Primo Artists Announces International Expansion With New European Office In London
MAJA RATH JOINS AS ARTIST MANAGER AND FIRST EUROPEAN HIRE
PRIMO ARTISTS TAKES ON EXCLUSIVE WORLDWIDE MANAGEMENT OF CONDUCTORS GEMMA NEW AND CHRISTIAN REIF
For Immediate Release
NEW YORK (September 1, 2025) — Primo Artists, the New York-based classical music management agency representing several of the world’s foremost artists, announces the opening of a new European office in London on September 1, 2025. This marks the agency’s first international expansion and establishes a base to broaden the company’s reach across Europe and globally.
The London office will be led by Maja Rath, who joins Primo Artists from HarrisonParrott, where she was an Artist Manager representing conductors and instrumentalists. A native German speaker, she has built trusted relationships with partners and presenters around the world while managing a roster of high-profile artists.
With the establishment of a European base, Primo Artists expands its representation of conductors Gemma New and Christian Reif from General Management to Exclusive Worldwide General Management, effective September 1, 2025. The agency, which has represented both artists worldwide excluding Europe, will now also handle their representation directly in Europe, unifying their management globally under Primo Artists.
Christian Reif joined the Primo Artists roster in 2018 and Gemma New in 2019, both under General Management. In 2021, the agency expanded its representation of New to include her publicity and social media. With this expansion, Primo Artists now oversees all aspects of Gemma New’s global career, including management, publicity and social media.
In her new role as Artist Manager at Primo Artists, Maja Rath will work closely with President and Founder Charlotte Lee on the worldwide management of conductors Gemma New and Christian Reif, supporting their newly consolidated exclusive representation, as well as on the exclusive worldwide management of conductor James Gaffigan and the North and South American management of pianist Beatrice Rana.
Charlotte Lee states: “We are thrilled to establish a European base in London at this pivotal moment in Primo Artists’ growth as the agency enters its second decade. London is a vital hub for the international classical music field and, under Maja’s leadership, our new office will broaden our reach and relationships across Europe while supporting the tailored and highly personalized management we are known for.”
Maja Rath states: “I am delighted to be joining Primo Artists, a company I have long admired for its innovative and creative approach to artist management. It is an honor to work with and support its selective roster of world-class artists, and I am deeply grateful for the opportunity to contribute my expertise to this exciting new chapter. I look forward to working with the company to bring its forward-looking vision to life in Europe and beyond.”
ABOUT MAJA RATH
Maja Rath worked for HarrisonParrott Ltd. in London and Munich from 2019 to 2025, rising rapidly from Artist Coordinator to Associate Artist Manager and ultimately to Artist Manager. In her role as Artist Manager, she was responsible for the management, booking and worldwide sales of a wide range of artists, including established conductors and instrumentalists such as Sakari Oramo, Hannu Lintu, Alban Gerhardt and Maurizio Pollini, as well as rising stars including Gramophone and Opus Klassik Award winner Timothy Ridout. She has built lasting relationships with promoters and presenters across the globe, with a particular focus on her native Poland and Germany.
Prior to joining HarrisonParrott, Rath served as Projects Assistant at HMDT Music, a London-based music education charity, where her responsibilities included managing and coordinating concerts, administering the Saturday Programme Music School, leading a children’s choir and marketing the organization’s projects on social media.
Maja Rath’s passion for artist management stems from her own extensive musical background. A trained singer and conductor, she holds Bachelor’s and Master’s degrees in Music, Philosophy and German from Hochschule für Musik, Theater und Medien and Leibniz Universität in Hannover, Germany, where she first gained experience managing ensembles and assisting with departmental administration. She also coordinated touring logistics for the Hannover Chamber Choir.
Her connection to the stage remains strong: she continues to perform as a singer and soloist, and serves as Concert Manager for Coro, the London Chamber Choir. In her free time, she enjoys hiking and cycling.
ABOUT PRIMO ARTISTS
Founded in 2015 and headquartered in New York, with a newly launched operation in London, Primo Artists has established itself as one of the most selective and dynamic management agencies in the classical music industry. The roster comprises violinists Itzhak Perlman, Joshua Bell, Nicola Benedetti and Randall Goosby; pianist Beatrice Rana; conductors Cristian Măcelaru, James Gaffigan, Gemma New and Christian Reif; and composers Valerie Coleman, Wynton Marsalis and Joel Thompson.
Primo Artists is the only agency in the arts sector offering artist management, public relations and social media under one roof for artists and institutions worldwide. Its Public Relations clients include Lincoln Center, George Enescu International Festival and Competition, Detroit Symphony Orchestra, American Composers Orchestra, Young Concert Artists and the Sphinx Organization.
Contacts:
Charlotte Lee
President and Founder
Phone: +1 212 804 8301
Email: charlotte@primoartists.com
Maja Rath
Artist Manager
Phone: +44 743 898 9951
Email: maja@primoartists.com
NEW YORK OFFICE
Primo Artists LLC
244 Fifth Avenue, Suite B222
New York, NY 10001
Untied States
LONDON OFFICE
Primo Artists Ltd.
Lincoln House
296-302 High Holborn
WC1V 7JH, London
United Kingdom
For information on Primo Artists, click here.
For information on Maja Rath, click here.