Digital technologies are now an important tool for the development of the contemporary music industry and for connecting its various stakeholders. In this lecture, Miloš Prikić presents the “Play It!” online platform, its functionalities, and the opportunities it offers to musicians, organisers, producers, media, and institutions. He discusses the importance of digital networking, information exchange, project presentation, and the creation of a shared space for the development of Serbia’s music scene. The lecture demonstrates how modern technologies can contribute to greater visibility, more effective collaboration, and the professionalisation of the music sector 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).