What does a product director do?

Name: Bas Grasmayer

Age: 32

Position: Product Director

Education: Bachelor in International Communication Management at Hogeschool Inholland (Netherlands)

Company: Idagio GmbH

What do you do?

I am product director at Idagio, a streaming service for classical music. Together with a team consisting of four designers, three product managers and around 20 engineers, I continuously optimize our product and develop it further. I am responsible for the permanent development of features and application functions.

This, of course, involves a lot of voting – not only with our development team, but also with other features like marketing, label relations, the legal department, communications and, of course, with our management.

How did you come to this task?

Already during my studies I dealt intensively with digital business models in the music industry. I became aware of a Russian music streaming provider, for which I worked as a product lead in Moscow for several years.

When the founders of Idagio came up to me, I quickly caught fire: it is very exciting to make classical music available to a wide audience in over 130 countries with an innovative metadata structure. Within a month of the first conversation with the founders of Idagio, I was already planning to move from Amsterdam to Berlin.


Which feature helps you the most in your everyday life? Why?

I am very broad-minded: I am not only interested in digital technologies, but also psychology, economics, design – and, of course, music. This helps me to empathize with the people I deal with on a daily basis in my job. The fact that I work with a wide range of personalities every day and that I am also interested in a variety of things gives me a good sense of trends and the listening habits of our customers.

Describe as clearly as possible a project that has particularly impressed you

The introduction of Idagio Gift Certificates was a project that really got me excited. The project was initiated by our Customer Support Manager, based on the feedback and the wishes of our customers.
Together with one of our designers, he developed a method to facilitate the purchase of gift certificates in a simple way.

The demand on the customer side is meanwhile enormous. The example demonstrates how much a company benefits from it, if there is enough room for the creativity of all employees regardless of their position and if ideas are implemented directly and across teams.


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What is most important to you in your job? What is the most fun?

I am fascinated and motivated enormously by advancing classical music through innovation and, as it were, in the tradition of the great composers and producers. Richard Wagner had the idea of ​​a completely new opera house, which became the musical center and made Bayreuth known worldwide.

In the 20th century, the innovative recording technologies and record companies have decisively shaped the significance of classical music. Today we have the unique opportunity to bring the diversity of classical music through new technology into the digital age and to inspire new target groups.

To participate in this development as part of a team is fantastic and immensely meaningful to me. In addition, the interaction with different people makes a lot of fun.

My job is indispensable because …

… he is the prerequisite for the development of successful products. This requires someone who knows different areas. In my job, I have to master a lot of languages ​​- those of engineers, designers or project managers, and last but not least business desks.

It used to worry me sometimes. Following the motto: I am on too many weddings. However, when I first worked as Product Director, I quickly realized that this versatility is the key skill!

If you were not product director at Idagio, what would you be?

I would probably focus more on my project “Music x Tech x Future”. This is a model of advice, newsletters and blog for initiatives in the music and innovation field, which is currently on ice due to my current job at Idagio.

So I would stay close to what I’m doing right now: using sustainable business models to pave the way for musicians and composers to their potential listeners. I just love the connection between music and technology.

Also interesting: What does a Creative Technologist actually do?

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