In early March, the Bulgarian Music Association brought together 16 young Bulgarian artists in Prague for an intensive training program focused not on the creation of music itself, but on everything that makes it visible, recognizable and competitive beyond the country’s borders. The initiative was implemented in partnership with SoundCzech, one of the leading organizations for the development and export of the Czech music scene.
Over the course of six days, participants went through a series of practical modules, meetings with experts and simulations of real-life situations from the music industry – those that rarely find a place in traditional music education. The main hub of the program was the Skautský Institut, located in the heart of the old town – a space that naturally combines culture, education and community.
From the very first days, the focus shifted to one of the most often underestimated elements in the development of an artist, namely the way in which he presents himself. Working on EPK materials, stage riders and video content showed that these are not just formal requirements, but key tools for accessing festivals, booking agents and media. The topic of digital presence logically continued this conversation, focusing on what professionals are really looking for when they come across an artist online, and how to build a consistent and convincing profile.
The program gradually moved from presentation to outreach, to the mechanisms through which music reaches new audiences and markets. The focus was on pitching strategies, communication with radio and festivals, as well as building a sustainable network of contacts. Participants not only discussed these processes, but also acted them out in a controlled environment, through simulations of performances and analysis of real cases from the European scene.
One of the strongest moments of the program came with a visit to Studio Martínek, where artists had the opportunity to present their music and receive direct professional feedback. The studio was presented by its director Jan Kośulič, who has been nominated for four Grammy Awards. Each participant had prepared their own track in advance, which was examined both from a production point of view and in the context of its international positioning. It was here that the conversation moved from theory to reality, how a project sounds on the global stage and what it lacks to be competitive.
In the following days, attention turned to strategic planning and the logic behind participating in showcase festivals. Instead of being seen as an end in itself, these participations were placed in a broader context, namely as part of a long-term development plan that includes the right choice of markets, targeted partnerships and carefully selected presentation opportunities. The participants developed their own strategies tailored to their style, goals and potential audiences.
The final stage of the training summarized the entire process, placing emphasis on the release of music and the coordination between the various elements of distribution, PR, visual content and live performance. Thus, the program did not remain at the level of inspiration, but ended with concrete results: updated materials, clear next steps and realistic development plans.
This is precisely where the greatest value of such initiatives lies. They show that the difference between local presence and international realization is rarely just a matter of music. It is in the preparation, in the understanding of the processes and in the ability of an artist to position themselves strategically. And this is no longer abstract knowledge, it is a skill that can be developed, tested and applied in practice.
The project is funded by the European Union through the NextGenerationEU instrument, Export and sustainable positioning of the Bulgarian music scene on the international market. This publication was created with the financial support of the European Union – NextGenerationEU. The full responsibility for the content of the document is borne by the “BULGARIAN MUSIC ASSOCIATION Association” and under no circumstances can it be assumed that this document reflects the official position of the European Union.
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