Born in 1954, Peter Kroone studied 17th century Dutch Literature in Amsterdam, becoming a young entrepeneur with the organisation of local events and cultural trips. In 1985 he started a consultancy to create a platform for his marketing ideas, later renamed into Companions Amsterdam.

Soon, he started to specialize in using (large-scale) events as a marketing tool for companies to connect in a more emotional way to the target audiences.

Always a lover of classical music and opera in particular, he started in 1993 to make from this ‘hobby’ a business by presenting opera in a new, 360°-way. By producing the most famous opera titles in indoor sport arenas and stadiums he has made opera accessible to over one million visitors.