GO INTERNATIONAL!

– Meet the international music industry during Viva Sounds 2026

The course is produced by Westside Music Sweden in collaboration with Kulturakademin, with support from the Region of Västra Götaland.

Description

What does it actually mean to take your music business beyond your home market? And how do you turn international ambition into something that actually works?

Internationalisation means different things depending on where you stand in the music industry. From management and record labels to PR, radio promotion and live venues, building a presence in another country takes more than finding the right contacts. It takes an understanding of different markets, local networks, timing and the people who can help you get somewhere.
At Go International, professionals from across the European independent music scene meet artists for an open conversation about the opportunities and obstacles of working across borders. What works, what doesn't, and what are the mistakes worth learning from? Bring your questions, experiences and ambitions, and join a discussion about how to make international connections count.

With:

Koen Ter Heerde, Yugofuturism, NL
Promoter, agent, manager and label professional

Claudia Appel, Beastie Butterfly, DE
Radio promotion specialist

Amira Gluhic, 20B, DK
Venue operator based in Aarhus

Mirko Gläser, Uncle M Music, DE
PR, marketing and label manager

Chair: James Barker, Bark PR, UK
London-based manager and PR professional

The workshop is designed to provide participants with:

• Insight into how international work operates at the indie level
• Direct contact with relevant industry professionals
• Tools to build sustainable relationships and strategies for international establishment

This is not a lecture – it is an opportunity to engage in conversation, ask questions, and receive personal answers from people who work daily with international music projects.

Structure and Pedagogy

The workshop is divided into three parts to maximize learning and interaction:

Preparation (Pre-workshop)

• Participants receive information in advance about the guests and their respective roles.
• Each participant prepares their own questions, needs, and goals for the workshop.

Joint Introduction (30–45 min)

• The guests introduce themselves and their work.
• Discussion on international work, challenges, and opportunities at the indie level.
• Focus on transparency and real-world perspectives.

Round Tables (approx. 60–90 min)

• Rotating conversations in small groups where each participant meets every international guest.
• Opportunity to ask prepared questions, receive direct feedback, and establish connections.
• Conversations are briefly documented to support follow-up.
  
  

Learning Objectives

After completing the workshop, participants should:

• Have an increased understanding of how international collaborations in the music industry work.
• Be familiar with different pathways to reach beyond Sweden as a musician or organizer.
• Have established at least one relevant contact to build upon.
• Be able to identify the next step in their international development.

Who Can Apply?

Musicians, organizers, producers, and other professionals in the music field who are active in Västra Götaland and have ambitions to work internationally.
The workshop is suitable for both freelancers and individuals working within organizations.

Important to know:

• The course is free of charge for those registered as residents in Västra Götaland.
• A late cancellation will incur a fee of 500 SEK.
• For participants registered in another region or country, a course fee of 1900 SEK applies.
• The date and venue will be announced in due course. Further details regarding the participating artists and industry representatives will also be shared at a later stage.

Questions about the course?

You are warmly welcome to contact Erik Bergstrand at, erik@kulturakademin.com.

Promoter, agent, manager and label professional, Yugofuturism, NL: Koen Ter Heerde

Company: Yugofuturism, NL

As an independent promoter, agent & label manager, Koen worked in European underground scenes for over two decades. In 2005 he co-founded fiercely independent label Subroutine Records, releasing new music of more than fifty acts. His platform Yugofuturism is focused on connecting, export and exchange of emerging acts from Central- and Eastern Europe, from the Baltics to the Balkans, with like-minded acts, venues and new audiences. Currently also a lecturer at the University of Groningen, manager of Rotterdam post punk sensation Tramhaus, curator at festival Peel Slowly and See, regular promoter at venues in Rotterdam and Amsterdam and a frequent speaker at European conferences on topics that include DIY touring, grassroots international cooperation and music ecosystems. In 2023 he initiated the nomadic festival VIKENDICA, bringing a ‘convoi exceptionnel’ of adventurous emerging European acts to four iconic Dutch venues in one weekend.

Instagram

Website

Radio promotion specialist, Beastie Butterfly, DE: Claudia Appel

Company: Bestie Butterfly, DE

Claudia is a radio plugging machine, networker, multiplier and hands-on consultant with 25+ years of experience in the music business. Known for her straight-to-the-point German honesty and no-sugar-coating approach, she believes in good music, hard work, kindness and positivity. #PMA

Instagram

Website

Venue operator based in Aarhus, 20B, DK: Amira Gluhic

Company: 20B, DK

Amira Gluhic is the Music Venue Director at 20B, a new music venue in Aarhus, Denmark, set to open in early 2027. With 15 years of experience in the live music industry, Amira has worked extensively with venue management, booking, programming, audience development and live production. Before joining 20B, she spent 15 years as co-owner and Music Director of HeadQuarters, an established live music venue in Aarhus.
At 20B, she will be leading the development of the new venue, shaping its musical profile, organisation and future programme, with a strong focus on live music, emerging talent and creating meaningful connections between artists, audiences and the wider music community.

‍Website

PR, marketing and label manager, Uncle M Music, DE: Mirko Gläser

Company: Uncle M Music, DE

Mirko Gläser is the founder of the German hybrid music agency UNCLE M and has been an active part of the European music scene for over 25 years. As a PR, marketing, and label manager for international record labels (including Sideonedummy Records, End Hits Records, Rise Records, UNFD, and Pure Noise Records), he helped shape the careers of bands such as The Gaslight Anthem, Flogging Molly, Gogol Bordello, Silverstein, Donots, Parkway Drive, and Hot Water Music. He has also had a major influence on the artist development of now-established German artists such as Blackout Problems, Hi! Spencer, and Shoreline. His work with many of these bands has been recognized multiple times with Impala Awards.

‍Instagram

Website

Moderator

James Barker

Company: Bark.PR, UK

James is the director and founder of Bark.PR, a Music Press and Radio company based in London, alongside partnered online magazine Mystic Sons,  London-based Record Label, Silent Kid Records, focusing on Digital and Vinyl releases. Bark PR focuses on traditional National Press and Radio services in the UK, alongside Digital Marketing including Tastemaker Online blogging and Digital Marketing. Over the years James has history of working and developing artists such as Gary Numan, Squarepusher, Swim Deep, XXYYXX, Ladytron, Pendulum, The Bloody Beetroots, Daniel Johns (Silverchair), and Leftfield alongside Swedish artists Teddybears, Veronica Maggio, Jennie Abrahamson, Dolores Haze, Linnea Olsson, Flora Cash and Summer Heart, Mariam The Believer to name a few.
James' background is in music teaching and lecturing at the University of Sunderland, supported with a complete Master Of Arts Degree in Music Business and Education.

Instagram

Website