At the Reeperbahn Festival today (Friday 20th September), the European Music Managers Alliance (EMMA) have announced launch of the first ever pan-European mentorship programme for music managers, after a successful bid to the Creative Europe’s fund.

The European Music Managers Mentorship Activation (EMMMA) will look to foster knowledge sharing and increased commercial opportunities by linking managers through across the EU.

Consisting of both a mentoring scheme and networking programme, EMMMA will facilitate upcoming European managers to team up with experienced mentors from each participating country – combining face-to-face meetings over the course of a year at by:Larm, Tallinn Music Week or The Great Escape festivals, with bi-monthly Skype sessions and specialised workshops on areas including live music, touring and taxation, understanding streaming data and making a business out of your band.

After completion of the programme, participants will be responsible for providing a one-year business plan for at least one of their artist, songwriter or producer clients.

Speaking at the launch, Per Kviman, Chair MMF Sweden and Chair of the European Music Managers Alliance, said:

“Diversification and fragmentation of the traditional music industry has undoubtedly elevated the role of music managers, who are now required to be experts in all aspects of their client’s business – from songwriting and recording deals, to live touring, brand sponsorship, online marketing and a host of other areas. This much-needed programme will enable managers to share expertise and build their artists careers across borders.  We hope it will grow over time and help build a strong network of managers across the EU. This is a big win for the future of European music.”

Virpi Immonen, Vice Chair of EMMA and Chair of MMF Finland added

“MMF Finland is proud to be the project coordinator of this groundbreaking pan-European mentoring programme.  Management can be a tough and stressful gig, in what is often a solitary career, and so our aim with EMMMA, and with support from the European Commission, is to start pooling and sharing the vast knowledge base that exists across the continent, and to help upcoming managers to successfully grow their business. In turn, that will offer even greater opportunities to support the careers of our artists, our songwriters and our composers.”

Applications for EMMMA will open soon. To get news of the process as soon as it’s open visit and subscribe to the mailing list



EMMA is the European Music Managers Alliance founded in 2018 by manager representative organisations in 7 European countries: France, Netherlands, UK, Sweden, Poland, Finland and Norway. In total our organisations represent over 1000 European managers.

The MMF Finland is the lead coordinator in the mentorship programme with partners MMF Sweden, NEMAA Norway, MMF France and MMF Netherlands. MMF UK will support the programme sharing research and education material.

The mentorship programme will be open to applications from managers across the whole EU (not just the partnering countries).  For more info about EMMA and to sign up to our newsletter for updates on the programme see


For German version of the announcement please go here

For French version of the announcement please go here


This project has been funded with support from the European Commission. This communication reflects the views only of the author, and the Commission cannot be held responsible
for any use which may be made of the information contained therein.