Business of Classical Music

Askonas Holt is one of the leading international artist management agencies in classical music.

In this conversation, Alexander Hollensteiner, Managing Director of the Berlin Office, gives an inside look into the business of artist management:
How are artistic careers strategically developed? How do agencies act as incubators for emerging talent? And why are human skills, trust, and the right matchmaking often more important than numbers alone?

An episode about career development, the business behind the stage, and the people shaping the international classical music industry.

🗣️ Topics discussed:
- How international artist management agencies operate
- Agencies as incubators for artistic careers
- Human skills, trust & matchmaking as core competencies
- Artist fees and the economics of running an agency
- Balancing artistic development with commercial success

Marcus Heinicke ist Director Classics bei der Edel Music & Entertainment GmbH und verantwortet mit Berlin Classics und Neue Meister zwei Labels mit unterschiedlichen Positionierungen im Klassikmarkt.

Im Gespräch gibt Marcus einen Einblick in die wirtschaftliche Seite des Labelgeschäfts: Wie entsteht ein Deal zwischen Künstler und Label? Wer investiert, wer trägt welches Risiko – und wie werden die Einnahmen am Ende verteilt?

Wir sprechen über Streaming-Erlöse und prozentuale Beteiligungen, aber auch über einen der größten Umbrüche der Musikindustrie: den Wandel vom physischen Tonträger hin zu einem Markt, in dem Streaming zunehmend das Geschäft bestimmt.

🗣️ Themen der Folge:
- Wie Labeldeals in der Klassik wirklich funktionieren
- Streaming-Einnahmen & Beteiligungen von Künstlern und Labels
- Vom physischen Produkt zum Streaming
- Die heutige Labellandschaft im Klassikmarkt
- Marketing und die Rolle eines Labels im Jahr 2026

Olga Scheps is an internationally acclaimed pianist and ECHO Klassik award winner who has performed on some of the world’s leading stages. Over the course of her career, she has released numerous recordings with Sony Classical, beginning with her award-winning debut album “Chopin.”

In this conversation, Olga speaks openly about the realities of building and sustaining a career as a concert pianist — from fees, financial uncertainty, and the development of her market value to the moments of pure energy on stage that make the profession worthwhile.

The episode also explores the business behind a career in classical music: working with agencies and record labels, negotiating deals, and understanding how fees and opportunities evolve over time.

An episode about the economics of being a pianist, the structures behind an international career, and what ultimately makes it worth pursuing.

🗣️ Topics discussed:

- The financial realities of being a concert pianist
- Fees, pricing, and developing your market value
- Working with agencies and record labels
- Existential uncertainty and career sustainability
- The energy and emotion of performing on stage

Opera Bert is a classical music content creator focused on audience development and bringing new audiences into the world of opera and classical music. Through short-form content, he creates accessible entry points for people who may have little or no previous connection to the art form.

In a short period of time, Opera Bert has built credibility within the classical music industry and collaborated with leading institutions, festivals, and artists, including the Salzburg Festival, Lucerne Festival, Bayerische Staatsoper, Bregenzer Festspiele, Jonathan Tetelman, Yannick Nézet-Séguin, Rolando Villazón, and many more.

The episode explores the role social media can play in audience development — not necessarily as a place for an intellectual deep dive into classical music, but as a door opener: creating curiosity, lowering barriers, and giving new audiences a reason to take their first step into the classical music world.

An episode about audience development, credibility, and what it means to communicate classical music to a new generation.

🗣️ Topics discussed:
- Building credibility as a young content creator in the classical music industry
- Working with leading artists, opera houses, and festivals
- Social media as an entry point into classical music
- Audience development and reaching a new generation
- Why short-form content does not need to replace depth — but can lead audiences towards it

Follow us on Instagram ⬇️
Podcast – https://www.instagram.com/business_of_classical_music/
Opera Bert – https://www.instagram.com/opera.bert/?hl=de
León Dreher – https://www.instagram.com/leon_dreher/?hl=de

Konstantin Starke and Giorgio Agnès are two emerging classical musicians.

Through digital storytelling, they are building a growing audience with their unique mix of satire and educational content about the classical music industry — from stereotypes and gatekeeping to the mechanics of today’s music market. Konstantin and Giorgio also perform together as Duo Starke-Agnès, combining piano, voice, and clarinet.

In this conversation, Konstantin and Giorgio speak openly about the existential fears many young classical musicians face, the limited traditional career paths within the industry, and the importance of creating alternative opportunities. The episode also explores the orchestra audition process, the pressures of the profession, and why building a hybrid career has become increasingly important for the next generation of artists. An episode about reinvention, resilience, and redefining what a career in classical music can look like.

🗣️ Topics discussed:

Existential fears among young classical musicians
Alternative career paths within the classical music industry
The orchestra audition process and the realities behind orchestral jobs
Building a hybrid career as a modern classical musician

Follow us on Instagram ⬇️

Podcast – https://www.instagram.com/business_of_classical_music/

Duo Starke-Agnès – https://www.instagram.com/duo_starke_agnes/?hl=de

León Dreher – https://www.instagram.com/leon_dreher/