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EMMA launches EU music managers mentorship scheme

The first-ever pan-European mentorship programme – EMMMA – will team up young managers with experienced mentors across participating countries

By Anna Grace on 20 Sep 2019

EMMA launches EMMMA mentorship scheme

The European Music Managers Alliance

The European Music Managers Alliance (EMMA) announced the launch of the first-ever pan-European mentorship programme for music managers today (20 September), at Hamburg’s Reeperbahn Festival.

The European Music Managers Mentorship Activation (EMMMA – note the extra ‘M’) aims to foster knowledge sharing and increased commercial opportunities by linking managers across the European Union.

The EMMMA programme is spearheaded by pan-European artist managers’ body EMMA, which launched in London last year, comprising managers’ associations from the UK, France, Holland, Norway, Finland, Sweden and Poland. The European Commission’s Music Moves Europe initiative is providing funding for the mentorship scheme.

EMMMA will team up emerging European managers with experienced mentors from each participating country. The programme will provide a combination of face-to-face meetings at MaMA Festival in France, Oslo’s by:Larm, Tallinn Music Week in Estonia and the Great Escape in the UK, with bi-monthly Skype sessions and workshops on areas including live music, touring and taxation, streaming data and making a business out of a band.

After completion of EMMMA, participants will be responsible for providing a one-year business plan for at least one of their artist, songwriter or producer clients.

“This much-needed programme will enable managers to share expertise and build their artists’ careers across borders”

“Diversification and fragmentation of the traditional music industry has undoubtedly elevated the role of music managers, who are now required to be experts in all aspects of their clients’ business – from songwriting and recording deals, to live touring, brand sponsorship, online marketing and a host of other areas,” said Per Kviman, chair Music Managers Forum (MMF) Sweden and chair of EMMA, speaking at the launch at Reeperbahn Festival.

“This much-needed programme will enable managers to share expertise and build their artists’ careers across borders. We hope it will grow over time and help build a strong network of managers across the EU. This is a big win for the future of European music.”

Virpi Immonen, vice chair of EMMA and chair of MMF Finland added: “MMF Finland is proud to be the project coordinator of this groundbreaking pan-European mentoring programme.

“Management can be a tough and stressful gig, in what is often a solitary career, and so our aim with EMMMA, and with support from the European Commission, is to start pooling and sharing the vast knowledge base that exists across the continent, and to help upcoming managers to successfully grow their business. In turn, that will offer even greater opportunities to support the careers of our artists, our songwriters and our composers.”

Applications for EMMMA will open soon. More information about the programme is available here.


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