Maarten Boogaard is a classical pianist based in Utrecht. I manage his Instagram account @maartenboogaard_piano, handling content strategy, photography, video, and posting from August 2023 to the present.
When I started, the account had a fraction of its current following. It now sits at 10.4K followers across 24 posts, which in the classical music space on Instagram is a meaningful number, especially for an independent artist without label backing.
Classical music is particular to communicate. The repertoire is dense, the audience has expectations, and the work itself doesn't always translate easily to a platform built around short attention spans. The approach I took was documentary rather than promotional: show the work as it actually is, whether that's a rehearsal, a concert hall, a quiet moment between pieces, or a typographically clean graphic announcing what's coming next.
The content spans performance clips, repertoire announcements, event promotion for Utrecht Piano Meetup, and personal visual storytelling. I shoot with a professional camera, edit the footage, write the captions, and plan the posting calendar around his performance schedule and outreach goals.
Scope of work
Content strategy and calendar planning, photography and video production, editing, caption writing, community engagement, and event promotion.
Client
Maarten Boogaard, classical pianist
Platform: Instagram (@maartenboogaard_piano)
Period: August 2023 — present
