The training session “Pronađi svoj put u muzičkoj industriji” (Find Your Way in the Music Industry), held at the Josip Slavenski Legacy in Belgrade on May 31, 2026, was designed for young musicians and emerging professionals in the music sector. The training was organized as part of the project “Play It! – Strengthening Cooperation in the Music Industry”, implemented by the World Music Association of Serbia (WMAS) with the support of the UNESCO International Fund for Cultural Diversity (IFCD). The project aims to strengthen cooperation and professional capacities within Serbia’s music sector through education, networking, and knowledge exchange.

The event opened with remarks by Oliver Đorđević, a representative of WMAS, who introduced participants to the work and mission of the organization, as well as its umbrella association, the Music Information Centre of Serbia (MICS). He emphasized that for more than two decades WMAS has actively contributed to the development of Serbia’s music sector, the international promotion of local artists, the preservation and promotion of cultural heritage, and the connection of musicians, organizations, and institutions through national and international projects.

He particularly stressed the importance of continuous education for young musicians and the creation of opportunities for their professional development in today’s music environment.

Following the opening remarks, Maša Vukanović presented the “Play It!” project, its objectives, activities carried out so far, and the opportunities it offers to young musicians and other music-sector professionals.

The first expert lecture was delivered by Branka Glavonjić, who spoke about the key stakeholders of the music industry and the relationships between authors, performers, managers, promoters, media, publishers, and institutions.

Participants gained a clearer understanding of the professional environment in which they will develop their careers and the ways in which they can build cooperation with various partners across the sector.

Lecture by Branka Glavonjić | Photo: MICS

Particular interest was generated by Srećko Barbarić from SOKOJ, whose lecture, titled “Koliko košta jedan stream” (How Much Is One Stream Worth?), offered practical insights into the functioning of digital platforms, streaming revenue models, and the system of copyright protection and royalty distribution in today’s digital environment. The discussion that followed demonstrated that copyright and digital distribution remain among the most important topics for young musicians today.

In the second part of the programme, Bojan Đorđević spoke about fair practices and contractual relations in the music industry. Through a series of examples from both domestic and international practice, participants were introduced to the fundamental principles of professional cooperation between musicians, organizers, producers, and other stakeholders.

Special attention was given to the importance of clear communication, transparent agreements, and an understanding of basic contractual obligations.

Jovan Matić of Del Arno Band shared insights gained through decades of work on the music scene. His lecture, “Od probe do nastupa, izdanja i ponovo” (From Rehearsal to Performance, Release and Back Again), offered a practical perspective on the development of a music project – from the earliest stages and repertoire development to concert organization, recording, and release promotion.

His presentation sparked a lively discussion about the challenges faced by young bands today.

The role of the media and the importance of visibility on the music scene were addressed by Marija Vitas from the Music Information Centre of Serbia. Participants learned more about how music journalism functions, what the media expect from artists, and how a recognizable professional identity can be built through communication with audiences and the media.

Lecture by Marija Vitas | Photo: MICS

A special segment of the training was dedicated to practical work. During the workshop “How to Create an Effective Band Presentation”, participants worked on improving the way they present their work to festivals, promoters, media outlets, and potential partners.

Through collective analysis and practical examples, they explored the essential elements of a successful music project presentation.

The training evaluation revealed a high level of participant satisfaction, particularly regarding topics such as the functioning of the music industry, copyright and streaming revenues, career development, contractual relations, and music promotion. Participants highlighted the importance of such programmes in providing practical knowledge that is rarely available through formal education.

Lecture by Srećko Barbarić | Photo: MICS

The training also featured Miloš Prikić, an IT expert and collaborator on numerous projects in the fields of cultural and music digitalization. In conversation with participants, he pointed to the growing importance of information technologies in the contemporary music industry, emphasizing that digital tools, mobile applications, music platforms, artificial intelligence, and effective digital content management are becoming indispensable elements of artists’ professional presentation and communication with audiences. He particularly stressed that, alongside artistic skills, contemporary musicians increasingly need to develop digital competencies in order to successfully position their work in both domestic and international markets.

The training “Pronađi svoj put u muzičkoj industriji” represents one of the activities within the “Play It!” project, whose goal is to contribute to stronger connections and greater professionalization within Serbia’s music sector, while creating new opportunities for young musicians and other music industry professionals.

All lectures from the training will soon be made available on the “Play It!” platform, allowing the knowledge and experience shared by the speakers to reach other young musicians and music-sector professionals interested in professional development, skills enhancement, and a deeper understanding of the contemporary music industry.

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