Music festivals are not only artistic events, but also important drivers of the cultural, tourism, and economic development of local communities. In this lecture, Ivan Blagojević discusses the role of festivals in urban development, the challenges of organising large-scale events, and the importance of long-term and sustainable models of public support for the festival sector. Drawing on decades of experience in organising the Nišville Jazz Festival, he presents examples of good practice and highlights possible directions for the development of festival policy in Serbia.

The lecture was presented at the conference “Strategic Directions and Priorities for the Development of the Music Industry in Serbia,” held on 19 July 2026 in Niš, as part of the project “Play It! – Strengthening Cooperation in the Music Industry,” implemented by the World Music Association of Serbia (WMAS) with the support of UNESCO’s International Fund for Cultural Diversity (IFCD).