YOUNG PEOPLE ORGANISE, PERFORM, AND LISTEN TO CLASSICAL MUSIC
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YOUNG PEOPLE ORGANISE, PERFORM, AND LISTEN TO CLASSICAL MUSIC
”If you want t a ship, don’t d men to gathe divide the wo orders. Instea them to yearn and endless s Antoine de Saint-Exupéry
to build drum up the er wood, ork, and give ad, teach n for the vast sea.�
finding
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09 Vision 10 Unique characteristics 13 In numbers 15 Introduction 16 The TONALiSTEN Agency 19 Introducing the Project 22 TOUR Model 24 Project Phases
28 Project Stages 30 Preparation 33 As seen by Musicians 38 As seen by the Organisers 44 As seen by the Schools 50 As seen by the Student Managers 72 The Basics of Culture Management 84 Imprint 85 Sponsors and Partners
inspiring
“TONALi TOUR kindles awareness, opens spaces, opens ears. TONALi TOUR gets young people involved and motivates them to take on responsibility for a cultural life, which their activity helps to fashion.
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This participatory interaction is shaping the future of the classical concert and endowing an open society with inner coherence.�
Participation
TONALi TOUR accesses cultural life by enabling young people to share in and take on responsibility
Seek. Find
TONALi TOUR shows musicians how to discover their audience, so that the audience discovers them in concerts
Encounters
TONALi TOUR facilitates authentic encounters with students and musicians to open up future opportunities
Coaching
The TONALi Academy coaches young musicians for the TONALi TOUR and helps them establish a young classical music audience
Know-how. Know-why
The TONALi TOUR conveys the basics of culture management and transfers the necessary know-how and know-why to young people
Personal Development
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TONALi TOUR offers opportunities for personal development, by sharing a project connecting musicians, student managers, schools, organisers and TONALi
The unique characteristics of TONALi TOUR underline the fundamental approach for steering the project
performing
Success is defined by attitude towards success. The project consciously widens its scope for individual contributions to its configuration and development. Musicians, student managers, teachers and organisers realise the TONALi TOUR in playful determination, creativity, commitment and courage, to provide a meaningful innovation to serve society. Every single TONALi TOUR project is evaluated and every insight leads to a systematic development of the
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initiative, thus no project is the same as the other.
organisers*
TONALi TOURs in:
Expanding
39 Germany 1 43 Denmark The Netherlands Switzerland 249 Austria Italy Czech Republic 1.648 Greece USA Russia China 77.250 121.453 schools*
school concerts*
student managers*
listeners*
* 2010-2018
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reached children and young people*
In this brochure we introduce you to the contents
more as well. These practical tools will enable you
of TONALi TOUR and describe the individual phases,
to lead your project to success.
welcome
It is best to cherish culture by joining forces showing you how the cultural educational projects can be applied individually. A special chapter is de-
The brochure’s transparent structure focuses on
voted to each team member: for musicians, student
the congruity of the project by demonstrating that
managers, teachers and organisers. The chapters
success depends on the interaction of all the contri-
provide answers to the following questions:
butors It describes the skills needed for each activity and shows how this in turn creates cooperative
What is my aim? What is my role? What are my tasks? What do I gain?
understanding in accordance with the holistic approach of the project.
This booklet enables student managers (and others) to not only gain a basic knowledge of culture managetechniques and teamwork but also how to moderate discussions, be successful in marketing and much
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ment and its organisational tools, brainstorming
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tip: ick om l c our sten.c ... li tona
Free of usual commission structures
Curators (established classic stars, patrons, orga-
As a non-profit agency we work with musicians
nisers and foundations) fund the agency with dona-
who are freed from usual commission structures.
tions. The agency serves solely to promote selected
The TONALiSTEN Agency was founded by TONALi,
and former TONALi competition participants. These
HarrisonParrott and pianist Hanni Liang. The agency
young talents see themselves as TONALi representa-
promotes musicians and is devoted to building up a
tives, as music enchanters, as creative individuals,
young musician’s career. At the same time it is in-
to change concert life in order to maintain it. Young
volved in establishing an engaged young audience to
themselves, these gifted musicians are able to
listen to classical music. The whole project evolves
understand and encourage student managers to
around the principle: those who have been promoted
organise concerts for their contemporaries. As des-
can become promoters.
cribed in this brochure, the TONALi TOUR Project
The TONALISTEN Agency is not based on commissions, thus 100% of the returns are paid out to the
passes on the know-how and know-why, which in turn leads to the participative interaction of organisers, schools and artists.
musicians represented by the agency. Once these
Very, very different
musicians have established themselves in life and on
The TONALiSTEN Agency differs greatly from the
turning 26, they become promoters and supporters,
business mode of conventional agencies. Both
or curators, of their former TONALiSTEN Agency, en-
partners (musicians and agency) establish a free
abling a new generation to be built up and careers
relationship to one another. The agency does not
supported. This cycle offers threefold promotion:
earn a commission by organising concerts for its
curators promote the TONALiSTEN Agency, the TONA-
musicians. Donations and culture shares, which
LiSTEN Agency promotes young musicians and the
anyone can acquire, ensure the agency‘s funding.
young musicians kindle enthusiasm in young people
The return on this investment is cultural develop-
to participate in the concert programs.
ment.
(see diagram on page 16)
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How does this work?
musicalising
The TONALiSTEN Agency Promotes Musicians
Adam
Alexander
Alexander
Alexey
Alfred
Anastasia
Anite
Anton
Arthur
Benjamin
Christina
Christoph
Daniel
Elene
Elisabeth
Friedrich
Ildikò
Janis
Johanna
Kiveli
Konstatin
Lara
Laura
Leonard
Maria
Marina
Mayumi
Nadège
Nadja
Nina
Phillipp
Raphael
Stanislas
Tae-Min
Till
Verena
Verena
Viktor
Wassily
… a nd future generations
presenting
in found ians ...  com: music . n g e n t i is cipat tonal parti
Join In! is our motto TONALi was awarded the Echo Classic Prize 2017 for fostering young talent.
the participants are trained in moderating, and on how to assume responsibility. The aim is to prepare school concerts as well as the final concert. The
TONALi is a cultural project with an academy offe-
involved schools compete for filling the most seats.
ring both stage and audience appeal training. The
The school mobilising the largest group of young
international project TONALi TOUR is based on the
people to attend the finale, wins a culture prize.
Hamburg academic year and includes a school pro-
After this, the student managers organise concerts
ject, a competition and a festival. For more details
in their schools for the respective TONALi soloists
see tonali.de
assigned to them. The next phase deals with the performed and attended by young people for young
the student managers together. Basic knowledge as
people. The key: the musicians seek their audience
to how to organise and manage culture is conveyed,
and their audience finds them in the concert hall.
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organisation of the final concert, which is organised, TONALi or the organiser’s first workshop bring all
“TONALi transfers dec music to play to the au it participate, involving talented young musicia engage themselves soc by displaying artistic ex intention that convince TONALi Initiative the ap to encourage further in Kirill Petrenko, designated new chief conductor of the Berlin Philharmonic
cision making of which udience, thus letting g it in the world of the ans, who in turn ocially through TONALi xcellence. This is the es me and I wish the ppropriate radiance nitiatives.�
orm
The TONALi TOUR Model
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sf tran e w how o a out nce int e d n fi enc die ...  g au ve audi n i m i u cons product
a
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realisation
Full halls Young listeners
Phase I Preparation TONALi and a well-known organiser of a festival or concert hall agree to work together. The organiser finds three local schools wishing to participate actively in the project. The organiser’s project manager informs the teachers about the TONALi TOUR and communicates the know-how and know-why to realise the project. The teachers use their practice-orientated classes to select the student managers and get them involved in the realisation of the planned project.
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P r o j e c t : preparation T i m e n e e d e d : about 3 months before the final concert P e o p l e n e e d e d : organiser, TONALi TOUR team, teachers, student managers
realisation Phase II Workshop I This workshop takes place six weeks before the school concert. The accompanying teachers, student managers and involved schools participate in the workshop. The workshop is carried out by TONALi and the organiser. If necessary, TONALi trains the project manager beforehand, so that this workshop can be realised independently. The workshop introduces the allocated soloists and their outstanding qualities, conveys the basics of culture management, develops mutual aspects of marketing and describes the challenge of sparking enthusiasm for classical music in a young audience. The workshop aims at creating maximum motivation among the student managers for the project (school concerts and final concert). P r o j e c t : Workshop I T i m e n e e d e d : about 2.5 months before the final concert P e o p l e n e e d e d : TONALi TOUR team, teachers, student managers and organisers
Phase II.1 Coaching the Musicians The TONALi Trio, consisting of three young and highly talented TONALi musicians (a cellist, violinist and pianist) is prepared by TONALi to deal with the specifics of the project. It is their task to create enthusiasm for classical music in the school concerts, to communicate music authentically and to work along with the student managers to develop the process of �concert composing“.
T i m e n e e d e d : about 2.5 months before the final concert P e o p l e n e e d e d : TONALi TOUR team, TONALi musicians
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P r o j e c t : Coaching the Musicians
Phase II.2 School Concerts The designated TONALi musician is invited by the student managers to give a concert in the school. The musician is invited by a host family to stay with them. He or she arrives a day before the concert to get acquainted with all the people involved. The entire organisation of the event, including artist care, marketing, moderation and general realisation of the project, is autonomously carried out by the student managers. The entire school community and the organiser’s project leader attend the actual concert. The aim of the school concert is to introduce the designated musician to the school community, to allow the other students to experience highest artistic quality in classical music and to awaken interest in the concert organised by their fellow students. P r o j e c t : School Concerts T i m e n e e d e d : about 1 month before the final concert P e o p l e n e e d e d : TONALi musicians, student managers, teachers, the school community, organisers
Phase III Workshop II Directly following the school concert, the selected student managers from each school actively start to make preparations for the final concert. The student managers meet with the organiser, who offers insights into professional concert activities, assigns tasks and sees to controlling. The student managers are responsible for the following activities: moderating the concerts, technical support, marketing, press, public relations, and artist and audience support.
Phase III.1 Ticket Distribution Competition All the participating schools partake in the ticket distribution competition. The student managers who mobilise the largest number of listeners for the final concert, win a culture prize. The organiser awards the prize, which was displayed during the first workshop.
Phase III.2 Final Concert The aim of the final concert is to bring together a heterogeneous audience (students, core audience) and to
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inspire them with a creative programme, created by the three TONALi musicians in a unique stage performance. The organiser makes sure the concert gets a good advance placement on the event calendar, that the general public is well informed and ensures that an adequate documentation is made available.
realisation
Musiker I, II, III Schulen I, II, III
Musiker sucht Publikum
Abschlusskonzert
Üblicher Konzertzugang
Festival, Konzerthaus etc.
Involvierter Konzertzugang
Sitzplatzwettbewerb
Workshop II
Phase III
Vorbereitung Abschlusskonzert
Phase III.3 Project Evaluation
I Schulkonzert Musiker I
II Schulkonzert Musiker II
III Schulkonzert Musiker III
Immediately after the final concert, the student managers, accompanying teachers and organisers meet to
T i m e n e e d e d : From four weeksI prior to the final concertII until three weeks afterwards III Schule P e o p l e n e e d e d : TONALiSTS,Schule Student Managers, Teachers, and Organisers. Schule Schülermanager
Schülermanager
Veranstalter
Festival, Konzerthaus etc.
Schülermanager
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P r o j e c t : Workshop II, Ticket Distribution Competition, Final Concert, Project Evaluation.
Publikum findet Musiker
evaluate the event. The student managers receive a certificate their acquired and certified skills in Workshop stating I Vorbereitung Schulkonzerte producing and promoting Phase II the TONALi TOUR Project. This is presented to them by the organisers and TONALi.
WORKSHOP I · Meeting of all the student managers from the participating schools · Introducing the project · Getting to know the basics of culture management · Presenting the designated musicians and allocation of tasks
TICKET DISTRIBUTION COMPETITION · All of the participating schools compete for which school mobilises the most students for the final concert · Culture prize for the winner school
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Stages of the Project
SCHOOL-CONCERTS · The designated soloist gives a school-concert for the whole school · The student manager teams organise the event independently
· The final concert with all the designated musicians · Organised and realised by the student manager teams · Many young people in the audience
... Here y ou see projec how th t flow e chart unfold s
understanding
FINAL CONCERT
EVALUATION · What worked really well? · What could be improved? · What experiences have you gained? · Presentation of certificates
WORKSHOP II · The organiser arranges a second workshop for the student managers · Professional knowledge of culture management is imparted to student managers the final concert
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· Allocation of tasks to organise
PREPA RATION
Musicians
Joint Responsibility Mu
sician
St u
ger School
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nt Mana
g a ni s er r O
de
involvement Role The TONALiSTS belong to the best of up-and-coming young musicians in Germany, having qualified in the TONALi stage academy and participated in the renowned TONALi Music Competition. They not only contribute high musical-artistic standards to the project, but also pedagogical ability and practical knowledge of concert communication. Using this expertise, they are able to develop a conceptual idea for both the school and the final concert. Along with the student managers and organisers, they develop and carry out the realisation of these ideas.
The Immaterial Benefit Pursuit of cultural mediation Concert performances in prestigious music institutions Artistic experimentation with creative freedom
Shaping professionally relevant pespectives Creating ”play-grounds“ and not ”market-grounds“
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Developing heterogeneous, engaged audiences and fan circles
Musicians
7 Questions on Creating a Concert Concept What it is about?
concert message, the pivotal musical intention of
(Describe here in a few words your concert message,
your programme; how you relate to current themes,
especially the key musical idea of your concert: how
your own themes and to that, which your counter-
can you move from “music promotion” to “musical
part is concerned with – or should be.)
seduction”.)
How will you materialise it? What should the audience experience in your concert?
(Describe here the practical realisation of your
(Describe what your audience might expect and/
organisational aspects. Include participants and
or experience in your concert and how – and by
appointments.)
concert, taking into account the planned artistic and
which means – you wish to impress and inspire your listeners?)
What makes your concert so special? (Describe in a few words the uniqueness of your
Who is your audience and how can you get your listeners involved?
concert and what your audience can expect to
(Describe here, for what type of audience your
reader gains a vivid image of your intention.)
experience. Describe it in such a way that your
concert is intended, what kind of interest you expect can get school student managers and students
What does your audience gain by taking part?
involved in planning and realising the project.)
(Describe the sustaining impact you would like your
from your audience, and how and in what way you
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audience and listeners to take home. Put into words
What marks the actuality of your concert?
those aspects you would like them to internalise and
(Describe here how you relate to the present, your
express the vision you relate to your concert.)
inventing 35
down s ite r nd dea w st i your mi ... r fi e o h t t come that ere h
Develop the concept for a school and a final concert (see the seven questions)
Communicate the concept for the concerts to all of the project partners (The TONALiSTEN Agency, organisers and student managers)
Check and make sure that the published CVs follow the TONALi references
Examine the particularities of the schools and music institutions
Contact the student managers in good time
Get the student managers involved in planning the school and the final concert
Enable Skype contact for Workshop I, if necessary
Provide a self-portraying video, if necessary
Ensure binding communication with all partners
Make sure of basic accessibility
Arrange all travel and accommodation in good time
Organise punctual arrival and departure to and from concerts
Give feedback to project partners
Conclusive billing to music institutions
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checking
Checklist
Organisers Role The organiser, in cooperation with TONALi, initiates the TONALi TOUR Project, to take place in schools as well as displays a prominent part of actual event activities. The organiser is responsible for the overall organisation, the acquisition of schools as well as (if necessary) for adapting the project to their own projects and to individual circumstances. The organiser is responsible for communicating with the schools,
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he or she designates a project leader and takes over the role of a networker; he or she brings musicians and schools together, shapes the project framework and conveys professional know-how on culture management to the musicians and the student managers.
initiating Immaterial Benefit Pursuing both cultural mediation and an educational mandate for all of society Engaging excellent young musicians who bring along their own audience Gaining younger and open audiences, a new group of concert goers Establishing a lasting presence in the regional surroundings Winning medial, political and social publicity with the engaged promotion of cultural mediation
Creating ”play-grounds“ and not ”market-grounds“
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Shaping open spaces for new, creative and audience-involved concert formats
General Take part in coaching to become a project leader (TONALi) Acquisition of higher schools in the region
clarifying
Checklist
Communication with schools and responsible teachers Designate a project leader or someone to take over the full responsibility for the entire project Prepare and get artists‘ contracts signed Overall responsibility for the realisation of the final concert as promoter Develop a culture prize for the winner school
Workshop I / Concert I Organise Workshop I
Find rooms, coordinating and date coordination, facilities and equipment, catering Create an info sheet for the participating student managers,
to include individualised data, facts, TONALi TOUR guidelines Conduct a workshop for the student managers and teachers of the participating schools
(if necessary, along with TONALi) Attend the school concerts organised by the student managers
Workshop II / Concert II Conduct Workshop II for the selected student managers (from the participating schools) Transfer significant organisational aspects to the student managers Allocation, coordination, and settlement of a ticket contingent for the participating schools Coaching and supervision of all organisational procedures for Concert II
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Coordinate the ticket distribution competition
Organisers
Public Relations Activities Convert your organiser logo as an EPS-file (vector graphic)
and send it to tour@tonali.de Send info on the project and TONALi to all suitable print and online media as well as
all those responsible for general press and public relations work Prepare the following communication media to present the appropriate
information on TONALi’s homepage.
Self-presentation of the institution (max. 2000 characters) Photo of the institution
Statement: what we expect to gain by the TONALi TOUR? Design, printing and distribution (after approval by TONALi) o f the following print-media
to the participating schools: posters and autograph cards Prepare the following copyright free media referring to the project for use on TONALi’s
homepage and in social media: photos, if necessary videos, audio Present the project on the organiser’s homepage and in the social media
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Position the TONALi rollups for Workshops I and II, also for school and final concerts Return the roll-ups to TONALi (in the case of damage or incomplete return,
the roll-ups must be refunded)
The organiser conducts an evaluation meeting after Concert II with the student managers and the
participating schools. They present certificates to the student managers as was agreed to with TONALi Create a culture prize for the winner school Send a written report in digital form (at the latest, 2 months after the final concert):
Short description of the project Progress report Number of participating schools Number of student managers
taking responsibility
Completing the Project
Number of performances and audience count Selection of photos in printable quality (naming the photo credits) Specimen copies of the print-media and the info sheet for student managers Press clippings (a collection of printed articles in a single file)
Costs The organiser accounts for the entire costs of the project as agreed to with the TONALIST Agency: Artist’s and lecture fees and, if applicable, agreed upon expenses Room rents and catering for Workshops I and II
Acquisition of a TONALIST share; benefit: cultural education (see tonalisten.com)
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Design, print and distribution costs for posters and autograph cards
School Role The secondary school decides to participate in TONALi TOUR and provides a committed teacher, who mentors the internal and also any external school project. The teacher sets up a student manager team. He or she
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transfers the main responsibility for the project to the students and supports them in its realisation and is also its mediator, coordinating internal school particularities with the project aims. The teacher mediates the TONALi TOUR Project to the school staff and ensures creative freedom for its realisation.
enabling Immaterial Benefits for the School Establishing an unconditional, low threshold, but engaged access to classical music Networking with a highly talented, pedagogically qualified young musician, who is able to get students interested in and enthusiastic about classical music Strengthening youngsters by kindling initiatives and backing them to develop their personality Qualification by transferring basic knowledge on culture management Providing extracurricular learning venues that enable students to share in supporting local cultural life
Participating in the regional, national and international networking of numerous TONALi-associated schools and cultural institutions
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Promoting the sense of school community as well as appreciative team working
assisting Checklist Release a teacher from duty so that he or she can be engaged as a keen assistant
for an encompassing student manager project and at the same time be the contact person
for the organiser, the musician and TONALi Set up a student manager team
(Recommended is a group of at least 5 and at the most, the complete class over 15 years of age) Coordinate a date for the school concert to be attended by all the students, of course in agreement with the school administration and the organiser Participate in Workshops I and II Allow student managers to be freed from lessons, as and when necessary Organise regular meetings with the student manager teams to coordinate c urrent project work
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Student Managers
Role The TONALi TOUR project takes place in school as well as in public cultural life. It transfers responsibility to youngsters irrespective of their age, origin and educational level and allows them to transgress school boundaries to cooperate in activities that enhance cultural events in their region. The students gain basic knowledge in culture management and organising, with professional guidance from TONALi and the organiser. They realise a school concert and a final concert on their own accord, thus becoming student managers. They work together closely with the soloist and the organiser.
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TONALi and the involved teachers assume the role of assistants. The responsibility for organising lies in the hands of the students. They look after the artist, see to the moderation, organise advertising and the ticket distribution.
Become acquainted with highly talented musicians, gaining an exclusive understanding for behind the scenes of the concert and culture world Learn the ropes of culture management which can be transferred to later professions
motivating
The Immaterial Benefits
Acquire competence in transferable methods Take on responsibility (intra- and extra-school) Strengthen community spirit Initiate extra-school contacts to professionals (Possibilities of) personal development Recognise personal strengths and weaknesses Develop capacities for teamwork Train moderation skills Strengthen presentation skills Acquire organisational skills
Experience ”play-grounds“ that are not ”market-grounds“
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Deal with conflict management
Student Managers
Team Building Who is especially conscientious and would like to take over the entire event and be a contact person for the teacher, organiser and TONALi? Project Manager
Who is especially empathetic and capable of looking after the artists? Artist Manager
Who is especially self-confident and enjoys speaking to an audience?
Moderators
Who is especially creative? Marketing Manager
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Who enjoys approaching people and knows how to best address them? Sales Manager
Who is good with figures and would be willing to deal with cash?
strengthen
r all e an ente c u o mes her y   . .. vant na e l e r e th
Accountant
Who likes writing texts? Press Director
Who is able to make good photos and videos? Photo and film team
Who is particularly communicative and experienced in using Instagram, SnapChat & Co, etc? Social Media Manager
Stage Manager
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Who knows the most about technology?
Basic Model Wel c o mi n g Ad d r e s s : Start off with an inspiring introduction (2-3 mins), the designated soloist then
spark enthusiasm
School Concert Performances
plays a moderated concert [20-30 mins] Au d i e n c e D i s cu s s i o n : Prepare five questions in advance and encourage your classmates to ask their own questions [10 mins] Ra f fl e : 3 tickets for the final concert and three
Tips Organise your concert to be held in an exceptional place in your school, i.e., in the underground garage or the foyer, on the stairs, in the canteen
signed posters
or in the gym
Au to g r a p h S e s s i o n : Organise a table and pens,
Let your designated soloist play in the middle
the organiser brings along autograph cards to be
of the room
signed Organise a combination of chairs, cushions and mats around the soloist for the audience
Use the chance to get fully acquainted with your
Get your technology group to set up a lighting
designated soloist. Plan for a meal after the school
system
concert and develop ideas together to be realised in the final concert.
Introduce your designated soloist in a video
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Important Aspects
Student Managers
Preparing Your Presentation Short Introduction Present and moderate the school concert yourselves. You will find the main points below to help
Sample Moderation
you prepare for the event.
We lc o ming Addre s s Welcome to our TONALi TOUR concert, which we
Welcome Your Audience
have organised for you. Great that you all have come. We will tell you soon what you are going to
Introduce the TONALi TOUR, the organiser and the
experience. But let us first introduce the project
ticket distribution competition (you will find
TONALi TOUR, which we are part of, and the soloist,
information here or under tonali.de)
who has been assigned to us.
Introduce Your Designated Soloist (i.e. with a video)
The TONALi TOUR is organised and attended by young people who want to listen to classical music.
Tell your audience what to expect from your concert. (an exciting programme, a round of
TONALi is an academy located in Hamburg, with an
questions, a raffle, an autograph session)
integrated competition for young musical talents between 16 and 21 years of age. The instrument
Tell your fellow students that they can secure
played changes annually between violin, cello and
tickets for the final concert after the school concert
piano. With prize money totalling 28,000 Euro, TONALi is the highest endowed cultural award in
Clarify where and when tickets can be acquired
Germany for young musicians. 12 musicians partici-
and how much they cost
pate every year in the academy. The best are chosen
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to receive further promotion by the TONALiSTEN Draw attention to the autograph session with the
Agency and give many concerts in Germany and the
designated soloist
entire world.
our soloist will perform in a final concert in the renowned festival hall [name] on the [date] and we Each concert is connected to a so-called TONALi
would like to go there along with all of you.
TOUR project, thus gaining an educational impulse. Each musician on the TONALi TOUR is assigned to
There are [number] other schools participating in
a partner school and before playing a major con-
the ticket distribution competition for the final con-
cert promoted by a prestigious organiser, plays an
cert. The school who has secured the most seats
exclusive concert in your school [name]. The TONALi
wins a wonderful culture prize.
moderating
what we have learned. Along with other TONALiSTs,
academy qualifies young musicians as well as people like us, your student managers. Addre s s ing Our S o lo is t The best TONALi musicians, to whom our soloist
[Name] is [x] years old, he comes from [x] and will
[name] belongs, have been chosen by the TONALiST
introduce his own thrilling program to you. [Name]
agency to be promoted world wide. Every TONALi
is so good that [name] has already given concerts
TOUR concert is linked to a cultural mediation
all around the world. [Name] has been awarded
impulse and this is how it works: Each TONALi musi-
numerous international prizes and can be justly
cian is assigned to a school. Before he has his gre-
named as one of Germany’s most talented young
at performance, organised by [name], he performs
musicians. Let us give [name] a warm welcome.
at an exclusive school concert – our concert today
Addressing the young soloist: “It’s so good of you to
–and we are the assigned school for [name]. Over
come and play for us today!” To the audience: “Give
a thousand student managers are presently organi-
a big hand to [name]!”
sing some one hundred concerts in more than nine 40,000 young people. And now we have become part
Abo ut t he P ro gramme
of the organisation. TONALi enables us (your student
We are just about to hear [name’s] concert. [Name]
managers) to participate in this widespread cultural
will introduce every piece himself [herself] and
mediation project. The newly founded Audience
afterwards we can ask [name] questions. We will
Academy, in which we have been trained, has taught
then all go to the auditorium and we ask you now to
us how to organise concerts, and here we show
prepare your questions.
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countries around the world, attended by more than
moderating
After our dialogue with the audience there will be a raffle and a surprise. Make sure that the cards placed on your seats are not damaged as you will need them later for the surprise activity. And now enjoy the performance given by [name].
D i a l o g u e w i t h th e A u d i e n c e Many thanks for your impressive performance. Isn’t it incredible what [name] can do on his/her instrument? But now: we have prepared three questions we would like to ask [name]. After that we will ask you for the questions you would like to ask [name]. Many thanks. Ra f fl e
Aut o graph S e s s io n
Earlier, we mentioned a raffle, which we want to
And now, for all those who did not win a free ticket,
realise now. We have three questions, and whoever
nor a signed poster, you have a chance to get an
answers even one of these correctly, can win a free
original autograph from [name]. But first we would
ticket to the final concert as well as a poster with
like to invite you all: to join us in the final concert –
[name’s] autograph. Here we go:
possibly with all of you here – so that we will win the ticket distribution competition against the other
Qu e s t i o n 1 : How old is our soloist?
schools.
Qu e s t i o n 2 : Where will the final concert be held?
Clo s ing Re marks
Qu e s t i o n 3 : How many fellow students want to
and many thanks for coming. Let us hope for further
attend the final concert with us?
great concert experiences. And now: all of you come
(the right answer is:
up to the front and get your personal autograph.
with everyone from our school)
Thank you!
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Once again – a big round of applause for [name]
You are simulating the moderation of the school concert in this exercise Choose three volunteers (they can be the same who participated in the one-minute-moderation)
moderating
An Exercise in Moderating a Concert
Each volunteer defines how large his imaginary audience is (i.e. 1000 students)
Exercise in Moderation 1-minute-moderation. This is a very good exercise
Discuss together three aspects which the individual volunteer should include in his or her moderation, such as:
to train yourself in speaking freely 1. a friendly welcome Choose volunteers to participate in this exercise
2. introducing the forthcoming programme 3. drawing attention to the raffle and the following
Each volunteer is given a fictitious word,
surprise (autograph session)
i.e. �orange-tree“ Give the volunteer three tips for improvement right Give some thought to this word and then speak
after the trial moderation
freely on it for one minute. The volunteer can repeat the exercise, if so wished, Clock the time and encourage the participant to
and try to include the three tips right off
hold out for the entire minute No t e : It is important that the volunteer feels at ease, that your criticism is constructive and your You may associate freely
tips are very concrete
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What one says does not have to be meaningful
Student Managers
Checklist: School Concert
PROJECT MANAGER Title of the Event · Give thought to the title for the concert
· ·
Date Date of the event? Note the scheduled time in your class-book, the school calendar and inform the exam planners
Time · A class in the morning (gladly several consecutive run-throughs)
·
·
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Location Choose the main hall or another suitable room and have it reserved for the concert
Autograph Session Coordinate with the other moderators if the autograph session should be mentioned in the moderation, or not.
· Organise a table and marker pens for the signature ·
Make sure the room is quiet
·
The organiser brings along the autograph cards
· ·
Capacity (seats) Clarify the number of seats needed/available
General Does everyone know when, who and where to be?
·
Has the organiser been informed about the latest state of affairs
·
When does the organiser arrive?
Stage Managers Piano Is piano accompaniment necessary? Ask artist care.
· Discuss your team’s ideas with the designated musician. Can he or she add new ideas?
· Is there a piano? Has it been tuned?
·
Programme Arrangements · The designated musician should bring along his or her own moderated soloist programme: the pieces to be played, moderation and discussion
Seating (available?) Organise the seating (clarify with the janitor)
· Organise cushions and mats ·
Lighting, Sound and Light on the musician
·
Beamer
· Listen to the programme along with your teacher · Clarify with your musician, if he or she wants to present the programme and if you should provide help in doing this
· Soundcheck microphones and loudspeakers · Is a beamer needed? (Ask the project manager)
Before the Event Setting up the stage
·
· Check if the stage is clean · Check if everything is ready and prepared
Overnight
Stay, Arrival and Departure of the Soloist Organise a private overnight stay, best at the home of one of the students
· Clarify arrival and departure times (who picks up your soloist from the station, who takes him or her back there?)
· Soundcheck sound/microphones · Organise a warm-up period for the musician
The concert should last a total of 30 mins
· Ask your teacher beforehand to speak to the soloist about the works chosen for the concert programme
· Two microphones and loudspeakers for the discussion (one for the moderator, the other for the audience)
·
Communication Inform the soloist regularly on the latest state of affairs and say what you are planning
63
·
·
checking
Artist Support
Student Managers
Moderators ·
· Rehearse the moderation carefully · Practise the moderation by giving it beforehand to your student manager team and/or your theatre mentor or teacher The Artists’ Room · Organise a room where the soloist can warm up and dress for the concert
· Have someone film your moderation and discuss how it can be made even better
· Provide a glass and water · You could prepare a plate of biscuits and fruit
·
Artist Care at the Concert Pick up the musician at his room just before the performance and guide him to the stage
· Along with the stage manager, make sure that everything needed by the musician is on stage
·
A small Gift Organise a small gift of appreciation for the musician (to be paid for by the school)
· Present the gift at the end of the concert
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Moderation Think up a great and exciting moderation
Marketing and Social Media Advertising Strategy · Think about good advertising strategies for the school concert and the ticket distribution competition · Use all social media channels for your marketing · Hang up posters all over the school (at least two weeks before the concert) · Hang posters on the stage and doors of the concert hall · Ask the film team for photos and videos, the press department for texts, and post them on all important social media channels · Think up creating amusing and exciting posts to draw as much attention as possible to your planned concert
checking Marketing and Ticketing and Sale of Tickets
Consult the marketing team and together decide on the best advertising strategies
· The organiser will give you posters, autograph cards and a photo of your soloist · Glue a piece of paper on your posters naming date, time, and location of the concert, also a photo of your soloist · Hang posters in as many places in the school as possible (at least two weeks before the concert) · Announce your concert on the school’s radio · Invite all of the school‘s students and teachers · Go from class to class and announce the concert · All interested students can put their names on a list and reserve tickets · Put up a sales booth during the main break and have it staffed · Place autograph cards on all seats so that each student has a card. The final concert is advertised on the back
Press and Publicity ·
Tips Take down the minutes of every meeting to document latest updates
· If needed, help the soloist to prepare the moderation texts · Send your texts to the marketing managers so that they can post them online · Inform local newspapers of your activities along with an invitation to your concerts · Follow up with a report after the final concert, for the organiser, TONALi and your school · Publish a newspaper report in your school magazine · Make sure that a report is published on the school‘s website · Pin your report on the school‘s bulletin board
65
Advertising ·
checking ... checke d ever Then y ything ou are ? ticket ready for th e distrib ution compet ition.
Photo and Film Team
·
Send photos/films to TONALi and the organiser (use WeTransfer for this, see page 80)
· Work closely with the marketing and social media managers
The Entire Team ·
Dismantling Everybody helps to dismantle
· After the concert: return chairs, cushions and mats to their proper places · Make sure everything is clean and tidy Evaluation · Participate in the meetings with the organiser to evaluate the event
67
Documentation · Document the following scenes using photos and short videos: · Advertising activities Schoolyard, hanging up posters, etc. · Meeting the artist Picking up, guest family, the artist’s room · Concert Soloist and audience. i.e. as seen from the stage to the audience · Moderation Student managers on stage · Audience Discussion Interaction · Raffle Before Autograph Session The happy winners of the poster · Autograph Session The crush, bird’s eye view, details
·
checking
Checklist for Ticket Distribution Competition Marketing work out an effective marketing strategy and discuss it with the rest of the team
· Hang TONALi TOUR posters for the final concert all over the entire school · Drum up support and invite neighbouring schools to the project Social-Media-Team · Advertise your project online to reach as many friends as possible
Sales Check regularly if the money in your cashbox is in accordance with the list
· At the end, hand your cash-box over to your teacher or settle your accounts directly with the organiser
All Invite all your classmates and friends to the final concert
· Invite your sports team, friends from music school and project groups · Ask them to support you actively · Look at videos on TONALi’s YouTube channel to gain more insider tips
69
·
·
Student Managers
... a p lus fo your a r pplica tion!
Certificate At the end of the TONALi TOUR project, you will receive a certificate from the organiser. This certificate
70
serves as a job reference and is of great value when you apply at a university, for apprenticeship training positions or even for your next summer job. It certifies that you gained practical knowledge in management while still at school and that you are capable of taking on responsibility for society and culture.
Organiser contact
TONALi contact
+49 (0)40 532 66271
Workshop I
tour@tonali.de
communicating
Contacts and Dates
School concerts
Ticket Distribution Competition
Workshop II
Final Concert
71
Evaluation Meeting
BASIC KNOWLEDGE CULTURE MANAGE MENT
Concept
What is the idea? What do you get? Who is the target group? What is the distinguishing feature? What is relevant and up-to-date? How will it be implemented? Who will take what from all this?
doing
The Five-Finger-Model Planning
What is needed? Who joins in and how? Who is doing what and when? What will we be looking out for?
Idea
Realisation
What is the impulse? What is the vision? What is the aim?
Will we meet the deadlines, fulfil arrangements, reach our goals and find solutions?
Finally Take a piece of white paper and a pink pen Place your hand, fingers slightly apart, on the paper
How is our target-performance comparison? Who should be thanked? Which experiences have we gained? What can be done better next time?
draw the outline
Please write us a note if we can be of any further help
75
answer the questions for each finger
Areas of Responsibility in Culture Management Project Management Project Management
Artist
Management
Marketing
A project manager first and foremost makes sure
Public Relations
Culture Management
that everything and everybody is in the right place place at the right time. The project manager pulls all
Sales and Accounting
the strings and has a controlling function. He or she should always be in active exchange with the other team members. He or she should have a good overview of the whole project and communicate regularly with the entire team, making sure that regular
Stage Management
meetings take place and that communication is coordinated.
Artist Management Photo- and Film Team
Social Media Moderation
The person responsible for communicating with the artist and fulfilling his wishes acts as a gobetween to make sure the musician and the team are in accordance. Agreement between the stage manager, the project manager and the musician is of great importance.
Marketing The marketing manager ensures the marketing of your project. His aim is to present the organiser,
76
TONALi and your team so as to awaken as much interest as possible. The marketing materials will be provided by the organiser. It is up to the student
a ticket stand at your school and to coordinate the
as possible, by carefully considering where you are
ticket distribution competition. Guide your entire
going to hang a particular poster so that it best
team, keeping their motivation high so that you stand
catches the eye of your fellow students. This team
a good chance of winning the ticket distribution
works closely together with the social media team,
competition. For successful sales, work closely
the photo and film team, and the sales managers.
together with the marketing team. Consider how you can reach out best to your fellow students. You will
Social Media
find a checklist on page 69 for the ticket distribution
The social media managers are responsible for all the
competition.
assigning
manager team to use these materials as effectively
online marketing. You ensure that your application to participate inthe project is duly advertised in all the
Stage Management
social networks and work closely with the photo, film
As stage managers, you are the contact persons for
and public relations teams.
the entire project for all technical queries. You make sure microphones, beamer, lighting, audio and other
Public Relations
technical installations are in place and functioning.
The public relations team documents every step of the
Stay in close contact with both the project and the
project and writes a final report to be published on the
artist manager, ensure sufficient seating in the
school homepage. It also writes articles for the school
concert area and prepare the hall for the concert.
newspaper, press-releases for the local newspapers and invites their representatives to your school
Photo and Film Team
concert and the final concert. The public relations
The photo and film team is responsible for documen-
team works closely with the social media team, the
ting the project. It is important to take impressive and
photo and film team and keeps the organiser and
exciting shots and make short video clips which can
TONALi regularly informed of all developments.
be used by the marketing managers and the social media team.
Sales and accounting go hand in hand in the TONALi
Moderation
TOUR project. The sales team is not only responsible
The moderators in your team are responsible for
for ticket sales, but is also directly involved in mo-
presenting the concerts. For thorough preparation,
ney matters, such as the income gained from ticket
it is very important to be in close contact with the
sales. It is best to assemble a team that is able to
soloist and the artist manager. For instructions see
deal with both tasks. Your main job is to supervise
pages 56-61.
77
Sales and Accounting
... find m teamw ore tips for ork h ere
Teamwork Set a date for a jour fixe, i.e. a date when the team members meet regularly to discuss whatever is necessary (such as every Tuesday after the main break) Develop a common vision, such as: ”We want to show how cool classical music can be.“ or: ”We definitely want to win the ticket distribution competition.“ Share tasks and make it clear who is responsible for what Feel jointly responsible for your team. Such excuses as ”that wasn’t me, I am not responsible for this” do not help the team Treat one another respectfully, thus creating a pleasant working atmosphere Always be willing to help and support your fellow team members with constructive feedback and helpful tips Be honest with each other and have the courage to express yourself courteously, even though you may be in complete disagreement (a tip: use the sandwich method: compliment – constructive criticism – compliment) Exchange views, especially when conflicts arise. Talk constructively about the problem as soon as it comes
78
up, before it grows and becomes a real issue And last but not least: celebrate your successes together!
You are in need of a good idea? You’ll find a way. Your goal is to develop as many ideas as possible
considering
Brainstorming
It is not important at first that the ideas are especially witty Let your fantasy run free – maybe the ideas are best that one first thought were the most flipped out All participants are on an equal footing, nobody will be criticised or laughed at for what he or she says Every idea is equally valuable Don’t feel offended if someone else in the group steals your idea and further develops it The best would be for you to become ”idea thieves” as this is what is behind every form of brainstorming The rest is quite simple. Get together with your student manager team: take a big poster and write in the middle of it the theme for which you are looking for a solution. All that the others have to do is to express and develop their spontaneous suggestions. Write everything down. Make sure that each participant
n have fu ... ! t u o trying
79
presents only one idea so that all have a chance to join in.
s help you these free tool ts ... sorts of projec to manage all
Management Tools and Apps
DROPBOX Dropbox works like a personal, limited disk space in the internet, which can be accessed
Wunderlist and Trello are both simple, clearly arranged and easy to use apps for task
Dropbox is excellent for team-
DOODLE By using Doodle you arrange appointments easily and effortlessly by mouse click. If any differences arise,
management. You can set and
you can contact one another to
administer tasks you have
find and agree on a solution.
to deal within your student manager activities or in your
80
MOINVATION BOOSTER
and work on them together.
WETRANSFER WeTransfer’s aim is not to file and share documents permanently, as Dropbox does, but
recipient then has 7 days time
“ticketing”, “school concert”,
task lists with your entire team
documents by using links.
to one or more recipients. The
them in different lists, such as
want. You can also share these
work as it enables you to share
to send large files (up to 2 GB)
everyday life. You can organise
“final concert”, or whatever you
WORKING JOINTLY ON DOCUMENTS
WUNDERLIST AND TRELLO
APPOINTMENT AND SURVEYS
PLANNING AND ADMINISTRATION
from every authorised computer.
to download the documents. YOUTUBE Look for TONALi on YouTube (slogan: TONALi-Publikumsakademie) There you will find a number of descriptive videos and videos in German with tips and tricks your predecessors used.
WeTransfer‘s speciality is that you do not have to be registered to use the service. You just enter your own e-mail address and the recipient’s e-mail address.
before the school concert and
book page or send us photos and short texts so that we can
together. It doesn’t make a
post them on our Facebook
difference if he or she is on a
page directly. The more pictures
assigned soloist. By using
concert tour in China or just
and photos we post, the more
this simple tool you ensure
taking a break at home in the
successful our entire project
everyone is up to date.
Black Forest.
will be.
ting of the entire student manager team and your
INSTAGRAM AND SNAPCHAT
IMOVIE AND WINDOWS MOVIE MAKER
XMIND
You most probably know better
XMind is a brainstorming or
than we do what Instagram
mind-mapping software
and Snapchat stand for.
editors iMovie (for Mac and
created by XMind Ltd in Hong
Use hashtags on Instagram:
iPhone) and Windows Movie
Kong. There is an open and a
#TONALi
Maker, you can give your videos
proprietary version and it can
#TONALiTOUR
a professional touch. They also
to advertise your concerts or
enable you to edit videos, insert
your team and send one another
video effects or prefab transition
amusing work-in-progress
and title effects. iMovie can
pix via Snapchat. It boosts your
help you to later stabilise
motivation and strengthens
blurred videos.
be used cross-platform, as it is based on Java.
MARKETING
COMMUNICATION
and link them with our Face-
be able to make plans in detail
WhatsApp or Telegram consis-
EDITING VIDEOS
COMMUNICATION
Organise a chat group on
to know your assigned soloist
enter your own contributions
team spirit.
managing
WHATSAPP AND TELEGRAM
COMMUNICATION
Skype is an ideal tool to get
Like our TONALi Facebook page,
With these easy to use video
81
SKYPE
MARKETING
82 “TONALi has discovered how to inspire young people for classical music: get them involved.” DIE ZEIT
note 83
ation! cooper l u f r e uring r wond d up d u e at o k y c i r p fo and wh ou s y d k e n t c a a n h h e w d to ...T experi forwar n mind u i o k y o p o e t l e K wha t . We oject, g abou member e r t the pr h hearin . g i d m n a u yo tives again initia g you n t i x t e e n e m your
Imprint e you can ...this is wher about TONALi. discover more
Editor TONALi gGmbH Kleiner Kielort 8 20144 Hamburg +49 40 53 26 62 71 info@tonali.de tonali.de Donations Account I TONALi gGmbH HypoVereinsbank IBAN DE33 2003 0000 0016 1083 18
T
General Management Amadeus Templeton Boris Matchin
e i hom ONAL
TO NA Li fa ce bo ok
TON
ALi F ilm
TONALiSTEN Agentur TONALiSTEN gGmbH Kleiner Kielort 8 20146 Hamburg +49 40 53 799 13 40 hl@tonalisten.com tonalisten.com Donations Account II TONALiSTEN gGmbH HypoVereinsbank IBAN DE22 2003 0000 0016 5426 88
TONA
T O N A L iS
TEN Ag
L i Yo u
Tu b e
ency
Management Hanni Liang Project Leadership TONALi TOUR Lea Gollnast +49 40 53 26 62 71 tour@tonali.de
84
Editorial Staff Lea Gollnast (director), Amadeus Templeton Boris Matchin, Hanni Liang, Bianca Cantelli Hans Espig Photos Reinhard Former page 70 Andreas Malkmus page 46, 54 Georg Tedeschi page 6, 8, 29 Amadeus Templeton page 12, 28, 29, 36, 40, 48 Bianca Cantelli page 14 Carmen Seehafer page 68 Nicola Bruzzo page 29 Swanhild Kruckelmann page 30, 58, 72 Jonas Romann page 60, 74
Translation Ronald Templeton Editorial Office Suzan Meves Design Joachim J. Kühmstedt, J4-Studio.com Printed by Die Umweltdruckerei.de
*
enabling
TONALi-Main Sponsors
* Sponsored by The Federal Government Commissioner for Culture and the Media on the basis of a resolution passed by the German Parliament
85
Project Partner
“… TONALi’s idea to enable pupils and students to enter into the world of classical music, by encouraging them to participate in the living environment of young interpreters and letting them contribute to the organisation of concerts, is something I find very convincing.” PROF. MONIKA GRÜTTERS Minister of State for Culture and the Media
TONALi Cinema-Film-Trilogy
’ istsrix n i l Vi o a n d P Gr
Ciao Cel
lo
Jung + Pian
o
1 DVD
10 Euros instead of 15 Euros*
3 DVDs
20 Euros instead of 27 Euros* Order from info@tonali.de
Information tonali.de/film
* These prices only apply to the student managers of the TONALi-audience-academy
Finding Future’s Voice
tonali.de