Set deep in the heart of Germany’s Ruhr region, where hardly anyone is interested in classical music, the Dortmund Concert Hall has to offer something pretty unusual to attract new visitors. So we invented a completely new medium, to make our classical music 'tasty' to people: milk.Since it has been scientifically proven, that classical music has a positive effect on cows’ milk yield, we played music from a selected artist of the new season to them.As a result, the cows produced the very first music worldwide for the taste buds. This special milk was then bottled directly on the farm. There were nine different tastes, depending on the artist the cows listened to.The bottles branded with 'Dortmund Concert Milk' and featuring information about the artist and the new season, were sold at supermarkets. During tastings at the PoS and in the concert hall, even more people had the opportunity to get a taste of the extraordinary new season.The media reported widely. We increased the subscriptions by 19%. And inspired people who otherwise hardly encounter classical music. Nobody has ever experienced music like this before.

Since it has been scientifically proven, that classical music has a positive effect on cows’ milk yield, we played music from selected artist of the new season to them.As a result, the cows produced the very first music worldwide for the taste buds. This special milk was then bottled directly on the farm. There were nine different tastes, depending on the artist the cows listened to.The bottles branded with 'Dortmund Concert Milk' and featuring information about the artist and the new season, were sold at supermarkets. During tastings at the PoS and in the concert hall, even more people had the opportunity to get a taste of the extraordinary new season.

The media reported widely. The Concert Milk was featured in blogs and news around the world. It inspired people who otherwise hardly encounter classical music, increased the subscriptions by 19% and theatre occupancy to 72%.