The Mozart Drop – Turning a Dusty Catalogue into a Global Media Sensation How do you make the world care about a centuries-old music catalogue? You drop a brand-new song—by Mozart himself. Our client's mission was clear: launch the revised edition of the Köchel Catalogue and internationalise the brand while honouring the magnificence of Mozart's legacy. But there was a challenge. The Köchel Catalogue—the mother of all musical catalogues—was mostly confined to academia. A monumental work of scholarship, it weighs 3 kg, costs 500 euros, and spans 1,400 pages, making it inaccessible to most but scholars and scientists. Yet, without it, Mozart's genius would have been scattered and likely forgotten centuries ago. Our task? Get the world to talk about it. So, we orchestrated the perfect drop. We set out to uncover a lost Mozart composition and turned to the world's favourite way of releasing music nowadays: we dropped an entirely unknown Mozart song. Months of meticulous research led to an unprecedented find: a lost Mozart composition. Ganz kleine Nachtmusik—a piece by the maestro himself, one no one had heard before. To get all eyes on us for the launch of the catalogue in Salzburg, we planned an exclusive event, simultaneously revealing the newly uncovered song and the latest catalogue edition. And when the world was watching, we did something groundbreaking: we released a free digital version of the Köchel Catalogue. Designed as an interactive and playful web app with advanced search functions and smart filters, it redefined how audiences could engage with Mozart's entire œuvre—without needing a PhD or a fortune. The result? A media firestorm. Headlines declared, "Mozart just dropped new music," and social media exploded. Classical music fans, pop culture enthusiasts, and major news outlets covered the story. And even Lizzo herself made a TikTok about it. The world was talking. Mozart was trending again – 234 years after his death. The Mozart Drop transformed the perception of the Köchel Catalogue. Once seen as a niche academic resource, it is now a globally recognised cultural touchstone. By making headlines and igniting conversations far beyond the classical music world, we elevated brand awareness and introduced Mozart's legacy to a broader audience than ever before. We turned Mozart into a phenomenon once again and ensured his genius and the Köchel Catalogue live on for the next 234 years.