Interview – Ilona Schmiel
© Gaetan Bally
The Art of Leadership: Ilona Schmiel on on Audience Development, Negotiation, and the Future of Concerts
What does it really take to sit at the helm of a world-class cultural institution? How do you balance artistic risk with financial stability, negotiate high-stakes sponsorships, and build a team that feels both guided and free?
In this episode of The Art She Manages, I speak with Ilona Schmiel, the Chief Executive Officer of the Tonhalle-Orchester Zürich. A true powerhouse in the performing arts sector, Ilona was among the first to study cultural management in Berlin immediately after the fall of the Wall. Her career is a testament to the balance of formal education and "learning by doing," evolving from early hands-on experiences to leading one of Europe's most prestigious musical institutions.
Why this conversation matters
Ilona offers more than just a career retrospective; this is a masterclass in executive leadership. She opens up about the realities of being a female executive in a traditionally male-dominated field, the intricacies of securing major sponsorships, and the courage required to champion contemporary repertoire against initial resistance.
From her philosophy on "micromanagement vs. oversight" to her vision of the concert hall as a sanctuary for the soul, Ilona provides a candid look at the responsibilities of a modern cultural CEO. For aspiring leaders and established managers alike, her insights on preparation, presence, and the human connection in the arts are invaluable.
You’ll learn
The value of formal education: Why studying cultural management is less about the textbook and more about building a critical network and learning from experts.
How to build trust with a new audience: The importance of being physically present, listening to feedback, and personally showing up for your community.
Strategies for contemporary repertoire: How the Tonhalle Zürich uses the "Creative Chair" position to open audiences' ears and elevate the value of living composers.
The art of negotiation and fundraising: Why you should never underestimate the value of your institution when asking for money, and how to turn a "request" into an "opportunity."
Leadership dynamics: How to create a safety net that allows your team to take risks and make mistakes without damaging the institution.
The future of live music: Why the post-pandemic world needs the shared, offline experience of the concert hall more than ever.
"You have to listen to people. When you arrive in a new position, in a new city, listen to the people, let them talk. Of course, you have your vision. But in the same moment, you have to find out, does it need some corrections?"
"Don't ask for less money because you think then I get at least a little bit... Ask in the way that you give the people the way that you appreciate their value."
"My dream is not anymore announcing who is playing what and why, but only a date and the starting time... and hopefully the people will join us because they trust the special quality which we want to give to them."
Resources & ways to connect
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