Primo Artists Announces International Expansion With New European Office In London

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."