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EMMA launches mentoring scheme for music managers across Europe

By | Published on Friday 20 September 2019

European Music Managers Alliance (EMMA)

The European Music Managers Alliance, aka EMMA, this morning launched a new pan-European mentorship programme for music managers at the Reeperbahn Festival in Hamburg.

Supported by the European Union’s Music Moves Europe initiative, the new European Music Managers Mentorship Activation (EMMMA, see) programme will match early-career managers with more experienced mentors. Participants will then connect via Skype calls, at EMMMA sessions organised at various music conferences, and via workshops focused on different aspects of the music business.

Launching the new scheme, Per Kviman, who chairs both MMF Sweden and EMMA itself, said: “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 client’s business – from songwriting and recording deals, to live touring, brand sponsorship, online marketing and a host of other areas”.

“This much-needed programme”, he added, “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”.

Meanwhile EMMA Vice Chair Virpi Immonen, who also heads up MMF Finland, which will coordinate the new scheme, added: “MMF Finland is proud to be the project coordinator of this groundbreaking pan-European mentoring programme”.

She added: “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”.

EMMA was established last year connecting trade bodies representing artist managers in various European countries.