There’s no denying that the culture sector has been greatly affected by the Covid-19 pandemic. Since the onset of the public health emergency, with lockdowns imposed globally, artists were deprived from performing and showing their talents to the greater public. A recent partnership between the EU association representing the soft drinks, UNESDA, and the International Yehudi Menuhin Foundation (IYMF) is helping to bring culture back by supporting aspiring artists.
1. Supporting artists
UNESDA Soft Drinks Europe signed a partnership agreement with the IYMF to support 6 musicians with an opportunity to produce original music video and perform concerts in 2022. A tribute to one of the greatest violinists of the 20th century, Yehudi Menuhin, the Foundation decided to launch this cultural initiative, streaming a concert platform that allows artists to share their music and engage with the public.
The first concert was streamed on 5 January, featuring the French cellist Matthieu Saglio with the title Je Vous Salue. The original music videos by the remaining 5 artists will be freely accessible to anyone. Established in Brussels in 1991, the IYMF pursues Menuhin’s humanist goal of giving voice to the voiceless through the arts.
2. Cultural partnerships
Representatives from the Foundation expressed gratitude for the support provided by UNESDA in helping their mission to support the next-generation of talented artists. “Making our societies more inclusive and united is truly transformative and music is a powerful tool in achieving it. We are grateful to UNESDA Soft Drinks Europe for its commitment to promote artistic excellence and give new artists the chance to contribute to our society with the sound and power of their music“, said Marianne Poncelet, Executive Vice-Present and co-founder of the IYMF.
Music is a universal form of art, but not everyone has equal access and opportunity to create it. Our aim is to break some barriers and help new artists unlock their full potential and succeed.
Nicholas Hodac, Director General of UNESDA Soft Drinks Europe
3. IYMF’s cultural agenda
The remaining concerts are scheduled for April, May, June, October and December. The musicians come from varied networks, including the MUS-E network, UCREATE and “Homelands, places of belonging”. So far, only the last featuring artist has been revealed; a Foundation’s Ambassador, Leo Ullman.
