History: Years 1990 – , Towards the New Millennium

In 1990, the corporate form of the concert agency was again changed. The company was now registered as Fazer Konserttitoimisto Oy – Fazer Konsertdirektion Ab, and for international purposes Fazer Artists’ Management Inc. Aino Turtiainen-Visala, who had been with the company since 1989, was appointed managing director in 2001 and now runs the agency together with her colleagues Olli Brummer and Ville Kess. The most recent challenge faced by the centenarian concert agency is the globalisation of music and the economy in the 2000s. With advances in technology, higher educational attainments and improved language skills, major international agencies have entered the Finnish concert market and are here to stay. On the other hand, the very same factors have made the international market a more attractive prospect even for Fazer Artists’ Management. The company remains active in international co-operation: although only unofficially involved in the AEAA at the moment, the company is a member of the prominent International Artists’ Management Association (IAMA). The present managing director has been a member of its Board since 2002 and Deputy Chairman since 2008.

Pekka Kuusisto
Olli Mustonen

Today’s Fazer Artists’ Management is above all an agency for performers, representing about 100 foreign performers (conductors, instrumentalists and singers) in Finland and a smaller number of Finnish performers in and outside Finland. The agency books more than 100 performers for 450 concerts or other events each year on average. Over the course of the past century, the operating profile of the agency has changed surprisingly little: the agency books performers for orchestras, music festivals and other institutions, organises concerts to commission and at its own risk, custom-plans orchestral tours, and manages two music festivals – Helsinki Spring Light Chamber Music and Meri ja musiikki / Musik vid havet (Music by the sea) in Inkoo. Fazer is the agent for such Finnish luminaries as violinists Pekka Kuusisto and Réka Szilvay; pianists Olli Mustonen, Eero Heinonen, Heini Kärkkäinen and Paavali Jumppanen; guitarist Ismo Eskelinen; clarinettist Christoffer Sundqvist; and trumpet player Pasi Pirinen. Beyond the classical genre, the agency is involved with the Dallapé Orchestra and polymath pianist Iiro Rantala. In recent years, Fazer has brought international superstars to Finland, including sopranos Renée Fleming and Barbara Hendricks, baritone Bryn Terfel and pianist Evgeny Kissin. The programme for spring 2012 includes a concert featuring violinist Ann-Sophie Mutter and the Vienna-Berlin Chamber Orchestra at the new Musiikkitalo in Helsinki.

It is de rigueur today for every self-respecting company to state its values, vision and mission and, of course, to establish a brand. This has been spectacularly easy for Fazer Artists’ Management, since its value base, as we now call it, has been the same ever since the days of Edvard Fazer. Everything we do must be grounded in a passionate love for music and an unswerving faith in the importance of education and art in society. This value base almost automatically generates the vision that art, even in a ‘difficult’ genre such as we represent, will survive and grow stronger. Therefore our mission must be to promote that vision by maintaining a business which, besides earning the impresario a decent living, contributes to the upholding of education and culture while improving the quality of life of countless people – and even their health, according to recent research.

And our brand? It is the reputation that we earn through creativity, diligence, reliability and care. Exactly as Edvard Fazer did.

Aino Turtiainen-Visala 2011

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