I’ve written a lot about orchestras and classical music organisations failing to make the most of the digital world and being rubbish at social media. But there is one orchestra that is really leading the way with their amazing social media channels. It may not have the biggest budget, a large-scale media team, or a world-dominating brand, but it has low-key been consistently putting out THE BEST social media content in the industry…

I’ve had my eye on the Philharmonia’s Virtual Reality projects for a while now. Starting back in 2014, these immersive installations allow for audiences to turn up, put on a headset, and be transported inside an orchestra. These installations have been round the world, reaching 30,000 people at events ranging from the Rio Olympics, to SXSW, to WIRED Japan.

So, back in September, the Philharmonia had a new installation at the Southbank Centre featuring a new 360 video for their Nordic Soundscapes series, I thought it was about time to go and experience it and see what all the fuss is about.

I’ll confess, despite this being digital, innovative, and all about bringing in new audiences, I’ve always been a sceptic. VR headsets are expensive, creating bespoke software is complicated, and you’re asking people to leave their house and come to you instead of meeting them where they are. Surely it would be better to focus on creating digital content that gets to people’s phones?

Well, the good news is… I was wrong.