Max Richter and Sleep

Running the largest classical music market for the UMG, the biggest music company in the world, requires you to seize big opportunities. Max Richter wasn’t at his commercial potential in the US and I wanted to change that, as fast as possible. Deploying live and unexpected performances of Sleep, his 8 hour, over-night performed work at SXSW, NYC and outdoors in downtown LA, we caused a sensation of attention for Max. In less than two years, his revenue had grown 300% and he now stands as the #1 streamed classical artist in the world.