about animus
founded in late 2023, ANIMUS is a boutique social media management agency specialised in classical musicians and classical music organisations based in london, UK.
derived from the latin word, ANIMUS can be translated into “spirit”, “motivation” and “to breathe”.
it also happens to be the founder’s name backwards.
about the DIRECTOR
hi, i’m sumina, the founder and director of ANIMUS.
raised in a family of professional musicians in zurich, i’ve lived and breathed classical music my whole life. my studies took me to the Hanns Eisler Hochschule in Berlin and The Juilliard School in New York City, where i continued to discover the power of social media to transform careers.
through platforms like Instagram and YouTube, i’ve collaborated with brands such as Henle Verlag, Sennheiser, and Uniqlo, performed as a soloist with orchestras, and even secured a stradivari fine violin loan — all thanks to digital visibility.
i created ANIMUS to help classical musicians build independence and connect directly with their audiences in today’s digital world.
got questions? let’s talk!
hi, i’m ayane — the executive assistant and social media manager at ANIMUS.
born in new york city, i started playing the piano at age 3 and graduated from Fiorello H. Laguardia High School for Music & Art and Performing Arts. i went on to earn my bachelor’s degree at Rice University and am now finishing my master’s at the Royal College of Music in London, where i work as both a soloist and collaborative pianist.
i’ve been fortunate to perform in some incredible venues across the U.S. and Europe, including Wigmore Hall, Steinway Hall in London and New York, Alice Tully hall, the Rose Studio at Lincoln Center, Carnegie Hall, and the New World Center.
as a professional musician myself, i am constantly looking for new ways to promote classical music, and i recognize the power of social media in shaping a career. i’m excited to help others harness that tool to amplify their impact and connect with audiences.
hi, i’m florence, executive social media manager at ANIMUS.
a canadian born in italy and raised in both north america and europe, i found the cello at age eleven. from the moment i held the instrument, i knew it would be mine, and i’ve never looked back!
i studied in montréal and geneva and have performed in ensembles across north- and central america as well as europe. collaboration has always been at the heart of my musical life: from joining multiple youth orchestras or subbing with professional ones, to performing under conductors like dudamel and noseda, to playing chamber music in exciting projects with my friends like TEDTalks or joining the Benedetti Foundation ambassador program. i thrive in team settings where music becomes a shared language even on international stages, hence my interest in digital communication.
outside of performance, i’ve worked for years as a social media manager and art administrator for artists and institutions. i’m passionate about helping musicians take control of their own narrative, using social platforms to connect, grow, and express themselves authentically. i also love exploring the intersections of commercial media and fine arts, and mixed media storytelling - which leads me to my fun fact, that in 2024, i appeared in the film mlle bottine!
at ANIMUS, i unify my love for ensemble work, digital strategy, and creating safe, empowering spaces for artists.
i’m looking forward to working with you!