The Royal Charitable Concert at 17: an evening that opens the way for a new generation of artists
Interview with Ioana Petrea, Director of Fundraising & Communication, Margareta of Romania Royal Foundation
by Marcela Dorobantescu
PR Coordinator of Margareta of Romania Royal Foundation
For seventeen years, the Royal Charitable Concert has brought together, beneath the dome of the Romanian Athenaeum, people who believe that talent deserves a chance. Now one of Romania’s longest-standing philanthropic traditions, the gala evening is far more than an event. It is the moment when a community of partners, donors and friends of the Royal Foundation joins young artists on their path towards a career and the fulfilment of their potential.
Since 2009, the Young Talents programme has awarded more than 500 scholarships, an investment of over 2.2 million euros in the artistic education of remarkable young musicians and visual artists. Among them is cellist Andrei Ioniță, winner of the Gold Medal at the 2015 International Tchaikovsky Competition.
We spoke with Ioana Petrea, Director of Fundraising & Communication at the Margareta of Romania Royal Foundation. We discussed the barriers faced by gifted young people from families with limited means and how a contribution becomes a real opportunity. We also talked about what a partnership means when it continues long after the final notes of the concert have faded.
The funds raised at the Royal Charitable Concert will support the Young Talents programme, through which the Royal Foundation offers scholarships, mentoring and promotion to Romania’s most talented young artists from families with limited financial means. More information about the Young Talents programme is available at https://fundatiaregala.ro/tinere-talente/.
The Royal Charitable Concert marks its 17th edition this year, making it one of Romania’s longest-running fundraising events. From a fundraising perspective, what turns this evening of generosity into a lasting commitment by sponsors and donors to supporting young artists?
Ioana Petrea: The Royal Charitable Concert is much more than a concert or a fundraising event. It is an opportunity to join a community supporting a noble cause, to be part of a young artist’s journey towards a successful career, and to contribute to Romania’s cultural present and future.
Our approach is to build long-term partnerships based on shared values, trust and visible results. We show our partners how their contributions translate into valuable opportunities for our young artists to evolve, perform and exhibit their work. We want donors to feel that they are not simply supporting an event, but investing in our new generation and enabling the development of a fairer, more inclusive and better-educated society. The personal stories of our young artists make this impact tangible and meaningful.
Ultimately, the gala evening offers an opportunity to meet the scholars in person, watch them perform on stage as part of the musical programme or admire their artworks exhibited in the Athenaeum Rotonda. It is also a wonderful occasion to connect with fellow supporters and build relationships within the Young Talents community.
Talent and the motivation to pursue an artistic career can be found across most social backgrounds, yet opportunities are often unequal. What are the main barriers facing young people from families experiencing social and economic hardship, and how does the Young Talents program help overcome them?
Ioana Petrea: For a young artist coming from a low-income family, talent alone is rarely enough to build an artistic career. The costs of instruments, art materials, specialist training, travel, participation in competitions and the development of personal creative projects can be prohibitive, while access to mentors and professional networks is often limited. These barriers can force talented young people to compromise their education or even abandon their artistic ambitions. Through the Young Talents programme, we provide financial scholarships, mentoring, professional development and opportunities to showcase their work. We aim to ensure that a family’s financial circumstances do not determine whether a young person can pursue an artistic career.
How does a financial contribution to the Royal Charitable Concert translate into a meaningful opportunity for a young artist to develop? Could you share an example illustrating how a scholarship, mentoring and promotional support have changed a young person’s path?
Ioana Petrea: Every contribution, whether through corporate sponsorship or an individual donation, helps create the conditions in which talent can flourish. A scholarship can cover essential artistic expenses, while mentoring and specialized training help young people develop their skills, confidence and professional direction. Equally important are opportunities to perform, exhibit their work and connect with established artists and cultural institutions. This comprehensive support serves as a launchpad for talented young artists.
One inspiring example is cellist Andrei Ioniță, a Young Talents alumnus who went on to win the Gold Medal at the 2015 International Tchaikovsky Competition and was named a BBC New Generation Artist. His journey illustrates the extraordinary potential of young Romanian artists when talent is matched with opportunity and sustained support.
Margareta of Romania Royal Foundation believes that Young Talents can be described as a project of national importance. What does this vision mean in practical terms, and how do the opportunities offered to young people today contribute to Romania’s cultural future and its ability to gain international recognition?
Ioana Petrea: The Young Talents national programme is the most important platform for supporting gifted artists from families with limited financial means. Since 2009, the Young Talents programme has awarded more than 500 scholarships, representing an investment of over 2.2 million euros, helping talented young people pursue their artistic education. We support both classical musicians and visual artists and offer them resources and the opportunity to reach their full potential. These young people are not only building their own careers; they are becoming ambassadors of Romanian culture at home and abroad. Investing in young artists is an investment in Romania’s cultural identity, creativity and international reputation.
With companies receiving numerous sponsorship requests, why should they include Young Talents among their corporate social responsibility priorities? What value does this investment create for the community and for a company seeking to contribute to Romania’s long-term development?
Ioana Petrea: Supporting Young Talents allows companies to invest in a programme that addresses at least one CSR objective in the areas of social equity, education or culture.
By providing scholarships, mentoring and professional development opportunities, we help talented young people from disadvantaged backgrounds overcome financial barriers and pursue their artistic ambitions. At the same time, the programme contributes to nurture future generations of artists and making culture more accessible to the public. Investing in Young Talents means investing in both the potential of individual young people and the cultural future of Romania. For companies, this is an opportunity to create lasting social impact while supporting education, equal opportunities and cultural development.
Kaufland Romania is an example of a partner that has recognized the value of long-term investment in young talent and has supported the next generation of artists alongside us from the very beginning. Their commitment demonstrates how a sustained partnership can make a real difference in young people’s lives.
A partner’s trust is built through both young people’s stories and tangible results. How do you track and communicate the impact of the funding you receive, and what demonstrates to sponsors that their support is creating lasting change?
Ioana Petrea: Measurable results, together with individual stories, demonstrate the impact of this programme. We track the awards won by our scholars, the artistic development opportunities provided, their participation in mentoring and training, and the performances, exhibitions and competitions in which our young people take part. We also follow their progress over time, including educational achievements, professional milestones and international recognition. Feedback from beneficiaries and mentors helps us understand how our support contributes to their development over time. For our partners, the strongest evidence of impact is seeing young artists turn their potential into achievement, shine on concert stages and in art exhibitions, and knowing that their support has helped make their success possible.
What are your plans for the young artists taking part in the program’s 2027 edition, and how can companies wishing to support it get involved? What forms can a partnership take if it begins with this evening at the Romanian Athenaeum and continues throughout the development of a new generation of artists?
Ioana Petrea: In 2027, we aim to support 36 talented young musicians and visual artists by providing scholarships of up to €2,000, alongside mentoring, specialized training and opportunities to perform and exhibit their work. We also want to extend our programme’s resources and mentoring to another 100 young artists, pupils and students in vocational fields through open Art Talks. We aim to bring their music and artwork closer to the public through educational activities and open events across the country.
Companies can contribute through financial sponsorship, including by redirecting up to 20% of their profit tax, where applicable. The Royal Charitable Concert at the Romanian Athenaeum is an inspiring starting point and an opportunity to meet our Foundation and become part of our community of supporters. But the real value of a partnership lies in what follows: a year of concrete opportunities that helps the next generation of Romanian artists grow, thrive and continue to surprise us all.
Thank you for these answers and for taking the time to participate to this interview!
Marcela Dorobănțescu has worked in communications and public relations for 20 years, putting her heart into everything she does. Warm, thoughtful, and attuned to others, she builds bridges between ideas, emotions, and meaning, fostering trust and connection through her words. She combines sensitivity with professionalism, bringing balance, kindness, and authenticity to both her personal and professional life. Marcela currently is the PR Coordinator at the Royal Margareta of Romania Foundation.
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