The first workshop was led by Adrian Richter (popup-records, House Arrest Agency) and focused on the fundamentals of PR and communication in the music environment.
The session highlighted the importance of having a clearly defined artist identity – from genre, sound and visual style to the emotions a project conveys. These elements form the foundation for long-term and coherent communication towards both audiences and media.
It also introduced different ways of communicating music – through owned channels, media, and paid promotion – and how to combine these tools effectively.
The workshop emphasized the importance of well-prepared materials, thoughtful communication, and a strong project narrative. It also showed that PR is not advertising nor a quick way to gain streaming numbers, but a long-term effort focused on visibility, credibility, and positioning within the scene.
The second workshop was led by András Bodrogi (The state51 Conspiracy) and focused on how music revenues function today within digital platforms. The session explained where revenue actually comes from – from streaming services and YouTube to other forms of music usage – and why it is essential to have properly set rights, high-quality metadata, and a functional system capable of capturing value.
A significant part of the workshop focused on working with platforms and tools available to artists, which are often underused. It highlighted the importance of managing artist profiles, working with content, and understanding how music discovery and listener behavior function today.
The workshop also demonstrated that success does not come from a single moment, but from long-term setup – from the first audience interaction to building relationships with fans beyond algorithms.
Both workshops offered a practical perspective on the current music ecosystem and showed that sustainable development is based on a well-thought-out strategy, a clear identity, and consistent relationship-building with audiences.
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You can find the IG Reels from the workshops here.