Georg Heymann: The Visionary Behind Naxos and the Democratization of Classical Music
The landscape of classical music consumption underwent a seismic shift in the late 20th century, moving from expensive, exclusive recordings to accessible, budget-friendly digital formats. At the center of this transformation was Georg Heymann, an entrepreneur whose career spanned advertising, international trade, and the eventual creation of one of the world's most influential classical music labels.
Early Career and the Move to Asia
Heymann began his professional journey in his native Frankfurt, working in special supplement production and advertising sales for an American newspaper. This experience in marketing led him to a role in international marketing for Braun AG. In 1967, Heymann relocated to Hong Kong to establish the local office for the same American newspaper he had served in Germany.
His early years in Hong Kong were marked by entrepreneurial versatility. He launched a direct-mail advertising business and a mail-order company catering to United States military personnel stationed in Vietnam. His inventory included high-end audio equipment, such as Revox tape recorders and Bose speakers, laying the groundwork for his future in the audio industry.
[ไม่มีภาพประกอบ]Building a Musical Empire in Hong Kong
Following the Vietnam War, Heymann transitioned into the distribution of high-fidelity audio equipment, representing brands like Bose, Revox, and Studer recording studio equipment. To drive sales for these brands, he began organizing classical music concerts. This venture revealed a significant market gap: many performing musicians lacked local distribution for their recordings.
In response, Heymann began importing classical labels—including Supraphon, Hungaroton, Opus Records, and Vox-Turnabout—through his company, Studer-Revox (Hong Kong), which was later renamed Pacific Music.
Philanthropy and Professionalization
Heymann's influence extended beyond commerce. In 1973, he joined the board of the then-amateur Hong Kong Philharmonic Orchestra, playing a pivotal role in its transition to a full-time professional ensemble by 1974. It was during this period that he met Japanese violinist Takako Nishizaki, who performed as a soloist with the orchestra and later became his wife.
The Birth of HK and Marco Polo Labels
Driven by a desire to support Nishizaki's career, Heymann produced her recordings, including the Chinese Butterfly Lovers' Violin Concerto with the Nagoya Philharmonic Orchestra. This recording became a massive success, selling several hundred thousand copies legitimately and millions more within China.
This success prompted the creation of the HK label, used to record the Singapore Symphony Orchestra and the Hong Kong Philharmonic. Heymann also expanded into pop music, licensing labels such as Virgin Records, Arista, RCA, and Chrysalis. However, his passion for rare works led to the founding of the Marco Polo label. To produce these rare recordings, Heymann leveraged his connections in Eastern Europe, specifically with the Opus and Hungaroton labels in Czechoslovakia and Hungary.
The Naxos Revolution
In 1987, Heymann founded Naxos with a disruptive goal: to sell classical CDs at budget prices, roughly one-third the cost of contemporary CDs and equivalent to the price of LPs. While he initially acquired digital recordings from a German firm, Naxos soon began recording its own catalog using unknown or emerging artists and orchestras.
Though Heymann originally expected the catalog to peak at fifty releases before major labels intervened, the label's immense success turned Naxos into a comprehensive classical powerhouse. The company focused on filling gaps in the repertoire, recording both standard works and obscure pieces that had never been captured on disc.
[ไม่มีภาพประกอบ]Digital Innovation and Global Distribution
Heymann was an early adopter of digital technology. In 1996, he moved the Naxos catalog online via hnh.com (later naxos.com), and in 2002, he launched the Naxos Music Library, a resource now widely used by libraries and educational institutions.
By 2007, Heymann noted that the company had evolved beyond a reliance on physical CD sales, achieving profitability through diversified revenue streams. Naxos grew into a global distribution giant, handling classical recordings and DVDs for major entities including Sony and Warner Classics.
Beyond Naxos, Heymann co-founded Artaria Editions, a publishing house specializing in rare 18th-century repertoire. Most recently, in March 2024, Heymann acquired Chandos Records. While Chandos continues to operate independently under its own management, its worldwide digital and physical distribution is now managed by the Naxos Music Group.
Key Facts
- Naxos Foundation: Established in 1987 to provide budget-priced classical CDs.
- Digital Pioneer: Launched online streaming in 1996 and the Naxos Music Library in 2002.
- Major Acquisition: Personally acquired Chandos Records in March 2024.
- Investment: Heymann invested over $80 million into the company.
- Philanthropic Impact: Helped transition the Hong Kong Philharmonic into a professional orchestra in 1974.
| Entity | Primary Focus | Key Contribution/Outcome |
|---|---|---|
| Pacific Music | Import/Distribution | Brought European classical labels to Hong Kong. |
| HK Label | Recording | Recorded Hong Kong Philharmonic and Singapore Symphony. |
| Marco Polo | Rare Works | Focused on obscure repertoire via Eastern European connections. |
| Naxos | Budget Classical | Democratized classical music via low-cost CDs and streaming. |
| Artaria Editions | Music Publishing | Specialized in rare 18th-century repertoire. |
| Chandos Records | High-end Label | Acquired by Heymann in 2024 for global distribution. |
Frequently Asked Questions
What was the primary goal of the Naxos label when it started?
The primary goal was to make classical music affordable by selling CDs at budget prices, specifically aiming for a price point similar to LPs, which was about one-third of the standard CD price at the time.
How did Georg Heymann contribute to the Hong Kong Philharmonic?
Heymann joined the board of the orchestra in 1973 and was instrumental in helping the ensemble transition from an amateur group to a full-time professional orchestra in 1974.
What is the Naxos Music Library?
Launched in 2002, the Naxos Music Library is a digital streaming service primarily utilized by educational institutions and libraries to provide access to a vast catalog of classical music.
Which other labels did Heymann create or acquire?
Heymann created the HK label and the Marco Polo label for rare works. He also co-founded Artaria Editions and acquired Chandos Records in March 2024.
How does Heymann view the future of physical music sales?
Heymann believes the future is a mix of streaming, downloads, and physical products. His strategic goal is to be "the last man standing" in the distribution of classical music in physical form.