Many people associate the term 'brand' with marketing, and when cultural items are involved it often raises fears of commercialisation and dilution. To my mind, these fears are unjustified. The guiding idea behind the ‘BTHVN2020’ brand shows a way out of this impasse. It bundles everything Beethoven stands for, and everything that will take place in 2020 with regard to Beethoven, and communicates it with high recognition value. I therefore assume that the branding campaign will sharpen the image of Germany as cultural nation, and Bonn as a city of Beethoven, and is thus absolutely necessary.
I view the Beethoven discovery year as a prism that takes a beam of light and breaks it down into a wide range of colours, allowing us to see Beethoven from many different angles. Beethoven is extremely varied, both as a man and as an artist. BTHVN2020 will help us approach him from multiple perspectives.
BTHVN2020 is a collaborative festival on which hundreds of people have been working for over a year. It offers great opportunities to shed fresh light on the present-day and future relevance of Beethoven and classical cultural values. The entire world will celebrate Beethoven’s anniversary year, but the focus will naturally fall on Bonn, the place of his birth, and its authentic Beethoven sites. Not to mention such unique projects as the great public exhibition on Beethoven to be mounted in the Bundeskunsthalle in early 2020. We reckon that it will draw a large international public to Bonn.