"This is a big win": EMMA launch new European Music Managers Mentorship Activation

Today (September 20), the European Music Managers Alliance (EMMA) have announced the launch of the first ever pan-European mentorship programme for music managers, christened EMMMA. The announcement follows a successful bid to the EC’s Music Moves Europe fund. 

An official press release stated that EMMMA, “will look to foster knowledge sharing and increased commercial opportunities by linking managers across the EU.”

The EMMMA initiative will consist of both a mentoring scheme and networking programme, will facilitate upcoming European managers to team up with experienced mentors from each participating country. This will include face-to-face meetings at Mama Festival, By:Larm, Tallinn Music Week and The Great Escape, as well as bi-monthly Skype sessions and specialised workshops on live music, touring and taxation and streaming data. 

Upon completion of the programme, participants will be responsible for providing a one-year business plan for at least one of their artists, songwriters or producer clients.  

Speaking at the launch, Per Kviman, chair MMF Sweden and chair of the European Music Managers Alliance, 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 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.”


This much-needed programme will enable managers to share expertise and build their artists careers across borders

Per Kviman

MMF Sweden, European Music Managers Alliance


Virpi Immonen, vice chair of EMMA and chair of MMF Finland added: “MMF Finland is proud to be the project coordinator of this groundbreaking pan-European mentoring programme.  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.” 

Applications for EMMMA will open soon.

For the latest edition of Music Week we speak to the MMF’s Annabella Coldrick (CEO), Kwame Kwaten (vice chair/founder of Ferocious Talent) and Paul Craig (chair/manager of Biffy Clyro) about the host of new initiatives they are overseeing, from their Accelerator Programme which offers funding to fledgling managers to changes on their board. Subcribers can read it in full here.


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