EUROPEAN ORCHESTRA LABORATORY (EO-LAB)For ages, symphony orchestras have been relevant to society, by (through music) bringing joy, comfort, new visions, critical thoughts, or entertainment to royal and clerical rulers as well as to ordinary civilians. The societal impact of today’s European Symphony orchestras - who are specialists in fostering, (re)distributing and enlarging the heritage of 4 centuries of classical music - has diminished over the last decades. It is the strong belief of 3 leading European orchestras, that the societal relevance and the contribution to quality of life of (symphonic) classical music can be brought back and enlarged by (re)involvement and (re)engagement of lost and new audiences. As a result of being relevant to larger parts of society, the European orchestral sector will become more sustainable.To reach this goal, rethinking and redesigning (part of) the orchestra’s activities is needed. In order to do so, the 3 European orchestras (supported by scientific data analysts) will cooperate in a European Orchestra Laboratory. In a two year period each orchestra will create experimental events to attract specified non-traditional audiences by a specific approach. Knowledge, experiences and results will be shared and exchanged. In this way, the EO-Lab significantly accelerates the learning and innovative capacity of each participating orchestra and the European symphonic sector as a whole. Currently, most European orchestras have mastered marketing their events to traditional concertgoers (and people close to them). The partnership orchestras in the EO-Lab are convinced that by joining forces we have the power and capacity to do so for wider populations as well.Partners in the EO-LAB are: The Netherlands Symphony Orchestra, Odense Symfoniorkester and Tonkünstler Orchester Niederösterreich. Associate partner: BBC Philharmonic.