Wednesday, 3 September 2025 

3 pm – 4 pm – Opening  

4.15pm - 5.30 pm – Festival Perspectives: Strategies for Orchestras and Ensembles to Shine   

Moderator: Natalia Klingbajl (Deputy Director for Development, NFM) 
Pavel Trojan (Director, Prague Spring Festival)   
Nicolas Zekulin (Head of Music Programme, Edinburgh International Festival)  

 Representatives from renowned festivals share their insights on their expectations for presenting orchestral projects within their programming. This session will explore not only the advantages but also the challenges of aligning festival-specific needs with the operational dynamics of orchestras. 

Thursday, 4 September 2025 

10 am - 11.15 am – The Life Cycle of a Recording: Creating Impactful and Sustainable Releases 

Martin Cullingford (Editor and Publisher, Gramophone)
Sean Hickey (Managing Director, PENTATONE)   

Two leading industry experts discuss the key considerations orchestras should keep in mind when embarking on a recording journey—from selecting repertoire and collaborators to negotiating with publishers and optimizing promotional strategies. 

This conversation will explore the full lifecycle of a recording, touching on crucial questions: What makes a project worth investing in? How can we craft compelling narratives around our recordings? Should concert programming be aligned with album releases? And what realistic expectations should one have from a record label in terms of promotion and distribution? 

By reflecting on successful models and emerging trends, this session will provide orchestras with insights into making their recordings more impactful—both artistically and commercially. 

11.30 am – 1.15 pm – Building Orchestras from Within 

Maria Catalina Prieto (Executive Director, Orquesta Filarmónica de Medellin)
Richard Wigley (CEO, Melbourne Symphony Orchestra) 

Maintaining strong work ethics within a group of 100 artistic individuals who collaborate week after week, often for many years, is no small challenge. With musicians often exhibiting a strong sense of internal loyalty and, at times, a polarized attitude toward artistic administration, limited opportunities for career advancement or financial reward—despite high personal performance—raise an unspoken question: “What’s in it for me if I invest more?” In a dynamic where the overall success hinges on the weakest link and the greatest reward may simply be the satisfaction of an inspiring performance, how can management foster and sustain a culture of commitment? Could storytelling play a role in aligning the entire organization around a shared vision and common goal, while fostering a culture of open communication and collaboration? 

1 pm - 2.30 pm – Lunch break  

2.30 pm – 3.45 pm  –  Open Space 

It’s your turn to set the agenda! In this Open Space session, delegates will take ownership and have the chance to choose the issues they want to discuss and share. Do send in advance your preferred topic or burning issue to ioc@nfm.wroclaw.pl, and be prepared to lead a discussion on the day. 

2.30 pm – 3.45 pm – Community-Based Education: An Artistic Department That Is Not Only an Additional Part to Artistic Planning 

Anke Fischer (Head of Education at Elbphilharmonie Hamburg)
Christoph Lieben-Seutter (General & Artistic Director of Elbphilharmonie Hamburg) 

The approach to education work at the Elbphilharmonie is based on a holistic concept: it is not seen as an additional or separate field, but as an integral part of artistic creation and programme development. This session offers a deep dive into the community-based education work of Hamburg’s concert hall that focuses on participation, engagement, empowerment and collaboration more than on musical education in a literal sense.  The session highlights the opportunities for cultural institutions to connect with diverse audiences of all ages and of all areas of urban society – also with reference to the wide cultural and social changes of the 21st century. As examples, Anke Fischer and Christoph Lieben-Seutter will discuss the programme “ZukunftsMusik” bringing together students and artitsts in talks and rehearsals before the official concert, and the Elbphilharmonie’s community projects that address everyone over 16 and collaborates with diverse local institutions in Hamburg.   

4.15 pm – 5.45 pm – Selecting Music Directors 

Moderator: Lydia Connolly (independent classical music mentor and consultant) 
Catherine Aldridge (Director of Artistic Planning, City of Birmingham Symphony Orchestra)
Andrés Lacasa (Director of Artistic Strategy and International Development, Ibermusica)  
Nikolaus Pont (General Director, Bavarian Radio Orchestra)  
Mark Williams (Beck Family Chief Executive Officer, Toronto Symphony Orchestra) 

Is the role of Music Director the most challenging position to fill in today’s world, or are orchestras and organizations setting expectations too high? With job descriptions and artistic expectations varying widely from one institution to another, who are orchestras looking for, and how can conductors navigate these differences? Can we clearly define the skills that truly make a Music Director successful today? What role can agencies and orchestras play in identifying and nurturing such talent? Finally, is there a shortage of artists with this potential, or is the real issue a lack of industry dialogue to help agencies and orchestras align on evolving needs and priorities? 

Friday, 5 September 2025 

 9.30 am – 10.45 am – Stepping Into Leadership: Challenges and Opportunities 

Moderator: Richard Evans (Managing Director, Australian Chamber Orchestra, Founder and Principal Partner at REA Arts & Culture) 
Fredrik Andersson (Director of Music at Gulbenkian Foundation / until March 31, 2025: Programme Director at Konserthuset Stockholm) 
Ewa Bogusz-Moore (until the end of June 2025: General and Programme Director, NOSPR / from August 2025: Artistic and Managing Director of Kölner Philharmonie) 
Robert Brufau (until the end of June 2025: Director, L'Auditori de Barcelona, OBC – Barcelona Symphony Orchestra / Starting July 1:  Program Director, Konserthuset, Royal Stockholm Philharmonic Orchestra)  

Taking on a leadership role in an orchestra, hall, or festival comes with both excitement and uncertainty. What does it take to step into such a position with confidence? How can aspiring leaders assess their readiness and motivations for taking on a top role? This session will explore the realities of leadership transitions, from building trust with new teams and stakeholders to assessing challenges in an unfamiliar organization. Is a leadership change always difficult, and what can be done when the reality proves tougher than expected? Join us for a candid discussion on what it takes to navigate the first steps. 

9.30 am – 10.45 am – Digital Marketing & Ticketing: Lessons from Rundfunk Orchester und Chöre and Future Demand 

Anselm Rose (CEO, Rundfunk Orchester und Chöre Berlin) 
Hannes Tronsberg (Founder & CEO, Future Demand)  

This session will share key insights and lessons learned from the innovative partnership between Rundfunk Orchester und Chöre and other organizations with Future Demand, emphasizing the transformative role of AI and data-driven strategies in digital marketing, audience development, ticket distribution, and organizational planning. We'll explore how advanced analytics and AI-driven tools can significantly enhance audience engagement, optimize sales processes, relieve pressure on marketing teams amidst increasing workloads, and build a more compelling and effective digital presence. Through practical examples, tangible successes, and candid discussions about challenges faced, this panel will offer actionable knowledge and seek to determine whether it is truly possible to thrive in the rapidly evolving landscape of orchestral marketing in the digital era—and what it takes to do so.   

11 am – 12.30 pm – Cultural Diplomacy: Building Bridges Through Music 

Moderator: Davinia Galea (Managing Director, ARC Research & Consultancy)  
Bill Chandler (Director, BBC Symphony Orchestra)
Yeşim Gürer Oymak (Deputy Director, Istanbul Foundation for Culture)  Tabare Perlas (CEO, West-Eastern Divan Orchestra)  
Rūta Prusevičienė (General Director, National Philharmonic Society of Lithuania)  

What do cultural diplomacy and soft power truly mean in today’s world? How can orchestras and cultural organizations use them to their advantage? In a time when global connections are more important than ever, this session will explore how storytelling can strengthen the role of orchestras in national and international dialogue. Speakers will discuss how to craft compelling narratives that engage audiences, policymakers, and partners—ensuring that music serves as a bridge between nations and a powerful tool for influence.  

11 am – 12.30 pm – Sound Advice – Managing the Noise 

Moderator: Anita Debeare (Pearle)
Tom Baxter (Orchestra Manager, BBC Philharmonic)
Des O’Neill (Sottovoce)
Philip Wright (Director, ARUP)  

While some aspects of our concert halls and orchestra sizes remain unchanged, much has evolved. This session will delve into the impact of long-term noise exposure on not only the hearing but also the overall well-being of our artists, as well as strategies for effective noise management. With limited, imperfect hearing protection options and challenges in accurately measuring noise levels, we aim to spark discussions on the role of hall acoustics, stage layouts, repertoire planning, and potential legislative solutions to foster safer, more sustainable working environments for our artists. 

 1.15 am – 2.30 pm – Advocating to Government: Principles, Ethics & Impact 

Moderator: Mark Pemberton (Arts Consultant)
Olga Brzezińska (Deputy Director, Adam Mickiewicz Institute)
Aurelie Foucher (Deputy Director, Scène Ensemble)
Simon Reinink (General Director, Concertgebouw Amsterdam)  
Simon Woods (President and CEO, League of American Orchestras)  

How can the classical music industry advocate more effectively for government support and recognition while maintaining integrity and a principled approach? Building on the discussion of cultural diplomacy, this session will explore responsible strategies for engaging policymakers, securing funding, and positioning orchestras and cultural institutions as essential contributors to society, community well-being, and civic identity. Speakers will discuss how to navigate political landscapes with transparency, form alliances based on shared values, and use storytelling to make a compelling yet ethically grounded case for the role of the arts in public policy.