In 2024, Sandro Thalmann, a prominent booking agent and promoter at Mainland Music, was recognized by IQ Magazine as one of the "New Bosses," highlighting promising talents under 30 in the global music industry. His journey from intern to influential promoter at Mainland Music embodies a blend of passion and resilience, particularly his commitment to nurturing local Swiss talent and fostering diversity within the live entertainment sector.

Thalmann’s entry into the music business began with an internship at Mainland Music,

where he dedicated himself to booking shows even outside his regular duties. Amid the challenges of COVID-19, he pursued design studies at Zurich University of the Arts, a background he believes has enhanced his creative approach to event organization and artist development. Since rejoining Mainland full-time, Thalmann has gained acclaim for building up artists from small shows to significant festival stages.

One of Thalmann’s most cherished aspects of Swiss music is its multicultural essence,

which he strives to amplify on the international stage. A key example is his work with the artist LEILA, a Bern native of Swiss and Bosnian heritage whose cross-cultural influence has attracted audiences across borders. For Thalmann, helping Swiss artists like LEILA succeed internationally is a testament to Switzerland’s diverse and vibrant music scene.

Despite his successes,

Thalmann is quick to note that the industry lacks the diversity seen in Swiss music. He advocates for broader representation within festival lineups, booking agencies, and management positions to reflect Switzerland’s unique cultural tapestry.

As for his personal goals,

Thalmann looks forward to evolving as a tour booker and advancing his role in festival and artist development. His career journey, along with his dedication to creating a more inclusive music industry, is a model of the "New Bosses" ethos that IQ Magazine celebrates each year.