6 years of Music Export Ukraine: Results and achievements
Impact report of Music Export Ukraine (MEU) for the period from 2019 to 2024.
This report reflects the results of Music Export Ukraine (MEU)'s activities in the period from 2019 to 2024. Over the past six years, we have implemented a number of initiatives aimed at supporting and developing Ukrainian artists on the international stage. The main areas of work included organizing international trips, participating in showcases and cultural events, providing educational programs and consultations, and raising funds for music projects. All activities were aimed at improving the conditions for the development of the Ukrainian music industry, strengthening its presence on the global market, and providing international contacts for Ukrainian artists and music managers.
This report summarizes the main results of our activities for the period, including financial performance, project scope, achievements of participants, and impact on the development of Ukrainian music in the international context.
TOP-10 FIGURES AND FACTS
485 artists received support from MEU.
47 countries where Ukrainian artists were represented.
15+ million UAH raised and invested in projects.
600+ media publications with a reach of 10+ million people.
96.6% of participants received useful information through social media and consultations.
92 international trips for artists and staff.
78.4% of participants increased the number of international contacts.
64.9% of participants increased their income from abroad.
48.6% received new contracts or orders.
871 participants joined the organization's management projects.
"EEMA was an opportunity for me to consolidate the knowledge I had been collecting throughout the year from open foreign sources, as well as to gain a lot of new ones. Thanks to the academy, I met the program manager of ESNS, who became my international partner, and won a grant to travel to this cool showcase. In addition, with the support of MEU, I attended my first showcase - c/o Pop, which attracted the attention of my colleagues and eventually helped me get a job in a Swiss travel agency for artists."
"The Ukrainian Music Lab has been extremely useful for me in practice thanks to the project's training meetings, including online speed meetings, which taught me how to effectively and quickly present myself, analyze our EPKs and social media. High-quality promotional videos filmed in Bucharest and active networking with engaged and motivated Romanian industry representatives also played an important role. It was this project that gave me the most new audience and feedback from listeners."
"My first trip to the Budapest Showcase Hub made it clear that we are able to compete in the Eastern European market and are moving in the right direction. However, the most important conclusion was the realization of the need to consolidate the efforts of all domestic market players. This is the only way we can build a sustainable music ecosystem within Ukraine that will systematically produce 1-2 competitive export projects to the Western market every year."
Financial indicators and scale of operations
- UAH 15+ million raised and invested in our own projects and initiatives.
- The total budget of international projects involving Ukrainian participants reached UAH 1 billion.
- MEU delegations visited 11 countries, most often Germany (8 times).
- In total, MEU represented Ukrainian projects and artists in 47 countries, including Canada, China, Georgia, Japan, Mexico, Iceland, Nigeria, and China.
- A total of 485 Ukrainian artists and performers received support.
- The organization's management and management projects involved 871 participants.
- 92 international trips were organized for the team and artists.
- 106 international events were attended.
- Ukrainian music received 600+ mentions in the global media, reaching an audience of over 10 million people.
Impact on the Ukrainian music industry
Business results:
- 45.9% of participants in MEU initiatives earned an additional UAH 100 thousand, 10.8% - up to UAH 1 million, And 2.7% - over UAH 1 million.
- 64.9% of participants increased their income from foreign markets.
- 48.6% received 1 or more new contracts - for performances, orders, or projects.
- 54.1% of participants increased their total income from music activities.
Expanding cooperation and audience:
- 78.4% of participants in MEU initiatives increased the number of international contacts.
- 75.7% expanded their audience on social media.
- 56.8% increased the presence of their music abroad.
- 35.1% were able to attract more charity fundraisers and donors.
Educational impact:
- 81.1% of participants in MEU initiatives gained new knowledge about international cooperation in the music industry.
- 96.6% noted the usefulness of information from MEU through social media, newsletters, and consultations.
- 40.5% were able to return to active music activities thanks to their participation in the projects.
Dynamics of participant engagement
Every year, the Music Export Ukraine team has expanded the number of participants involved in the projects:
- 2019 - 182 participants
- 2020 - 170 participants
- 2021 - 228 participants
- 2022 - 241 participants
- 2023 - 192 participants
- 2024 - 343 participants
Music industry professionals were able to join various support formats, including:
- 75.7% participated in trips (showcases, songwriting camps, study visits).
- 51.4% joined educational programs.
- 29.7% received grants to implement their own projects.
- 24.3% received individual consultations from the MEU team.
Profile of the participants of Music Export Ukraine initiatives
Roles in the music industry (participants could combine several roles):
- 59.5% - artists and musicians.
- 54.1% - managers.
- 43.2% - composers.
- 24.3% - event organizers.
- 24.3% - producers.
Experience in the industry:
- 32.4% have more than 10 years of experience.
- 27% have been working in the industry for 1 to 3 years.
- 24.3% have 7 to 10 years of experience.
The biggest obstacles to pursuing a music career
- Military challenges
- Lack of funding, as a result: need for a second job
- Non-compliance/absence of laws, corruption in the cultural sector.
- Low financial and legal literacy of industry representatives
- Low level of cooperation between artists and cultural institutions
- Lack of team/management with international qualifications
- Impossibility of international travel
- Burnout, overwork and stress
- Impossibility of long-term planning
- Weak industry consolidation
- Weak development of the music industry in Ukraine in general
"Thanks to MEU, my band was able to perform at the largest European showcase festival, and I had the opportunity to participate not only as an artist but also as a speaker on two discussion panels. It gave me valuable networking experience at a large-scale event in the music industry."
"I was lucky enough to become a graduate of the Eastern European Music Academy, a unique platform for the comprehensive development of music industry representatives in Eastern Europe. It provides extremely valuable and thorough knowledge in both theoretical and practical terms. Thanks to this project, I have gained a lot of contacts with like-minded professionals, which has helped us to support each other in our professional activities over the years. The Academy creates a strong foundation for the development of music projects and reaching a higher level."
"Participation in ESNS 2020, facilitated by MEU, has significantly expanded my professional contacts. Thanks to this event, we got several concerts abroad and became more recognized in the European music market."
