It’s difficult to get people’s attention in the modern era. According to marketing research, the average individual is exposed to over 5,000 advertisements per day. The end result is that we’re bombarded with marketing noise in our daily lives – and on the other side, it’s becoming more difficult for a company or product to stand out.
The Dortmund Concert House in Dortmund, Germany, was up against that and more in 2010. Built eight years earlier in the heart of the blue-collar, industrial city, the music hall was struggling to get by. The orchestra and opera had already been in Dortmund for over 100 years, and being a famous soccer town whose team often dominated headlines, the venue had to compete with these landmarks for the small margin of citizens who might be predisposed to classical music. To make matters worse, there are concert halls in two cities which are both less than 60 miles away. The Dortmund Concert House depended on ticket sales to support its programming, and it was starting to look like the music was about to end.
But then they brought in the cows.
It represents a lifestyle different to what most of the population experiences, and the strength of character that comes from it
Or more accurately, the musicians brought their instruments to the cubicle shed. The Dortmund Concert House struck a special deal with Jung von Matt, Germany’s largest advertisement agency. Generally, Jung von Matt only takes on million-euro contracts, but agreed to work for the Dortmund Concert House for a rather minimal fee – as long as they were allowed to be “creative”.
Inspired by research which suggested cows produce more milk while listening to classical music, they set up a concert in the shed of a 180-cow organic dairy herd.
The live concert, given by the Dortmund Concert House to the Friesians in the shed, was said to introduce them to the aesthetic taste of classical music. The black and white suits of the performers juxtaposed against the free stalls and a rotary parlour made for both an eye-catching video and promotional material. They spread the band around the shed – including in the stalls among the cattle, as the conductor stood in the alleyway and directed the music.
Cellists passionately plucked at the strings while the cattle ate silage or waited to be milked. After the personal concert, the cows were then played recordings of selected artists who were to perform at the concert hall that season. The milk was bottled from each session and labelled accordingly with that artist’s name and background information, and then made available in local shops.
The black and white suits of the performers juxtaposed against the free stalls and a rotary parlour made for both an eye-catching video and promotional material
Suddenly, the numbers of subscribers to the house rose by 17%, and the seats were 75% fuller. The Dortmund Concert House had its most financially successful year to date, garnering national and international attention. It was able to attract a whole new group of people in a working-class city who thought they didn’t have an interest in classical music, but ultimately found that they could relate to it through a food product. As one promotional video suggested, those cows were making the taste of music, and people responded.
Farmers have always understood milk to be the tangible outcome of a lot of abstract ideas and beliefs. Consumers put it on their cereal or have a glass at dinner, but for those who produce it, it stands for everything it took to get it on the truck. Each gallon contains the early mornings, the work that gets done even when you’re sick, and milking on holidays when you’d rather not have to go to the cubicles.
More than that, perhaps, it represents a lifestyle different to what most of the population experiences, and the strength of character that comes from it. In it is a relationship to the land, the familial history on that ground, and all the memories that make up both of those things. It contains the years in which dairy farming was profitable, and those that it wasn’t, and everything that was necessary to survive them.
Sometimes a glass of milk is more than just something to drink. Sometimes there’s music in it.