Despite earlier promises by the Dutch Government, the Metropole Orchestra’s subsidy was still under threat. We needed to showcase the orchestra’s commercial adaptability and their broad support by the Dutch public.
In an 8 hour long, crowd composed concert, we asked people to let the orchestra play via Twitter. Literally. Tweetphony was a symphony of music compositions created entirely of tweets based on the letters associated with notes. By accessing a special campaign site, which makes use of a digital piano interface, participants could compose music and listen to other musical tweets. The entire concert was streamed live and a video of each Tweetphony was immediately sent back to its composer.
The campaign generated an earned PR value of around 1 million euros and an OTS over 5.000.000. Thousands of people composed a Tweetphony and a total of 33 were arranged and performed by the orchestra. The story was picked up by all major newspapers and radio & TV stations, including an item on the 8 o’clock national news. The orchestra reached millions with their message: Let the Metropole Orchestra Play!
On December 18, three weeks after Tweetphony, the Dutch Parliament gave the Orchestra the funding they needed, and the future of all 52 musicians was secured.