European music sector calls for ambitious export strategy

By Emmanuel Legrand

To overcome Europe's fragmented landscape, cultural specificities and multiple languages, the music sector is asking for specific European Union-wide policies and increasing cooperation between Member States in order to improve the export of European repertoire within and outside the EU.

  Proposals to boost European music exports were outlined during the European Music Export Conference in Brussels, at the initiative France's Le Bureau Export, Brussels-based research firm KEA, and EMEE (European Music Exporters Exchange), which have been tasked to develop a 'Study on a European Export Strategy' as part of the European Commission's “Music Moves Europe” initiative.

  The objective of the study is to analyse the challenges and opportunities regarding the export of European music and present solutions to some of the issues faced by stakeholders and suggest operational tools to increase the cross-border circulation of European repertoire in the world.  

  The Brussels event served as a launchpad to present the first findings of the study and discuss some operational strategies to strengthen the export of European music. In particular, the study highlighted mobility issues, with a series of regulatory and structural hindrances, that are detrimental to a well-functioning single market, in particular double taxation issues for EU artists playing in Europe. The sector also faces a fragmented market that is not conducive to developing intra-EU circulation of repertoire and artists.

Toolbox to improve the situation

  A study conducted by EMEE, based on data from BMAT, mapping the share of repertoires played on streaming services in Europe, showed that US repertoire accounted for 41.74% of all streams this year, while European repertoire (excluding the UK) was set at 18.5%, and UK repertoire at 18.23%. “Europe is not doing very well in terms of streaming,” said Corinne Sadki, from the Bureau Export.

  EMEE, which regroups 25 export offices from 23 countries, unveiled a series of proposals and tools to improve the situation, including:  

> Sharing knowledge, with the creation of a European Music Export Resource Centre, compiling all relevant information about specific music markets (market reports, contact database, stakeholder interviews, etc.) both inside and outside of Europe, and European fact-finding missions in overseas territories.

> Professional development for music professionals and artists through mentoring programmes, a music professionals exchange fund and a European music co-creation fund.
> Improving cross-border circulation for music artists with a cross-border mobility fund, and a cross-border marketing fund.

> Reinforcing the foothold of the EU music sector on international markets with the creation of a European Music Week, consisting of showcases and professional events outside of the EU, and a fund for national European export organisations that wish to access a new international market through participation in a professional showcase event. > Provide funding support to invite international professionals to European showcase events and conferences connected to EMEE export offices.

> Support the creation of a European Music Observatory to provide, at European level, a tool to monitor the music eco-system in Europe, and the economic impact of the European music sector globally. The European Commission has commissioned a feasibility study on the Observatory.

A historical moment

  These proposals are likely to end up in the final report to be delivered to the Commission's DG EAC by the end of the year to be considered as part of the "Music Moves Europe" action plan.

  “This is quite a historical moment,” said MarcThonon, Director of the Bureau Export. “We are finally seeing things happening at European level.”

  Thonon's message was backed by comments from EU officials, such as Kimmo Aulake, Chair of the Cultural Affairs Committee of the Council of the EU, who said that discussions on the EU's next Europe Creative programme “are going very well” and that “the inclusion of a specific strand for music is supported by all three institutions – the Commission, the Council of Europe and the Parliament."