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The 18th version of IQ Magazine’s New Bosses in affiliation with Futures Forum was revealed in IQ 137, recognising 20 of essentially the most promising 30-and-unders within the worldwide dwell music enterprise. To get to know this yr’s class just a little higher, IQ carried out interviews with every one among 2025’s New Bosses, discovering their best inspirations and pinpointing the explanations for his or her success.
A music lover all her life, Sandra by no means imagined she’d someday work within the music business. After finishing her research and spending a number of months travelling, she returned residence in search of a job and got here throughout a gap at abc Production.
Sandra began working for Natascha Leach and André Béchir in 2018. Everything she is aware of about being a live performance promoter and dealing within the dwell music enterprise, Sandra realized from them. In January 2019, they despatched her to Eurosonic on her personal — it was the most effective experiences she’s had. Sandra loves showcase festivals: working from venue to venue, discovering new artists, and at last placing faces to the names of individuals she commonly emails with. Sandra realized to settle area and stadium reveals very early. In her first yr, that they had P!nk and Phil Collins enjoying at Letzigrund Stadion in Zurich, which was essentially the most unbelievable expertise, being part of such large reveals!
When COVID hit, abc merged with Gadget, and she or he started working with Stefan Wyss and his workforce. Since then, she has been constructing her personal roster as a promoter and booker, connecting with new individuals and bringing thrilling artists to Switzerland. Sandra listened to all completely different types of music, to call a number of acts on her roster: Maro, Mark Ambor, Stephen Sanchez, Strandz, Somebody’s Child, Hazlett, Salt Tree, Kerala Dust, Kings Eliott, and Natascha Polké. She nonetheless loves going to reveals — whether or not it’s an intimate membership gig or a sold-out area — and she or he’s trying ahead to a different busy competition summer time.
You’ve been constructing your individual roster for a number of years, now. Is there any act specifically that you’d encourage individuals to control within the yr forward?
There are so many thrilling artists proper now, it’s arduous to choose only one. I’d say control MARO — she’s not precisely an insider secret anymore, but when she’s not already in your playlist, she positively will likely be by subsequent yr. I’d additionally spotlight The Pill and Master Peace — two of essentially the most electrifying dwell acts on the market proper now, love their power on stage!
What one factor would you want artists, followers, and different music business professionals to find out about your nation to influence them to go to your occasions, or to take heed to some Swiss bands and artists?
I’d love for individuals to find our many Swiss artists who’re creating superb music in a variety of genres and likewise completely different languages like English, French, or Italian. They are prepared to attach with world audiences and should cross the border.
“it’s important to treat all artists, crew and everyone who is involved with equal kindness and respect”
Are there any specific occasions, boards or platforms that you just go to to attempt to uncover your subsequent huge act?
Like many, I attend the standard showcase festivals akin to Eurosonic, Great Escape, and Reeperbahn. But I need to go to smaller and extra intimate showcase festivals the place the enterprise half is secondary. Also, I’m having fun with going to festivals in different nations to discover new acts.
And what about assembly new contacts within the enterprise – are there any conferences, festivals or different occasions that you’ve got attended that been helpful for networking?
I discover ILMC could be very helpful; a lot of the brokers are attending and have time for a correct assembly. But it’s much less tense assembly new contacts on different events, for instance, at a present or when visiting town and getting espresso collectively.
You’re working with some superstars, whereas additionally starting to construct your individual roster. Are there any classes you may be taught from stadium acts that may assist with those that are simply performing their first membership reveals?
In basic, I don’t see an enormous distinction between a stadium act and an rising artist. Of course, the venue measurement impacts manufacturing, safety, and different measurements which ought to have the identical significance in each venue, irrespective of the capability.
But the elemental strategy ought to stay the identical. I feel it’s essential to deal with all artists, crew and everybody who’s concerned with equal kindness and respect, irrespective of if the payment is a million or one thousand.. Consistency, precision, and effectivity are key at each stage of an artist’s journey.
“I’d love to see diversity and equality on every level in the whole world of the industry”
As a brand new boss, what one factor would you alter to make the dwell leisure business a greater place?
I’d like to see variety and equality on each degree in the entire world of the business. Starting with artists, managers, brokers, labels, promoters, and many others., and ending with rosters and competition lineups that characterize all completely different sorts of human beings.
This ought to be an ordinary moderately than a purpose.
What would you wish to see your self doing in 5 years’ time?
I’d be very blissful to advertise an area present with an act from my roster, let’s see…
What do you do outdoors of your job to calm down?
I really like enjoying soccer and spending high quality time with family and friends, which brings me essentially the most pleasure. Of course, going to live shows and festivals can also be an enormous a part of my free time.
What recommendation would you give to anybody who’s looking for a job in dwell music?
Try to community as a lot as doable, attend conferences and business occasions, and be prepared to go the additional mile and even additional. Building real relationships and displaying dedication can open doorways you by no means anticipated.
What is your favorite venue?
Tonhalle in Zurich! It’s principally a classical venue, and we don’t promote numerous reveals there, however I’m simply blown away each time I enter the attractive room. Worth a go to if you’re on the town!
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This web page was created programmatically, to learn the article in its authentic location you may go to the hyperlink bellow:
https://www.iqmagazine.com/2025/08/the-new-bosses-2025-sandra-schweizer-gadget/
and if you wish to take away this text from our website please contact us
This web page was created programmatically, to learn the article in its authentic location you…
This web page was created programmatically, to learn the article in its unique location you…
This web page was created programmatically, to learn the article in its unique location you…
This web page was created programmatically, to learn the article in its authentic location you…
This web page was created programmatically, to learn the article in its unique location you…
This web page was created programmatically, to learn the article in its authentic location you'll…