Strategic Brand Management for Classical Musicians

Gold Sound Media provides comprehensive visibility strategy and execution for classical musicians performing at the highest level—those whose careers merit sustained, systematic investment.

Drawing on fifteen years of experience, Gold Sound Media has served a select group of artists, competitions, and institutions in the classical music world. Our approach is neither transactional nor templated. We build bespoke visibility systems tailored to your repertoire, your positioning, and your career trajectory—then execute them with precision and discretion.

This is not marketing. It is strategic brand stewardship.

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Limited client capacity. Acceptance by application. New to Gold Sound Media? Begin with Brand Strategy.

Talent Has Never Been Sufficient

The classical music world rewards visibility as much as virtuosity. The artist who secures the major debut is rarely the most gifted—they are the most remembered. The conductor who builds an international career is not simply the finest interpreter of Mahler (for example)—they are the one presenters think of first.

Visibility is systematic. It requires strategy, consistency, and institutional knowledge of how this industry operates. It demands understanding which outlets matter, which relationships open doors, and how to position yourself so that when opportunities arise, your name surfaces naturally.

Most artists approach visibility reactively—posting occasionally, pitching sporadically, hoping someone notices. This is insufficient. Excellence demands a system.

Gold Sound Media builds that system, then executes it on your behalf. You focus on artistry. We handle visibility.

The GOLD Framework: Our Proprietary Approach

Every engagement is guided by our GOLD Framework—a strategic model developed over fifteen years working with GRAMMY winners, major orchestras, and leading competitions.

GOLD = Gain. Own. Leverage. Drive.

Gain Access

We position you strategically within the networks that matter—presenters, artistic directors, music critics, recording labels. This is not mass outreach. It is targeted, relationship-driven access to decision-makers who shape careers.

Own Your Brand

We clarify your positioning, refine your narrative, and establish a cohesive identity across all platforms. You become unmistakable—not simply because of what you perform, but because of how you are perceived.

Leverage Momentum

We transform every performance, recording, and milestone into compounding visibility. A debut becomes press coverage. Coverage becomes presenter interest. Interest becomes bookings. We systematize what most artists leave to chance.

Drive Recognition

We build sustained visibility through content, media relations, and strategic positioning. Over 6-12 months, these efforts compound into the kind of recognition that elevates careers.

This framework has launched global careers, secured GRAMMY recognition, and positioned artists for debuts at Carnegie Hall, Lincoln Center, and major orchestras worldwide.

What Comprehensive Management Entails

When you retain Gold Sound Media, we become your visibility counsel—providing both strategy and execution across six core disciplines.

I. Strategic Advisory & Brand Positioning

We begin with brand strategy: clarifying your archetype, positioning, and narrative framework. If you have completed our Brand Strategy service, we implement that foundation. If not, we develop it during onboarding.

From there, we build your strategic roadmap and execute systematically. We convene for strategic planning as needed and provide ongoing advisory support as your career evolves.

This is the foundation. Everything else builds from here.

II. Content Development & Editorial

We create the editorial content that positions you strategically and maintains your visibility between performances.

This includes:

  • Monthly editorial newsletters (written, designed, distributed)

  • Social media strategy and content creation (Instagram, Facebook, YouTube, TikTok)

  • Video editing and short-form performance content

  • Website content management (bios, news, calendar updates)

  • Long-form thought leadership (when relevant to positioning)

Content is not filler. Every piece serves your strategic positioning and career objectives.

III. Media Relations & Publicity

We secure coverage in the publications and platforms that matter—not through mass distribution, but through strategic, personalized outreach to journalists and editors who cover classical music.

This includes:

  • Press release development and distribution

  • Targeted media pitching (legacy media outlets and trade publications)

  • Concert preview and review coordination

  • Award and competition publicity

  • Interview preparation and media coaching

  • Long-lead feature development

We maintain relationships with critics, editors, and journalists internationally. When your story merits coverage, we know whom to contact.

IV. Presenter & Industry Relations

We position you strategically with presenters, festivals, and institutions—building visibility and credibility with programming decision-makers through targeted outreach and ongoing relationship cultivation.

This includes:

  • Strategic presenter list development and email list management

  • Outreach to presenters for marketing collaborations surrounding your performances

  • Post-performance relationship nurturing and follow-up

  • Industry network positioning

  • Coordination with venue marketing teams

This is not booking representation—we do not negotiate contracts or fees. Rather, we ensure presenters and industry leaders are aware of your work, maintain visibility with programming decision-makers, and position you favorably when opportunities arise.

V. Digital Management

Your website, social profiles, and digital materials function as your permanent representative. We ensure they are current, optimized, and strategically aligned.

This includes:

  • Squarespace website management: Both ongoing updates to existing sites and full website development when needed (included in retainer; Squarespace subscription fees separate)

  • Search optimization for artist discoverability

  • Press kit maintenance (PDF and digital EPK)

  • Social media profile optimization

  • Email platform management (Mailchimp, ConvertKit, etc.)

Your digital presence should reflect the caliber of your artistry. We ensure it does.

VI. Analytics & Strategic Optimization

We track performance, measure outcomes, and adjust strategy based on evidence. Reporting frequency and structure are tailored to your specific goals and campaign timelines—some clients require monthly dashboards, others prefer quarterly strategic reviews.

This includes:

  • Performance tracking across all channels

  • Strategic review sessions (scheduled based on your needs)

  • Campaign analysis and optimization

  • Goal tracking and milestone planning

  • Competitive positioning analysis

We are accountable for results. Data informs every strategic decision.

A Heritage of Results

Fifteen years serving classical artists at pivotal moments.

25 million webcast views for the Van Cliburn International Piano Competition, launching Yunchan Lim's global career.

GRAMMY Award campaigns: Jessie Montgomery (winner), Miró Quartet (nominated), Devony Smith & Danny Zelibor (nominated).

Major orchestra debuts, international tours, and career-defining repositioning for artists at the highest level.

Living the Classical Life
Martha Argerich and Sergei Babayan
Deborah Voigt
Nicholas McGegan
Miró Quartet
Awadagin Pratt
The Cliburn
The Cliburn
Oregon Bach Festival
The Bachauer
Piano Cleveland
Zsolt Bognár
Andrea Bocelli and Larisa Martinez
Michael Fabiano
Portland Piano International
Portland Piano International
Access Case Studies

What Clients Say

  • "Jonathan's thorough grasp of social media and his insightful, thorough observations have been extremely helpful in establishing my social media platform. He is highly professional and I couldn't recommend him more strongly for an artist seeking a bounce in their PR presence."

    — Michael Fabiano, Tenor

  • “Jonathan Eifert was an invaluable part of our communications team during the 2022 Van Cliburn International Piano Competition. His expertise in digital marketing and social media—and his careful attention to detail—greatly contributed to the Competition’s exponentially larger reach; webcast viewership topped 25 million (5x increase from 2017), social media impressions hit 300 million, and followers across platforms grew by 141%. Just as importantly: he maintained positive energy, adaptability, and professionalism throughout his three weeks on the ground with us, in a high-pressure, fast-paced environment.”

    — Maggie Estes, Director of Communications and Digital Content, The Cliburn

  • “Working with Jonathan during my time at the Cleveland International Piano Competition was transformative for the organization. Jonathan brought a fresh perspective, great energy, and a willingness to go above and beyond to achieve our goal of broadening the reach of the CIPC brand. Thank you, Jonathan, for your amazing work!"

    — Pierre van der Westhuizen, Director, Gilmore Keyboard Festival

  • "Jonathan did a great job updating and re-designing our social media presence and e-blast marketing when he started with us, resulting in increased followership and visibility in our community. As social media has transitioned from photo-centric to more video-centric, Jonathan kept pace by increasing the amount of video posted. Additionally, he is organized, executes deliverables consistently on-time, and is an all-around great guy to work with!"

    — Al Jacobsen, Executive Director, Allentown Symphony/Miller Symphony Hall

  • “Working with Jonathan Eifert at Gold Sound Media for the last three years has been invaluable to Oregon Bach Festival and University of Oregon’s School of Music and Dance. His advice and expertise have been instrumental, but his strategy and execution at the regional and national level have been even more impressive. He is a steady voice, a facilitator of fresh ideas, and an excellent collaborator. It’s obvious that he truly cares about our success.”

    — Josh Gren, Director of Strategic Communications and Marketing, University of Oregon School of Music and Dance & Oregon Bach Festival

  • "Jonathan Eifert and Gold Sound Media have been instrumental in guiding our efforts to stay connected to the international music world through this time of pandemic. Even with the delays and complications of not being able to hold live piano concerts and competitions, Jonathan found creative ways to promote our events, reach new audiences, shape messaging to appeal to diverse groups, and maximize the effectiveness of every advertising dollar spent. Thanks to his extensive efforts and in-depth knowledge of the classical music world, our online views reached impressive numbers, often tripling those from previous years. I heartily recommend him to all those hoping to create the most impact for their events!"

    — Kary Billings, Executive Director, Gina Bachauer International Piano Foundation

  • “Working with Jonathan Eifert is truly a joy. He understands the social media world (so I don’t have to!) while being a master at more traditional public relations skills. Within just our first year working together, Jonathan increased our organization’s visibility - setting up our first international press coverage! He is a master at creating the perfect tone in all modes of communication. We rely on him for his intelligence, connections and work ethic. We have never been disappointed.”

    — Ellen Bergstone Wasil, Executive Director, Portland Piano International

  • "I fully recommend Jonathan Eifert to your organization/company without reservation. He worked with the Golandsky Institute over the past five years developing new ways to creatively engage a global community of pianists. Two important contributions from Jonathan was our streaming service (Golandsky Streaming), which provides online piano instruction resources to thousands of people around the world. He spearheaded and managed this project from start to finish. Secondly, Jonathan was influential in growing attendance by 34% at our Summer Symposium at Princeton University. This was a huge undertaking as people fly in from all over the world to learn. Through his skills in marketing, PR, communications, and management the Institute achieved these highlights for which we are grateful."

    — Edna Golandsky, Founder and Artistic Director, The Golandsky Institute

  • “It's been my great pleasure to work with Jonathan in his role of Marketing and Public Relations for Pianofest in the Hamptons. Jonathan has brought amazing energy, insight and real creative pizazz to his work in publicizing our mission. He is an excellent person and great to work with.”

    — Paul Schenly, Director, Pianofest in the Hamptons; Artistic Director, Cleveland International Piano Competition

  • “The Chopin Foundation retained Jonathan Eifert for the year leading up to our 10th National Chopin Piano Competition. As a small non-profit arts organization it made great sense to outsource our media relations, social media and email marketing so that our small staff could focus on the myriad of logistical details leading up to our flagship event. Jonathan immediately became an engaged member of the team. We took this opportunity to rebrand the organization with a new website and Jonathan hit a homerun upgrading our site through Squarespace. I personally found Jonathan to be very professional, intelligent, an effective communicator, and someone who delivers on his promises. I felt that he was personally invested in the success of the Chopin Foundation and even made a surprise visit to Miami to witness the conclusion of our Competition.”

    — Barbara Muze, Executive Director, Chopin Foundation of the United States

  • “Jonathan is an extremely competent, intelligent, talented, honest, responsible, reliable, and dedicated individual. We had the pleasure of working with Jonathan at Astral Artists for a full year…I recommend Jonathan Eifert highly…”

    — Vera Wilson, Founder & President, Astral Artists

  • “I have been working with Jonathan Eifert for the past 18 months. He has given me so many creative ideas in building my performing career and my festival (PYPA Piano Festival) in innovative and effective publicity. Jonathan is very responsive and always has his clients' needs in mind. If you are looking for a great publicist for your business or someone to give some boost to your performing career, I highly recommend that you reach out to Jonathan Eifert."

    — Ching-Yun Hu, Concert Pianist and Founder, Philadelphia Young Pianists’ Academy

  • “Working with Gold Sound Media has been a phenomenal experience! Their help with strategizing my organization’s digital concert season, complete with the development and promotion of my TV show — and the multitude of press placement surrounding both projects — helped keep us top of mind during the pandemic. Furthermore, Gold Sound Media created my beautiful new website that is on point with my brand and was integral to the launch of my new non-profit organization, the Music & Moore Foundation. I am indebted to them for the success of all of these endeavors!”

    — Elliot Moore, Music Director & Conductor, Longmont Symphony Orchestra

  • "Jonathan Eifert has a vision and he gets results. His execution is direct and efficient. He is flexible and adapts the game plan if needed. My orchestral premiere of ROSCOE starring Deborah Voigt with the Albany Symphony would not have been nearly as big a success without Jonathan!"

    — Evan Mack, Composer

  • "If you are an artist or music organization that is looking for a publicist to help promote your brand, look no further—I highly recommend Jonathan Eifert. During my two years of consulting work with him, I saw my career undergo a massive transformation before my eyes. Jonathan brought creative ideas to help me develop and execute a strong marketing strategy and increased my social media following. As a result of hours and hours of brainstorming sessions with him, I was able to elevate my reputation, increase concert bookings, develop partnerships with notable music organizations such as G. Henle Verlag and Pianist Magazine, and recently became a Steinway Artist. I really appreciated that he approached each session with such methodical purpose, but at the same time, pivoting masterfully when necessary. Bottom line: Jonathan Eifert takes the time and effort to understand the vision of each artist and music organization before implementing strategy. He has a unique background and understanding of performance and the working industry—having obtained a piano performance degree and worked with major arts organizations such as Astral Artists, IMG, and more. You will not be disappointed with the results! Thanks so much Jonathan Eifert for all of your help!"

    — Frank Huang, D.M.A., Steinway Artist, Associate Professor of Piano, Miami University, Department of Music

  • “I give Jonathan Eifert the highest recommendation. He is high energy, effective, personable, and totally reliable. His outlook on life is to see barriers as mere challenges along the path to accomplishment. He is devoted to the arts and is a loyal and trustworthy employee and colleague.”

    — Bonnie Slobodien, Director of Education and Community Classics, Astral Artists

  • “Jonathan Eifert brings a wide array of in-depth experience and personal magnetism to his very successful PR concepts. With a piano performance degree and experience with IMG in London, he now combines the sensitivity of a performer with the experience of the industry, and creativity catered to the individual. I personally saw my entire career and public image transformed with his work with branding, web and online presence and design, professional photography with award-winning photographer Kaupo Kikkas from Estonia, CD release parties, and securing a global media partnership for the film series I host, Living the Classical Life. Now Jonathan works with a variety of clients, including the Golandsky Institute at Princeton, and the Cleveland International Piano Competition. It is a pleasure and honor to give my highest recommendation.”

    — Zsolt Bognár, Pianist and Host, Living the Classical Life

  • "I really appreciate Jonathan Eifert's professionalism and his deep commitment in helping advance my social media profile. I enjoyed working with him and found our ‘brain storming sessions’ very useful."

    — Larisa Martínez, Soprano, Tours regularly with Andrea Bocelli

  • “Jonathan is an extremely intelligent, innovative and hardworking Executive Director and Public Relations Specialist. He has a great way with all types of people and will go the extra mile to make a client happy. He is a rare find in the Arts Administration world in addition to having remarkable people skills.”

    — Robert Durso, Senior Director and Co-Founder, The Golandsky Institute

  • “Jonathan is an excellent publicist. His strategic process has been hugely successful. Great branding advice, in depth knowledge of social media, and the creation of a new website platform have tied in very well with my new recording product. I couldn't have done it without Jonathan!”

    — Caroline Oltmanns, Pianist, Chair of Piano Department, Youngstown State University

  • “I started working with Jonathan at a time when I had a website, a Facebook artist page and a Twitter account which had no relation whatsoever between the 3 of them. Jonathan made me think about who I am as an artist and what I want to communicate to the world. That allowed me to completely reinvent my internet presence and develop online platforms that are not only consistent between themselves, but also with who I am as a person and as an artist. Throughout the entire process, Jonathan was always available to talk and attentive to detail, as well as encouraging and enlightening. It was amazing working with him.”

    — Ricardo Panela, Baritone

  • “My NYC cabaret debut wouldn’t have happened without Jonathan Eifert’s expertise and encouragement over the past year. He is a master at stepping back and seeing the long road, then breaking the whole trip into small, achievable steps that will get you where you want to go. He provides a rare combination of creative vision and pragmatism, and takes great — and contagious! — joy in the ride.”

    — Joan Ellison, Singer, Archivist/Arranger of American Popular Songbook 1920s - 1960s

Read Testimonials

Who We Serve

Gold Sound Media works with a select group of artists annually. We are deliberate about whom we serve because our model requires deep engagement, and excellence cannot be scaled indiscriminately.

You are a strong candidate if:

✓ You are an actively performing classical musician with an established professional career (minimum three years post-degree)

✓ You generate income from your artistry—concerts, competitions, recordings, teaching at the conservatory level

✓ You have significant projects on the horizon—major debuts, album releases, competitions, repositioning initiatives, or international touring

✓ You are prepared to invest in professional visibility services (minimum six-month engagement at $9,000)

✓ You understand that visibility is systematic, not sporadic—results compound over months, not weeks

✓ You prefer to delegate execution to experts so you can focus on artistry

We are unlikely to be the right fit if:

✗ You are a student or early-career artist without professional performance income (consider our Brand Strategy instead)

✗ You seek viral moments or quick fixes rather than sustained, strategic growth

✗ You are unable to invest $9,000 minimum for a six-month engagement

✗ You require control over every tactical detail (we need autonomy to execute effectively)

✗ You do not have upcoming performances, recordings, or projects to leverage (we amplify momentum; we do not create it from inertia)

Investment Structure

Gold Sound Media retainer services begin at $1,200 per month for twelve-month engagements. We offer three engagement structures, each with pricing advantages for sustained commitment.

6-Month Engagement

$1,500 per month ($9,000 total)

Ideal for artists with a discrete campaign or project: album launch, competition preparation, major debut, or targeted repositioning initiative.

Includes: 90 strategic hours over six months (15-hour monthly average, flexibly allocated)

9-Month Engagement

$1,350 per month ($12,150 total — 10% advantage)

Ideal for artists building sustained momentum across multiple seasons or projects.

Includes: 135 strategic hours over nine months (15-hour monthly average, flexibly allocated)

12-Month Engagement

$1,200 per month ($14,400 total — 20% advantage)

Ideal for artists committed to long-term visibility growth and comprehensive career development.

Includes: 180 strategic hours over twelve months (15-hour monthly average, flexibly allocated)

  • Each plan includes an average monthly allotment of 15 hours, flexibly allocated based on your priorities:

    • During intensive periods (album launch, competition, major debut), we may allocate 20-25 hours in a single month

    • During quieter periods (summer touring, between projects), allocation may decrease to 10-12 hours

    • Unused hours roll forward within your contract term

    • Hours must be utilized within the contract period; unused hours are forfeited at contract conclusion

    Hours are a planning metric, not a constraint. You are retaining strategic outcomes, not purchasing time. Fifteen hours monthly provides sufficient capacity for meaningful execution while maintaining strategic focus.

  • Should your needs exceed your contracted hours within a given month, additional hours are billed as follows:

    • 6-month engagement: $100 per additional hour

    • 9-month engagement: $90 per additional hour

    • 12-month engagement: $80 per additional hour

    Additional hours are invoiced at month-end and must be approved in advance.

  • The following are quoted separately or billed as direct expenses:

    • Paid advertising media spend (we manage campaigns; media budgets are separate)

    • Professional photography or videography production

    • Squarespace subscription fees (billed directly by Squarespace; we handle all design and development)

    • Travel expenses for on-site support (quoted separately when required)

  • Payment: Retainers are billed monthly via invoice. Payment accepted via credit card or bank transfer.

    Commitment: Engagements are binding for the contracted term (6, 9, or 12 months). No refunds. No cancellations. This ensures we can allocate resources and plan strategically on your behalf.

    Renewal: Upon completion of your initial term, most clients renew for an additional twelve months. We present renewal options approximately 60 days before your contract concludes.

    New Client Acceptance: We accept new clients on a rolling basis, subject to team capacity.

How We Begin

Step 1: Inquiry & Discovery

Submit an inquiry via the form below and schedule your discovery call.

During this call, we discuss your career objectives, upcoming projects, current visibility efforts, and strategic priorities. You will learn about our process, our team, and our expectations. By the conclusion, we will both understand whether this is a strong fit.

Step 2: Brand Strategy Foundation

If you have completed our Brand Strategy service, we use that framework as our foundation and proceed directly to execution planning.

If not, we develop your brand strategy during onboarding—clarifying your archetype, positioning, and strategic narrative before execution begins. This ensures all subsequent work is strategically aligned.

Step 3: Onboarding & Audit (Weeks 1-2)

We gather all existing materials: website, social accounts, press kit, media coverage, photography, video, and past campaigns. We audit your digital presence, identify immediate opportunities, and develop your initial strategic roadmap.

Step 4: Execution & Optimization (Months 1-12)

We execute your roadmap systematically: creating content, securing press, managing relationships, and building momentum. We convene as needed for strategic discussions based on your project timelines and goals. We track results, adjust tactics, and ensure continuous progress toward your objectives.

Step 5: Renewal

Approximately 60 days before your contract concludes, we present options for renewal. Most clients continue for an additional year as we remain their strategic counsel through the next phase of career development.

  • Brand Strategy ($497) provides the strategic framework—your positioning, your archetype, your 90-day roadmap. You implement it yourself.

    Retainer services ($1,200–1,500 monthly) provide both strategy and execution. My team creates the content, secures the press, manages the relationships, and implements the roadmap on your behalf.

    Approximately 60% of Brand Strategy clients implement independently with strong results. The remaining 40% transition to retainer services when they recognize the value of expert execution.

    If you are uncertain which path suits your needs, begin with Brand Strategy. We will discuss both options during your strategy call.

  • Not required, but recommended. Most artists who engage us directly spend their first month developing brand strategy regardless (it is included in onboarding).

    If you already possess clear positioning and a defined strategic roadmap, we can begin execution immediately. However, if your brand identity or visibility strategy remains unclear, Brand Strategy is the more efficient and economical starting point.

  • Yes. Many of our retainer clients work with managers or agents. We coordinate seamlessly with existing teams, filling gaps they do not address—content creation, ongoing social media management, digital presence optimization, and sustained media relations.

    We are collaborative, not territorial. Your manager negotiates bookings and fees. We manage visibility and positioning. These functions complement one another.

  • Minimal ongoing involvement, tailored to your schedule and project needs. You will be asked to:

    • Meet with us for strategic discussions as your calendar and projects require

    • Approve major campaigns or content before publication

    • Provide access to performance photography and video (or coordinate access)

    • Respond to questions when clarification is required

    All strategy, creation, and execution is handled by our team.

  • No. Retainers are binding for the contracted term (6, 9, or 12 months) with no refunds and no cancellations. This structure ensures we can allocate resources appropriately and plan strategically on your behalf.

    Visibility requires sustained effort. The majority of momentum manifests in months 3–6, not month 1. Short-term engagements do not yield meaningful results.

  • We accept new clients on a rolling basis, subject to team capacity. If you are interested in beginning services, submit your inquiry and we will advise on current availability and projected start date.

  • Yes. We have served artists in Europe, Asia, and North America. Our work is conducted via Google Meet, email, and project management platforms, rendering geography largely irrelevant.

    The sole requirement: Occasional availability for calls during U.S. business hours (we are based in New York).

  • Ask yourself…

    Brand Strategy is appropriate if:

    • You are comfortable implementing strategy independently

    • You have 5–10 hours weekly to dedicate to visibility efforts

    • You wish to test whether strategic visibility merits further investment

    • Your budget is constrained (under $1,000 monthly)

    Retainer services are appropriate if:

    • You are too occupied with performing to execute consistently

    • You prefer expert execution over DIY implementation

    • You have budget for professional services (minimum $1,500 monthly for six months)

    • You are preparing for significant career milestones (debut, album, competition, international touring)

    • You have attempted DIY visibility with insufficient results

    Still uncertain? Request a consultation and we will determine the appropriate path together.

Request a Consultation

If you are prepared to invest in strategic visibility management and believe your career merits professional support, we invite you to submit an inquiry.

We will schedule a 30-minute discovery call to discuss your objectives, your upcoming projects, and whether Gold Sound Media is the appropriate partner for this stage of your career.

Submit Your Inquiry

Not yet ready for comprehensive services?

Begin with Brand Strategy — receive your strategic foundation first ($497), then determine whether you require implementation support.