Having started out at the music label Humming Records (NEUBAU Music), Chris Heide founded the KiezKultur Festival in Hanover and the management and booking agency Schockverliebt in 2021. He is currently Head of Music Booking for the c/o pop Festival in Cologne and the KiezKultur Festival, works with several artists via Schockverliebt and recently founded a publishing house in cooperation with NEUBAU Music.