WOMEX photo: © Federico Mantova
Monday
With only two days before I leave for Manchester and WOMEX 2024, the office work feels overwhelming. As General Manager of the International Division of International Music and Arts at Assomusica. I manage all client bookings alongside overseeing all areas of PR and marketing—a role made smoother by the support of my nearly all-female team. This setup is rare here in Italy, which ranks 79th out of 146 countries in the Global Gender Gap 2023 list, and only 13th in Europe. Closing this absurdly enormous gap is one of the battles I’ve fought for decades and we’re still far from achieving equity.
Tuesday
The morning starts with finalising last-minute details with the associations and entities supporting the Italian Pavilion at WOMEX. Everyone is excited that the Italian music scene is having a dedicated pavilion thanks to the support of the Italian Trade Agency (our “Guardian Angel”) in London and Rome, the Manchester Consul and the Italian Institute of Culture in London. The Italian Pavilion will be the home of six partners: Assomusica, Emilia-Romagna Music Commission, Italia Music Export, Italian World Beat, Puglia Sounds and Italian World Music, as well as over 40 participants representing all areas of the Italian music industry. By coming together, we aim to create a critical mass to demonstrate the vibrancy, ambition and diversity of the Italian contemporary music sector.
Wednesday
I am still stuck in the office managing last-minute issues, but with my luggage by my desk, I’m ready to go directly to the airport for Manchester and the first day of WOMEX.
When I arrive, I spend time with my Italian colleagues and feel immense pride watching the opening of the Italian Pavilion at this stunning Manchester venue. Judging by the high volume of visitors, it soon becomes clear that this is going to be the best networking opportunity we’ve ever experienced.
The support of the Italian Trade Agency is not just financial. Its endorsement signals recognition of our sector’s importance to the Italian economy, where music contributes up to 6% of GDP and supports 1.5 million jobs.
Everyone at the Pavilion shares a common passion to protect and expand the crucial role of independent music, which not only boosts the economy but also fosters a sense of community and belonging—a vital asset in an increasingly fractured world.
Thursday
Today, the Italian Trade Agency hosts a reception at our Pavilion, attracting guests from around the world and representatives from all of our supporting organisations. The reception soon becomes crowded, and I have many stimulating and useful chats with people such as the director of the inspiring Manchester International Festival and with the Italian Consul in Manchester. We receive lots of compliments on the design of our Pavilion and the Italian food and drinks we’re serving; these, like our music, are all areas that people identify with Italy so we’re glad to uphold the image of our beautiful country.
Socialising and networking continue throughout the evening as we explore Manchester’s nightlife with new friends and old colleagues.
Friday
I’m back at WOMEX at 10am for the first of 10 meetings which include a summer festival in Belgium, the consultant of a music conference in Australia (so interesting for my export activities and policies!), a Brazilian festival, a Hungarian booking agency, a sophisticated English concert hall, and a fantastic Swedish festival, all of which attest to the exceptional possibilities offered by WOMEX.
I see everyone at WOMEX buzzing with activity, united by that special joy of being together which surpasses the business outcomes.
After the Pavilion closes, we all head out to hear live music. Part of the Italian showcase, Godblesscomputers, comes on at 1am at Club Summit, O2 Ritz. The Bologna-based producer Lorenzo Nadalin, aka Godblesscomputers, is a pioneer in electronic music while maintaining the original groove and warmth of his roots. Although it’s late, nobody wants to go to bed just yet and we dance into the early hours!
Saturday
Despite the lack of sleep, I’m greeted by the sun as I head back to the Pavilion for more meetings, including one with a Taiwanese festival and conference. The dedication and creativity among these professionals are inspiring and reminds me how important it is to connect with those who share our passion Later, I enjoy another showcase of live music, this time starting at the slightly more civilised time of 10.30pm with the Italian/British duo Justin Adams and Mauro Durante at the Aviva Studios.
Sunday
As I prepare to leave the Pavilion to go to the airport, I feel happy that I’ve cultivated new partnerships and solidified personal connections with a large range of professionals. Today brings a moment of introspection and debriefing: WOMEX 2024 has once again proved the importance of collaboration in reaching ambitious goals. In the face of a market that is often hostage to the ephemeral, and where trends shift quickly and performers can fade as fast as they rise, Assomusica has the pleasure of being a creative and cultural company, building long-term relationships with artists, working with them from beginning to end, and embracing risks to help them stand out and become successful.
Rita Zappador is on the Board of Directors of Italy’s live-music association Assomusica and is the General Manager of the International Division of International Music and Arts.
Discover more about Assomusica at https://assomusica.org/it/homepage.html