Rusty Gold Motorshop, organizer for the Amsterdam edition of the Distinguished Gentleman’s Ride, wanted to ensure that people joined the fundraiser ride for the right reasons – to raise awareness for men’s health problems and to collect funding. In previous editions, many riders participated without knowing the ultimate goal. A big shame if you ask us.
Loud bikes alone were not able to convey the importance of our cause, so we looked into translating the sound of these bikes into something with a bigger meaning. By creating a symphonic motorbike tribute, we paid homage to the men who have died or who suffer from prostate and testicular cancer.
We asked Dominic Seldis, of the Royal Concertgebouw Orchestra in Amsterdam to rearrange Richard Strauss’ famous symphony ‘Also Sprach Zarathustra’. It is a musical piece with elements that have a natural resemblance to the sound of motorbikes. Together with sound engineer Hielke Praagman, Seldis recreated the musical arrangement by replacing traditional classical instruments with the tones of various exhaust pipes, from high pitched cafe racers to rumbling choppers.
In only a few weeks time, 992 riders with all kinds of motorbikes registered, and together they raised a total of € 62.446 euros. It made the Amsterdam Distinguished Gentleman’s Ride the 5th biggest ride in the world.
Attention for this special one-time-only project was reached with a digital media press approach. First we targeted online motorcycle media and motor enthusiast blogs like Motorbike Writer, Rider Magazine and Belt Drive Betty. Then we followed up with a social media approach. This resulted in the video of our Motorcycle Symphony being massively shared and watched on Facebook and Instagram.
Fist bumps go to all the riders who joined our unique orchestra and a special shout-out to Dominic Seldis, Hielke Praagman, Mitchell Wever, Rouslan Kabanov, Anasiou Canaris, Jesse Meulenbeek, Nick Duinmaijer, Willem Doorman, Locatiewerk, Sun Coffee and Richard Strauss.