Sam Brewer was recently appointed the General Manager of GBH Music, GBH’s award-winning classical music and jazz enterprise, including CRB Classical 99.5, Jazz on 89.7, and classical.org.

Sam leads the team responsible for the 24/7 music programming and operations of CRB Classical 99.5, which features more than 50 annual broadcasts of the Boston Symphony Orchestra and more than 20 In Concert broadcasts showcasing rich musical offerings in and around Boston. He also oversees GBH Music’s digital strategy, partnerships, live-hosted jazz programming on GBH 89.7, and a vibrant series of live, streaming, and televised music performances recorded in GBH’s acoustically renowned Fraser Performance Studio and at the GBH Boston Public Library Studio.

Sam joined GBH in 2018 as the assistant director of media relations, later serving as associate director. Brewer transitioned to the role of deputy general manager of GBH Music in 2023. Prior to GBH, he worked at the Boston Symphony Orchestra as a senior publicist. He also ran an independent public relations and photography business specializing in classical music.We sat down with Sam to learn more about what’s next for GBH Music and what his daughter is putting on his playlist.

How are people engaging with music these days and how is GBH Music adapting to reach new listeners?

Music is more accessible than ever, and listeners are increasingly adventurous, creating a great environment to grow classical and jazz audiences. GBH Music has identified a strong market for rich, curated musical experiences countering the trend toward algorithmic streaming services like Spotify or Apple Music. Our largest audience remains on CRB Classical 99.5, thanks to the incredibly enduring popularity of radio, which continues to reach 92% of Americans weekly. We are reaching new audiences through on-demand concerts on classical.org, in-person performances, newsletters, short-form social media videos, and innovative partnerships such as with the Ulysses Quartet, now in its second year as GBH music’s quartet in residence.

What are you reading or listening to now?
One of the perks of working with such creative colleagues is the daily book and music recommendations. Right now, I’m reading Evening in the Palace of Reason: Bach Meets Frederick the Great in the Age of Enlightenment, a rip-roaring exploration of culture, politics, and music in the mid-1700s. When I take a break from listening to 99.5, I usually head to our latest Instant Replay, unless my four-year-old daughter has managed to sneak Taylor Swift onto our smart speakers again.

Who is your role model or inspiration?
I’m inspired daily by the talent, passion, and commitment to excellence within the GBH Music team. In my 20s, I had the wonderful opportunity to work with classical music photographer Marco Borggreve, who showed me the remarkable career one can build by striving for mastery, maintaining a beginner’s mindset, and trusting your artistic instincts. Top professionals are often quite generous with their time and knowledge, and I feel lucky to have learned from these mentors and many more.

What drew you to work in public media?
As a fan, I viewed public media as a vibrant marketplace of ideas—where cultural issues were examined and people secured funding for projects that wouldn’t thrive in the commercial world. And as a GBH employee, this perception has proven to be accurate! There’s a wealth of passion and creativity within public media and at GBH. We have a front-row seat to the rapid evolution of the media landscape and a fantastic platform to help shape its future.

What is one word to describe your job?
Collaborative

What is your vision for GBH Music?
GBH Music is a multiplatform media production team that curates high-quality classical and jazz experiences. We measure success by the growth of our core audiences on CRB Classical 99.5, GBH Music’s Jazz on 89.7, classical.org, and broadcast, streaming, and in-person concerts. We aim to expand classical and jazz audiences by refining our core offerings and introducing new ways to engage listeners while remaining financially sustainable.

What are some upcoming events you are excited about?
Countertenor John Holiday has an incredible performance in store for Beacon Circle patrons on November 21. We’re also working on the GBH Music Holiday Spectacular right now, and I’m excited by the mix of Renaissance and jazz artists we’re booking. Our GBH Jazz Nights, a collaboration with JazzBoston at the GBH Boston Public Library Studio, have been a real hit, so I’m looking forward to the next one on November 14. Every Saturday at 8pm, I look forward to listening to Brian McCreath and our production team present a live Boston Symphony Orchestra concert. Live radio can transmit all the energy and sparkle of an in-person event.

Watch GBH Music presents: The Boston Symphony Chamber Players

Find more GBH Music events here and listen/watch here.