East, West & The Rest - Chasing the Next Music Frontier

Presented by Musikkforleggerne & Music Norway

Is the U.S. a saturated market, and where are other, more exciting alternatives beginning to open up?

We know that both J-pop and K-pop are increasingly dominating the music landscape, and that more established artists are looking East. But there’s also a lot of exciting development in Africa: even though it’s starting from a much lower base, music revenues grew from $70m to nearly $400m in 2024, and Africa’s growth rate in streaming is world-leading (around +25–35%).

So: Where should artists and songwriters focus their efforts to get in early in markets that, by all indications, have greater growth potential than those that have led the way over the past few decades.

Panel discussion with:

Petter Walther Walthinsen

Shiba Melissa Mazaza

Holly Astrera

TBA