The Berlin Philharmonic start its own culture magazine on the newsstands. “128 – The magazine of the Berlin Philharmonic” – under this name, the orchestra will report four times a year through its concerts, tours and musicians, but also about other topics from the culture. This seems to be the ever first orchestra worldwide which goes to press with an own commercial quarterly.
The magazine will be the new business card for the orchestra. The first issue will appear end of February with some 50 000 copies, two thirds of them in German, one third in English. Price per issue is 7 Euros. Other orchestras, public and media will observe the new initiative, for sure. Publicity is a key issue, a new income stream for the orchestra another one.
The reader learns about the 128 musicians and its chief conductor Sir Simon Rattle, as well as guest artists. The project is the latest initiative of the orchestra to promote the “brand” Berlin Philharmonic around the world. Other successful projects are – in addition to several film projects – the internet platform “Digital Concert Hall”, where live concerts and the video archives of the Berlin Philharmonic are available through the internet in high quality, as well as the live broadcasts of concerts in theatres.
The new “128” magazine will replace the previous program-magazine of the Philharmonic. The first issue will include an interview with the singer Cecilia Bartoli. Also planned is an article on violins as an investment. As a columnist the scientist Dirk von Petersdorff will write for the new magazine.