Verbier Festival, running from 16 July to 2 August, is expanding its audience through digital and technological developments. The Swiss classical music event offers content as an Apple Music Classical partner, while also making concerts available live and on demand on its own website.
The festival's 31 July programme includes Kian Soltani and the Shiraz Ensemble, Yunchan Lim, and a concert by Marc Bouchkov and Julien Quentin. Yunchan Lim's performance is also accompanied by a separate live screening.
Verbier's digital strategy goes further than broadcasting. Virtual Hall offers a virtual-reality experience, while Jukebox makes archival audiovisual material available.
Verbier's example shows that, for premium cultural festivals, digitisation is not a cheaper substitute product. Streaming, archives and VR can create new ticket, membership, patron and educational packages.
Summary
Switzerland's Verbier Festival is growing its audience through an Apple Music Classical partnership, live and on-demand broadcasts, and its own virtual-reality experience.
