Be Your Own Manager

Be Your Own Manager

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By Bernhard Kerres
Be Your Own Manager is a career podcast for classical musicians from the former CEO and Artistic Director of the Vienna Concert House, Bernhard Kerres. Learn how to win your next engagement, how to build up a fan base, and how to market yourself. The podcast is an extension to the career handbook for classical musicians, Be Your Own Manager, which Bernhard co-authored with Bettina Mehne.
More about the podcast and the book on www.be-your-own-manager. com and www.hellostage.com.
You can also support the podcast on www.patreon.com/bernhardkerres.
Thanks for listening!
More places to listen

More places to listen

25/19 The 3Cs in Marketing Yourself as a Musician
A few months ago, Bernhard Kerres, was talking at the Nordic Orchestra Conference in Stockholm. He introduced a new marketing concept for the arts world which he called 3Cs. The 3Cs stand for Content, Community and Conversation. Today he adapts this concept to the marketing needs for classical musicians.  You can read more about the 3Cs Concept on the blog of Haydn 1791 -> www.haydn1791.net More about the podcast and the book Be Your Own Manager, on www.hellostage.com.  You can also support the podcast on www.patreon.com/bernhardkerres. Thanks for listening! 
13:44
August 7, 2019
24/19 You Are Special!
Being outstanding on one's instrument, being a great singer, a motivating conductor, a creative composer, is only a start. To be successful you need to know what makes you special. Bernhard Kerres talks about daring to communicate one's strengths, one's passions.  More about the podcast and the book on www.hellostage.com.  You can also support the podcast on www.patreon.com/bernhardkerres. Thanks for listening! 
11:09
July 25, 2019
23/19 The Power of a Good Story
What makes a good story and why should you think about stories? Your bio, your website, even your concert program is a story. Bernhard Kerres shares some secrets of good stories with you. More about the podcast and the book on www.hellostage.com.  You can also support the podcast on www.patreon.com/bernhardkerres. Thanks for listening! 
11:33
July 10, 2019
22/19 Summer! - You're To Do List
Summer is coming! Time for holidays. But also for reflection. Bernhard Kerres has your summer to-do list for you. More about the podcast and the book on www.hellostage.com.  You can also support the podcast on www.patreon.com/bernhardkerres. Thanks for listening! 
07:24
July 4, 2019
21/19 Social Media versus E-Mail Newsletters
When marketing in the digital age we all flock to social media. It is so easy. But if you look at the numbers it is a big waste of time. In our latest episode, Bernhard Kerres, compares the effectiveness of social media to e-mail newsletters. What has been your experience? More about the podcast and the book on www.hellostage.com.  You can also support the podcast on www.patreon.com/bernhardkerres. Thanks for listening! 
12:13
June 13, 2019
20/19 Videos!
Videos are today an almost must for musicians. Videos give promoters, artistic director, agents, etc. the opportunity to get to know an artist better before actually having them audition or engaging them. Most competitions use videos today. But there is a difference what the target audience of a video is. Bernhard Kerres speaks about the different kinds of videos for classical musicians.  You can find good examples for videos on the HELLO STAGE webpage at: www.hellostage.com/?p=2049 More about the podcast and the book on www.hellostage.com. You can also support the podcast on www.patreon.com/bernhardkerres. Thanks for listening!
12:30
June 5, 2019
19/19 Write Better Applications for Concerts and Performances
In our latest career podcast for classical musicians, Bernhard Kerres talks about how to write a good application for a concert or performance. He suggests to do research, focus on quality over quantity, and to follow up. What is your experience? More about the podcast and the book on www.hellostage.com. You can also support the podcast on www.patreon.com/bernhardkerres. Thanks for listening!
12:44
May 29, 2019
18/19 Get Paid!
Again and again musicians tell us that they play for free. An article in the Dutch newspaper NOS says that even the world famous Concertgebouw in Amsterdam does not pay artists for lunchtime concert. Simon Reinink argues it with the opportunity for artists to gain concert experience. In this episode of Be Your Own Manager, Bernhard Kerres makes a point that musicians and artists need to get paid for their work. In other news, Bernhard introduces the new website dedicated to Johann Sebastian Bach's Cello Suites -> www.jsbachcellosuites.com. Cellist Marianne Dumas presents all her groundbreaking research and the background to her outstanding recording of the cello suites on that site. More about the podcast and the book on www.be-your-own-manager.com and www.hellostage.com. You can also support the podcast on www.patreon.com/bernhardkerres. Thanks for listening!
15:24
May 15, 2019
Special Edition: Podiumsdiskussion Karriere heute
This weeks Be Your Own Manager podcast is in German! Dies ist die Aufzeichnung einer Podiumsdiskussion zum Thema Karriere heute. Die Diskussion wurde im Rahmen des Festivals Rising Stars der Musikhochschulen Freiburg, Karlsruhe und Stuttgart am 3. Mai 2019 in Karlsruhe aufgenommen. Bernhard Kerres spricht mit den Gästen über die beruflichen Herausforderungen an junge Musikerinnen und Musiker. Die Gäste sind: Hannah Bregler, ehemalige Fagottistin, die heute die "Musikfeste auf dem Lande" des Schleswig-Holstein Musik Festivals leitet; die Pianistin und Spezialistin für zeitgenössische Musik, Magdalena Cerezo Falces; und die Rektorin der staatlichen Hochschule für Musik und darstellende Kunst Stuttgart, Dr. Regula Rapp.
56:31
May 8, 2019
17/19 Selling, selling, selling
Selling leads to engagements. That's why we need to learn about it. In today's episode, Bernhard Kerres talks about the differences of direct and indirect sales and what that means for musicians. His recommendations is to focus significantly more on direct sales than on marketing and social media. Furthermore in the podcast an introduction to the 14th International Mozart Competition Salzburg 2020 for violin, piano, and horn. The online application for the competition is already open. If you like that podcast consider supporting it on Patreon www.patreon.com/bernhardkerres. More information on the things we do and a form to contact us can be found on www.hellostage.com. Thank you!
17:14
May 1, 2019
16/19 Even Oral Agreements Can Be Contracts (RR)
In our latest Be Your Own Manager podcast, Bernhard Kerres talks about contracts. Even an oral agreement can be a contract. Documenting it might be helpful. Also, contracts should be read and can be negotiated. Furthermore in the podcast an introduction to the 14th International Mozart Competition Salzburg 2020 for violin, piano, and horn. The online application for the competition is already open. If you like that podcast consider supporting it on Patreon www.patreon.com/bernhardkerres. Thank you!
17:06
April 25, 2019
15/19 Your Friends Make You Famous
A recent article on Artsy.net cited a study that not your creativity but friends make you famous - at least that seemed to have been the case at the beginning of the 20th century when abstract art emerged. Bernhard Kerres takes this study as a starting point to ponder what that could mean for classical musicians. Also some first information on the upcoming International Mozart Competition Salzburg 2020 for violin, horn and piano. If you like this podcast please support it and enjoy a wide variety of benefits. Go to www.patreon.com/bernhardkerres for more information. Thank you :)
11:31
April 17, 2019
14/19 Playlists will be the New Social Media
Social Media becomes crowded and overrated. Although we all spend - too - much time on it, its value for communicating with fans is diminishing. Bernhard Kerres points out that Playlists on Spotify and other platforms might be a much more effective social media tool for musicians to bond with their fans. Also in the podcast the reminder of the online workshop with Marie-Luise Dingler from the Twiolins about cold calling and selling. More on the www.hellostage.com. If you like this podcast please support it and enjoy a wide variety of benefits. Go to www.patreon.com/bernhardkerres for more information. Thank you :)
13:51
April 12, 2019
13/19 Stay Motivated
Staying motivated for the non-musical work can be challenging. Asking someone for something might even be daunting. Still, it is part of a musician's life. Bernhard Kerres talks about why asking is always better than not asking and how to deal with negative energy.  Also in the podcast the reminder of the online workshop with Marie-Luise Dingler from the Twiolins about cold calling and selling. More on the www.hellostage.com. If you like this podcast please support it and enjoy a wide variety of benefits. Go to www.patreon.com/bernhardkerres for more information. Thank you :)
10:57
April 3, 2019
12/19 How to Start as a Conductor
Today Bernhard Kerres is answering a question we got via Instagram. How do you start your career as a conductor? It isn't an easy question but Bernhard's answer holds some valuable information not only for conductors but generally for musicians. Listening, performing and networking.  Also in the podcast the reminder of the online workshop with Marie-Luise Dingler from the Twiolins about cold calling and selling. More on the www.hellostage.com. If you like this podcast please support it and enjoy a wide variety of benefits. Go to www.patreon.com/bernhardkerres for more information. Thank you :)
13:10
March 28, 2019
11/19 Music & Management
Performing outside of concert halls might be shocking for some. But Bernhard Kerres takes you through the example of a leadership course for business managers he regularly does with the wonderful Alauda Quartet for London Business School. The quartet not only gets to perform but is an integral part of the workshop interacting with participants and discussing issues around teamwork and leadership.  If you like that podcast, do support it: www.patreon.com/bernhardkerres. You can order the book, Be Your Own Manager, on Amazon or on www.beyourownmanager.com.
11:29
March 21, 2019
10/19 Dealing with Setbacks
Setbacks are inevitable. So it is good to find our own way to deal with it. Bernhard Kerres talks about his five steps to work through setbacks. If you like that podcast, do support it: www.patreon.com/bernhardkerres. You can order the book, Be Your Own Manager, on Amazon or on www.beyourownmanager.com.
12:38
March 14, 2019
9/19 Women's Day!
Celebrating women is one thing. Changing the inequalities in classical music is a second one. Bernhard Kerres talks about what all musicians and presenters can do to increase the equality in classical music. If you like that podcast, you can support it on https://www.patreon.com/bernhardkerres. Thank you!
11:33
March 8, 2019
8/19 Ghosting
Have you ever been ghosted? Ghosting is a term in dating when people you were in contact with suddenly stop all communication without an explanation. But ghosting also happens in business. And you might have ghosted a lot of people. Time to change that. Furthermore, Marie-Luise Dingler of The Twiolins introduces the Progressive Classical Music Award. This award goes to composers of short pieces. Overall there is price money of EUR 11.000 waiting for the finalists.
12:31
February 28, 2019
7/19 Re-Selling is Easier than Cold Calling
We often focus on performing at a new concert hall, singing in yet another opera house, or approaching a festival which is new to us. And we entirely forget that there are people who have already hired us for concerts and performances before. It is much easier to build on an existing relationship than to foster new ones. You need to focus on re-selling.
12:34
February 21, 2019
6/19 Meet Flutist Daniela Mars
The Brazilian-Scottish flutist Daniela Mars is not only a rising star on her instrument but also an influencer on Instagram. She shares her passion for music, contemporary music and the bass flute with her over 33,000 followers -> @danielamarsflute. She was able to inspire some of her followers to write short pieces for the bass flute. The first volume of these compositions was just published by Master Music Publications. Daniela is a Trevor James Flute Artist.
29:10
February 14, 2019
5/19 I Don't Understand Music
How often do patrons come up to you and say that they don't understand music? One of the - difficult - tasks of musicians is to communicate about music with audiences,  not in an academic way but rather a meaningful one for them.
11:30
February 7, 2019
4/19 Concert Experiences and Competitions
In the latest career podcast for classical musicians, Bernhard Kerres speaks about how to enhance the concert experience for audiences with a few simple tricks. He also addresses how to prepare for competitions, especially getting used to do videos early on.  Reach out with ideas, questions and suggestions at www.hellostage.com.
17:15
January 29, 2019
3/19 Envisioning the Future, US Shutdown, the Second Woman since 1974
When thinking about the future it is better to envision it and then looking back than staring at it and not knowing how to reach one's goals. The Self Coaching process is taken from the book, Be Your Own Manager, and extended with the element of expectations from family and friends.  The US Shutdown opened the doors of many museums and symphonies for US Public Servants who haven't been paid for weeks. Among the institutions offering free tickets are the Metropolitan Opera in New York and Seattle Symphony. The Ernst von Siemens Prize goes to British composer Rebecca Saunders, only the second woman since 1974 receiving it.
17:03
January 21, 2019
2/19 - Elevator Pitch and the BREXIT Fanfare
Having an elevator pitch is crucial for young musicians to learn how to differentiate themselves and communicate successfully about who they are and what they do. Believing that classical music can comment on current political campaigns HELLO STAGE started crowdfunding for a BREXIT Fanfare. And news on the signing of young conductors Gemma New and Marta Gardolinska.
11:44
January 17, 2019
1/19 - Focus on Social in Social Media
Be more social in social media, start sharing and share a bit more about yourself. Vienna will see massive leadership changes in its leading cultural institutions in 2020. Will it make Vienna more innovative?
12:36
January 7, 2019
Plans and Pay
Have you made your plans for 2019 yet? Bernhard Kerres has a few tips for you. Furthermore Bernhard talks about the equal pay case at the Boston Symphony Orchestra. For links go to www,hellostage,com
16:06
December 18, 2018
Finns in and out of America
Enjoy the #classicalbuzz news roundup of classical music news from around the world. Esa-Pekka Salonen is heading back to California. Osmo Vänskä leaves Minnesota. Daniele Gatti got a quick contract in Rome. The Aldeburgh Festival won some of the most innovative musicians for the 2019 edition.
11:20
December 10, 2018
Your First Recording - Interview with John Anderson of Odradek Records.
Bernhard Kerres speaks to John Anderson what it takes to do the first album as a young musician. John, a former pianist himself, is the founder of Odradek Records, a non-profit label and the only one which selects new projects anonymously by peer review.
42:15
November 30, 2018
Connect with Your Audiences
Building a close relationship with your audience will make their music experience but also your music making much richer. This requires talking and relating to them.
08:56
November 24, 2018
The 3Cs in Marketing
Marketing for classical music needs content, community and conversation - the 3Cs.
09:13
November 12, 2018
Pirates for Classical Music
This episode comes from Stockholm where I give a keynote with this title. The keynote starts with the customer journey of an audience member going to listen to a live concert. It is time to change that and to innovate the experience drastically.
09:18
October 23, 2018
The Bread and Butter Job
A career as musicians can be a challenge for your private life. The constant travel, sometimes splitting your life between two or more places require a lot of understanding from partners and family. Having a bread and butter job especially when having a family is important to provide the necessary security for families.
09:55
October 19, 2018
The new HELLO STAGE
Five years after creating HELLO STAGE we have decided to completely revamp our online classical music community. www.hellostage.com focuses even stronger on sharing the passion for classical music and creating a #classicalbuzz. Check it out!
07:17
October 14, 2018
The Golden Age is Coming!
An optimistic episode on the future of classical music with special guest Christian Ehlers. He believes that the future of classical music will be outside traditional concert halls and that it will be exciting and prosperous. Christian founded a non-profit organization in Los Angeles helping musicians to craft exciting programs and to play in house concerts. More about his organization can be found at www.futurereadymusicians.org.
50:21
October 1, 2018
The Future of Classical Music is Great
The dinosaurs are lamenting their extinction. But classical music has more people listening to it than ever before. It is up to us to believe in the future of classical music and to drive it.
09:08
September 26, 2018
Get out Pen and Paper
In an increasingly digital world, writing a note by hand can be a game changer.
05:44
September 20, 2018
Cold Calling Violinist Marie-Luise Dingler
Having coffee with violinist Marie-Luise Dingler of the The Twiolins we talk about cold calling and selling. Marie also announced an award for composers. And she introduced her Cold Calling online workshop on November 3 and 4.
20:51
September 12, 2018
The 3:1 Time Management Rule
Some more thoughts on how to structure your day to be more efficient and effective.
04:37
September 2, 2018
Violinist on a Bike - Meet Justina Auskelyte
An Interview with Lithuanian Violinist Justina Auskelyte (www.auskelyte.com) who is going around on a bike in her new hometown of Malmö playing the music of Bach, Paganini and others in coffee shops, barber shops, parks etc. Hear all about Justina‘s project.
17:14
August 29, 2018
Happy Birthday, Lenny!
It is Leonard Bernstein’s 100th Birthday today. He is an inspiration for so many of us as a musician, a conductor, a composer, but above all as a true humanist. How does he inspire you?
05:49
August 25, 2018
Make House Concerts!
Classical music can do we some innovation. Bernhard Kerres introduces Groupmuse which organizes house concerts in the US. He recommends looking at it and perhaps bringing it to other cities around the world.
05:11
August 22, 2018
Dresscodes
When on stage you not only represent you and your fellow musicians but are an ambassador of music. Dressing and behaving accordingly seems obvious. Bernhard was shocked that some musicians seem to think differently.
05:17
August 10, 2018
About Competitions
Should a musician do a competition? Competitions are not only about winning but about seeing where you are in your career compared to your peers.
06:26
August 3, 2018
Learn from House Concerts
Being at the Inaugural Deans & Arts Leaders‘ Summit in Harbin, China, Bernhard talks about the importance of house concerts and outreach projects.
06:27
July 28, 2018
Get a Second E-Mail Adress
Split business and personal emails in two different accounts. This will increase your creative space but also make you more professional.
04:14
July 20, 2018
Doing Recordings Today
The time when a big label signs artists with a big check and a lot of artistic freedom are gone. But today’s world offers good ways for financing and distributing your recording.
08:14
April 21, 2018
My Daily Schedule
The demand on your time is enormous. Practice, rehearsals, learning new repertoire, business issues and more can easily stress you out. My little secret is to divide my day in active and re-active slots.
05:09
April 13, 2018
Get Business Cards
Even in a digital world these small pieces of paper with your contact details on there are really helpful. Get them and make sure that they represent what you stand for.
07:57
April 8, 2018
Don’t Just Send E-Mails
We have more and more communication tools available. Picking the right one at the right moment when in contact with festivals and concert halls is important. Some guidance from Bernhard.
08:20
March 31, 2018
Portfolio Careers
A career in classical music will comprise several activities. You will play a bit solo, you might play in an ensemble, you might teach. Start to think early on about your portfolio to ensure that you are not only prepared but can really thrive in it.
06:55
March 26, 2018
Making music in ensembles
Making music in ensembles
04:27
March 26, 2018
Working with agents
Working with agents requires close cooperation. Define together what you want to achieve and what everyone has to do. Be aware of “rouge agents” who just take money but are not really artist managers. If in doubt check at www.classicalmusicartists.com
04:54
March 26, 2018
Your Route to Creativity
Finding creativity for classical musicians can be hard. The pressure on their schedule is immense with practice, rehearsals, business issues and much more to take care of. You need to think about preparing the ground for creativity to happen.
05:50
March 18, 2018
A Deal with you on Sales
Selling can be hard. As artists we would love just to be called up for a performance. Unfortunately life is different. Therefore I suggest a deal: do a bit of selling every morning and let me know how it goes.
04:58
March 6, 2018
Filling Your Calendar
Unfortunately your calendar will not fill up by itself. So you need to go out and sell. But build up a relationship first!
05:39
March 5, 2018
A Podcast on Accidents
Hopefully you will never need this podcast. Nevertheless accidents and illnesses happen. Therefore it’s important that you think about them beforehand and that you make sure that you have the right insurance and a network of people to support you.
05:33
March 3, 2018
Social Media for Musicians
There are musicians who are not on social media at all. Others seem to spend all their time on it. Do you need to be on social media as a classical musician? Some thoughts on channels and strategy.
04:56
February 11, 2018
Making Ends Meet
When starting out as a musician you might take on a job to pay your rent. This is a harsh reality. But be proud of following your dream and sharing your wonderful music even if this is not always easy.
04:39
February 8, 2018
Don’t focus on your Plan B!
If thinking about a music career don’t focus on your Plan B but fully commit to it. Music requires your full attention and is a lot of work. You cannot do it halfheartedly.
04:48
February 5, 2018
Artist Manager of the Year!
We are honored to receive the Association of British Orchestras’ Award Artist Manager of the Year! An incredible joy and great honor which we couldn’t have done without the many great musicians and people trusting and working with us! Thank you!!!
03:32
January 27, 2018
Dealing with Being Famous
Even if you have just started out as a musician you are famous to your family and closest friends. You are doing something different than they are. You are performing in front of others. Dealing with this sudden “fame” is not always easy. Here are some thoughts about it.
04:48
January 23, 2018
Cold Calling!
Cold Calling takes a lot of courage but can be one of the best sales techniques available to you. Forget email. Forget letters. Start cold calling!
04:27
January 21, 2018
Please call! Selling projects
In today’s world we strongly rely on non-personal communication - email, texts etc. But calling someone up or visiting someone can do wonders to your sales process. Don’t be afraid to call. Yes, make your research before to find the right person but use phone calls and visits when marketing yourself.
04:26
January 18, 2018
Networking for Composers
Composers mostly need and want others to reform their works. A few thoughts on how to get your works out there.
04:58
January 16, 2018
Involve your Fans
Your fans are the backbone of your career. Not only broadcast about your upcoming concerts but start a two way communication with them. Use your media channels to provide them with relevant content.
04:50
January 13, 2018
About making a recording
Recordings are a calling card for young musicians. But doing a recording is even more complex than going to the studio. Some thoughts on what to consider.
04:39
January 10, 2018
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