Early Music Television: 24/7 Early Music 

Value Proposition 

EMTV makes early music accessible to an international audience, directly from the comfort of their living rooms. The idea arose when concert halls closed due to the pandemic. Today, the platform is a full-fledged addition to the annual festival in Utrecht. With an extensive, searchable catalog, monthly new concerts, and livestreams during the festival, EMTV offers high-quality content for both connoisseurs and curious explorers.

Audience Relationship 

The platform appeals to music lovers who cannot come to Utrecht, as well as visitors who want to hold on to the festival experience. It offers depth for those wishing to discover specific works or composers and gives viewers the feeling of being right in the middle of the concert – as if you are literally sitting next to the musicians on stage. The platform attracts new and different audiences. Data shows that the majority comes from the Netherlands, but there is also a portion from the USA and Europe. The average age of EMTV users is relatively high at 72 years. Visitors exhibit hybrid behavior: nearly 50% attend physical concerts but also watch via the online platform.

Channels 

The physical festival in Utrecht remains the live anchor point; EMTV serves as the year-round digital channel with concert recordings, livestreams during the festival, and extra content from young musicians. Newsletters, social media, and subscriptions activate returning and new viewers.    

Activities and Resources 

The arrival of EMTV has permanently changed the organization. Managing a digital platform and developing digital content requires different expertise: new people were hired, and existing staff were trained. For example, the ticket sales team of the festival was trained to answer questions about EMTV. Keeping the back office of a 24/7 platform running is an intensive task. The visitor expects a quick response.  

The platform is now an integral part of the festival, but setting up a streaming service takes time and energy. And it doesn’t end after the startup phase; it requires continuous investments.   

Partners 

To ensure the platform functions well, various partners are crucial. First and foremost, forming partnerships with parties that provide content. Agreements on rights, fees, etc., are an essential part of this. Properly arranging rights is important for Fair Practice and the sustainability of the platform.  

A collaboration with Beeld & Geluid ensures the creation of a sustainable archive. Professionals with expertise that EMTV does not have in-house are hired. These include technical programmers, a specialized growth-hacking marketer, and a media producer with a vision for directing and overarching guidance on the recordings.   

Revenue 

After much experimentation, EMTV is built on multiple revenue streams: one-time ticket sales, a basic monthly subscription, and a premium annual subscription with extra benefits, such as early bird discounts and exclusive access. These digital revenues not only provide financial stability but also positively impact the sales of physical festival tickets. For young musicians, EMTV serves as a springboard and makes an impact: they reach an international audience that might otherwise never have discovered them. Customer satisfaction is high; EMTV users give an average of 4 out of 5 stars.    

Hybrid Business Model 

EMTV proves that early music is alive and well – and thanks to digital innovation, it can now be experienced anytime, anywhere. A beautiful example of a hybrid value model.   

Important Tips 

• A digital project is not something you just add on. Make it an integral part of your (digital) strategy;  
• Usability of the platform and professional content are essential for visitors;
• Ensure qualified staff and train people to work with digital technology; 
• Experiment with revenue models within the business model.