New Ways in Selling at Classical Concerts

Experiences of the "Shop in der Berliner Philharmonie" since 2000

Alexej Sauer, by Ria Scholl
  • event type:Classical:NEXT 15 conference
  • date:21 May 2015
  • time:16:15 - 17:00
  • city/area:Rotterdam
  • venue:De Doelen Conference Room 2
  • country:Netherlands
  • event posted by:Piranha Arts

Chaired by:

Alexej Sauer (Germany)
Manager, Berliner Philharmonie GmbH

The importance of selling sound carriers in the immediate sphere of concerts of classical music has increased tremendously during the past few years. Therefore, it is an enormous challenge for dealers, distributors and record companies to exploit the emotional potential of a concert for the spontaneous purchase of CDs or DVDs/Blu-rays and even to perhaps raise it in this way.
Supporting this challenge provides an opportunity to pursue new paths in POS marketing and to rediscover well-known virtues of the traditional trade face to face, far away from discount battles and online spheres and it demands, at the same time, an extraordinarily close co-operation between all involved partners.
The shop in the Berlin Phiharmonie has obtained experience in the field of concert sales for more than 15 years and has known success and failures during this time.


Alexej Sauer:
Alexej Sauer was born in 1974 and has been working in the Berlin Philharmonie since 1998 first for the event management during his studies and from 2000 for the „Shop in der Berliner Philharmonie“. Mr. Sauer is working as the official manager after the taking over of the Shop by the Berliner Philharmonie GmbH in 2005.

Photo: Alexej Sauer, by Ria Scholl