Sonic Ark @ European Capital of Culture, Aarhus 2017 | PR (2017)

European Capital of Culture, Aarhus 2017

In co-operation with the Swiss sound artist, Andres Bosshard, I work on sounds for the almost one year long sound art installation “Sonic Ark, Cycle of the Ear” – a world premiere at the Aarhus 2017, European Capital of Culture.

SonicArk is sensuous, sensational, emotional, memorable and timeless. It is a unique and poetic work that will involve and move many people in a completely unique way. SonicArk will result from public recording sessions with many interactive performers in and around Aarhus.

The Sound(s) of Aarhus

The idea of the project is to find the sound of Aarhus, literally the sounds of Aarhus. We put focus on the fact that everyday sounds can actually be a gift and be like music. Furthermore, SonicArk wanted to attract people to the art installations and raise awareness of the sounds surrounding us in the city.

“Listen to Aarhus – what do you hear?

Let’s all move our focus to the sounds around us – they can all in fact be musically and a pleasure to the ear. Aarhus has such a great vibe and I am amazed of the people here.

The SonicArk project is all about these sounds and how we relate to them and how we can coexist in a lot of different contexts trying to make everybody hear that we are all part of the sound of Aarhus.”

Andres Bosshard, SonicArk

PR Videos

The result was, on the one hand, to record sounds from Aarhus and do interviews with the people of Aarhus, and on the other hand to develop a PR concept containing the production of video teasers to be used across social media. For the videos, we used the iconic traffic cones of Andres Bosshard asking people to listen to the city.

We communicated that everyday sounds in Aarhus are actually a gift – and, in 2017, also a basis of an art installation! The campaign includes several exciting events in Aarhus, Denmark.

See the video teaser “SonicArk” inviting people to listen to Aarhus through the iconic traffic cone:

…and the “HiddenAarhus” asking people about the sounds of Aarhus and their favourite place audio-wise – their Hidden Aarhus:


Several media outlets did interviews with Andres as a result of the press releases and PR from Sound of Innovation. Among others, several (front page) articles in the Danish papers Jyllands Posten (also here) and Aarhus Stiftstidende. The Danish culture magazines Fine Spind and SNYK also wrote articles on the events.

Also articles from European Capital of Culture, including several shares on Facebook from organizations like Aarhus University, TEDxAarhus, Schweizer Musikpreis etc.

Despite this niche, the videos received more than 15,000 views on Facebook during the first couple of weeks.

The project ended with several large SonicArk compositions, live remixes and a ‘sonic bubble’ “Ear of the Future” event in Aarhus, Denmark, in late Summer of 2017.

See more

Read more about the project on the Aarhus 2017 website, the Urban Identity website or Andres Bosshard’s website. See also SonicArk on Facebook.

“Heine has played a big role in the SonicArk project in Denmark. He has helped us communicate our vision and events, and his personal and professional contributions within sound branding and communication are outstanding! Heine has lively, inspiring and creative ideas and he is an amazing partner to work with!”

Andres Bosshard
Founder of  Sound City & SonicArk
Sound Artist, Timbre Architect, Master Class Lecturer & Docent,
Zürich, Switzerland