Air Serbia Elevate September 2024: Belgrade Hosts WINCON

This article was originially published in the September 2024 issue of Elevate, Air Serbia’s inflight magazine

Belgrade will host WINCON on September 23-24, the annual conference of the Worldwide Independent Network (WIN), connecting the global independent music community. Held alongside the Runda Digital Day Conference and sponsored by Merlin with support from Serbia Creates, WINCON 2024 will bring together industry leaders from over 40 countries to advance the independent music agenda.

WINCON serves as a platform for discussing issues like streaming, rights management, policymaking, and emerging technologies like AI. Zena White, COO of Partisan Records—home to critically acclaimed artists such as IDLES, PJ Harvey or Cigarettes After Sex—and WIN Chair, elaborates: “We are very excited to partner with Runda in Belgrade to bring WINCON, our annual conference, to align our member trade associations worldwide. It’s an invaluable opportunity to hear from them, understand their challenges, and work together to build a better global marketplace. Belgrade’s vibrant atmosphere and rich culture, along with its emerging independent music scene, make it a perfect destination for our meeting.”  Gee Davy, interim CEO of AIM in the UK, adds: “I have found WINCON to be a crucial forum for meeting, gaining insights, and sharing best practice with key strategic leaders representing independent music communities. Holding WINCON with a regional music conference gives deeper understanding and connections with local creators.”

The conference celebrates the diversity of the independent sector while addressing its challenges. Noemí Planas, WIN CEO, comments: “WINCON is where the leaders and entrepreneurs in independently owned record labels and related music businesses come together to drive the agenda forward.” Nerea Serrano, WIN Community & Projects Manager, emphasizes: “Thanks to the efforts of Runda and Serbia Creates and the support of Merlin, we have the perfect opportunity to gather in such an inspiring city as Belgrade to give the independent music community a unique opportunity to share insights, address challenges, and develop solutions.” Tony Kiewel, President of Sub Pop—one of the most influential independent record labels known for launching iconic artists like Nirvana, The Postal Service and Fleet Foxes and currently working with Suki Waterhouse, Beach House, Father John Misty and Weyes Blood— also shares his enthusiasm: “Attending WINCON is such a privilege and a pleasure. This opportunity to exchange information with members of the independent music community from around the world is so rare. I’m incredibly grateful to be part of this community. I hear from everyone directly about the challenges they are facing, the solutions they are pursuing, and how we can better work together.”

Belgrade, known for its eclectic music scene, is a fitting backdrop for the conference. Helen Smith, IMPALA Executive Chair, points out, “All of the countries in this region are crucial to the music economy of the whole of Europe and how we work both commercially and politically. This is one of the reasons why Dario Draštata was also elected as chair of IMPALA, the European organization for independent music companies. One of our key priorities is working with digital services to put the spotlight on the great talent in the region, and coming to Belgrade for is a great way to achieve that.” Dario Draštata, President of RUNDA and Chair of IMPALA, explains: “When we started Runda, one of the priorities was to connect the region with the world but also to bring the world to the region. Hosting WINCON at our own Runda Digital Day conference in Belgrade, we have not only reached that goal but also created a networking hub that opens possibilities for the global indie community.”

Kees van Weijen, advisory board member of RUNDA and Executive Board of IMPALA, remarks, “Building a local music community trade organization to grow the diversity of its music worldwide is vital. It’s great that WINCON at RUNDA’s Digital Day recognizes the potential of these unique artists and, via its network, will promote the sound of the Balkans.”

Merlin, a leading digital music licensing partner for independent record labels, distributors, and rights holders, proudly sponsors WINCON. Jeremy Sirota, Merlin’s CEO, explains, “Merlin is proud to support this year’s event in Belgrade, a city with a vibrant and dynamic music scene. Our mission is to ensure that independent music continues to thrive and grow around the world—participating in WINCON and RUNDA Digital Day helps to advance those objectives.”

Serbia Creates, the national platform promoting Serbia’s creative industries, plays a key role. Zorica Tepić, Serbia Creates Music Industry Advisor, comments: “It is a great honour for us that Belgrade and Serbia will host WINCON, an event with worldwide impact dedicated to gathering independent music professionals from around the globe.”

Marty Ro, Co-CEO of Sound Republica and Vice-Chair of LIAK (South Korea), highlights the potential for collaboration: “I hope this event will provide an opportunity for excellent music from the Balkan region and K-Pop to collaborate. This collaboration can open new doors for cultural exchange and mutual growth.” Fran Sandoval, President of IMICHILE, notes: “WINCON is a unique global gathering of the independent ecosystem, offering a platform to explore the realities of various regions and share insights about one’s own. Much like the Balkans, WINCON fosters an environment where attendees can learn from the diverse experiences and innovative spirit of other territories.”

As we look forward to WINCON 2024 in Belgrade, we anticipate a gathering filled with insightful discussions, meaningful connections, and unforgettable musical experiences. This event is not just a conference; it’s a celebration of the independent music community’s resilience, creativity, and commitment to a diverse and thriving music ecosystem.