CHRISTOS MAKRIDIS culture
Management

Who Is the Ideal Client for CM Culture Management?

At CM Culture Management, we’re passionate about working with visionary creators, platforms, and organizations that aim to redefine the future of arts, performance, and culture. To maintain the integrity of our mission and provide the best possible service, it’s important to partner with clients whose goals and values align with ours.

So, who is the ideal client for CM?

1. Visionaries with Big Ideas

Our clients are not just looking to maintain the status quo—they want to innovate, disrupt, and create something new. Whether it’s launching a groundbreaking multimedia project, designing a forward-thinking strategy for a cultural organization, or developing a new platform, we thrive on ambitious ideas.

2. Commitment to Excellence

We work best with individuals and organizations that value high-quality execution and have the resources, patience, and focus to see a project through. Excellence isn’t optional; it’s the foundation of our work together.

3. Open to Collaboration

Partnership is key to everything we do. Our clients trust us as strategic and creative collaborators, bringing their ideas to life through innovative solutions while respecting their vision and input.

4. A Long-Term Mindset

Whether it’s a multimedia project or a strategic consulting engagement, our ideal clients understand the importance of building for the future. They are ready to invest in thoughtful, sustainable solutions that deliver lasting impact.

5. Aligned with Our Mission

CM Culture Management is focused on shaping the future of arts and culture by blending tradition with innovation. If your goals align with this vision, we’d love to hear from you.

6. For Artists: A Vision Beyond Talent

At CM Culture Management, we look for artists who not only demonstrate exceptional talent but also bring a clear vision for their career and a professional, collaborative mindset. Working with us is a partnership, and we value clients who recognize the importance of investing in the expertise, time, and resources needed to achieve extraordinary results. Ideal clients understand that building a sustainable and impactful career requires mutual commitment and a shared dedication to excellence.

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Is CM the Right Partner for You?

If you’re a creator, platform, or organization looking to make a meaningful impact, we invite you to reach out. However, if your needs don’t align with our expertise, we encourage you to explore other options to find the right fit. Our goal is to work with clients where we can deliver the most value and create something extraordinary together.

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The size of the classical music sector might appear modest at first glance. Statista estimates the global classical music market, including ticket sales, recordings, and digital platforms, to be valued at approximately $281 million in 2018 in the United States and Europe combined.

But to limit our understanding of the market for art and culture to traditional definitions like these is to overlook a vast and evolving landscape of what is possible.

Art and culture extend far beyond the concert halls and opera theaters. In fact, much of the classical community grew out of house concerts in the United States and Europe! By redefining our potential misconceptions of what classical music looks like, we uncover a much larger and more dynamic ecosystem—one that positions artists as central players not only in entertainment, but also in education, community building, and even corporate innovation.

The global art and entertainment industry is much bigger. PwC forecasted that the Media and Entertainment industry is expected to grow to $3.4 trillion by 2028, encompassing everything from film and streaming to live events and experiential platforms. Visual arts, theater, and immersive experiences are increasingly blurring the lines between traditional and new media. By considering classical music as part of this larger creative economy, we begin to see its potential to resonate with wider audiences and contribute to diverse industries.

For example, collaborations between classical musicians and digital platforms have led to exciting innovations, such as live-streamed concerts, virtual reality (VR) performances, and algorithm-curated playlists on Spotify and Apple Music. These formats not only expand access to classical music, but also integrate it into broader consumer habits. (For a future post: streaming platforms provide very little remuneration for artists, so they are not sustainable.)

Through our work with Living Opera, we have explained how artists can step beyond traditional venues to redefine their roles. In education, musicians are becoming advocates for interdisciplinary learning, bringing creativity into STEM fields to foster problem-solving and innovation. Community engagement programs leverage the power of music and art to address social issues, from mental health initiatives to urban revitalization projects.

Consider how orchestras now partner with corporations to provide immersive experiences for employees or how art installations appear in unexpected places like airports and hospitals.

This expanded view of the market for art and culture also repositions the artist. No longer confined to roles as performers, creators, or curators, today’s artists are entrepreneurs, digital innovators, and thought leaders. Agencies like ours aim to empower this evolution, connecting artists with nontraditional opportunities that align with their talents and aspirations. (And my research has also shown that artists who acquire some entrepreneurial training are able to command higher wages in the labor market.)

In a world where creativity is increasingly valued across all sectors, the market for art and culture is defined not just by traditional ticket sales or box office revenues but by its capacity to inspire, educate, and innovate. By thinking outside the box, we can redefine what it means to be an artist and explore the boundless opportunities within this ever-expanding market.

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The question for the classical music community is not “will it be relevant in the 21st century?”, but rather, “who will help carry the torch?” Classical music endures because it has withstood the test of time, inspiring people across generations and establishing a standard for artistic excellence. This era is no different in its potential; what has changed are the economic, social, and political circumstances that shape our reality.

Unfortunately, the current trajectory of the sector is unsustainable. The classical music industry is facing systemic challenges that threaten its long-term viability. My research has revealed that the income gap between artists and non-artists – even after accounting for differences in age, education, race, and other factors – has widened significantly. Between 2006 and 2021, this gap grew from -15% to -30%. Furthermore, the economic return on earning an arts degree has become, on average, negative; most arts graduates never recoup their educational investment. Compounding these challenges, my research also finds that opera companies are grappling with financial instability. Their net operating incomes have stagnated or declined, while the cities they serve are experiencing significant population shifts that impact their audience base.

These empirical findings, drawn from U.S. data, carry a cautionary message for European artists and arts institutions as well. The global interconnectedness of the arts means that these trends could have far-reaching implications beyond national borders.

The pressing question is: What do we do differently?‍

At CM Culture Management, our philosophy is straightforward: Artists must thrive. Thriving means more than artistic fulfillment; it’s about holistic success. If artists are not actively engaged and able to showcase their talents, they are not thriving. If they cannot financially sustain their careers, they are not thriving. While these statements may seem self-evident, they highlight glaring gaps in the current system.

We believe in expanding the possibilities for artists and the institutions that support them. The pie can get bigger. Our unique network and capabilities empower us to think beyond conventional, zero-sum strategies. Instead, we focus on innovative solutions that prioritize long-term growth and sustainability for the entire classical music ecosystem.

The future of classical music will be shaped by those who dare to think boldly, act decisively, and prioritize the well-being of the artists at its heart. By doing so, we ensure that this timeless art form continues to inspire and resonate for generations to come. Welcome to CM.