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The conservative classical world meets the modern streaming influencer world.

The Elbphilharmonie Hamburg embarked on an experiment: a Let’s Play concert featuring YouTube and Twitch influencer STAIY. An event designed to bridge the worlds of classical music and modern gaming. We helped translate and technically implement this concept for Twitch. The result? A concert that not only filled the halls of the Elbphilharmonie but also screens at home.



  • To attract a new audience for the Elbphilharmonie
  • Making gaming accessible to a new audience
  • Demonstrating the attractiveness and versatility of the concert hall
  • Two student concerts and one public concert
  • Achieve high reach and engagement on Twitch and other social media platforms.





Planning & strategy

Our plan: Utilize the Elbphilharmonie as a stage for a gaming concert and involve STAIY as an artist to reach the Twitch community. This included technical implementation, gaming and audience consultation, as well as marketing efforts to promote the event on the Twitch front page and other channels. The connection of these two worlds was intended not only to attract attention but also to fill seats and achieve high viewer numbers.

Campaign progression

From the first teaser interview with STAIY to the grand event in February 2024, anticipation was high. In the months leading up to the event, STAIY consistently prepared and promoted his community for the upcoming concert. On the day of the event, the Elbphilharmonie transformed into a gaming arena, and the Let’s Play concert reached thousands of viewers.

In cooperation with Nerdic

The student concerts were implemented in close collaboration with Nerdic and the Elbphilharmonie Hamburg. We would like to sincerely thank our partners at this point. Without their support and dedication, this innovative project would not have been possible.


After the last echoes of classical notes faded and the controller rested, we evaluated the results. The numbers show that we not only achieved a cultural bridge but also made waves on the internet:

3 sold-out events (jeweils 1.600 Plätze)


Average watch time (H)


2 hours of livestream with an average 13.000 Zuschauern


Unique Viewer

Mediales Echo

Mention in the evening news & 10+ Publikationen

Over 500k

Total impressions

Campaign highlights

A picture is worth a thousand words, and videos… well, they say even more. Here’s a glimpse into the extraordinary Let’s Play concert at the Elbphilharmonie.