‘What are you playing?’ is a video series featuring musicians from the Hong Kong Philharmonic, designed to introduce their instruments and share their personal musical stories with young audiences. Prior to filming, members of the Young Audience Scheme were invited to submit questions for the musicians, which were then answered live on camera in each episode.
Tag: HK Phil
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Young Audience Scheme
The Young Audience Scheme is one of the Hong Kong Philharmonic’s flagship music education and audience development programmes, tailored for local full-time students aged 6 to 25. Members enjoy exclusive benefits, including discounted concert tickets, access to behind-the-scenes orchestral rehearsals, and a point-reward system earned by participating in various activities throughout the season.
Between the 2018/19 and 2020/21 seasons, I successfully rebranded the initiative and created a dedicated set of “YAS Buddies” mascots, seamlessly incorporating them into the HK Phil’s broader branding and utilizing them to engage audiences at family-targeted concerts.
Joyce Lam 