The European Music Managers Alliance (EMMA) and YouTube Music are expanding their existing collaboration, a move set to benefit over 2,000 music managers across Europe.
Building upon EMMA’s partnership with YouTube Music on its pan-European mentoring program, launched in 2019, the enhanced partnership will support EMMA’s efforts in providing professional development services, expert-led training and network-building opportunities for managers throughout the continent.
Additionally, the collaboration will facilitate the development of research projects aimed at equipping policymakers with deeper insights into supporting Europe’s diverse music industry, EMMA said.
“In a globalized music economy, the role of the manager is increasingly important, and yet frequently quite siloed. This is why national organizations and pan-European networks are so vital – enabling these entrepreneurial individuals to come together to develop new skills, share learnings and professionalize their work,” said Jess Partridge, Executive Director, EMMA.
“In a globalized music economy, the role of the manager is increasingly important, and yet frequently quite siloed. This is why national organizations and pan-European networks are so vital.”
Jess Partridge, EMMA
“Our partnership with YouTube Music is absolutely vital to this work. I am delighted they continue to recognize the importance of a healthy and vibrant management community, supporting EMMA in nurturing a more diverse and sustainable ecosystem for all creative talent.”
This collaboration comes amid YouTube‘s broader commitment to supporting music managers, including its long-standing partnership with the UK’s Music Managers Forum (MMF). In 2018, YouTube Music and MMF launched the Accelerator Programme for Music Managers (APMM), tipped as “the first ever independent funding and professional development initiative designed solely for artist, songwriter and producer managers.”
EMMA said music managers are at the epicenter of the new music economy. The European music industry currently sustains about 2 million jobs and contributes to nearly one-third of global recorded music revenues. Additionally, Europe stands as a prominent global hub for live touring, hosting a variety of renowned festivals and concert venues.
Christina Matteotti, Head of Music & Culture, EMEA Partnerships at Google, said: “We are delighted to continue our partnership with EMMA and support the vital work they do in providing music managers with the tools they need to thrive in today’s industry.”
“YouTube’s partnership with EMMA aligns perfectly with our wider aim of supporting talent on both sides of the mic, and we look forward to seeing how the next cohort of managers will help shape the music industry.”
Christina Matteotti, Google
“Being a music manager is a tough and often isolated job, so it’s never been more important to provide the skills, training and mentorship that will enable managers to scale up their businesses, whilst providing a much-needed community and network. YouTube’s partnership with EMMA aligns perfectly with our wider aim of supporting talent on both sides of the mic, and we look forward to seeing how the next cohort of managers will help shape the music industry.”
Established in 2018, EMMA serves as an umbrella organization and network for 13 national music manager bodies across Belgium, Denmark, Estonia, Finland, France, Germany, Ireland, the Netherlands, Norway, Poland, Spain, Sweden, and the UK. Collectively, these organizations represent over 2,000 music managers in Europe, with an additional 600 represented through partnerships with allied organizations in Australia, Canada, and New Zealand.
EMMA also acts as a focal point of engagement for industry stakeholders, the public, and policymakers. The organization actively participates in discussions on the future of music, advocates for policy changes such as reforms of Europe’s music streaming market, and explores the implications of emerging technologies like artificial intelligence on the music industry.
The organization’s current projects include EMMpower, a three-year program dedicated to strengthening the European music management community through research, training, mentoring, and professional development. The program is co-funded by the European Union.
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