AROUND THE WORLD – Opportunities for the Austrian music industry in non-European markets

picture of Around the World
(c) Around the World / Austrian Music Export

The corona pandemic has brought large parts of the music sector in Austria and internationally to a sudden and unexpected standstill. The usual exchange at international music industry events has been canceled or has shifted to digital platforms. Together with ADVANTAGE AUSTRIA, Austrian Music Export would like to provide a virtual program for export-oriented companies, labels and publishers, agencies and managements and launches the project “Around the World”.

In a series of webinars, a selection of music markets in South America, Africa and Asia is highlighted, global trends are discussed with selected professionals and networking with international colleagues is encouraged. The focus in spring 2021 will be on Brazil, Mexico, South Africa, India and South Korea.

Information on speakers and participants will be updated and expanded continuously. The participation in the webinars is open to artists, individuals, freelancers and companies and free of charge after prior registration. Need help or have questions? Please get in touch via email.

15. March Mexico (16:00 – 17:00 CET)
24. March South Africa (09:00 – 10:00 CET)
08. April India (11:00 – 12:00 CET)
19. April South Korea (10:00 – 11:00 CET)
03. May Brazil (16:00  – 17:00 CET)


The Asian continent not only makes up around 60% of the world’s population, countries such as Japan, China and South Korea are also consistently in the top 10 of the largest music markets worldwide. The IFPI Global Music Report 2019 recorded overall growth of 3.4% for Asia, while South Korea, China and India saw stronger regional growth of 8.2%, 16.0% and 18.7% respectively.

Above all, the growth in the streaming sector is strengthening the local music scenes. MIDEM’s 2020 white paper on the Asian markets states that the potential number of music listeners in China, Japan, South Korea, India and Southeast Asia exceeds 3.5 billion, and that a significant proportion of customers, including the growing middle class, access music via Broadband internet or smartphone.


Latin America is also benefiting from rapid expansion in the digital sector and, according to IFPI, was once again the fastest growing region (+ 18.9%) worldwide in 2019. The digital sector makes up almost three quarters of the market and achieved a share of 74.6% in 2019. In Brazil (+ 13.1%) and Mexico (+ 17.1%), the urban agglomerations such as Sao Paulo, Mexico City or Rio de Janeiro are not only Trigger Cities and the drivers of the streaming sector, but also appealing tour stops for international artists.


Official statistics for Africa show that it only accounts for a very small share of around 2% of the world’s recorded music market. The very young average age of its 1.3 billion people and the increasing digitization nonetheless point to interesting potential for the music industry. South Africa is the most developed and industrialized country in Africa. An excellent infrastructure, for example in the transport or IT sector, and a well-organized music industry with sales far above those of other African markets make South Africa an interesting market for Europe as well.
There are numerous festivals and international digital platforms such as Spotify, Deezer or Apple Music are present in South Africa. Despite the rapidly increasing numbers in the streaming sector, high data costs, for example, still pose major challenges and thus radio and social media continue to play a decisive role in the distribution of music. South Africa is a market with some challenges, but it is showing strong growth – according to IFPI 2019, Africa is the second fastest growing region in the world with an increase of almost 15%. The country also has a very diverse and rich music landscape, which can make cooperation projects attractive from an artistic point of view.

15. March MEXICO (16:00 – 17:00 CET)


  • Nella Hengstler | Austrian Trade Commissioner for Mexico | ADVANTAGE AUSTRIA Mexico City
  • Sergio Loranca | Key Account Manager | ADVANTAGE AUSTRIA Mexico City
  • Ana Rodriguez | Co-Chair | IMMF – International Music Managers Forum, Guadalajara:
    Ana Rodríguez is a music manager, co-president of the International Music Managers Forum (IMMF) and their presence in Mexico. She is a trained communicator with a Major in Artist Management from Berklee College of Music and co-founder of “Troker”, an instrumental jazz-rock band from Guadalajara. Alongside music and art, Ana is a management consultant and a Member of the Board of Directors of a merchandising company.
  • Sergio Arbelaez | Director | FIMPRO Guadalajara – International Music Fair for Professionals, Guadalajara:
    Sergio Albarez spends his time between Mexico and Colombia. In Mexico, he is the Director of FIMPRO. In Colombia, he is the Director of Academic Content for Circulart (an independent music platform) and a music advisor for Redlat Colombia. He is a speaker at events such as Womex, AME in Cape Verde, Conecta Peru, Conecta Costa Rica, and Riio Music Buzz as well as a guest lecturer at the Universidad Javeriana de Bogotá, Universidad Libre de Música, Universidad ITESO in Guadalajara and Universidad de Antioquia.
  • Robbie Lear | Co-Founder | De Gira – Music Services, Creative Agency and University Events, Mexico City:
    Robbie Lear heads DeGira, a music management agency that does Label Services, Booking and also events for the College Community in Mexico. Robbie has worked in the Music Industry in Latin America for over 20 years, including jobs in Sony, Universal and Warner Music, and in ONErpm and Believe Music Distribution, plus a stint in Claro música.

Registration: Aussenwirtschaft – GoTo Webinar

24. March SOUTH AFRICA (09:00 – 10:00 CET)


  • Martin Meischl | Austrian Trade Commissioner for South Africa | ADVANTAGE AUSTRIA Johannesburg
  • Esther Kabau | Key Account Manager | ADVANTAGE AUSTRIA Johannesburg
  • Theresho Seleso | Promoter | Oppikoppi Festival, Northam:
    Theresho Selesho is the CEO of Southern African entertainment company Matchbox Live, that uses music and art to drive social change. Its portfolio includes of Oppikoppi Festival, Lekkerland and the Drum Beat Festival. Theresho served as director of the Black Coffee ‘Music is King’ show at the Dome one of South Africas largest concert venues. He also hosts and is a partner in the Tshwanefontien event series, Transmicsoul sessions, and a handful of other smaller pop up events.
  • Sipho Sithole | Promoter, Label, Management | Native Rhythms Productions, Chairperson of Moshito Music Conference, Johannesburg:
    Dr. Sipho Sithole is a Research Fellow at the Johannesburg Institute of Advanced Study (University of Johannesburg) and holds a PhD in Anthropology. A former Deputy MD Gallo Records (the oldest major independent label in Africa), Dr. Sithole is the founder and owner of Native Rhythms Productions, Native Rhythms Records and Afrocentric Agency. He recently acquired a stake in streaming company, WatchaTV that has played a key role in staging a series virtual concerts during the Covid-19 pandemic in South Africa, including International Jazz Day Concert on 30 April. As an award-winning music producer, Dr. Sithole is credited with producing some of the prominent multi-award and double platinum selling Afro-Soul artists in South Africa.
  • Andrew Mitchley | COO of the David Gresham Entertainment Group:
    Andrew Mitchley is a South African music executive, entrepreneur, tech investor, with over 20 years of industry experience. Based in Johannesburg, Andrew is currently serving on the board of both The Recording Industry of South Africa (RISA) and the South African Music Performance Rights Association (SAMPRA), and has previously held the position as a non-executive director of RISA Audio Visual (RAV). Andrew is the Chief Operations Officer & head of A&R at David Gresham Records & has recently become the co-founder and Managing Director at Gresham Rights Management, a direct licensing company representing SESAC & The Harry Fox Agency in Sub-Saharan Africa.

Registration: Aussenwirtschaft – GoTo Webinar

08. April INDIA (11:00 – 12:00 CET)


  • Robert Luck | Austrian Trade Commissioner for India | ADVANTAGE AUSTRIA New Delhi
  • Poonam Negi | Key Account Manager | ADVANTAGE AUSTRIA New Delhi
  • Soumini Sridhara Paul | Senior Vice President | Hungama Digital Media Entertainment Maharashtra:
    Soumini Sridhara Paul is Senior Vice President of Hungama Digital Media Entertainment. She runs Hungama Artist Aloud, a Talent and Independent content platform and Hungama Kids. Besides these platforms she also oversees operations for Hungama’s YouTube channels and special projects that include CSR activities and brand solutions. She has over 25 years of experience through assignments with Channel [V] (Music and Artist Relations), Sai Baba Telefilms as an Executive Producer, Universal Music as media executive as well as being a Pop Artist and an Artist Manager herself.
  • Andre Tully | Founder | Nothing Regular Media and Entertainment
    Nothing Regular is an independent agency dedicated to supporting the development of independent and alternate spaces and enabling sustained growth for the community in the creative and cultural industries in India and south east Asia. Over the last 5 years, Andre Tully has constructed India’s leading tattoo and independent music festival, Heartwork Tattoo Festival. Identifying the gaps in connection between Asian & European cultural communities, he led the collaboration with EARS Finland (Europe-Asia Roundtable Series) to formulate EARS on Mumbai, a creative industries conference and showcasing platform. He is also the co-founder of The Mumbai Assembly, a Mumbai-based cultural agency focussed on supporting the development of new work, building capacity and showcasing across art forms.
  • Sohail Arora | Founder | Krunk Agency: Sohail Arora is the founder and managing partner of KRUNK, one of India’s finest events, artist management and booking agency based out of Mumbai. Founded in 2009, KRUNK has been responsible for producing and elevating some of the biggest and most prolific music talent in India. KRUNK’s wide roster of artists include some of the most forward thinking DJs, producers and bands in the country.
    In addition to running India’s only bass heavy electronic music festival – BASS CAMP, KRUNK holds residencies at most clubs and festivals and has been responsible for getting down some of the most cutting edge international acts from the electronic and live music scene worldwide.

Registration: Aussenwirtschaft – GoTO Webinar

19. April SOUTH KOREA (10:00 – 11:00 CET)


  • Wolfgang Köstinger | Austrian Trade Commissioner for South Korea | ADVANTAGE AUSTRIA Seoul
  • Philipp Winkler | Deputy Austrian Trade Commissioner for South Korea | ADVANTAGE AUSTRIA Seoul
  • In JaeJin | Artistic Director of Jarasum Jazz Festival | C.E.O of Jarasum Jazz Center | Professor of division of Performing Arts and Media at Howon University
  • Jung Han-jong | CEO, GOGO 2020 (Production – Records, Performances, Contents): In addition to his work in the music industry, he is also a bassist and music producer, in projects such as So Chan-hwi, Park Hye-kyung, Lee Hyun-woo, Butterfly Effect, V.E.I.L, 2Z, Nonhyunro 16gil, BOYHOOD, etc.
  • Lee Jun-sang | CEO, Chili Music Korea: Besides his work at Chili Music, he is a former professor at Gangdong University, Department of Contemporary Music and former professor, manager, Pop-Marketing Department and Warner Music Korea.
  • Shin Gong-hoon | Music Producer at GOGO 2020 | Member of the Nonhyunro 16 gil (stage name: STAY)

Registration: Aussenwirtschaft – GoTo Webinar

03. May  BRAZIL (16:00 – 17:00 CET)


  • Jacob Samuel Lassar | Marketing & Communication Manager | ADVANTAGE AUSTRIA Sao Paulo
  • Marcos Portinari | CEO Brasilianos: Marcos is a manager, multimedia producer, artistic director, composer and sportsman. He already won two Latin grammys, one as a composer in “Bossa Negra” and the other as a producer of “Samba de Chico”. With his partner Hamilton de Holanda he created the production company Brasilianos in 2006. Since then, Brasilianos has released several albums and received numerous awards and nominations in Brazil and around the world Artist collaborations include Wynton Marsalis, Chick Corea, Milton Nascimento, Hermeto Pascoal, Egberto Gismonti, Maria Bethania, João Bosco, Buena Vista Social Club, among others.
  • Ronaldo Cunha Campos | Co-Founder Alphabeat Records: Ronaldo studied Business Administration, is an Audio Engineer and Digital Entrepreneur with experience in Business Development and Evaluation, digital/web environment and IT market. In 2017 Ronaldo co-founded Alphabeat Records, a record company that also acts as a publisher, promoter and management agency.
  • Fabiana Batistela | Director SIM Sao Paulo (instagram): Fabiana Batistela holds a degree in Social Communications from ESPM, Sao Paulo’s Publicity and Marketing School. She started her professional life as a reporter for Bizz Magazine. In 2002 she founded Inker Agência Cultural, a company specialized in music consulting and music projects. She’s also the director of SIM Sao Paulo.

Registration: Aussenwirtschaft | GoTo Webinar

The webinar series is implemented in a cooperation of AUSSENWIRTSCHAFT AUSTRIA and Austrian Music Export and as part of go-international – a joint initiative of the Federal Ministry for Digital and Economic Affairs and the Austrian Federal Economic Chamber.

In case you missed it…

You can watch recordings and see presentations of the past webinars here:

ATW #1 – Mexico Webinar: Video and Presentation

ATW #2 – South Africa Webinar: Video

ATW #3 – India Webinar: Video