Sofia, Bulgaria 
Your gateway to South East Europe’s music business
In just three years, SAMC has grown into one of Europe’s most impactful showcase festivals and music conferences. Each October in Sofia, we connect the Balkans to the wider world with a programme built for discovery and real outcomes.
What We Do
SAMC is a meeting point for artists, managers, labels, publishers, agents, promoters, and media. Expect 55 concerts by the most interesting emerging bands from the Balkans (Greece, Romania, Bulgaria, Albania, Turkey, Slovenia, Croatia, Serbia, North Macedonia, Montenegro, Kosovo, Bosnia & Herzegovina) alongside keynotes, working seminars, and hands-on workshops that trade hype for hard knowledge.
Why It Matters
This is where deals get made and narratives travel. We put curation before algorithms and context before noise - so artists can really cross borders, teams can scale, and audiences discover something new. We have a simple mission - unite our region and work together for the better future of all.
Who Shows Up
Over 1,000 delegates and 300 speakers from across Europe and beyond, including agents and execs from leading companies and festivals. Recent editions featured EU-level conversations (WINCON, Culture Compass), YOUROPE seminars on DEI and event safety, Women in Live Music (WILM) workshops, sync labs, and four blocks of focused speed meetings.
How We Work
Practical, editor-level programming. Export readiness, distribution strategies that work, storytelling that lands in English-speaking markets, and visibility that lasts longer than a playlist feature.
Join Us in Sofia
If you’re building the future of music in South East Europe - or want to be part of it - SAMC is where you plug in.
What We Do
SAMC is a meeting point for artists, managers, labels, publishers, agents, promoters, and media. Expect 55 concerts by the most interesting emerging bands from the Balkans (Greece, Romania, Bulgaria, Albania, Turkey, Slovenia, Croatia, Serbia, North Macedonia, Montenegro, Kosovo, Bosnia & Herzegovina) alongside keynotes, working seminars, and hands-on workshops that trade hype for hard knowledge.
Why It Matters
This is where deals get made and narratives travel. We put curation before algorithms and context before noise - so artists can really cross borders, teams can scale, and audiences discover something new. We have a simple mission - unite our region and work together for the better future of all.
Who Shows Up
Over 1,000 delegates and 300 speakers from across Europe and beyond, including agents and execs from leading companies and festivals. Recent editions featured EU-level conversations (WINCON, Culture Compass), YOUROPE seminars on DEI and event safety, Women in Live Music (WILM) workshops, sync labs, and four blocks of focused speed meetings.
How We Work
Practical, editor-level programming. Export readiness, distribution strategies that work, storytelling that lands in English-speaking markets, and visibility that lasts longer than a playlist feature.
Join Us in Sofia
If you’re building the future of music in South East Europe - or want to be part of it - SAMC is where you plug in.
We're elated to have Mrs. Mariya Gabriel, former Deputy Prime Minister of Bulgaria and Minister of Foreign Affairs and EU commissioner of Culture, will honor the SoAlive Music Conference with her esteemed patronage and active participation.
Her deep-rooted commitment to cultural diplomacy and the arts has played an invaluable role in fortifying bonds across nations and nurturing mutual appreciation.
A word from Mrs. Gabriel:
"Cultural diplomacy stands central to Bulgaria's foreign policy, acting as a linchpin that consolidates the connections between nations while deepening mutual understanding. The SoAlive Music Conference is a testament to this ethos, offering a unique space for attendees to reflect on strategies and visionary ideas that champion cultural diplomacy's core values. With music and arts at its heart, the conference highlights the integral role they play in molding a diverse, inclusive global cultural narrative. I take immense pride in associating with SoAlive, ardently anticipating its grand success."
Witness culture, music, and diplomacy converge at the SoAlive Music Conference. Join us in celebrating the essence of global cultural harmony.
