Concert Marketing & Audience Engagement
Connecting Music Organizations with Taiwan’s Most Active Classical Music Audiences
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Connecting Music Organizations with Taiwan’s Most Active Classical Music Audiences
After earning dual master’s degrees in Violin Performance and Recording Engineering in New York, Joshua Sun returned to Taiwan in 2005 and discovered that no classical music magazines remained in publication. Believing that classical music audiences still needed a trusted source of information and inspiration, he founded MUZIK Classical Music Magazine in 2006.
Over the years, MUZIK evolved from a print publication into a digital media platform. Today, MUZIK AIR is Taiwan’s leading classical music media outlet and one of the most influential classical music platforms in the Chinese-speaking world.
Committed to expanding access to music education, Joshua launched MUZIKids in 2023 and established the annual MUZIKids Classical Music Festival, Taiwan’s first classical music festival created specifically for children and families.
In 2026, he further expanded MUZIK’s vision by launching MUZIK Japan, strengthening cultural exchange and classical music connections between Taiwan and Japan.
Since the launch of MUZIK Classical Music Magazine in 2006, MUZIK has established itself as the most influential classical music media brand in the Chinese-speaking world. Through both educational content and lifestyle-oriented features, MUZIK has introduced classical music to a broad audience and built a community of passionate music lovers. Following its digital transformation, MUZIK AIR now attracts more than 500,000 monthly page views and reaches nearly 250,000 followers across social media platforms.
For many years, MUZIK has actively covered Japan’s classical music scene and cultural events for Taiwanese audiences. Its reporting has included the Seiji Ozawa Music Academy, the Seiji Ozawa Matsumoto Festival, and the Mito Chamber Orchestra, featuring interviews with leading figures including Seiji Ozawa and Seira Ozawa. MUZIK has also reported on major Japanese cultural events such as La Folle Journée Tokyo, the Setouchi Triennale, productions at the New National Theatre Tokyo, and Japanese musical theatre productions.Beyond media coverage, MUZIK has organized numerous Taiwan–Japan music exchange initiatives, including Taiwanese audience tours to the Seiji Ozawa Music Academy and special screening concerts of the Seiji Ozawa Matsumoto Festival in Taiwan.
MUZIK officially launched MUZIK JAPAN, dedicated to strengthening musical and cultural connections between Taiwan and Japan through media, events, and international collaboration.
Recognizing the growing demand for family-centered arts experiences and the limited availability of classical music programs for young audiences, MUZIK launched MUZIKids in 2024. That same year, it introduced the annual MUZIKids Classical Music Festival, Taiwan’s first large-scale classical music festival designed specifically for children and families.
Built around three key principles: family-friendly concert lengths, a relaxed environment where children can freely enter and leave, and interactive storytelling-led concert experiences. The festival quickly became a cultural phenomenon. The inaugural edition attracted nearly 10,000 attendees,
While the following year saw the launch of the Baby Concert Series for children aged 0–3, with tickets selling out within a week. Festival attendance subsequently surpassed 20,000 visitors, making MUZIKids one of Taiwan’s largest and most influential family-oriented classical music events.
Today, MUZIKids continues to expand through year-round programs, including MUZIK LAB, seasonal Baby Concerts, and educational collaborations with leading institutions such as Taipei Medical University Hospital, the Golden Picture Book Awards, and the Miaobei Art Center. Through these initiatives, MUZIKids is helping cultivate a lifelong appreciation of music among Taiwan’s youngest audiences and their families.
Through its media channels, digital platforms, and social communities, MUZIK reaches a highly targeted audience of music lovers while producing content that balances professional insight with broad public appeal.
Through its media channels, digital platforms, and social communities, MUZIK reaches a highly targeted audience of music lovers while producing content that balances professional insight with broad public appeal. Through strategic content creation, audience development, and cross-platform promotion, MUZIK helps connect outstanding artistic projects with the audiences most eager to experience them.
Drawing on its experience from the MUZIKids Classical Music Festival, MUZIKids creates customized music programs for venues of all sizes, from concert halls to community spaces. Each program is designed to meet the needs of presenters while engaging children and families through interactive and accessible musical experiences.
Recent projects include an interactive music and movement program for children receiving early intervention services at Taipei Medical University Hospital, as well as a picture-book concert presented at Taiwan’s Golden Picture Book Awards exhibition, which attracted over 100 families and received an invitation for a return engagement. Through flexible programming and educational expertise, MUZIKids helps organizations create meaningful cultural experiences for the next generation.
Beyond media and publishing, MUZIK actively develops innovative music exchange programs between Taiwan and Japan. Since 2022, MUZIK has presented the official Seiji Ozawa Matsumoto Festival in Taiwan, the festival’s first authorized overseas screening project, bringing performances by the Saito Kinen Orchestra to audiences in Taipei and Kaohsiung.
Since 2023, MUZIK has also partnered with the Seiji Ozawa Music Academy to offer special ticket programs for Taiwanese audiences, attracting nearly 200 visitors to Kyoto and Tokyo over three consecutive years. These initiatives have helped strengthen cultural ties between the two countries while introducing Taiwanese audiences to Japan’s vibrant classical music scene.
Through MUZIK JAPAN, launched in 2026, MUZIK continues to create new opportunities for artistic collaboration and cultural exchange between Taiwan and Japan.
Following a successful promotional partnership during the pandemic-era online edition of the Seiji Ozawa Matsumoto Festival in 2021, MUZIK was granted authorization to present the festival’s first official overseas screening project in Taiwan.
Since 2022, Seiji Ozawa Matsumoto Festival in Taiwan has brought performances by the Saito Kinen Orchestra to audiences in Taipei and Kaohsiung through large-screen concert screenings. Held annually from 2022 to 2024, the project attracted over a thousand attendees and offered Taiwanese audiences a rare opportunity to experience one of Japan’s most prestigious classical music festivals while deepening their appreciation of Seiji Ozawa’s artistic legacy and the importance of the Saito Kinen Orchestra.
Since 2023, MUZIK has partnered with the Seiji Ozawa Music Academy to promote special ticket programs for Taiwanese audiences attending the Academy’s annual opera productions in Kyoto and Tokyo.
Through targeted marketing campaigns and extensive event coverage, MUZIK has successfully increased the Academy’s visibility in Taiwan and expanded audience participation year after year. In 2025, ticket sales generated through the Taiwan audience program exceeded JPY 1.5 million for the production of La Traviata, demonstrating the strong appeal of Japanese classical music events among Taiwanese audiences. Over three consecutive years, the program has attracted nearly 200 Taiwanese visitors to Japan, creating a successful model for cross-border audience development and cultural exchange.
In 2022, MUZIK was commissioned to develop the official multilingual website for ONE EARTH MISSION, an international project led by Seiji Ozawa. Working within a highly compressed one-month schedule, MUZIK successfully planned, produced, translated, and launched a four-language website in time for the project’s worldwide live broadcast.
Combining strong project management with deep expertise in classical music content, MUZIK ensured seamless access for audiences around the world. The project helped bring one of Seiji Ozawa’s final public appearances to a global audience while supporting his vision of connecting people through music across borders and cultures.
