Henrik Björlin
Advisor · Management · PR
For classical music and cultural projects: press strategy, communications and project development, from first idea to release.
Get in touchProjects need a story, a structure and someone who sees them through.
PR & communications
Press materials, background documents and presenter sheets for international press and presenters. Positioning, journalist outreach and a story told accurately, in clear and confident English.
Strategic advice
A close adviser over time: institutional positioning, partners and contacts, professional structure, and the decisions that shape a project before it is public.
Management & production
Recording, release planning, budgets and reporting, artwork, photography and film. From the first concept to a finished release, kept on course and within budget.
Recent and current work
Jacob Kellermann – The Return of Tárrega's Torres
A guitarist, a historic instrument and a story that travels: Antonio de Torres' guitar SE-114 (1888), once played by Francisco Tárrega, returns to Granada and the Alhambra.
The project combines a recital for international presenters, a BIS Records album planned for 19 February 2027 and a feature documentary. I prepare the press and background material, presenter sheets in English and Swedish, and the outreach to halls, series and festivals.
Eighty Years for Humanity
A memorial-year initiative for 2027, eighty years after Raoul Wallenberg's disappearance, built around Ulf Björlin's A Raoul Wallenberg Portrait.
The project brings together music, words, dialogue and reflection on civil courage and human dignity. I developed the concept and the first partnerships, and now continue as adviser while operational responsibility has passed to the Norrköping Symphony Orchestra.
Origins – Nikola Avramović
What can the pianist Nikola Avramović offer that no other pianist could? The answer was the folk music of his Serbian childhood, set beside Brahms, Chopin and Bartók.
I developed the concept together with Nikola and the press consultant Karen Pitchford, and produced the project: recording sessions, budget, contracts, schedule, filmed performances and release coordination, with reporting to the Philip Loubser Foundation. Press was led by Karen Pitchford. Origins was released by Proprius on 17 April 2026, as a digital album and on CD.
Recorded at Kolarac Concert Hall, Belgrade · distributed by Naxos.
From the radio studio to the record label, and the other side of the table.
I grew up in a Swedish musical family and studied music as a young man, with the violin as my main instrument. That training is the foundation for everything else I have done. I began in radio, as a producer and broadcaster at Classic FM Sweden and then at Swedish Radio P2. I later worked as a composer in Beijing, writing theatre music. I have worked in marketing for Decca and Deutsche Grammophon at Universal Music Sweden, on campaigns with artists such as Yuja Wang, Benny Andersson and Andrea Bocelli, and was Associate Director at the artist management agency Harrison/Parrott. Today I am sought out for advice and assistance on select projects where I can make a valuable contribution.
That path is why I can look at a project as an artist, a producer and a marketer at once. I care about getting the language, the facts and the tone exactly right, and about helping people reach their goals regardless of how established they are.
I work from Stockholm, in English and Swedish, with clients and presenters around the world.
Have a project that needs a story and a plan?
Tell me what you are working on and where you want it to go.
henrik@bjorlin.art+46 708 240 319