© Francis Löfvenholm

IMZ Academy 2018: Re-imagining the orchestra for the Digital Age

29-30 May 2018
Music + Arts University of the City of Vienna (MUK), Vienna / Austria




Orchestras face particular and pressing challenges in a continually growing digital realm. The decline in the coverage of orchestral concerts in conventional media together with the need to reach and engage new audiences calls for new thinking and new strategies. Hence, the IMZ Academy “Re-Imagining the Orchestra for the Digital Age” is designed to address these challenges and to help orchestras to position and promote themselves in the digital world.

After a successful first edition in August 2017, this IMZ Academy will yet again focus on the orchestra in digital space, covering all aspects of the visualisation and dissemination of orchestral performance: from event capture – whether for television, cinema or online- to effective audience development strategies, including specific opportunities through social media and online content.

The sessions will be led by IMZ Academy director Peter Maniura (Head of Digital Development, BBC Arts) with experts and eminent guest speakers Becky Lees (Head of LSO Live, London Symphony Orchestra), Chris Rogers (Digital Project Manager, LSO Discovery, London Symphony Orchestra), Jo Johnson (Senior Marketing Manager for Digital Communications, London Symphony Orchestra), Mans Pär Fogelberg (Producer GSOplay, Gothenburg Symphony Orchestra), Eva Essvik (Audience and Business Developer, Gothenburg Symphony Orchestra) and Kriss Russman (EMMY-nominated, multi-camera Director and Filmmaker) sharing their insights on the latest developments and technologies in the field.


We are happy that this year we can offer participants an even more authentic and well-rounded learning experience: All participants of the IMZ Academy for the Orchestra in the Digital Age get exclusive access to the dress rehearsal of the Summer Night's Concert of the Vienna Philharmonic at the Schönbrunn Palace Vienna on 30 May. This performance is not open to the public and will provide participants with a first-hand experience at one of the world's most spectacular concerts.


  • To outline the range of editorial and technical knowledge which an orchestra requires to promote and position itself in the digital world
  • To help orchestras develop their narrative as creative organisations
  • To help them decide who their audience is and how to reach them
  • To help define and develop their digital strategy and its active components
  • To provide a framework for decisions about whether or not to invest in in-house technology and staff to pursue their digital strategy
  • To examine best practice in multi-camera performance capture and streaming, including low-cost options
  • To develop thinking around a range of editorial content beyond performance


  • Representatives of Digital & Media Development Departments
  • Digital Media & Event Producers
  • Public Relations Professionals
  • Marketing & Communications Specialists
  • Editors
  • Video & Sound Technicians

Presentations and discussions will cover artistic, as well as technical and financial challenges and examine best practice in performance capture, streaming, editorial curation and audience impact. Workshop sessions are an important element in the IMZ Academy approach, allowing participants to work in small groups on concrete challenges and future-facing initiatives.


29 May: 11:00-17:30
30 May: 9:30-18:00


Music and Arts University of the City of Vienna (MUK)
Johannesgasse 4a, 1010 Wien/Austria



Sophie Schneider
Project Management

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