Today we’d like to introduce you to Geoffrey Herd.
Geoffrey, we appreciate you taking the time to share your story with us today. Where does your story begin?
ATX Chamber Music and Jazz was the result of several converging ideas and experiences.
As a country, people are lonelier and more socially-separated than ever, leading to tragic
health consequences. Simultaneously, the reach of classical music and jazz are waning with
many presenters struggling to connect with their communities across the country. Classical
music in particular only reaches the tiniest minority of people in the United States in any
meaningful way.
As I moved around the country for both school and work, I felt these issues personally.
Particularly after leaving a collegiate setting, building a new social network was difficult, and I
rarely found myself going to the concert hall to meet friends and have social experiences.
Fast forward a couple of years, and I found myself involved in two stunning house concerts
that combined world-class musicians with intimate social settings. The results were
incredible—a group of people deeply moved by classical music while experiencing an
energetic social atmosphere. It was clear that a vital social element was missing from the
classical concert hall. Chamber music at its roots used to thrive in these social settings, but
this was largely formalized out of the concert experience during the 20th century.
We then had an idea: What if Austin, as the Live Music Capital of the World, gave birth to an
innovative concert format that combined the artistry of the greatest living artists with
engaging and stimulating social events—from whiskey tastings to cultural fairs to holiday
celebrations and more?
The experiment worked brilliantly. In a short period of time, we have built an amazing
community of concert-goers from all backgrounds and generations. The
atmosphere at the events is electric, and the support keeps growing. I believe our success
sends a powerful message for our industry—one of connection, community, and cultural
revival.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Like any new business, we’ve encountered some speed bumps along the way. The concert format we’re creating presents unique challenges. Often, when you allow for a more casual, social atmosphere in a concert hall, you sacrifice the setting that enables artists to do their very best work—perhaps the acoustics are poor, or the piano isn’t truly concert caliber, or audiences become too noisy. Creating the perfect synthesis between a social lounge and concert hall adds significant logistical hurdles.
As musicians ourselves, we didn’t have training or experience in event management—handling furniture, lighting, chairs, staging, bars, bartenders, etc.—so there was a steep learning curve. It’s been an exciting challenge, though, and we’ve been able to reduce our expenses per event by nearly 50%, showing we’re getting the hang of things.
Like most arts organizations, ticket sales only cover about 15-20% of our expenses, creating a substantial fundraising goal each season. We’ve been fortunate to see community support grow rapidly, with great success from grants during our second season, but we definitely spent some nights staring at the ceiling wondering how we would keep the lights on. Recently, we received a $125,000 matching gift to help us end our fiscal year on a strong financial note and set the groundwork for an incredible third season.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
ATX Chamber Music and Jazz combines performances by world-class artists with social experiences. Some examples include a performance by pianist Jean-Yves Thibaudet with a luxurious Parisian wine bar and high-end burgundy tasting. A solo piano recital by jazz virtuoso Hiromi with a whiskey tasting of rare whiskeys sponsored by Suntory and sushi dinner by the exclusive Tsuke Edomae omakase restaurant. A Chinese cultural fair paired with performance by the Brentano Quartet of contemporary Chinese composers.
When you step into our space you really feel the difference of what we are trying to do. The social atmosphere is electric, people of different ages and backgrounds meeting, laughing, discussing the art. It reminds me of what a French salon must’ve been as intellectuals met to socialize and discuss the happenings of the world, with music as the glue bringing them together. Chamber music was actually born out of concerts in living rooms and ballrooms so in many ways we are returning the art form to its roots.
What we’ve found is that by creating this atmosphere, chamber music can once again be a popular art form. We get many people who wouldn’t normally come to a classical music concert telling us that they didn’t realize how much they enjoy this kind of music. We reach many more young professionals than most classical music presenters.
The things we’re most proud of are the caliber of these concerts and the unique intimate setting in which Austinites get to listen to incredible artists. Many of these musicians would typically only be heard in large symphony halls that seat 1500-2500 people, so to experience them in our intimate 220 seat space is something special that belongs in the “Live Music Capital of the World.” The atmosphere of our events feels like an exciting social gathering that enhances and is enhanced by the music. There are few series around the country that have achieved this type of setting for classical music.
If you had to, what characteristic of yours would you give the most credit to?
Perseverance, creativity, unrelenting problem solving, and a pursuit of excellence at every level of the organization.
Contact Info:
- Website: https://www.atxmusic.com
- Instagram: https://www.instagram.com/atxchambermusicandjazz/
- Facebook: https://www.facebook.com/atxchambermusicandjazz
- Youtube: @ATXChamberMusicandJazz
Image Credits
Suzanne Cordeiro
Kody Melton
