Marketing Specialist Takes The Orchestral Reins in Sydney

The Sydney Symphony Orchestra has been running in the black, but that doesn’t make its newest managing director’s job any easier. Times are tough in the orchestral world, and Libby Christie knows the perils of operating a business with high overhead and unpredictable income sources. What she doesn’t know much about is music. Christie is one of a new breed of orchestral administrators who are hired not for their love of classical music, but for their business savvy. Christie herself describes her expertise as being in “branding, marketing and top-line business development with potential sponsors.” That’s the kind of corporate-speak that often makes boards happy, but can make musicians nervous.