ABOUT 8VA

The word '8VA' in bold black letters.

NOUN | \ˈĀT\ˈVĒ\ˈĀ\

Definition of 8VA
: an abbreviation for all' ottava, Italian for “at the octave”
: musical notation used to instruct the musician to play the note an octave higher than written
: a global public relations and strategic consultancy specializing in the performing arts market

If you are a musician, you know the musical notation "8va" as "all' ottava", meaning "at the octave". This symbol, without a second thought, makes us play a note an octave higher. For our company, the name 8VA (pronounced āt vē ā) is more than a wink to fellow musicians. We only take on musicians, organizations, and projects we believe in, and by pitching their amazing work correctly, we elevate the work's impact. Our name is also about holding ourselves to a higher standard and about working harder (and smarter) to exceed our client’s goals.

Our team has worked on behalf of top soloists, conductors, composers, orchestras, music festivals, and other related organizations since the firm’s founding in 2012. With backgrounds in non-profit executive leadership, marketing, advertising, the record industry, public relations - and most importantly, with a deep passion for music, 8VA Music Consultancy is uniquely positioned to take your career or organization - well - up an octave.

Our team

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PATRICIA PRICE

  • Patricia Price specializes in international public relations, classical music marketing, and non-profit strategy. She founded 8VA Music Consultancy in 2012. Prior to starting the consultancy, Patricia Price was the Executive Director of Portland Piano International and the Classical Product Manager for Allegro Media Group. During her time in the record industry, she managed 70 classical record labels and was the executive producer for more than 75 albums. A Vienna-trained pianist herself, Patricia has been heard on public radio and in venues throughout Europe and the US. She has a B.Mus. in Piano Performance and Master's in Business Administration. Patricia was featured in the J.Jill women's apparel brand national "Inspired Women" ad campaign, and she appears as a lecturer at leading arts institutions including Chamber Music America, The Juilliard School, and The Cliburn Competition.

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  • Matt Herman directs the public image of some of the world's leading classical musicians and brands. As a social media and online development specialist, Matt has brought his web wizardry to benefit musicians, non-profit foundations, record labels, universities, and consumer product companies. Starting his career in the family public relations and marketing firm, Matt has been in the industry since birth. Always one step ahead of new public relations strategies and social media channels, he has extensive experience in maximizing online awareness and in all major channels of social media. Matt has a Master's in Business Administration with an emphasis in marketing and more than 15 years experience in marketing communications and strategic planning. The "rocker" of 8VA, Matt has played bass, keys, and guitar in tens of bands – some more successful than others – and continues to write and record in his free time and during global pandemics.

Matt Herman

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Allison Van Etten

  • Prior to joining 8VA as "Veep" in 2023, Allison worked for 15 years as an independent arts publicist through her boutique PR firm Ravenscroft Public Relations. Allison's vast experience includes clients Anthony McGill, Michael Repper, Tiempo Liebre, and Rachel Barton Pine. Her early career began at Linda Dozoretz Communications, where she was the lead publicist for Burt Bacharach, working on his GRAMMY-winning campaign for his album At This Time. She was the account executive for the American Film Institute, Universal Studios Hollywood (theme park), and Music Theatre International, launching the Broadway Junior library of titles for student performers. Also at LDC she served on the crisis communications team for entertainment, sports, and fashion global leader IMG, and was part of the PR team for Doris Day and her animal foundation, as well as Rosemary Clooney.

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CHRISTY PIERCE

  • Christy brings more than 25 years of experience in nonprofit communications and fundraising to 8va. She began her public relations career at the National Endowment for the Arts and went on to work with the Baltimore Symphony Orchestra, supporting the launch of the Music Center at Strathmore, and the Nashville Symphony Orchestra, where she led local and regional publicity efforts for the opening of the Schermerhorn Symphony Center. Christy later served as Communications Director for the Dallas Symphony Orchestra during Jaap van Zweden’s tenure as Music Director. As a freelance publicist, she has worked with a variety of organizations, including Bravo! Vail Music Festival, Vanderbilt University’s Blair School of Music, and the Richmond Symphony Orchestra. A trained violinist, Christy holds a Master’s degree in Arts Management from American University in Washington, DC.

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  • Caroline Finane has worked in classical music public relations for over a decade, most recently at the New York Philharmonic, where she served on the team responsible for communicating with the public through milestones such as the renovation of David Geffen Hall and the announcement of Gustavo Dudamel as the next music director. Prior to the Philharmonic, Caroline worked with a range of artists and institutions as Publicity Manager at Bucklesweet; select clients included Washington Performing Arts, Third Coast Percussion, the King’s Singers, and Philharmonia Baroque Orchestra. A pianist herself, she seizes any chance she can to perform chamber music and work with singers. Currently based in Berlin, Caroline grew up in the D.C.-metro area, where the opportunity to attend concerts by top artists helped inspire her lifelong love of live performance.

Caroline Finane

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  • Lily Wintringham joined 8VA in 2023, bringing her skills as a music performer, educator, and administrator to her role as Operations Manager. Lily began managing and assisting artists for international touring projects in 2015, presenting concerts and educational events throughout the United States, Japan, South Korea, and China. Prior to joining 8VA, she was on the Program Development and Concert Production teams for MidAmerica Productions, facilitating concerts at Carnegie Hall and abroad. An accomplished flutist, Lily has appeared as a soloist with several orchestras and won numerous awards in the US and China. She also held faculty positions at the Community Music Schools at Rowan University and the Eastman School of Music, and she was presented as a Guest Artist in Residence at several universities throughout China.

LILY WINTRINGHAM

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Esteban Meneses

  • Esteban Meneses lives for contemporary art music and the performing arts. He is a 2022 Rubin Institute for Music Criticism fellow, a freelance arts & music journalist, and a publicist. He’s also a lifelong enthusiast of literature, film, and the humanities and graduated from Rollins College’s Master of Liberal Studies program (Winter Park, FL). Esteban’s interest in music journalism took him to joining the Music Critics Association of North America in 2015. He has written about new music for Classical Voice North America and I CARE IF YOU LISTEN. He lives in Orlando.

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LINDSEY SHARPE

  • Lindsey Sharpe adds a breadth of arts admin and performance experience to the 8VA team. Having earned degrees from the University of Michigan and Rice University in Cello Performance, Lindsey now makes her home in Chicago, IL and holds positions with the Sphinx Virtuosi and Chicago Sinfonietta. In addition to having held previous administrative posts with Divisi Strings, El Sistema USA, and the Sphinx Organization, Lindsey is an advocate for diversity in the arts having graduated from the Atlanta Symphony’s Talent Development Program herself and serves as a mentor for the Chicago Musical Pathways Initiative.

EMILY LIUSHEN

  • Based in New York City, Emily Liushen joined 8VA in 2026. Prior to joining 8VA, Emily held administrative, teaching, and research roles at the Juilliard School, Wildflower Composers Festival, Yale University, and Oral History of American Music.

    She graduated summa cum laude from Princeton University, where she majored in Music and Clarinet Performance. She also holds a Master’s degree from the Yale School of Music.

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  • Mike joins 8VA with a diverse background as a collaborative pianist and an arts administrator.  A previous winner of the Marilyn Horne Song Competition at the Music Academy of the West, he has performed with organizations across the country, including the Neue Galerie, the Dallas Museum of Art, and the Carnegie Hall Neighborhood Concert Series.  He previously worked as the Contracts Administrator at Colbert Artists Management, Inc. where he assisted in bringing high-profile classical music performances to presenters around the world.  He also works as the Principal Pianist for the Young New Yorkers’ Chorus, an organization which focuses on performing works by young and underrepresented composers. Mike holds a Bachelor’s of Music from Ithaca College in Piano Performance and a Master’s of Music in Collaborative Piano from the University of Michigan. 

MIKE GAERTNER

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  • Nicholas brings his passion as a performer and advocate of the arts to the 8VA team. Following his degrees in viola performance from the New England Conservatory of Music and the Shepherd School of Music at Rice University, Nicholas completed a fellowship with the New World Symphony, where he curated chamber music concerts as a part of the Musicians’ Forum series, worked closely with guest conductors and soloists as a member of the Orchestra Committee, and served as a mentor to musicians in partnership with Iberacademy in Medellín, Colombia. Currently based in Houston, Nicholas performs regularly with the Houston Symphony and maintains a private studio in addition to his work at 8VA.

nICHOLAS PELLETIER

In memoriam

A small dog with long ears and light-colored fur lying on a vintage mustard-colored upholstered piano bench in front of a dark wood upright piano. The piano has sheet music and books on top, including a green book, a book about Chopin, and an open music book. The piano brand name 'Kimball' is visible on the front.

Holly

  • Holly keeps the office spirits high through group exercise and cuddling. Although some might call her naps and frequent walks unconventional, we find her approach inspirational and endearing. Holly grew up on the streets of California, where she was rescued to Oregon in poor health and within days of being put to sleep. She embodies a truly American wags to riches story, as she now makes her home and confidently struts her stuff from the trails in the Tetons to the sidewalks of the Upper West Side.