Concerts as a form of experiencing music has never really changed. It’s usually a fixed, traditional setting that lets the audience come closer to the music, but not the people and musicians behind it. So how do you as an artist challenge the traditional boundaries of the concert space and format, so you get to experience a more intimate atmosphere with your audience? Danish singer and songwriter, Pernille Rosendahl, wanted to explore just that.
For her autumn tour in 2016, Pernille Rosendahl wanted to do things a bit differently. She refused her or her shows to be labeled and put in a box, but she needed a partner with the same aspirations. At the same time we knew that Audi was launching their Q2 model – a car, which is different and difficult to tag.
After having identified Pernille Rosendahl and Audi’s common values, Audi joined the project, and a plan was made. Pernille would invite the audience for each show in for a talk about ”almost everything”, where she would be interviewed by a local personality. Leading up to the tour, together we created a teaser video for the artist talk portion of Pernille Rosendahl’s tour. Named ’En Samtale Om Næsten Alt’, meaning ’a talk about almost everything’ in Danish, Pernille Rosendahl came up with the idea of interviewing herself in the video.
Using humor and thumb stoppers, we created a viral Facebook campaign, involving Pernille Rosendahl’s social media channels, the venues and the interviewers. The teaser video reached 215.000 people in two weeks and the project also gained widespread media coverage.