On the 3rd and last day of AMW 2022, we were welcomed by the initiator of AMW and the Director of Innovathens, passing the baton to the Head of the Directorate for the Development of Contemporary Creation of the Hellenic Ministry for Culture and Sports, who spoke about the pathologies in the music industry before and after the pandemic, presented official data and figures, proposed solutions and closed her speech with the optimistic message “This is not the end of the world, this is the end of a world”.
In the following panel, representatives of international networks and organisations gave handy advice on how industry professionals can benefit from the development of the European Music Ecosystem by promoting the right regulatory framework and accessing funding. At the same time, on the packed Innovathens ground floor, industry experts revealed elements of the music value chain, discussed copyright, proper use of data, and shared valuable tips with the audience on identifying new revenue streams, better ways to negotiate and increase long-term income from the music product.
Particularly enlightening was the panel on the relationship between Tik Tok and Music where the participants shared with the audience new practices of promoting artists confirming the trend of the popular platform, and as it emerged from the discussion, Tik Tok is destined to change the way labels and A&Rs identify and promote young creators. However, it’s not only Tik Tok that is monopolizing the interest of new creators, as we learned from the experts at PostScriptum, the proper use of wikipedia can be an excellent promotional tool for both artists, music festivals and events.
In addition, international promotion of artists is something that also monopolized the interest in the discussions with industry experts advising young artists to start in their neighboring countries before attempting to penetrate the international market. Of course, the discussion about equality and diversity in the music industry could not be missing from our topics, concluding that networking and creating a safe and inclusive space fosters positive change towards gender equality in the music industry.
The last day of the conference followed, like every day, with a breezy happy hour by Athens Voice Radio & Amstel and concluded with a great concert on the main stage of Technopolis with unexpected mixes of different musical genres from different parts of the world. From Thrace to Crete, from Romania to Pontos and from punk to electronica, the AMW Live Main stage presented a “subversive” line up with newcomers Z.E.N, and Zimbru, the airy presence of Maria Papageorgiou and the explosive energy of Thrax Punkc!