From 1989 until 1993 Alexander Schulz studied “Applied Cultural Studies” at the University of Lüneburg. Additionally from 1985 until 1997 Schulz was responsible for bookings for music clubs and music festivals in Hamburg. Also parallel to his studies from 1987 to 1992 he worked, among other things, as an assistant director at the Thalia Theater.
Toward the end of his studies in 1992 Schulz founded Inferno Music Publishing/Editions at BMG UFA of which he was managing director. At Jam Records, founded in 1993, Schulz was managing director as well.
In 1998 Schulz eventually founded Inferno Events GmbH & Co. KG for corporate events (clients: Unilever, Lufthansa and others), as well as public events (Hamburger Theaternacht, Nacht des Wissens, Reeperbahn Festival Campus, After Work Club and others). Here Schulz is managing director. At the moment the company has 12 permanent employees.
The foundation for the Reeperbahn Festival GbR, of which Karsten Jahnke Konzertdirektion GmbH and Inferno Events GmbH & CO. KG are shareholders, was laid in 2006. The company organises the annually held Reeperbahn Festival which was founded by Alexander Schulz and currently has ten employees. Schulz is managing director.