Anna Zo, Co-director of the Linecheck Music Meeting and Festival, is at the helm of a transformative shift in the music industry’s educational landscape. Linecheck, one of Italy’s premier events in the music industry, has evolved significantly since its inception, and Anna Zo’s leadership has played a key role in its growth.
This year, the introduction of Linecheck Academy marks an exciting new chapter for the festival. It’s a groundbreaking initiative that extends the event’s mission beyond the typical festival experience, offering hands-on, educational opportunities for aspiring professionals and music enthusiasts alike. With the 2024 edition, Anna and her team have reimagined the academy to provide a more immersive, practical, and global learning experience that addresses the evolving challenges of the music industry.
In this interview, Anna Zo sheds light on the vision behind Linecheck Academy, its goals for the 2024 edition, and how it continues to serve as a platform for nurturing new talent, fostering innovation, and bridging the gap between local and global music communities. From expanding course offerings to embracing the impact of new technologies like AI, Anna’s insights provide a fascinating look at the future of music industry education.
As Co-director of Linecheck, how has the vision for the Academy evolved, what are the primary objectives for the 2024 edition? How do you plan to further enhance the program compared to previous years?
Note: Anna Zo is Co-director of Linecheck Music Meeting and Festival. Linecheck Academy is the new educational session that belongs to Linecheck music meeting and festival.
Linecheck Music Meeting and Festival
Anna Zo serves as the Co-director of Linecheck Music Meeting and Festival, a prominent event in the music industry.
Linecheck Academy
Linecheck Academy is a newly introduced educational component of the Linecheck Music Meeting and Festival. This addition expands the festival’s offerings beyond its traditional scope, providing educational opportunities for attendees and industry professionals.
Key points:
- Linecheck Academy is the latest educational initiative.
- It is an integral part of the larger Linecheck Music Meeting and Festival.
- The Academy aims to enhance the educational aspect of the event, likely offering workshops, seminars, or masterclasses related to the music industry.
Linecheck Music Meeting and Festival has indeed grown significantly, and with it, our vision for Linecheck Academy has expanded. For the 2024 edition, our primary objectives are to provide a more immersive, practical, and forward-thinking experience for our participants. We’ve evolved from a traditional conference format to a dynamic, hands-on learning environment that reflects the rapidly changing music industry landscape.
For 2024, our primary objectives are to:
- Foster a more inclusive music industry environment in Italy
- Drive innovation through cutting-edge technology and creative approaches
- Enhance internationalisation by creating synergies between the Italian and global music markets.
To enhance the program this year, we’ve introduced several key elements:
- Expanded Course Offerings: We now offer three comprehensive courses – Curatorship for Live Music Events, Creative Catalogue Exploitation, and Digital Marketing & Music Data.
- Increased Practical Focus: Each course is designed with a strong emphasis on real-world applications, featuring case studies and hands-on exercises.
- Extended Duration: We’ve expanded the academy to a full three-day program, allowing for deeper exploration of topics.
- Enhanced Networking Opportunities: We’ve introduced a dedicated networking space and matchmaking sessions to facilitate connections among attendees
This year’s academy features a stellar lineup of industry professionals, from tech innovators to music supervisors. How did you curate this diverse group of experts, and what do you hope their contributions will bring to the program?
Our approach to curating the expert lineup for 2024 was driven by a desire to represent diverse perspectives and cutting-edge expertise in the music industry, in particular from underrepresented genders. We sought professionals who not only have impressive credentials but also bring fresh, innovative ideas to the table.
For instance, we’ve included experts like Jen Malone, founder of Black and White Music, an all-female music supervision agency. Malone’s work on popular series like “Euphoria” and “Wednesday” adds a fresh perspective on music in visual media. Andrea Schmid and Joel Wäger,
Sean Preston from Ninja Tune adds production insights, while Kevin Breuner of Bandlab Technologies brings a blend of artist and tech expertise.
We hope their contributions will provide participants with a comprehensive, multi-faceted view of the current music industry landscape and inspire innovative thinking about its future.
Hands-on, practical learning is a key focus of Linecheck Academy. Could you elaborate on the kinds of real-world skills participants will gain, and how these are integrated into the festival environment?
We have carefully selected our experts to bring hands-on experience in their fields to our attendees. We want to ensure we provide real and potentially already-tested knowledge and strategies that come directly from the mentors’ decades of experience. Participants in Linecheck Academy 2024 will gain a range of practical skills directly applicable to their careers in the music industry. Our experts will design most of the sessions to be as interactive as possible, providing real-time feedback and keeping the conversation open on contemporary trends. These include:
- Event curation and management strategies
- Creative catalogue exploitation techniques
- Digital marketing and data analysis skills
- Understanding of AI applications in music
- Networking and collaboration techniques
We’ve integrated these learning experiences into the festival environment by ensuring that academy attendees have access to the broader Linecheck Music Meeting & Festival. This allows them to immediately apply their learnings in a real-world context, attending panels, networking events, and live showcases
The expanded networking space and the addition of creative residencies are exciting developments for 2024. How do you envision these opportunities benefiting young professionals and aspiring artists attending the academy?
As the saying goes, “Your network is your net worth.” While this might sound a bit pretentious, we aim to facilitate interactions between experts as much as possible. In our everyday lives, there are numerous tools to facilitate human interaction, and we want to transpose this into our reality to ensure most participants return home with great knowledge and high-value leads.
To achieve this, we will provide open areas for professionals and artists to get to know each other in a relaxed and approachable way. There will be a mix and mingle area, and in the evening, we will welcome everyone to our lovely terrace to continue discussing the day’s outcomes.
In addition to this, Linecheck Academy is seamlessly integrated into a broader programme of meetings, showcases, festivals, and matchmaking sessions. This structure allows participants to apply their Academy experience directly within a real-world context, engaging in both formal and informal exchanges.
You’ve mentioned the impact of AI and digital strategies as central topics for discussion at the academy. How important do you think these technological advancements are for the future of the music industry, and how is Linecheck preparing participants for these changes?
A lot. AI is a solid part of the music industry and it needs to be seen as an opportunity rather than a threat.
We believe that AI and digital strategies are not just important but transformative for the future of the music industry. At Linecheck Academy, we’re addressing these topics head-on, exploring how AI is impacting areas like event curation, catalogue management, and marketing.
We’re preparing participants for these changes by:
- Offering dedicated modules on AI and digital technologies
- Inviting experts at the forefront of music tech to share their insights
- Providing hands-on experience with cutting-edge digital tools
As Linecheck expands its global footprint, how are you balancing the emphasis on Italian culture with the broader international trends in music and event production?
As Linecheck expands globally, we’re committed to maintaining a balance between celebrating Italian culture and embracing international trends. We have decided to deliver all content in English, which might be challenging, but we feel the need to embrace our forward-thinking nature. To do so, we must give more space to a more globally recognized language. At the same time, we don’t forget to feature both Italian and international experts while highlighting Italian success stories in the international music scene.
The academy focuses on different areas like live music event curation and digital marketing. How do you ensure the curriculum remains cutting-edge, especially with the rapidly changing music industry landscape?
We love doing our homework and internal research. It is important for us to stay up to date in this rapidly changing scenario and this is the main strategy we are adopting. Attending conferences, stay ahead with trends and read a lot of papers! Moreover, we maintain ongoing dialogues with industry professionals, attending conferences, and monitoring industry publications to identify emerging trends and challenges. In addition, our curriculum of lectures is designed with a modular approach, allowing us to swiftly incorporate new topics or adjust existing ones as the industry evolves.
Given your experience, what emerging trends or challenges in the music industry will be focal points for discussions and workshops during the academy this year?
Based on our industry insights and the rapidly evolving landscape, several key trends and challenges will be focal points for this year’s academy:
1.AI and music creation: We’ll explore the impact of AI on music composition, production, and curation, discussing both the opportunities and ethical considerations.
2.Sustainability in the music industry: With growing environmental concerns, we’ll address sustainable practices in event production, touring, and music distribution.
3.The evolving streaming economy: We’ll delve into new monetisation models, the impact of playlist algorithms, and strategies for artists to thrive in the streaming era.
4.Web3 and blockchain applications: We’ll discuss the potential of blockchain-based royalty systems, and fan engagement through decentralised platforms.
5.Mental health and well-being: Recognising the importance of artist and industry professional well-being, we’ll address strategies for maintaining mental health in a high-pressure industry.
6.Cross-media collaborations: We’ll explore the growing intersections between music and other media, such as gaming, film, and virtual reality.
7.Data-driven decision making: We’ll focus on leveraging big data and analytics for marketing, A&R, and event planning.
8.Diversity and inclusion: We’ll address the ongoing challenges and opportunities in creating a more inclusive and representative music industry.
The Linecheck Academy offers scholarships supported by the Cariplo Foundation.Why do you think accessibility and diversity are so crucial for the future of the music industry, and how does this initiative align with Linecheck’s broader mission?
This initiative helps to address systemic inequalities in the music industry by empowering individuals who might otherwise be excluded from such opportunities. It’s not just about creating diversity for its own sake, but about enriching the industry with fresh talent, new ideas, and diverse perspectives that can drive the industry forward.
In essence, by championing accessibility and diversity through our scholarship programme, we’re investing in the long-term health and sustainability of the music industry. We believe that a more inclusive industry is not only more equitable but also more creative, innovative, and economically robust.
Looking ahead, what are your aspirations for Linecheck Academy in the coming years? Are there specific areas of the music industry you’d like to explore further in future editions?
We aim to solidify our position as a leading force in music industry education and innovation, not just in Italy, but on a global scale. Here are some key areas we’re focusing on:
- Global expansion: We aspire to create a truly international network of music industry professionals. This includes expanding our reach to attract participants and speakers from diverse global markets, fostering cross-cultural collaborations and knowledge exchange.
- Year-round learning: We’re exploring the possibility of extending our offerings beyond the annual event, potentially through online courses, webinars, or smaller, focused workshops throughout the year.
- Technological innovation: We want to be at the forefront of exploring and implementing new technologies in the music industry. This includes deeper dives into AI, blockchain, and immersive technologies like AR and VR.
- Sustainability focus: We aim to become a leader in promoting and teaching sustainable practices in the music industry, from eco-friendly event production to sustainable business models.
- Interdisciplinary approach: We’re looking to explore further intersections between music and other creative industries, such as fashion, film, gaming, and visual arts.
- Mental health and well-being: We want to expand our focus on mental health support and strategies for maintaining work-life balance in the music industry.
- Entrepreneurship and innovation: We aim to provide more targeted support for music tech startups and innovative business models within the industry.
