Chiara Marsoner (’09)

Chiara Marsoner (’09) talks about her experience in Boston, making big moves, and what it takes to find success in new cultural landscapes.

Chiara, originally from Bolzano, Italy, obtained a Master’s Degree in Arts Administration and a Graduate Certificate in Fundraising Management from BU in 2009.  While living in Boston, Chiara worked as the Marketing and Public Relations Manager for the Boston Youth Symphony Orchestra and as a Communication Freelancer for the Consulate General of Italy. Chiara also studied Management for Arts, Culture, and Communication at Bocconi Business School (Milano) and has a Conservatory Diploma in Classical Guitar. Prior to moving to Boston, she worked with Jeunesses Musicales International in Bruxelles and with the World Orchestra of Jeunesses Musicales in Valencia.

Chiara moved to Berlin in 2014 and joined Konzertdirektion Schmid, one of Europe’s leading music management agencies for internationally touring orchestras and classical musicians. She also works as a professional consultant for TopCMedia, a consulting agency for classical music and performing arts.

Chiara spoke with Graduate Assistant Alexis Grabowski via telephone about her path to Berlin:

Alexis Grabowski (AG): Chiara – you work in Public Relations for a leading music management agency in Europe. Could you describe what a typical day is like for you?

Chiara Marsoner (CM): It depends on what’s happening on the moment, but if a client is touring, the first thing I do in the morning is follow up with any performances that may have happened the evening before.  I check to see if there are photos or videos that need to be approved or if any reviews have been published.  I follow up with journalists to see if they need quotes or images.  Our musicians’ online presence always needs to be monitored.  

I also have to be very aware of upcoming performances and proactively approach journalists who might be interested in covering events.  It’s important to think in 360 degrees; websites and social media are just as important as press coverage.  I also work with clients on the design and promotion of their albums – organizing photos shoots and interviews for album booklets, working with media companies to manage social media campaigns, or coordinating signing after concerts.

We work with the Boston Symphony Orchestra, who just began their European tour this week.

AG: Could you describe a recent accomplishment, large or small, that felt meaningful to you?

CM: Sure. I was recently invited by the Director of the Bocconi Business School’s CLEACC Program in Milan, where I completed my undergraduate studies, to speak about marketing orchestras and audience development.  It was a huge honor, and after my presentation the director invited me to collaborate on a paper with him, which we plan to present at an international conference. It was a wonderful experience that brought me back to my roots in business and cultural management, and allowed me to connect with a respected professor.

AG: In what way does your background in classical guitar inform your work in arts administration?

CM: To work with musicians you need to speak the same language.  An exchange of respect and passion is really important, so you need to recognize the work and sacrifice that is behind it.  Colleagues can be very good at their jobs, but those who have a background in music may treat things differently – down to the way you carry a violin.  In classical music you really need to have the extra knowledge and understanding in order to talk to journalists in a way that makes sense as well.

A couple years ago, I spent a short time working in the movie industry.  Without having a background in film though, I couldn’t find a passion for it.  The way the business works is very different – it wasn’t my world. I am in a much better place and feel much more competent in the world of classical music.

AG: You’ve worked in Italy, Spain, Belgium, the United States, and now Germany – what has it been like to navigate new cultural landscapes and approaches? How did you transform yourself from a newcomer into a successful arts administrator in a foreign country?

CM:  I grew up on the border of Italy and Austria and spent time speaking both Italian and German as a child. In high school I spent a semester in Canada, where I worked on my English. I’ve enjoyed traveling from a young age and have always viewed it as an education-driven experience. These experiences taught me to be adaptive, to be open to new lifestyles and ideas, and to do what the locals do – explore!

The most important thing I learned when in a new place is to find the right people; the right people will introduce you to the culture, will hold your hand, and make you feel like you’re in the right place. The same is true of professional opportunities – if you find a job you like, make an effort to meet other professionals working there.  These colleagues can be wonderful resources and can help guide you to the places you want to be.

AG: After working at the Boston Youth Symphony Orchestras for six years, it must have been a huge risk to give it all up to move to Berlin. Can you talk about what that was like?

CM: Everybody thought I was crazy to come back to Europe – I had everything I needed back in Boston, a job that I loved, a great work-life balance; I was really happy! It was crazy to say THIS is the moment to go. But I knew that it was. It was hard to be so far away from my family.  I knew that I wouldn’t have the same job security or group of friends right away. Those things don’t happen overnight – they take time.  But it’s important to take risks in life, and I’m really happy I made the decision to move.

One thing that helped was that I made time to connect with future colleagues and friends during a previous trip to Europe.  When I made the move, I was able to eventually get hired in my dream job!

AG: For current students – what are the best resources in Boston to take advantage of? Be inspired by?

CM: Don’t be afraid to go to networking and cultural events and mix it up.  There are so many events for young professionals, and building a good network (both personal and professional) is really the key to moving forward. Networking also humanizes many of the professionals you might idolize. Boston also has so many schools that offer free lectures, talks, and events. And jump on a bus – go to NYC! Get to the MET, the MOMA. And volunteer – if there’s somewhere you dream of working, join their team and get them to know you. And don’t forget about your classmates, alumni, and professors in the program. They are the best connections to exploring the city.

Interview conducted by Alexis Grabowski