Small is the new big

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