationally) promote the Dutch classical music industry. Not only in the sector, but also to the public and to all stakeholders. The BUMA Classical Convention is a two day conference and festival in one, where the public and the artists get up close and personal.

Autobahn designed the visual identity. We developed a logotype that consists of upper case and lower case letters, symbolizing the absence of barriers at the convention: the artists move within the crowd, see the same shows and are approachable. The identity is playful and modern but combined with the color scheme and close-up photography, it appeals to both a younger and older generation of classical music enthousiasts. Something that was proven by the large amount of visitors of this first edition.

The BUMA Classical Convention involves music, meetings and inspiration through many showcases, interviews, pitches, best practices and broadcasts on Dutch national television and radio. 

With the arrival of competitor Classical Next in Rotterdam, BUMA CLASSICAL had to develop a new starting point. Instead of a broad, European aimed approach, the focus shifted to the Dutch landscape of classical music.

Although flat, the famous Dutch landscape varies ever so oft. Famous Dutch painters knew that the best views of this landscape are made when the horizon is fixated at 1/3 of the image: 1/3 land, 2/3 skies. Also, The Netherlands is famous for its ’Polder-model’: reaching consensus on difficult subjects by adapting the standpoints of others. This was the concept behind the execution of HORIZON.

We collected quotes by musicians, programmers, executives and others in the field to create a ’Classical Music Tombola’: the input is chosen by random selection to create a new phrase. We did the same with the portraits of the quoted people. This method leads to new insights and the statements become iconic because these people are collectively involved in the creation. It is a ’Polder-model’ on the future of classical music.

After two editions the focus shifted to the costs and benefits. The music scene wat hit hard by the recession and grant cuts by the government. It prompted the musical professional to reform and make tough decisions. To convince them to invest time and money in Buma Classical Convention we needed to show what they'll receive: bang for buck!

The focus still is on connection with peers and exchange ideas. The program provided content that reflects on the current situation: fundraising, networking, marketing. Money is key. Together with Studio Rieko we created an animation that showcased these values. The video was distributed through social media and other marketing channels.

Unfortunately it wasn't as successful as the previous editions. It turned out to be the last edition of this convention. Although this edition received enthusiastic reactions from visitors, most of the intended target group chose to invest their time and money in other ways than Buma Classical Convention.