As part of the “Play It! – Strengthening Cooperation in the Music Industry” project, implemented by the World Music Association of Serbia (WMAS) with the support of UNESCO's International Fund for Cultural Diversity (IFCD), a professional conference entitled “Strateški pravci i prioriteti razvoja muzičke industrije u Srbiji” (Strategic Directions and Priorities for the Development of Serbia's Music Industry) and a closing concert featuring emerging artists were successfully held in Niš on 19 July.
The events brought together representatives of the music sector, festivals, institutions, organizations, media, and artists, highlighting the importance of cooperation and networking for the future development of Serbia's music scene.
The conference addressed a wide range of topics, including the position of young musicians, sustainable funding models, the role of the media, professionalization of the sector, festival development, technical production, digital tools, and the preservation of musical heritage.
Speakers included Maša Vukanović (ethnologist, anthropologist and cultural policy expert), Oliver Đorđević (promoter, WMAS), Marija Vitas (ethnomusicologist, journalist, MICS), Bojan Đorđević (promoter, Ring Ring), Dejan Ilijić (composer, Eyot), Ivan Blagojević (Director of the Nišville Jazz Festival), Dejan Šobot (stage manager), Darko Konstantinović (composer, Art Krug), and Miloš Prikić (IT specialist).
Through practical examples and professional experience, they explored the challenges, opportunities, and strategic priorities shaping the contemporary music industry in Serbia.
Particular emphasis was placed on strengthening cross-sector collaboration, developing professional competencies, increasing the visibility of emerging artists, promoting the use of digital technologies, and presenting the “Play It!” platform as a space for networking, knowledge exchange, and the promotion of Serbia's music community.
The project concluded with an evening concert held in Saint Sava Park in Niš, featuring young bands from Belgrade and Niš: Paks, Polsky, O.K.O.T., and Maktub.
The audience had the opportunity to discover a diverse range of original musical expressions by a new generation of Serbian artists, while the concert marked the culmination of months of activities dedicated to empowering emerging musicians and connecting them with professionals from across the music industry.
The successful completion of the conference and closing concert marked the conclusion of the “Play It!” project, which has contributed to strengthening the capacities of Serbia's music sector through research, the development of a digital platform, educational programmes, and public events. The project has also created new opportunities for collaboration, professional development, and the promotion of the country's contemporary music scene.
Recordings of all conference presentations, along with video highlights from the closing concert, will soon be available on the Play It! platform, ensuring that the project's outcomes remain permanently accessible to musicians, music professionals, and the wider public.
