© 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

After a successful first edition in August 2017, this IMZ Academy was yet again rapidly fully booked and offered an inspiring, insightful and informative time with 30 participants from 10 countries from all over the world. In order to help orchestras to position and promote themselves in the digital world, this IMZ Academy covered 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 were led by IMZ Academy Director Peter Maniura (Head of Digital Development, BBC Music) 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), Kriss Russman (EMMY-nominated, multi-camera Director and Filmmaker) and David Holme (Digital Media Consultant, Kilden Performing Arts Center and Kristianand Symphony Orchestra, KSO) sharing their insights on the latest developments and technologies in the field.

The IMZ was happy to offer participants an even more authentic and well-rounded learning experience thsi year by providing all participants with 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 provided participants with a first-hand experience at one of the world's most spectacular concerts.



IMZ Academy Director, Head of Digital Development, BBC Arts

In cooperation with the IMZ; Peter Maniura has developed the course and will also lead it. Over the last three years he has launched two new online services for the Arts. 2014 he was the Launch Director of BBC Arts Online, the live and on demand service which aggregates the BBC’s Arts coverage across all its services and works extensively with partner organisations in the British arts sector. In 2012 he was the Curator of the new BBC/Arts Council England digital online arts service “The Space” which promotes digital innovation and creativity across the art forms. Prior to this he was Head of Television Classical Music and Performance for the BBC from 1998-2012, and has pursued an extensive international career as a TV director and producer.


Audience and Business Developer, Gothenburg Symphony Orchestra

Eva Essvik has been enjoying working as Audience and Business Developer for the Gothenburg Symphony Orchestra ever since 2012: "New at work in 2012, I sat on the train and watched a concert with Christian Zacharias on GSOplay. I have always liked Piano Concerts. Sitting there I realized that saying I do or I don´t like classical music is like saying I do or I don´t like Italian food. There´s a variety from Parmesan to Tiramisu... Realizing that, I started to look at GSOplay as a menu for beginners and a great way for audience development. It´s an efficient way to find new audiences but also to please enthusiasts and share the moments with fans all over the world. Today GSOplay have 90 000 visitors each month and together with YouTube we have over 1,6 million views per year."
Eva has a background in marketing, owned the company "Popup Marketing" from 2007 – 2012 and worked as marketing Controller at Henkel from 2000-2007.


Producer GSOplay, Gothenburg Symphony Orchestra

Mans Pär Fogelberg has started his career at the Gothenburg Symphony Orchestra as Audience Development Manager in 2007. In 2012 he became Producer for GSOplay, Gothenburg Symphony. In this position he has initiated Gothenburg Symphony's filmed concerts at gsoplay.com, investigated what technology should be used, set up the workflow and trained in-house staff. Mans is in charge of overseeing the whole process from planning to publishing and also acts as vision mixer/producer when live/recording and editor of video and sound in post-production. Prior to this Mans was responsible for the start of the first YouTube channel for an orchestra in January 2008 and worked as scriptwriter, editor and item producer for different TV-shows in the cultural and entertainment segment of Sweden's public service television.


Digital Media Consultant, Kilden Performing Arts Center and Kristianand Symphony Orchestra, KSO

With a background in documentary film making, David has been working with digital communication for Kilden Performing Arts Center and Kristiansand Symphony Orchestra since 2012, taking care of digital marketing and live TV productions for the Orchestra. In his Skype presentation, David will share his experience with digital audience development efforts.

Jo Johnson

Senior Marketing Manager for Digital Communications, London Symphony Orchestra

Jo Johnson is responsible for strategic marketing consideration as well as for content production and dissemination on th Orchestra’s website and microsites, e-marketing, social media and mobile platforms. After she took up the post in 2005, the digital landscape has expanded beyond all recognition. In addition to her responsibilities at the LSO, Jo often speaks on the subject of digital strategy and content at seminars, lectures and conferences such as the Asociación Española de Orquestas Sinfónicas, L’Association Française des Orchestres, Performing Arts Employers Association League Europe, Tenso Network for European Chamber Choirs, City University, University of Hertfordshire, Classical NEXT, Association of British Orchestras and the Arts Marketing Association, and consults with orchestras and arts organisations around the world, including the Sydney Symphony, Spanish National Orchestra and the Nobel Peace Center in Oslo. 
Jo has a degree in Music from the University of Hull.

Becky Lees

Head of LSO Live, London Symphony Orchestra

Becky Lees has worked within the classical music industry for over 15 years. Initially working for an independent recording label, Becky has gone onto work at the Royal Opera House and LSO, both Arts organisations specialising in media and digital strategy. She is also a member of the BPI Classical Committee. As an experienced goal-oriented professional specialising in classical music, strategic planning, audience development and stakeholder engagement, Becky is in the senior team at the LSO responsible for developing projects to increase audiences both inside and outside the concert hall.

Chris Rogers

Digital Project Manager, LSO Discovery, London Symphony Orchestra

Chris Rogers has held the position of Digital Projects Manager within LSO Discovery (the orchestra’s community outreach and education programme) since 2007. He is concerned with the integration of digital technologies across the programme, with the dual aim of broadening the reach of the department’s work and enhancing the experiences gained by its participants. He manages the orchestra’s iTunes U channel, and is responsible for LSO Play; an interactive web-based tool for experiencing the orchestra and its repertoire in new ways, which won a Webby award in 2014. As a creative producer he has worked with artists as diverse as Blast Theory and Troika Ranch, and was one of the programming team for the 'Enter - Unknown Territories' festival of new technology art, held in Cambridge. He is a keen musician, photographer and Max programmer.


EMMY-nominated, multi-camera Director and Filmmaker

Kriss Russman is an EMMY-nominated, multi-camera director and filmmaker specialising in the recording of opera, dance and symphony concerts. He is also a professional composer and conductor. His company, Twelfth Year Digital Media, makes documentaries and music performance recordings for international distribution. It also provides facilities and staff to broadcast live multi-camera events and advises on the installation of remote-control camera systems for the streaming of symphonic music and opera.



Sophie Schneider

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