Toks Dada, Head of Classical Music at Southbank Centre, reflects on his four years running one of Europe's largest classical music series, drawing on his own lifelong vision. That vision balances continuity, tradition and innovation. The conversation touches on a shift in ticket buying post-pandemic and the opportunities this behavioural changes presents the classical music industry. It also suggests some of the ethical considerations wider classical music management need to grapple with when considering working with controversial figures.