#KONTAKT24 Panel Report: Western Balkans Through the Eyes of Agents

The “Western Balkans Through the Eyes of Agents” panel at the Kontakt conference led to insights into the complexity of the international music market and the challenges faced by agents and artists from the Western Balkans in their attempts to expand their activities to the global scene. Moderator Gordon Masson and panelists Beckie Sugden, Carlos Abreu, Jake Beaumont-Nesbitt, and Tor Breon shared their experiences and perspectives on the Western Balkans market, including artist perceptions, career development strategies, and the significance of festivals in the region.

Beckie Sugden from Creative Artists Agency highlighted her journey from journalism to becoming an agent, emphasizing the importance of mistakes and learning from one’s own experiences. Her story illustrates how the path to success can consist of a series of unusual and unexpected circumstances: “I accidentally mixed up Y and S on Myspace and sent all the promoters to a site with mild pornographic content. That’s how I quickly made many friends in the industry, and yes. The rest is history, as they say.”

Carlos Abreu from United Talent Agency shared his experience of transitioning from the financial sector to the music industry, emphasizing how career changes can lead to satisfaction and success. “I studied finance, economics, and strategy in college, did internships in investment banks, and I thought that would be my job.”

Tor Breon from WME Agency talked about his passion for music and the transition from studying music to becoming an agent. He emphasized the importance of building networks and understanding local markets, while Jake Beaumont-Nesbitt shared his thoughts on the importance of understanding the music business, local culture, and new earning models post-pandemic that change established ways. “I’ve been doing this for about 20 years, looking at the business model and saying it doesn’t make sense. One of the best things I can do is come to places like Belgrade or Skopje and gather ideas on how to build new business models, because you’re not facing the collapsing infrastructure like we are in the US or UK.”

The panelists thus touched on the challenges they face when organizing concerts and tours in the region, including infrastructure issues, venue capacities, and financial expectations. The discussion included the significance of building relationships and trust between agents, promoters, and artists, as well as strategies for successful internationalization of artists’ careers from the Western Balkans.

One of the key topics was the perception of the Western Balkans among international artists and agents. The panelists pointed out that, despite challenges, the region offers significant opportunities for career development and expanding the fan base. The importance of educating artists about the region, breaking down stereotypes, and building a strategy that takes into account market specificities was emphasized.

The panel concluded that, despite the challenges, the Western Balkans represents an attractive market with great potential for international artists. The key to success lies in a strategic approach, understanding the local market and culture, and collaborating with experienced local partners who can help bridge barriers and achieve successful projects.