Within the framework of the Play It – Strengthening Cooperation in the Music Industry project, a small-scale research activity was conducted among stakeholders and decision-makers.

The project “Play It! – Strengthening Cooperation for Change in the Music Industry” is implemented by the World Music Association of Serbia in partnership with the Music Information Centre of Serbia (MICS) and the Ring Ring association, with the support of the UNESCO International Fund for Cultural Diversity (IFCD). The project has been developed in line with the principles and objectives of the 2005 UNESCO Convention on the Protection and Promotion of the Diversity of Cultural Expressions. Its goal is to strengthen cooperation and strategic development within the music industry by connecting musicians, producers, sound engineers, publishers, concert and festival organizers, as well as decision-makers.

As part of the Play It project, a small-scale survey was carried out among stakeholders and decision-makers with the aim of defining the key elements of the future Play It database and online platform, as well as identifying needs and challenges in communication within the sector. In August 2025, questionnaires were developed and a data processing methodology was established, with a focus on fair practices, institutional cooperation, stakeholders’ needs, and the expected functionalities of the platform. In September 2025, a mailing list of relevant participants was created and survey links were distributed, ensuring broad participation from representatives of different areas of the music industry. The results of the research serve as a foundation for the further development of the structure and content of the Play It platform.

The Play It platform will also be open to international cooperation, creating opportunities for stronger promotion of domestic music production and connections with partners abroad. The launch of a preliminary version of the portal is expected at the end of February 2026 at: playit.mics.rs.

Emphasizing the need for an open and inclusive music industry system, the project will be accessible to participants from various sectors, regardless of gender, age, ethnic background, disability, level of experience in studio or live performance settings, and similar factors. The project encompasses six types of activities: surveys, focus groups, a conference, workshops, concert performances, and an online portal.