Audi - Reliable Partner For Culture

INGOLSTADT, GERMANY – March 26, 2009: Cultural commitment has a longstanding tradition at Audi. Whether as sponsor or host to its own events, the brand with the four rings has been a reliable partner to culture for many years. Audi’s cultural program is marked not only by its world-class artistic performances, but also by its work with cultural figures and organizations at the company’s sites and by its concerted efforts to promote up-and-coming artists.

As implied by the brand’s name (Audi is the Latin word for “listen”), music has always been central to Audi’s cultural commitment. Back in 1962, the company took part in helping the music enthusiasts among its employees to set up a company orchestra. By pledging its continued financial support, Audi laid the foundation for a long success story. Today – almost half a century later – the Audi Wind Ensemble has one of the longest traditions of any company orchestra in Germany.

Though company music has had a permanent place in many businesses since the end of the 19th century, Audi has been a real pioneer in another area: Cultural sponsorship was a largely unknown concept until the car manufacturer began sponsoring international tours of the Munich Philharmonic in the 1980s. The culmination of this partnership gained it national recognition when, in 1989, the German TV channel ZDF broadcast a performance of the orchestra direct from the heart of the Ingolstadt manufacturing plant. Daniel Barenboim soloed, with Sergiu Celibidache as conductor. Art and technology in an impressive symbiosis – a moment of cultural glory for Ingolstadt.

It soon became clear that there was a future for top-notch music in Ingolstadt. Only a year later, the company made inroads into this future in two ways. Firstly, the Summer Concerts series it created is an audience magnet that hasn’t lost any of its draw. Secondly, it coupled the city with its own orchestra – the Georgian Chamber Orchestra. After a trip to Germany, instead of returning to poverty-stricken, conflict-torn Georgia, Audi helped the Tbilisi musicians relocate to the heart of Bavaria.

Regional cultural commitment enjoys a high priority at Audi. The car manufacturer uses a variety of sponsorships and own events to express its sense of socio-cultural responsibility to company locations. The Audi Forum Ingolstadt alone has its own art house cinema and jazz series. Audi also partners up with the city’s theater and the Ingolstadt Jazz Days as well as being a founding member of the Foundation for Concrete Art and Design – which is the only one of its kind in Germany. It just goes to show: By promoting art and culture, the design-oriented brand has been able to forge a bridge to its own products, which are known for combining functionality with aesthetic and emotional appeal.

There is hardly anyone in Audi’s history of cultural commitment that embodies this more than Carlos Kleiber. In April 1996, even as a reticent conductor riddled with self doubt, who only ventured into the limelight on very rare and special occasions, he conducted the Bavarian State Orchestra at the Theater Ingolstadt. It is reported that Herbert van Karajan once said of Kleiber: “He only conducts when his refrigerator is empty.” There was another reason why Kleiber took up the baton in Ingolstadt: In lieu of his usual fee, he received a brand-new Audi A8.

Audi and culture – this relationship has been gaining importance in the parquets of the most respected international classical music festivals since the 1990s. Audi has been sponsoring the Schleswig-Holstein Music Festival ever since 1998. In 1994, Salzburg – the city of Mozart – came into its sights when Audi sponsored a new production of Stravinsky’s “The Soldier’s Tale” at the Salzburg Festival. It then became the main sponsor the following year. A number of other major festivals adorn its list of cooperation partners, including the Salzburg Easter Festival since 2008.

An entirely new chapter in cultural sponsorship began at the Bavarian State Opera in 2002 and Audi once again took a leading role. For the first time in the theater’s history, a sponsor made it possible to stage a new operatic production. And the four rings were central to this partnership in every respect: Thanks to Audi, the Bavarian State Opera was able to stage a new production of Richard Wagner’s complete tetralogy “The Ring of the Nibelung.”

To Audi, being committed means creating sustainable values, which is why up-and-coming artists are being given special attention more than ever before. For example, young talent has become a permanent fixture among the already established stars performing during the summer concerts in which orchestra academies are teamed up with outstanding artistic personalities like Mstislav Rostropovich or new compositions are commissioned. In July 2008, its latest young musician’s project successfully celebrated its debut: the Audi Youth Choir Academy, with 70 young singers.

As is true of its overall cultural program, Audi does not limit itself to just supporting youth in classical music. In presenting the Audi Art Award, Audi gives young artists their first taste of the art market. Socially integrated projects like the dance theater “Electra’s Dream” or the sound theater project “Absolutely! Antigone” have opened up a world of culture to structurally disadvantaged youth from Ingolstadt.

Audi’s cultural commitment – at a glance:
Today, 20 years after the concert in the manufacturing plant, almost 50 years after the first rehearsals of the Audi Wind Ensemble, and 100 years after Audi was founded, the company is committed to culture in a myriad of ways. The following overview gives an insight into selected projects for 2009.

Lang Lang – Audi’s cultural ambassador
The virtuoso Chinese pianist uses his music to mesh western and eastern tradition. Never forgetting his roots, he has celebrated worldwide success. Lang Lang has been a guest artist at the Audi Summer Concerts many times now and has been appearing around the world as the company’s cultural ambassador since 2006.

Bavarian State Opera – 2008/2009 Season
The brand’s partnership with the Bavarian State Opera began with the production of Wagner’s “The Ring of the Nibelung,” when between 2002 and 2006, the opera house staged a new production of the tetrology’s four works. And the partnership has continued. In this current season, Audi is the exclusive sponsor of a production of Verdi's “Macbeth.”

Georgian Chamber Orchestra Ingolstadt – 2009 Season
Since arriving in Ingolstadt, the Georgian Chamber Orchestra has become the city’s musical hallmark. As the orchestra’s principal sponsor, Audi promotes its annual subscription series. The 2009 season is focusing on women in music under the motto “The lure of the eternal female.” In addition, the orchestra will perform at Audi’s Summer and Christmas Concerts.

Audi Youth Choir Academy – March 28 to July 26
Young singers have the opportunity to experience the joy of singing within a professional environment. Participation is by audition only. Rigorous rehearsals and individual lessons prepare its participants for the final climax: a performance during the Audi Summer Concert series on July 26.

Salzburg Easter Festival – April 4 to 13
The history of the Salzburg Easter Festival is intrinsically linked to the Berlin Philharmonic and its conductors. Herbert von Karajan first founded this jewel among festivals. Today, its artistic director is Sir Simon Rattle. This is Audi’s second year as a main sponsor.

Foundation for Concrete Art and Design Ingolstadt:

“Christian Megert: A Retrospective” – April 5 to May 24
Audi was a founding member when the Foundation for Concrete Art and Design Ingolstadt was launched in 2007. Its mission is to safeguard and catalogue the estates of distinguished artists and designers, and to make these accessible to the public. Christian Megert is the foundation’s sixth artist and the Museum for Concrete Art and Design Ingolstadt will be showing a comprehensive retrospective of his work.

Audi Summer Concerts – July 2 to August 2
In 2009, the Audi Summer Concert series enters its 20th season. Under the motto “A musical feast,” Audi will again bring numerous stars to Ingolstadt, including Kent Nagano and the Bavarian State Orchestra, and pianist extraordinaire Hélène Grimaud.

Schleswig-Holstein Music Festival – July 11 to August 30
The partnership between Audi and the Schleswig-Holstein Music Festival has been ongoing since 1988. 21 years later, the festival is still a bedrock of Audi’s cultural commitment. Audi is a main sponsor of the festival, which in 2009 is dedicated to the theme “Home game: discovering Germany.”

“Absolutely! Antigone” – July 14, 15 and 16
The foundation Stiftung Jugend fragt e.V. is involved in introducing youth from different social backgrounds to new ways of learning, meeting and integrating. With Audi’s help, 100 students and apprentices from Ingolstadt are working together to produce a sound theater piece entitled “Absolutely! Antigone,” which will be presented to the public in July.

Salzburg Festival – July 25 to August 30
Since becoming a main sponsor of the Salzburg Festival in 1995, Audi has given its support to a variety of new operatic and theatrical productions, concerts of contemporary music, and the construction of the “House for Mozart.” A highlight of the social season since 2006 has been “Audi Night,” which takes place immediately following one of the festival’s premieres. The motto of the 2009 program is “The Game of the Mighty.”

Beijing Music Festival – October 2009
Audi has sponsored the Beijing Music Festival since 2005. Asia’s most important festival is a bridge between two cultures, where contemporary composers from Europe and Asia have the opportunity to present new works.

Ingolstadt Jazz Days – October 13 to November 8
Every autumn for over a quarter century, Ingolstadt Jazz Days has welcomed international jazz greats and local talent alike. Audi is not only one of the festival’s main sponsors, it also hosts a highlights concert every year in the Audi Forum Ingolstadt.

Audi Wind Ensemble: Benefit Concert – October 30
The Audi Wind Ensemble dedicates a large portion of its music to charity. Its autumn benefit concert has become a tradition. Before this, the Audi musicians will perform during the Audi Summer Concerts and the Innsbruck Promenade Concerts in July.

Audi Christmas Concerts – December 18 and 20
The Christmas concerts mark a festive conclusion to Audi’s cultural year. The Georgian Chamber Orchestra enfolds the Audi Forums in Ingolstadt and Neckarsulm with the traditional sounds of Christmas in atmosphere-filled concert halls. December 2009 marks the second year the Audi Youth Choir Academy will take part.

“Solo for Stars” at the Theater Ingolstadt
The Theater Ingolstadt is one of the largest dramatic theaters in Bavaria. As sponsor, Audi has had a hand in ensuring an eclectic repertory. In addition, the jointly initiated series “Solo for Stars” brings renowned German actors to the city for solo performances. 2009 dates have not yet been fixed.