The key objective of the Theresia Ambassadorship Programme is to introduce new audiences, especially young people, to the world of classical music and Historically Informed Performance (HIP) practice. To do so, for three years, nine young musicians, representing nine different European countries, will embody and transmit the core values of classical music and its importance to their countries of origin.

First, the target audiences that the ambassadors aim to address and the key messages that they want to convey are identified in a co-creation workshop guided by ICONS’ communication experts. During the workshop, the ambassadors get the chance to define which online and offline activities they would like to carry out during their ambassadorship to engage with new audiences. Additionally, specific video and graphic materials are developed and shared on Theresia’s blog and social media channels as well as the ambassadors personal social media accounts. Their path as ambassadors will culminate in the organisation of a specific public event such as workshops, seminars, music labs, performances in unusual places, aiming to physically connect with the target audience they identified in their home countries.

This programme is a truly unique opportunity in the European panorama in support of the dissemination of European classical music and culture. Moreover, this is a valuable opportunity for Theresia grantees to improve and practise their communication skills and to create new professional opportunities in their home countries, fully supported by a European-recognised organisation such as Theresia.

Follow the journey of our ambassadors.