FROM BOARDROOM TO BERGHAIN
Peter Kan - Cofounder and Commercial Director of Audio Obscura
WHO ARE YOU AND WHAT DO YOU DO?
I’m Peter Kan, co-founder and commercial director of Audio Obscura, an electronic music pioneer transforming iconic, off-limits locations into unforgettable live experiences.
WHAT INSPIRED YOU TO RETHINK WHERE AND HOW MUSIC CAN BE EXPERIENCED?
My biggest motivation is to create lifelong memories. I’m driven by delivering once-in-a-lifetime experiences that trigger real emotion, togetherness, and cultural significance. I don’t want to repeat formats or play it safe. I want to create something that has never existed before, in places where music feels unexpected and transformative. For me, music is a powerful tool for connection, storytelling, and shared emotion.
HOW DO YOU DECIDE WHEN AN IDEA IS WORTH TURNING INTO A COMPANY?
I usually look for cultural relevance, long-term potential, and a level of personal commitment that feels sustainable over time.
If an idea connects to a real movement, has room to grow beyond a one-off, and feels meaningful enough to dedicate years of my life to, it’s worth exploring as a company.
I’m most interested in building platforms, IP, and ecosystems that can create long-term cultural and commercial value.
WHAT DISTINGUISHES MEANINGFUL MUSIC-BRAND COLLABORATION FROM A PURELY COMMERCIAL ONE?
It starts with a deep, lived understanding of music culture. Not theoretical knowledge, but real involvement in the industry. Meaningful collaborations happen when brands respect the culture, add genuine value to organizers, artists, and audiences, and strengthen the experience instead of exploiting it.
The best partnerships feel authentic, natural, and culturally additive, rather than purely transactional.
WHAT DO PEOPLE MOST OFTEN UNDERESTIMATE ABOUT BUILDING MUSIC-DRIVEN BUSINESSES?
How much structure, discipline, and commercial governance it actually require.
Creativity often gets romanticized, but sustainable music businesses depend on clear positioning, operational excellence, strong partnerships, diversified revenue streams, and long-term brand thinking.
Creative magic only survives when the business foundation is rock solid. Then you create the conditions for “God to walk through the room”.
WHERE DO YOU SEE THE MOST INTERESTING OPPORTUNITIES FOR NON-ARTIST ROLES IN MUSIC TODAY?
In roles that strengthen intellectual property and connect culture, community, and commerce.
There’s a growing opportunity for people who combine an understanding of music culture with skills in business, audience development, technology, and storytelling.
WHAT SKILLS HAVE BEEN THE MOST IMPORTANT WHEN WORKING ACROSS MUSIC, BRANDS, AND CULTURE?
I often describe it as being able to move from “Boardroom to Berghain”.
On the commercial side of the industry, it helps to speak both languages. Understanding music scenes from the inside, while also being comfortable with business, marketing, and strategic conversations.
A key skill is translating cultural energy into business value and creative impact without losing authenticity.
WHAT ADVICE WOULD YOU GIVE TO SOMEONE AIMING FOR A LONG-TERM CAREER IN THE CREATIVE INDUSTRY?
Take the time to build real relevance and credibility.
Learn the business side, not just the creative one. Invest in genuine relationships rather than chasing visibility. Think long-term, and try to create work that truly matters to people.
In my experience, longevity comes more from meaningful impact than from short-term attention.