Tell me the basics – who are you, what do you do, and why do you do it!
I’m Jonas. I own Panache Entertainment, a company I created to combine my passion for playing violin with my business acumen; I graduated from U of M’s Ross School of Business in 2005 with a degree in marketing & corporate strategy. I started the business because I was shocked by how crappy musicians found success in the market because people couldn’t discern talent from presence. I wanted to make live music affordable, offering the best of both worlds – talent & professionalism. I also wanted to make the process FUN and easy – picking an ensemble, picking music, setting cues & timing, every detail should be fun. I’m proud to say, no one has an easier process than Panache.
When did you decide that this was the industry you wanted to work in?
I fell into it because of my musical background. After I read Robert Kiyosaki’s book “Rich Dad, Poor Dad”, I realized this was an awesome opportunity to solve a problem in the marketplace while building a successful business.
What is your favorite part about your job?
My favorite part of the job is satisfying clients. When one of my ensembles does an awesome performance, and the client sends an effusive thank you note, that’s the absolute best. I love hearing buzz from the community – people talking about us, recognizing our work and our artists. Nothing is cooler than getting a call from a potential client saying, “I heard great things about you,” or “I was referred to you by my friend who loved your performance.”
How far in advance do most of your clients secure your services?
Most clients book 3 to 6 months in advance. Some book a full year in advance, but some do book the day before. It really depends on whether we’re available, but at the end of the day we always try to find a winning combination, no matter how little lead-time we have. There was one client who booked us 2 years in advance!
Why do you think professional musicians should be a high priority for brides and grooms?
People remember 2 things from a wedding – music and food. Decorations, bridesmaid’s dresses, invitations and place cards, and the ceremony are all important, but nothing cements a memory of a wedding more than music and food. Adding an elegant touch with stupendous ceremony musicians is imperative. If there is room, having a jazz combo or instrumental ensemble during cocktails and dinner is also nice. If you’re in the market for bands, nothing makes an evening like great bands whose members interact with the audience and perform in sync with one another, playing crowd favorites.
How are you unique or different than all the other artists out there?
Our musicians are awesome. They’re local and they play regularly together. Some of my younger musicians are so talented – and after going through our training programs and coaching, they are the best in the marketplace! That’s why we show video samples of our work. Anyone can advertise and say they’re a “professional musician.” Our musicians make their instruments sing – the soul of the music really comes out. Prospective clients can experience, on our website, a song performed by one of our ensembles side by side with a cheaper competitor. It’s easy to see that ours is richer, since we write our own music, and the musicians express it with a passion that really leaves an impression.
When you’re not working what do you enjoy doing?
I’m a big fan of snowboarding, and I love to travel. We’re expanding our portfolio this year so aside from bundled packages with Mike Staff Productions for DJs and finding more local bands – I will actually be representing international talent as well, including a group I fell in love with in Barbados. They’re pretty pricey but are so unique and authentic, offering reggae and top 40. Panache is growing rapidly and we have the contacts and resources to bring in special acts like that. Plus, it gives me a great excuse to travel regularly looking for unique artists you won’t find anywhere else in the world.
What is your favorite flavor of ice cream?
Strawberry
Anything else cool you want potential clients to know about you?
The culture of our company is a reflection of me. We’re professional but very personal. We are in a people-oriented industry and we at Panache take that to heart. We want to really know our clients’ stories so we can guide them, using our expertise and experience to create a musical presentation that complements and reflects who they are and leave their guests saying “Wow.”
by Lindsey | Event Planner
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