Hello creative readers!

I feel like monologuing about the disturbing influence of governmental subsidy for the cultural sector. But I won't. Not this time. Instead, I want to show you that many artists and projects can manage without or with very little. Such projects take into account that 'the market' has a right to the highest quality at a righteous price. Nothing new there. What successful young cultural entrepreneurs do in addition: they investigate what their future fan wants or needs. Investigate, not dictate... They communicate, share, wonder, play and ask. Together, they are reinventing the game. And I'm proud to be a part of it!

The column on the right gives an overview of links to some fascinating projects that we are working on with BRENDING. For those with little time on their hands, definitely have a look at a few of the following groundbreaking events:

  • 24Classics: a music streaming project for which I'm the curator of "Indie Classical Music", so music bordering between classical, pop, rock, electro, etc. 
  • Classical Music Rave: a slightly illegal party at a secret location in Amsterdam, where people will dance to classical music (live and DJ) all night long.
  • Rheingold on the Rhine: a production of Wagner's opera Rheingold on a cargo ship that will sail the Rhine and dock in various cities for live performances. (BRENDING is marketing partner) 
  • Via Nobel: a cooperation between Japan, Estonia, Belgium and the Netherlands with music by the Dutch composer Rijndert van Woudenberg.

BRENDING is also developing two business ideas that will help the cultural sector become more independent from subsidies: KLAPSTAR and ABC-matching. The first is a rating system for performing arts and the latter a sort of dating site for companies and arts organisations. Results from research for both projects will be presented at Classical:Next - an international conference for the classical music world. If you happen to know anybody who might be able and willing to invest, please don't hesitate to let me know.

Finally, enjoy a surfing moment and click on the underlined links in this brended newsletter to discover some innovative projects that we are helping to turn into independent creative marvels. How we do it? We have fun. 

We wish the same to you!

Yours truly,


CBO (Chief Brending Officer)


  • 10 March 2013: Sword Dance, Antwerp
  • 31 March 2013: Kronungsmesse at St Paul's, Antwerp
  • 4-6 April 2013: Tallinn Music Week, Estonia
  • 28 April 2013: MAASBRICK Festival, Maastricht
  • 19 May 2013: Paukenmesse Hayden at St Paul's, Antwerp (Brendan as cello solo!)
  • Spring 2013: Classical Music Rave, secret location in Amsterdam.
  • 28 May - 1 June 2013: Classical:Next Congress, Vienna
  • 8 June 2013: Festival No Regrets, Tilburg
  • 2 July 2013: premiere Rheingold on the Rhine, Koblenz
  • 24 July 2013: premiere of Desiderata, Amsterdam
Cargo ship as theatre for Rheingold on the Rhine


Because so many young artists have asked BRENDING for support, we have decided to launch a series of lectures to help them (you) kickstart their careers. The first series will start in March:
  • 19 March 9:30-12:30
  • 21 March 9:30-12:30
  • 26 March 9:30-12:30
  • 28 March 9:30-12:30
Costs are 200 euro for the complete series or 75 euro for a lesson. Amount of participants is limited. If interested, just send a message to


Muziekfabriek Utrecht: Three young ladies with attitude are setting up their own alternative music school. BRENDING is helping to develop their innovative business model.

Konrad Koselleck Big Band: We're writing a business plan for Konrad's historic music project commemorating the first world war in 2014.

European Dance Festival: Advising this electronic music festival, set up between 7 European countries.


Believing that exclusivity limits optimal matching between artists and organisers, BRENDING is gently stepping away from traditional artist agency work and moving towards cultural advisory and own productions. 


Saint Paul's orchestral masses in Antwerp: The unique concertante masses - conducted by Maestro Ivo Venkov - will be streamed live online to social institutes such as hospitals and elderly homes. 

MAASBRICK: The students of Maastricht Conservatory are setting up there own festival on 28 April 2013!

Festival No Regrets! Song is universal and the students of Tilburg Conservatory will prove it in their festival on 8 June.


New Venture Competition: My business idea KLAPSTAR has been selected for the third and final round of this business plan competition. More news will follow!

& Co

Welcome to Eva van Ooij, a multilingual (baroque) cellist with amazing brains and BRENDING's current brilliant intern!


To give you an idea of what we've been up to last year, click on 2012!

Classical:Next: I've been selected as a keynote speaker at this international classical music congress, where I will be presenting my research on connecting Arts to Business and Consumers (ABC-matching)


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