3 July, Friday
Toplocentrala, Hall 2Registration – Lobby
Festivals and cultural events are increasingly expected to demonstrate their value beyond audience numbers and ticket sales. Public institutions seek evidence of economic return, sponsors require measurable business outcomes, while organizers need reliable data to support funding applications, strategic planning, and long-term sustainability. This session explores how the impact of festivals and events can be measured through economic impact studies, audience research, sponsorship evaluation, tourism effects, and community outcomes. The discussion will examine the methodologies used to quantify direct, indirect and induced economic benefits, the role of data and consumer insights, and how organizers can transform research into compelling evidence for stakeholders and decision-makers.
Moderator: Petar Ganev (Institute for Market Economics)
Speakers: Mike Duignan (Events & Festivals), Elena Chardakliyska (Mastercard), Boriana Dimitrova (Alpha Research)
While digital platforms have made music more accessible than ever, artists performing in minority and less widely spoken European languages continue to face significant challenges in reaching international audiences. At the same time, recent success stories demonstrate that authenticity and strong cultural identity can be powerful advantages rather than obstacles. We will explore how artists, festivals, export offices, labels, and cultural institutions can support the international circulation of music created in minority languages. The discussion will examine audience development, streaming and algorithmic discoverability, showcase festivals, international collaborations, and the role of public support in promoting linguistic diversity within Europe’s music ecosystem.
Moderator: Anca Lupes (Romanian Artist Worldwide)
Speakers: Araceli Tzigane (Mapamundi Musica), Artist (Cristina Clara, PT), Götz Buehler (Artistic Advisor, jazzahead!), Cesar Andion (The Spanish Wave / Madrid Sounds International / Big Music Talent Agency)
А practical workshop that combines wellbeing practices with strategic thinking for artists and creative professionals. Through movement, voice work, grounding techniques, and creative exercises, participants will develop tools for managing stress, improving focus, and sustaining creative confidence in demanding professional environments. The session also offers space for reflection on artistic direction, helping participants refresh their vision, mission, priorities, and development goals while adapting to the evolving realities of the contemporary music and digital landscape.
Lecturer: Edyta Rogowska-Zak
4 July, Saturday
Toplocentrala, Hall 2Registration – Lobby
Cities increasingly compete not only for tourists, but also for talent, investment, students, entrepreneurs, and creative industries. In this context, culture has become a strategic tool for shaping urban identity and building international visibility. This panel will explore how cultural events, festivals, creative districts, and cultural policies contribute to city branding and destination development. Through examples from Sofia and Ostrava, the discussion will examine how cultural initiatives can strengthen local communities, attract visitors, support economic development, and position cities on the global map. The conversation will address the relationship between culture, tourism, public policy, and place-making, while highlighting the role of festivals as long-term drivers of urban transformation.
For decades, Ronnie Scott’s Jazz Club has been one of the world’s most respected live music venues, helping to connect exceptional artists with audiences, industry professionals and international opportunities. In this conversation, Paul Pace, Music Programmer and Legacy Manager at Ronnie Scott’s, will share insights into how the club discovers talent, builds lasting relationships with artists and maintains its reputation as a global destination for live music. The panel will explore the enduring value of trusted venues, curators and industry networks in an increasingly digital music landscape, and what emerging artists can learn from one of the world’s most influential stages about building sustainable careers and reaching audiences beyond their local scene.
Speaker: Speaker: Paul Pace (Music Programmer and Legacy Manager, Ronnie Scott’s Jazz Club)
Jazz and world music have always been more than genres—they are living social practices built on interaction, improvisation, and shared experience. From intimate jam sessions to large-scale festivals, these forms of music create spaces where people connect across cultures, generations, and backgrounds. This panel explores how jazz and global sounds function as tools for social cohesion, cultural dialogue, and community building. The discussion will examine how music gatherings foster belonging, shape identities, and contribute to more inclusive and resilient societies. The session will also address the evolving role of festivals and live events as temporary communities with lasting impact, and how these formats can be intentionally designed to support outreach programs, nurture young talent, and create long-term positive change in society.
Moderator: Tanya Ivanova (Jazz FM, Bulgaria)
Speakers: Patricia Pascal (Tomorrow’s Warriors), Francesca Cerretani (Europe Jazz Network), Sorvina (Artist)
An interactive workshop designed for artists and creative professionals, combining movement, voice, and reflective practices in an outdoor setting. Through guided physical exercises, breathwork, improvisation, and collaborative activities, participants will explore practical tools for stress release, nervous system regulation, and enhancing creative flow. The session also includes a structured process for identifying artistic strengths, mapping professional competencies, and reflecting on creative identity, collaboration, and future development opportunities.
Lecturer: Edyta Rogowska-Zak
