The document describes the development of a new Latvian ethno product called "My Golden Kokles", a solo concert performed on the traditional Latvian string instrument kokles. It details the artist's experience learning kokles, performing with the folk group Folk Show Latvia, creating a new solo concert highlighting her skills and the history of kokles, and commercializing the product through tourism partners to export Latvian culture abroad. The goal is to build on existing skills and resources to create a new exportable performance targeting western European audiences.

1. Latvian ethno product -
Golden kokles
Rozīte Katrīna Spīča
The Latvian Academy of Culture

2. –Johann Gottfried Herder
(1744-1803)
“In the hands of God is kokles. Each string
is one nation. When God plays kokles, all
nations together are making a big concert. ”
SIA Biznesa kompetences centrs projekts (Nr. ĀTA/2.3.1.1.1/15/79/224) “Latvijas etnoproduktu eksports”

3. The main points:
The origin of KOKLES
The way till the ethno product
The development of the show
Solo concert: MY GOLDEN KOKLES
SIA Biznesa kompetences centrs projekts (Nr. ĀTA/2.3.1.1.1/15/79/224) “Latvijas etnoproduktu eksports”

4. Traditional kokles
The name of the kokles - releated to the concept
"singing tree", the sound of strings being plucked
or to the word of Indo - European roots, large
container or boat.
The oldest archeological finds date to the 11th
century C.E.
SIA Biznesa kompetences centrs projekts (Nr. ĀTA/2.3.1.1.1/15/79/224) “Latvijas etnoproduktu eksports”

5. The name of Kokles:
Latvia - Kokles
Lithuania - Kankles
Estonia - Kannel
Finland - Kantele
Russia – Kannel, Gusli
SIA Biznesa kompetences centrs projekts (Nr. ĀTA/2.3.1.1.1/15/79/224) “Latvijas etnoproduktu eksports”

7. The way till the ethno product:
Learning at the folklore group "Kokle", teacher Dina
Liepa
Research work "Kokles as a cross culture
communication tool"
Cooperation with the Kankles master Albertas
Martinaitis.
SIA Biznesa kompetences centrs projekts (Nr. ĀTA/2.3.1.1.1/15/79/224) “Latvijas etnoproduktu eksports”

8. The way till the ethno product:
Participating in the national traditional musicians
contest.
Practicing at the Folk Show Latvia.
www.folkshow.lv
Acting as a soloist at the Folk Show Latvia.
SIA Biznesa kompetences centrs projekts (Nr. ĀTA/2.3.1.1.1/15/79/224) “Latvijas etnoproduktu eksports”

9. Cross-culture experience
Research work
about the Kokles
Exchange in
Germany. The
presentation of
Kokles at the
school.
SIA Biznesa kompetences centrs projekts (Nr. ĀTA/2.3.1.1.1/15/79/224) “Latvijas etnoproduktu eksports”

10. New KOKLES
The brand new
made Kokles,
created by Albertas
Martinaitis, year
2012
The second
instrument, made in
year 2014
SIA Biznesa kompetences centrs projekts (Nr. ĀTA/2.3.1.1.1/15/79/224) “Latvijas etnoproduktu eksports”

11. Musicians contest
Gaining the first
place at the young
KOKLES players
category in last 3
years.
SIA Biznesa kompetences centrs projekts (Nr. ĀTA/2.3.1.1.1/15/79/224) “Latvijas etnoproduktu eksports”

12. The Folk Show Latvia
Years long
experience and
knowledge.
The possibility to
develope trough
practice.
SIA Biznesa kompetences centrs projekts (Nr. ĀTA/2.3.1.1.1/15/79/224) “Latvijas etnoproduktu eksports”

13. The solo - concert
MY GOLDEN KOKLES
New ethno product
The brief history about
the instrument and the
personal message.
Admirable playing
skills.
SIA Biznesa kompetences centrs projekts (Nr. ĀTA/2.3.1.1.1/15/79/224) “Latvijas etnoproduktu eksports”

14. Idea Generation
Derivation from the main Folk Show Latvia
To involve the best and strongest parts of the
product in new ethno product.
SIA Biznesa kompetences centrs projekts (Nr. ĀTA/2.3.1.1.1/15/79/224) “Latvijas etnoproduktu eksports”

15. Idea Screening
With limited resources achieve the maximum
effect.
Use of musicians experience and their own ideas
and suggestions.
SIA Biznesa kompetences centrs projekts (Nr. ĀTA/2.3.1.1.1/15/79/224) “Latvijas etnoproduktu eksports”

16. Concept Development and Testing
To set the target audience - germans, western
Europe and Skandinavian.
The use of language skills.
SIA Biznesa kompetences centrs projekts (Nr. ĀTA/2.3.1.1.1/15/79/224) “Latvijas etnoproduktu eksports”

17. Marketing Strategy Development
The investment in the music instruments, folk
costumes etc. (The use of the resorces we
already have)
Demand of such products and possible interest.
SIA Biznesa kompetences centrs projekts (Nr. ĀTA/2.3.1.1.1/15/79/224) “Latvijas etnoproduktu eksports”

18. Business Analysis
The cooperation with the tourism companies.
The allowance of the show.
How much shows can be achieved?
SIA Biznesa kompetences centrs projekts (Nr. ĀTA/2.3.1.1.1/15/79/224) “Latvijas etnoproduktu eksports”

19. Product Development
The testing of the new ethno product.
Several performances as an example in the main
Folk Show Latvia.
Analysis of the observations during the show.
SIA Biznesa kompetences centrs projekts (Nr. ĀTA/2.3.1.1.1/15/79/224) “Latvijas etnoproduktu eksports”

20. Test Marketing
The strongest point is the playing skills and the
communication skills.
The focus on the languages. The importance of
the use of target audience’s native language.
SIA Biznesa kompetences centrs projekts (Nr. ĀTA/2.3.1.1.1/15/79/224) “Latvijas etnoproduktu eksports”

21. Commercialization
The cooperation with our partners, incoming
tourism operators:Pegasus, Latvia Tours, Hanza
Tours etc.
SIA Biznesa kompetences centrs projekts (Nr. ĀTA/2.3.1.1.1/15/79/224) “Latvijas etnoproduktu eksports”

22. Thank you!
SIA Biznesa kompetences centrs projekts (Nr. ĀTA/2.3.1.1.1/15/79/224) “Latvijas etnoproduktu eksports”