Musical Curation for Rijksmuseum NEXT
For Rijksmuseum NEXT, 25th Hour Agency contributed to the cultural framing of the night through sound and storytelling. Commissioned by the Rijksmuseum, we provided the musical curation of the evening by appointing Jângäl as official partner, shaping a sonic direction that complemented the program’s focus on fashion, identity and culture.
In the lead up to the event, we also created the campaign video and photography used to announce the night. Through carefully crafted visuals, we helped translate the spirit of NEXT Night into a clear and compelling story that resonated with a broader audience. This contribution played a role in building anticipation and momentum, supporting a fully sold out evening.
This project reflects how 25th Hour Agency collaborates with leading institutions without taking over their voice. By combining cultural insight and strategic thinking, we help partners like the Rijksmuseum connect with new audiences in an authentic way. Whether working with brands or cultural institutions, our strength lies in adding the right creative layers to elevate existing platforms and turn campaigns into moments people want to be part of.
