With the rise of Internet, the dating process has become increasingly effective through the use of profiling, screening and other sophisticated techniques. Brendan Walsh believes the classical music industry can learn something from this. His agency Brending Consulting has developed a system that matches the offer of cultural organisations with the needs of businesses and consumer groups. In this session, he will argue that the key to a successful match is knowing what you’re worth, understanding what the business is looking for and highlighting mutual benefits. He will also present the results of some of the agency’s research into what corporates want from the cultural sector, what artists can do for businesses and how they can become less dependent on subsidy.