WINCON 2024: Connecting the Balkans and the World

WINCON, the annual conference bringing together the global independent music community, took place on 23-24 September in Belgrade, Serbia as part of Runda Digital Day. Organized by WIN in collaboration with regional trade association RUNDA, the conference celebrated the organization’s spirit of connecting, supporting and developing the independent network.

For the first time, WINCON was held in the Balkans, marking an important milestone for the region, six years after the founding of the regional trade association that gave local companies a seat at the international table. Belgrade became the capital of the independent music community, with delegates from over 40 territories attending the conference.

Over the two days, activities welcomed new and enriching voices from around the world to hold discussions that help drive the independent agenda forward, fostering knowledge exchange and collaboration across the independent music community. Most sessions were open to all Runda Digital Day attendees and panel discussions covered a wide range of topics, from streaming reform and the ethical use of AI to navigating the digital value chain in Latin America and exploring opportunities in key Asian markets.

WIN also held its annual general meeting at WINCON and organized some high-level members-only sessions, positioning the event as a global forum to address current industry issues in a year that saw the publication of landmark joined-up positions, such as WIN’s Global Independent Values and Principles for Generative AI. The conference was preceded by an in-person meeting of the WIN Board of Directors which set out goals for 2024-25.

Belgrade’s vibrant atmosphere, rich culture, and burgeoning independent music scene provided the perfect stage to illustrate the vitality of the sector. As a key focus of WINCON, the 2024 edition offered opportunities to engage with local Balkan businesses and artists through networking and showcases, promoting cultural exchange and mutual growth.

Organized by WIN in cooperation with RUNDA, WINCON 2024 was supported by Serbia Creates and sponsored by Merlin and beatBread.