Europe in Synch came back to Tallinn Music Week in May 2023 for an intense full-day Academy workshop around the needs of the advertising industry and a panel during the events highly regarded conference. Moderated by Estonian music company Tier Music’s Sandra Perens and illustrated by the graphic protocol of the previous day’s EinS workshop, the panelist zoomed into the findings and selected topics of the workshop.

EinS and Music Estonia had invited no less than 3 advertising professionals to the panel, and while Italian Francesca Barone and German Julian Krohn shared their long professional experience, it was renowned Estonian Art Director Kerstin Raidma, who made strong points for the peculiarities of the regional advertising landscape and its relationship with music.

Underlining one of the most urgent matters identified in the workshop, Kerstin addressed very concrete aspects of the day-to-day work: the matter of understanding the value of music on the clients’ side, the struggle with budget issues and the need for a better understanding.

For EinS, Head of the Academy Markus Linde welcomed the beginning of a constructive dialogue between the parties initiated by the workshop. EinS and Music Estonia will continue to be catalysts for this process.

Launching point of a new era of relationship between the Estonian music and the advertising sectors. Advanced professionals from the Estonian music side had applied for the ambitious 6-hour workshop format EinS has established over the last years. Hosting EinS partner Music Estonia also managed to invite two professionals from the Estonian advertising industry to the session, which turned out ground-breaking in its effect.

Dialogue, dialogue, dialogue – the mutual introduction and the presentations by the international advertising professionals set in motion a trustful conversation: the general synch-landscape, concrete individual issues like licensing processes, budgeting and potentials of a synch for artists, politics and structures, creative approaches and communication, challenges and possible solutions. A magic moment ensued, when, in the momentum of the session, a concrete current project was brought forward by one of the guests from advertising only to be supported most enthusiastically and constructively by the experts in the room. You could not find a more confirming climax to an EinS-workshop. Amazing feedback and agreement to follow-up rather sooner than later to keep in the momentum.

You can find more pictures of our events at TMW here.