The small German newspaper "Berliner Morgenpost" provided for an
astonishingly interesting read. In an article they claim that classical
music is gaining ground in an otherwise extremely trend-orientateted
industry: Event marketing. One of the current pioneers (and most succesful
entrepreneurs) is Hardenberg Concept, an agency lead by Countess Isa. Her
idea: When classical superstars come to town, why not organise a
full-packaged evening with live performances, a visit to local art galleries
and a dinner with the star at hand to go with it. The coming year,
Hardenberg Concept will organise events with Placido Domingo, Anna Netrebko
and director Dieter Wedel (at Bayreuth) - and no more than 60 tickets . It's
an obvious step and it clearly shows what many classical events are lacking:
An emotional contact with the performing artists. Whether or not these kind
of over-priced happenings are only further widening the gap between the
already well-known and second rank musicians is another question, of
course.
Source: Berliner Morgenpost
Countess Isa's Homepage: Hardenberg Concept
Source: Berliner Morgenpost
Countess Isa's Homepage: Hardenberg Concept