Max Lefer, a native New Yorker, spent his formative years soaking up the culture of his hometown, while fostering a deep passion for music of all genres. Max went on to receive his B.A. in music from Bard College, where he studied composition and jazz saxophone. His professional career includes work in television productions and publicity (public television, network entertainment and sports) and public radio programming and administration. Wanting to refocus his career in the music industry, Max joined the 21C team in December 2005. For several years he assisted and led key publicity campaigns for the company, before taking over the management of 21C’s Artists to Watch program in 2011, working with young artists on the cusp of major international careers. Since then, Max has developed a roster of instrumentalists, ensembles and conductors with whom he works to expand their reach in the media, online and with the public.