SXSW 2020

Local Focus, Global Impact: Breaking Down Barriers


For the fourth consecutive year in a row, the global recorded music market grew substantially in 2018, producing one of the highest rates of growth, according to the IFPI Global Music Report. During this same year, global recorded music sales totaled US $19.1 billion. Music transcends borders and languages, it’s more global, more universal, more connected -- uniting fans across the globe through sometimes a singular song. Whether it’s K-Pop or Latin as examples of recent remarkable growth, this session will reveal how focusing locally morphs into global impact. How can labels amplify an artist’s place in the overall global music market? How does a deep-rooted understanding of the culture and needs of a market result in impact worldwide?

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  1. How can you truly embed yourself in the local market and understand how that market consumes music?
  2. Once you understand demographics, what can you do to accelerate an artist’s success from a holistic perspective?
  3. How do you take this ultimate growth and expansion and make it sustainable?


  • Colleen Theis, Chief Operating Officer, The Orchard
  • TBC, To Be Confirmed


Michelle Golden, Senior Manager, Brand Marketing, The Orchard

Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: Creating & Monetizing Music
  • Track 2
  • Level: Advanced

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