The CMU+TGE Sessions

A music business conference curated by CMU at The Great Escape each May

The Great Escape is the festival for new music, taking place in Brighton every May, and showcasing and championing the best new talent from all over the world, while also bringing together music industry professionals from every strand of the global music business.

Those industry delegates also have access to the four-day TGE Conference, at the heart of which is the CMU+TGE Sessions, a programme curated and presented by the team at CMU.

The 2022 edition of The Great Escape will take place from 11-14 May, with the CMU+TGE Sessions putting the spotlight on education, data and video. CMU is also curating a number of in conversations plus a full day strand aimed at early-career talent, the TGE Elevate Sessions.

Check out the full programme of CMU curated sessions below…

with the Pathways Into Music Foundation
a full day strand on Wednesday 11 May in Conference One at Jurys Inn Waterfront

With eight million creators on Spotify and 60,000 tracks uploaded to the streaming platforms every single day, the community of music-makers releasing music to the world goes far beyond the traditional music industry.

How can we best organise this community of music-makers? Releasing music online is now clearly part of being a hobbyist music-maker – but what does that mean and how does it work? How many of those hobbyist music-makers are generating income from their music-making? How many aspire to turn their passion into a part-time or full-time career? And how many have already done so?

Plus what is the role of music education in helping early-career music-makers navigate this world? And what is the music industry’s relationship with the ever-growing community of hobbyist and grassroots creators who account for an ever bigger slice of the music catalogue?

Expanding on the work of CMU’s Pathways Into Music Foundation – which has been mapping the careers of music-makers – we explore and dissect the music-maker community – and look at what music education and the music industry can learn from that process.

And crucially – how can music educators and the music industry better support the wider music-maker community.

Chris Cooke and Phil Nelson from CMU and the Pathways Into Music Foundation share insights from their latest research work, and then debate their findings with…

Dr Hayleigh Bosher – Senior Lecturer In Intellectual Property Law, Brunel University
Lucie Caswell – Chief Policy, Rights + Public Affairs Officer, Music Publishers Association
Paul Bonham – Accelerator Programme Manager, MMF
Will Page – former Chief Economist of Spotify and PRS for Music

Music-makers who seek to build a career around their music-making – whether as a frontline artist or portfolio musician – need to kickstart that process themselves during what we call the DIY Phase.

Except it’s not really ‘do it yourself’. DIY artists need to find and work with creative collaborators to progress down their pathway into music – building the momentum that will ultimately get the traditional music industry involved.

In the latest round of Pathways Into Music research, we’ve developed an Artist Circle, that illustrates the process music-makers go through as they build a career around their music-making – creating music, building a fanbase, releasing music, and accessing funding and revenue.

We’ll be joined by music industry experts who together will be create a ten tip guide for each phase of the Artist Circle – what are the ten pieces of advice or information music educators and talent development organisations should be passing on to the early-career music-makers they are supporting – and what resources are available – around the UK and online – to help with that process?

We begin by identifying the top tips for creating music with…

Adam Joolia – CEO, AudioActive 
Charlotte Caleb – Artist Manager, cSquaredLDN
Liam Craig – Music Industry Educator, North West Regional College

And then put together the top tips for building a fanbase with…

Chris Chadwick – Artist & Producer Manager, Famous Friends
Erika Thomas – Managing Director (US), WMA
Fiona McAuley – Head Of Audience, Atlantic Records UK

Phil Nelson and Jessie Scoullar lead the conversations.

We’re joined by representatives from three key music funders – Youth Music, Help Musicians and the PRS Foundation – to discuss how they respectively support music-makers at different stages in their careers, and their role in supporting educational organisations and music-makers pursuing further education.

Pippa Moyle – Lecturer at BIMM Brighton and Founder of The City Girl Network – will be talking to…

Daniel Williams – Engagement Director, Youth Music
Shad Mutali – Musicians Development Officer, Help Musicians
Westley Holdsworth – Grants Coordinator, PRS Foundation

We continue the process of creating ten tip guides for each phase of the Artist Circle – the ten pieces of advice or information music educators and talent development organisations should be passing on to early-career music-makers.

In this section, we’ll look at what releasing music looks like – including distribution, marketing and live activity. How can DIY Phase artists use a release campaign to grow the fanbase, engage the industry and build momentum? We put together top tips with…

Henriette Heimdal – Head of Growth & Marketing, Family in Music
Natasha Gregory – Agent, Mother Artists
Shikayla Nadine – Artist Manager, SNM Management

And then funding and revenues – what financial support is available to grassroots music-makers – and how can those music-makers also use the direct-to-fan relationship to finance their projects? Providing the insights here are…

Chris Hunte – Founder, Addition + Consultant, Limewire
Lucy Stone – Director, No Stone Unturned Fundraising
Whiskas – Director, Music Local + Launchpad

Phil Nelson and Jessie Scoullar lead the conversations.

Having identified all the support, advice and information that DIY Phase music-makers need – how can we make sure that’s available to all hobbyist music-makers – and to anyone looking to build a career around their music.

There are many brilliant music education and talent development programmes and initiatives around the UK – alongside music lessons, tuition and activities in schools, and all the college and university courses available focused on music performance, composition, production and business.

How do they all fit together? What role do different programmes and institutions play? How can we better connect these programmes and institutions – and sign-post them to DIY Phase music-makers? And what is the role of the music industry in supporting all this work?

Launching the next round of mapping to be undertaken by the Pathways Into Music Foundation, we’re joined by people from across the music education community and music industry to make connections, build bridges and sign-post opportunities.

Joining the debate will be…
Dr Maha (The Kut) – Course Leader, Music Business, BIMM London + artist/label manager
Pamela McCormick – Founder + CEO, UD
Peter Chivers – Director, Create Music
Wizdom – Managing Director, We Are Impact + Head of MOBO UnSung

Four of our guests from the day re-join us on stage to make and discuss some big ideas and radical suggestions – for the future of music education in general – and more specifically, for future work that might be pursued by the Pathways Into Music Foundation.

Adam Joolia – CEO, AudioActive
Fiona McAuley – Head Of Audience, Atlantic Records UK
Lucy Stone – Director, No Stone Unturned Fundraising
Whiskas – Director, Music Local + Launchpad

presented in association with the BPI
a full day strand on Thursday 12 May in Conference One at Jurys Inn Waterfront

Join CMU’s Chris Cooke as we follow a new track on its data journey – as it is created, distributed, released, marketed, streamed, broadcast and sold – and understand how different categories of data help get music played and musicians paid.

Kicking off the proceedings, Geoff Taylor – CEO at BPI – will discuss why data is now so important to the functioning of the music industry, and how music companies have invested heavily in music data standards, systems and expertise.

We’ll then unveil our new track – a full-length version of the theme tune to CMU’s podcast Setlist – produced by CMU Editor Andy Malt. What rights have been created and who owns them? We’ll discuss what needs to be agreed with lawyer Raffaella De Santis from Level.

We’ll then release the track. What data is required as the music is delivered to the streaming services? Why is that data needed and how is it used? We’ll discuss with data generated around music distribution with Sarah Wilson, Head Of UK at TuneCore.

We’ll then log the recording and the song with the collective licensing system. How is this done? Why is it so important? What revenue streams do we unlock? Shauni Caballero – Founder 0f The Go 2 Agency – provides some practical advice and useful case studies.

Plus, there are a lot of collecting societies around the world, each of which will be licensing the rights in the track. How do we push that data to every society on the planet? Stuart Fitzsimon – Repertoire Senior Product Manager at PPL – will discuss some of the initiatives to make it easier for artists and labels to get this crucial data into the system.

But once our music is out there being played, how do we track those plays in order to get paid? The music industry is increasingly using music recognition technology to help with this process – online, on air, and in pubs, clubs, bars and cafes. Chris Lewis and Damon Rickard from PRS For Music will discuss how they and PPL are already making use of MRT – and how artists and songwriters can ensure their music is in the MRT system.

Plus we’ll be joined by Ryan Edwards – Founder & CEO of Audoo – to discuss his technology and ambition – how extensively might MRT be used by the music industry in the years ahead, and what are all the different ways it will benefit music-makers?

Throughout this entire process we’ll be constructing a big old rights and track data to do list. But who takes responsibility for each of the data tasks? We ask a label, a publisher and a manager…

Kristian Davis-Downs – Head Of Digital Operations, Secretly Group
Laura May – Director, May Music
Jazz Rocket – Artist Manager / A&R, 67 Artists

As we follow our track on its data journey, we’ll identify a number of data challenges that can negatively impact on how music is discovered and tracked – challenges that affect the accuracy and efficiency of royalty payments, and can lead to the moral rights of creators being infringed. But for each of those challenges, there are solutions!

It starts with education – ensuring everyone in the wider music community understands what data is required and how to get it in the system. We’ll discuss educational initiatives in the UK and around the world with…

Crispin Hunt – Board Director, Ivors Academy
Lucie Caswell – Chief Policy, Rights + Public Affairs Officer, Music Publishers Association
Opeyemi Iredumare – music and digital lawyer and consultant

There are a plethora of start-ups out there developing data solutions for music-makers and the music industry – and providing new approaches to organising, managing and sharing rights and track data. Find out about some of them with…

David Campbell – COO, Session
Kevin Bacon – Chief Innovation Officer, Family In Music
Philippe Rixhon – Founder & CEO, Digiciti

We’ll also hear from Gee Davy – COO of the Association Of Independent Music – about the organisation’s Digital Distribution Switch Code – an industry best practice initiative for distributors to follow informed by the ‘Distribution Revolution’ report produced for AIM by CMU in 2019.

And we’ll find out about proposals from the Music Managers Forum regarding songs data and the processing of song royalties, based on its long-running ‘Dissecting The Digital Dollar’ research project with CMU.

The organisation’s CEO Annabella Coldrick and music rights consultant Becky Brook will outline those proposals and how they might be achieved, and explain why the wider music community should join the ongoing debate about how better data can help ensure artists and songwriters always get paid when their music is played.

FAN + MARKETING DATA 1.45pm-3.00pm
Music marketing is increasingly digital marketing – and digital marketing is powered by data. But what data? And how can we ensure everyone involved in an artist’s business has access to the data they need – and the legal right to use it?

We’ll run through the key categories of fan and marketing data, providing a practical guide to the role each category of data plays in helping artists profile the fanbase, target their communications, assess the effectiveness of marketing activity, and connect with the individual fan. With insights from Matt Cheetham at Motive Unknown and Tom Burris at Prime Element.

We’ll put the spotlight on the latest developments in ticketing – and how the live side of the business is generating ever more sophisticated fan data. How are promoters and the artists they work with capitalising on these innovations? We’ll find out from Andrew Parsons at Ticketmaster UK and Sophia Burn at Live Nation.

And finally, how does fan data power and inform the direct-to-fan opportunity? Let’s go on another journey – this time the fan journey. How can artists and their teams effectively use data to map and manage the journey from potential fan to casual fan to committed fan to super-fan? And with direct-to-fan increasingly about premium digital content and experiences, how is data unlocking the new D2F opportunities?

We discuss with Jessie Scoullar from Wicksteed Works, Kaiya Milan from The Floor, and music and digital lawyer and consultant Opeyemi Iredumare.

CMU’s Sam Taylor presents a no bullshit guide to NFTs, blockchains and the metaverse – often bracketed together as Web3. We’ll explain how these technologies might create significant opportunities for artists and the wider music industry but also look at how not to get caught up in the hype.

We’ll then take a look at the products and services being developed in and outside the music tech sector that are using blockchains to help manage fan funding, fan communities, digital collectibles and ticketing, with insights from Des Agyekumhene at Soga World and Max Shand at Serenade.

And we’ll consider the legal and licensing questions that the music community should be tackling now to ensure the music industry is ready for the opportunities and challenges of Web3 with Sophie Goossens at Reed Smith and Marcus O’Dair at UAL.

in Conference One at Jurys Inn Waterfront

We put the spotlight on the recent headline-grabbing court battle over Ed Sheeran’s hit ‘Shape Of You’ by speaking to the team that advised him. Simon Goodbody from Bray & Krais, Rayan Fakhoury from Blackstone Chambers and music publishing consultant Jim Doyle will be in conversation with CMU’s Chris Cooke, explaining the background to the case and the legal arguments that were presented in court.

With numerous similar lawsuits filed in the US courts in recent years, how effective is copyright law at dealing with disputes where one artist accuses another of infringing their work, and what measures can songwriters and their business partners take to protect themselves if they are on the receiving end of such a claim? The experts discuss!

Tom Gray is a musician and songwriter, and founder of the #BrokenRecord campaign and recently appointed Chair of The Ivors Academy. Kevin Brennan played a key role in the DCMS select committee inquiry into the economics of music streaming and proposed a number of copyright law reforms focused on artist and songwriter remuneration. And Naomi Pohl was recently elected to the role of General Secretary at the Musicians’ Union.

Tom, Kevin and Noami will join CMU’s Chris Cooke to talk about the big debate around how streaming works and how streaming monies are shared out between artists, songwriters, labels, publishers and services, putting the spotlight on the campaigns and discussions so far, and considering what happens next.

presented in association with the BPI
a full day strand on Friday 13 May in Conference One at Jurys Inn Waterfront

CMU’s Chris Cooke and Sentric Music’s Patrick Cloherty team up to present a concise guide to the sync market in 2022. We’ll run through the five biggest sync licensing talking points of the moment and the five key trends Sentric has seen in the music briefs being submitted by TV and movie producers, and the gaming and advertising sectors.

Joining us to discuss those talking points and trends will be…
Jenn Egan – Music Supervisor, Eyeline Music
Joanna Gregory – Head of Strategy, Cavendish Music
Mark Gordon – composer for film and TV / Ivors Academy Senate member
Pete Kelly – Head Of Music, BT Sport

We’ll also put the spotlight on the big ‘buy-outs’ debate. Who owns the rights when music is commissioned for audio-visual projects? What are complete ‘buy-out’ deals – why are they being increasingly proposed – and how is the music community pushing back? Composer Mark Gordon and the Music Publishers Association’s Lucie Caswell discuss.

Plus – how does music work on user-generated and social media platforms? What is possible under the licensing deals secured by those platforms? And how can online creators and influencers – and brands utilising social media content – access music for their videos? We’ll find out from Paul Sampson at Lickd and Kelli Slade at TikTok.

And finally, we’ll talk to Colin Barlow about Marv Music, the new joint venture between Warner Music and Matthew Vaughn’s TV and film production company Marv, which is spearheading wide-ranging partnerships and collaborations between the music, movie and TV industries.

Music marketing today requires a stack of great visual content alongside any new release – music video is no longer just about the music video!

But what kind of content works? What technicalities do artists and their teams need to navigate? How can the music industry use data, influencers and ad spend to further the reach of its content? And how can all this be done on super tight budgets?

Hear from marketing experts and artist managers about how they are creating, utilising and maximising video content to stand out from the crowd, drive streams and sales, and grow and engage the fanbase – including…

Alex Lee Thomson – Director, Green House Group
Ameena Badley – Artist Manager, The Ko-Lab
Bobby Brown – Artist Manager and Creative Director
Lauren Roth De Wolf – Founder, Wolves Management
Olivia Hobbs – Founder & Director, Blackstar Agency

Where do influencers fit in? And how can artists and their business partners better collaborate and connect with influencers to reach new audiences – and to create and distribute great marketing content? We’ll find out from Mark Adams, CEO & Founder at Blinding Talent, and Jessica Paine, Chief Community Officer at SyncVault.

We’ll then dig a little deeper into how artists are successfully engaging audiences on TikTok. Providing some top tips will be TikTok’s Head Of UK Artist Partnerships David Mogendorff, who has also selected two artist case studies to share: Abby Roberts and Rachel Chinouriri.

Both Abby and Rachel will join us on stage to discuss their respective experiences with and on the TikTok platform, alongside Insa Von Der Luehe from Locomotion and Charlie Martin from Parlophone.

MUSIC + THE METAVERSE 3.15pm-4.15pm
Building on the beginner’s guide in the MUSIC+DATA strand, we’ll dig a little deeper on the opportunities and challenges that exist for artists and the wider music industry in the metaverse.

We’ll put the spotlight on current music projects within gaming platforms and virtual worlds – and what the people leading those projects have learned to date. And we’ll ask: how will these platforms and technologies evolve in the years ahead – and what do artists and their teams need to know?

We’ll talk all things metaverse with Maria Hayden from Landmrk, Alex Branson from Beatport, and Paul Sampson from Lickd.

in Conference One at Jurys Inn Waterfront

Music PR legend Barbara Charone will be talking journalist Jacqui Swift through the highlights of her career in the music industry – ahead of the publication of her memoir ‘Access All Areas: A Backstage Pass Through 50 Years Of Music And Culture’.

Barbara spent the first half of her career as a music journalist working for NME, Sounds, Rolling Stone, Crawdaddy and Cream before writing the authorised biography ‘Keith Richards: Life As A Rolling Stone’ in 1979. She then moved into music PR, working at Warner Music for nearly 20 years before launching her independent music agency MBCPR in 2000.

Her current client roster includes Madonna, Mark Ronson, Foo Fighters, Elvis Costello, Keith Richards, Rod Stewart, Kasabian, Metallica, Depeche Mode, Texas, Rag’n’Bone Man, St Vincent, Pearl Jam, Olly Murs, Ray Davies and Rufus Wainwright.

Barbara will select some of the key moments of her career, provide her insights on a music and media industry that has changed multiple times during that career, and will discuss what it was like writing her memoir.

supported by Arts Council England
a full day strand on Saturday 12 May in Conference One and Conference Two at Jurys Inn Waterfront

10.00am-10.50am Conference One
The music industry exists to help music-makers make money from their music-making. But how can artists generate income from their songs and recordings, from their shows and performances, and from their fan relationship? Get a CMU:DIY guide to artist revenues – and find out how understanding those different revenues helps you navigate the music industry. Plus hear from three artist entrepreneurs about how they are making money.

Roxanne De Bastion
moderated by Chris Cooke

11.00am-11.25am Conference Two
How does music copyright work? What is the difference between song rights and recording rights? And performing rights and mechanical rights? How do music rights make money? And what do music-makers need to do when making music to protect their rights?

11.00am-11.50am Conference One
The music business is really the fan business – building a successful business around any one artist requires finding and engaging a fanbase. But what does that involve? How can DIY artists find an audience? And what role do gigging, social media, streaming and collaborations play in the fanbase building process?

Cleo Amedume – Artist Manager/ Founding Partner, MUVVA
artist entrepreneur Eckoes
Sadie Thompson – Marketing Manager, Motive Unknown
Sheema Siddiqi – Artist Community Manager, TikTok
moderated by Jen Long

11.30am-11.55am Conference Two
How does music streaming work? What do the deals between the streaming services and the music industry look like? And how do streaming services calculate what money everyone is due each month?

12.00pm-12.25pm Conference Two
Data gets music played. Data gets musicians paid. Data helps artists get noticed. Data helps artists build a business around their music. But what are the different kinds of music data – and how can you stay on top of it all?

12.00pm-12.50pm Conference One
Live is a key revenue stream for many artists – although in the DIY Phase, gigging is also a key way to grow the fanbase. How does the live side of the industry work? How can artists put on their own shows, find opportunities to play guest and support slots, and then get booked for gigs, tours and festivals? We look at how artists go about building a live career.

Phyllis Bezels – Director + Booking Agent, Heliocentric Entertainment
Rachel Millar – artist manager
Rebecca Walker – Live Projects Coordinator, Music Venue Trust
artist entrepreneur Roxanne De Bastion
moderated by Francine Gorman

12.30pm-12.55pm Conference Two
What role do record labels play in helping artists create, release and market their music? How do labels help artists grow a fanbase and a wider business around their music? And how does working with a label compare to self-releasing music with a distributor?

1.00pm-1.25pm Conference Two
You can’t have failed to notice that the streaming business has been heavily debated in the last couple of years – in Parliament, in government, in the media, and – of course – within the music community. Find out what the debate is really about.

1.40pm-2.30pm Conference One
What is involved in releasing new music in 2022? How can DIY Phase artists maximise impact on a tight budget? And what role do streaming service playlists, social media platforms and traditional music media play in getting music played? The experts provide release strategy tips galore.

James Lightfoot – Artist Community Manager, TikTok
Rosie James – Radio Plugger & PR, Fever To Tell
Ross Watson – Head Of Label Relations, Amazon Music
Toni Malyn – Head Of Artist Relations & Marketing, Emubands
moderated by Jen Long

1.45pm-2.30pm Conference Two
Brand partnerships happen at all levels of the music industry – but how can early-career artists pursue this kind of opportunity? It requires understanding what brands want and how brands work – and also appreciating the value of the artist’s music, audience, creativity and authenticity to brands that are looking to engage certain groups of consumers. Brand partnership experts offer their insights and expertise.

2.40pm-3.30pm Conference One
Every artist business has the same business plan: build a fanbase, understand the fanbase and then sell them stuff! The direct-to-fan relationship is an increasingly important revenue stream for many artists – whether that’s selling discs and merch via an artist store – or offering the core fanbase access to premium digital content and experiences. Find out how to capitalise on all things direct-to-fan.

Aly Gillani – EU/UK Artist and Label Representative, Bandcamp
Joe Vesayaporn – Head Of Sales, Music Glue
Kaiya Milan – CEO, The Floor + artist manager
artist entrepreneur Pickles
moderated by Francine Gorman

3.00pm-4.00pm Conference Two
Chris Cooke and Andy Malt, hosts of the weekly CMU podcast Setlist, are joined by a team of music industry experts to explain and discuss the very latest announcements, disputes and developments in the music industry. Topics up for discussion will be based on the previous week’s music business news as reported in the CMU Daily, but could well include some streaming debates, the latest Brexit frustrations, lots of NFT hype, and the biggest music industry lawsuit of the moment.

3.40pm-4.30pm Conference One
As an artist’s career progresses they will start working with business partners across the music industry. But what role does each business partner play? We consider what labels, publishers, agents and managers actually do – and how they impact on the success of an artist’s career. Plus what does negotiating a deal with each business partner involve?

Chris Goss – Co-Founder/MD, Hospital Records
Ed Marquis – Creative Producer, Manners McDade
Ellie Giles – Founder, Step Music Management
Rebecca Prochnik – Director Of Growth & Strategy, UTA
Richard Hoare – Owner, Hoare Associates
moderated by Phil Nelson

4.35pm-5.00pm Conference One
Artists wear many hats – not only are they songwriters, producers and performers, they are also creative entrepreneurs. But what does that mean? What do artists need to know? We ask the artists to find out.

Roxanne De Bastion
moderated by Chris Cooke