On May 31, a training session entitled “Find Your Way in the Music Industry” was successfully held in Belgrade, bringing together young musicians and emerging professionals from the music sector. The training was organized as part of the Play It! – Strengthening Cooperation in the Music Industry project, implemented by the World Music Association of Serbia (WMAS) with the support of UNESCO’s International Fund for Cultural Diversity (IFCD). The project aims to strengthen cooperation and professional capacities within Serbia’s music sector through education, networking, and knowledge exchange.
The event opened with remarks by Oliver Đorđević, representative of the World Music Association of Serbia, who introduced participants to the mission and activities of the organization, as well as its umbrella initiative, the Music Information Centre of Serbia (MICS). He emphasized that WMAS has been actively contributing to the development of Serbia’s music sector for more than two decades through the promotion of local artists internationally, the preservation and promotion of cultural heritage, and the implementation of numerous national and international projects. He also highlighted the importance of continuous education and capacity-building opportunities for young musicians.
Following the opening remarks, Maša Vukanović presented the Play It! project, outlining its objectives, achievements to date, and opportunities available to young musicians and music professionals through the initiative.
The first lecture was delivered by Branka Glavonjić, who introduced participants to the key stakeholders and relationships within the contemporary music industry. Her presentation provided valuable insight into the roles of authors, performers, managers, organizers, media outlets, publishers, and institutions, helping participants better understand the professional environment in which they are developing their careers.
One of the most anticipated sessions was “How Much Is One Stream Worth?” presented by Srećko Barbarić from SOKOJ. Through practical examples, participants gained a clearer understanding of how digital platforms operate, how streaming revenues are generated and distributed, and how copyright royalties function in today’s digital environment. The discussion that followed confirmed that copyright and digital distribution remain among the most important issues for young musicians.
In the second part of the program, Bojan Đorđević spoke about fair practices and contractual relations in the music industry. Drawing on examples from both domestic and international practice, he highlighted the importance of transparent agreements, professional communication, and a basic understanding of contractual obligations among musicians, organizers, producers, and other stakeholders.
Jovan Matić of the Del Arno Band shared valuable experiences gained throughout his long-standing career in music. His presentation, “From Rehearsal to Performance, Release and Back Again,” offered a practical overview of the development of a music project, from rehearsals and repertoire-building to live performances, recording, and promotion. His insights encouraged lively discussion about the challenges faced by emerging artists today.
Marija Vitas from the Music Information Centre of Serbia focused on the role of music journalism and media visibility. Participants learned how artists can communicate more effectively with media outlets, build a recognizable professional identity, and increase their visibility among audiences and industry professionals.
A practical workshop entitled “How to Create an Effective Band Presentation” enabled participants to work on improving the way they present their music projects to festivals, organizers, media representatives, and potential partners. Through hands-on exercises and collective analysis, attendees explored the essential elements of a successful artist presentation.
The training evaluation revealed a high level of participant satisfaction. Topics most frequently highlighted included understanding the music industry, copyright and streaming revenues, career development, contractual relations, and music promotion. Participants emphasized the value of practical knowledge that is rarely available through formal education.
The training also featured contributions from Miloš Prikić, an IT specialist involved in several cultural and music digitization projects. During discussions with participants, he emphasized the growing importance of information technologies in the contemporary music industry, highlighting the role of digital tools, mobile applications, music platforms, artificial intelligence, and digital content management in promoting artists and connecting with audiences. He stressed that, alongside artistic skills, musicians increasingly need digital competencies in order to successfully position their work on both domestic and international markets.
The training “Find Your Way in the Music Industry” represents one of the key activities of the Play It! project, which seeks to strengthen cooperation and professionalization within Serbia’s music sector while creating new opportunities for young musicians and music professionals.
All lectures from the training will soon be available on the Play It! platform, making the knowledge and experience shared by the speakers accessible to a wider audience interested in developing their careers and gaining a deeper understanding of the contemporary music industry.
