Tallinn Music Week
5—6 April 2024

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Opening panel – setting the stage. The State of the Music Sector: Looking Back and Pushing Forward

TMW Conference 2024

“What brought us here, will not take us forward” is a quote by President Toomas Henrik Ilves from 2014. He was pointing to a historic shift in technology to reshape our societies, as well as Ukraine being attacked. Ten years have passed. At TMW in the year 2024, we celebrate the success of Keychange in reshaping our industry towards a more equal playfield as an inspiring example of turning a challenge into a solution by setting a goal, formulating an action plan and achieving results. Inspired by Keychange’s theme of “Rewind and Fast Forward”, we open up our conference.

We ask our panellists to analyse the most dramatic changes for the past 10 years and we explore opportunities and support tools to lead and assist us and also to reflect on the dark side of war and climate change. We’ll explore how tech and innovation will facilitate music culture and ask the panellists to imagine where we want to be in 10 years and suggest processes and policies that pave the way.

Will tech and innovation continue to democratise, not dominate, our industry? From democratisation of the music-making and distribution to the rise of on-demand culture and attention inflation and the fall of monoculture. We will ask our panellists to analyse.

Keynote introduction by Paulina Ahokas, CEO of Tampere-talo Group

Followed by a panel discussion:


  • Rob Challice, Senior Vice President at Wasserman Music
  • Kristiina Alliksaar, Secretary General at the Ministry of Culture
  • Alexandra Archetti Stølen, Festival Director of Oslo World Festival
  • Mikko Manninen, Executive Director of Music Finland
  • Joe Frankland, CEO of PRS Foundation (co-founder of Keychange)


  • Virgo Sillamaa, Research Coordinator at EMEE - European Music Exporters Exchange