Mastering The Music Business (MMB) 2026: Full Schedule

MMB is the first and biggest international music business conference and showcase festival in Romania. Dedicated to all music enthusiasts, MMB is the place where both independent artists and key music business professionals are offered the opportunity to meet with leading experts in the local and international industry, learn from them and interact with them directly.

11:00 EEST

(RO) Hired Stage Guns (Panel)

Tuesday September 1, 2026 11:00 - 11:40 EEST

NICU COVACI ROOM

Behind countless albums, tours, TV shows, and live performances are session musicians, the highly skilled professionals who bring other artists' music to life. But what does it actually mean to build a career as a session musician, and is it a viable full-time profession?

This panel explores the realities of life as a session musician, from finding your first gigs and building a reputation to navigating the freelance nature of the job. How do session musicians get hired? What skills and mindset are essential? How stable is the income, and what are the biggest challenges and opportunities in this career path?

Moderators

Andrei Ilie

Arist, byron

✉ [email protected]

Andrei Ilie is 28 years old and is one of the most active drummers on the Romanian rock & pop scene. Frequently, though, as a member of the projects he was involved in during the years, he found himself taking care of band tasks which often went beyond drumming duties, particularly... Read More →

Speakers

Relu Batog

Raluca Pascaru

Claudiu Purcarin

Bogdan Stoican

Alexandra Căpitănescu

Tuesday September 1, 2026 11:00 - 11:40 EEST
NICU COVACI ROOM HOTEL CARO

Panel

12:15 EEST

(RO) The Creator Economy Meets the Main Stage: Visa x Untold and the Business of Backing Artists (Panel)

Tuesday September 1, 2026 12:15 - 12:55 EEST

NICU COVACI ROOM

At Untold, Visa built a partnership that puts creators front and center, not as content vendors, but as voices worth investing in. In this panel, the key players behind the collaboration share how the model was designed, what the business case looked like, and what it means for a brand of Visa's scale to genuinely back emerging talent. A conversation for anyone working at the intersection of artist management, festival programming, and brand partnerships.

Moderators

Carina Sava

Founder, Watermelon Agency

Speakers

Bogdan Rădulescu

UNTOLD

Andres Marcu (Dansen)

Artist

Aura Toma

VISA

Tuesday September 1, 2026 12:15 - 12:55 EEST
NICU COVACI ROOM HOTEL CARO

Panel

14:00 EEST

(EN) Young, Loud and Fearless: A Eurovision Story (Panel)

Tuesday September 1, 2026 14:00 - 14:40 EEST

NICU COVACI ROOM

The road to one of the biggest Romanian performances at Eurovision with a very young band.

Moderators

Dan Fintescu

Programs Director & Radio DJ, Kiss FM

DJ at Kiss FM for 13 years, Program Director for a year. One of the organizers of the largest music industry conference in Romania, Mastering the Music Business, with experience in booking and artist management.

Speakers

Calin Grajdan

Artist

Maji

Artist

Victor Rebenciuc

Marketing, Universal Music Romania

Mihaela Alexandrina Scrioșteanu

Alexandra Capitanescu

Tuesday September 1, 2026 14:00 - 14:40 EEST
NICU COVACI ROOM HOTEL CARO

Panel

15:15 EEST

(EN) Stand Out or Fade Out: The New Rules of Festival Positioning (Panel)

Tuesday September 1, 2026 15:15 - 15:55 EEST

NICU COVACI ROOM

The festival market is becoming increasingly crowded, making it harder than ever for festivals to stand out, remain relevant, and build lasting relationships with their audiences and partners. With so many events competing for the same audiences, attention, funding, and resources, success often depends on having a clear and distinctive position.

But what does “positioning” actually mean for a festival? It goes beyond having a strong identity or a catchy slogan — it is about defining what makes a festival unique, who it is for, and why people should choose it over the many alternatives. It is also about understanding how a festival positions itself towards potential partners and sponsors: what it can offer them, what makes the partnership meaningful, and how its identity, audience, values, and cultural relevance can translate into a compelling proposition for brands.

This panel will explore how festivals can define and communicate their position, differentiate themselves in a competitive market, and build partnerships that go beyond traditional sponsorship models.

Moderators

Cosmin Sipos

Digital Marketing Specialist, Kooperativa 2.0

Speakers

Ionut Tone

Head of Partnerships, Nostalgia Festival

Alin Vaida

Festival Director, Jazz in the Park

Alin is the founder of the Jazz in the Park festival in Cluj-Napoca and the executive director of the Fatte Association, the implementing organization of the festival. He has been working in the cultural field since 2009, especially in the field of music, being responsible for hundreds... Read More →

Stefan Zaharescu

Tuesday September 1, 2026 15:15 - 15:55 EEST
NICU COVACI ROOM HOTEL CARO

Panel

11:00 EEST

(RO) The Next Generation: Young Professionals Shaping the Music Industry (Panel)

Wednesday September 2, 2026 11:00 - 11:40 EEST

NICU COVACI ROOM

The future of the music business is being shaped by a new generation of professionals bringing fresh perspectives, innovative ideas, and new ways of working. This panel brings together young professionals from across the industry to discuss how they started their careers, the challenges they've faced, and the opportunities they see for the future. A conversation about breaking into the music business, building meaningful networks, and redefining the industry for the next generation.

Moderators

Alina Balan

Speakers

Mihnea Fieraru

FORM Space

Teodora Tănasie (Trixie)

Artist

Irina Marinescu

Music Journalist/PR/Promoter, Backstage Babes/Rock FM

Iulia Hermeneanu

Concerts & Communication & Volunteers Coordinator, Film and Histories Festival

Alexandra Capitanescu

Wednesday September 2, 2026 11:00 - 11:40 EEST
NICU COVACI ROOM HOTEL CARO

Panel

12:15 EEST

(RO) Instrument or Author? AI and the New Order of Creation (Panel)

Wednesday September 2, 2026 12:15 - 12:55 EEST

NICU COVACI ROOM

AI is rapidly changing the way music is created, produced and distributed — but where do we draw the line between a tool and a creator? This panel explores how artificial intelligence is reshaping the creative process, from songwriting and production to ownership, authorship and the future of the music business.

Moderators

Ion Catutoiu

Co-owner, Club Fabrica

Speakers

Andy Horjea

Ana Mirea

Lawyer, Peligrad Law

Criss Paul

Wednesday September 2, 2026 12:15 - 12:55 EEST
NICU COVACI ROOM HOTEL CARO

Panel

14:00 EEST

(EN) What Europe's Top Bookers Look for in Live Acts (Panel)

Wednesday September 2, 2026 14:00 - 14:45 EEST

NICU COVACI ROOM

With thousands of artists competing for a limited number of festival slots, what makes a live act stand out? Is it streaming numbers, social media presence, ticket sales, a unique artistic vision, or simply an unforgettable performance?

In this panel, representatives from some of Europe's leading festivals share what they expect from the artists they book and how those expectations are evolving. From live performance quality and audience engagement to professionalism, market readiness, and long-term career potential, the discussion will offer a behind-the-scenes look at how programming decisions are made.

Moderators

Peter Astedt

Festival Director, Future Echoes

Peter Åstedt has been working in the music industry for over 30 years. He started his own record label, Dead Frog Records, at the age of fifteen in 1990. Over the years he has started several companies in different fields in the music industry like PR, Publishing, Distribution, Sync... Read More →

Speakers

Janneke de Boer

Junior Booker EU, ESNS

Janneke de Boer (Groningen, NL) is Junior Booker EU at ESNS (Eurosonic Noorderslag), where she works on booking European emerging artists for the showcase festival. Besides ESNS, she works as a music promoter at Explore the North festival in Leeuwarden and she organizes events at... Read More →

Mateusz Jakielski

Ruth Koleva

Founder, SoAlive / ANMIP

Concert promotion
Artist development
Music conferences

Wednesday September 2, 2026 14:00 - 14:45 EEST
NICU COVACI ROOM HOTEL CARO

Panel

15:15 EEST

(RO) BRANDS × MUSIC — How Brands Choose Who to Play With (Panel)

Wednesday September 2, 2026 15:15 - 15:55 EEST

NICU COVACI ROOM

What makes a brand choose one artist, festival, or music project over another? This panel explores what really drives brand–music partnerships, from audience fit, cultural relevance, and reach to credibility, authenticity, creative freedom, and commercial value. We’ll look at what makes an artist or project attractive to brands, what can turn a promising collaboration into a missed opportunity, and how artists, managers, festivals, and agencies can build stronger, more meaningful partnerships beyond simply putting a logo next to music.

Moderators

Valentin Vacarus

Speakers

Stefania Rusu (BCR)

BCR

Silviu Buidan

Marius Moga

Wednesday September 2, 2026 15:15 - 15:55 EEST
NICU COVACI ROOM HOTEL CARO

Panel

11:00 EEST

(RO) The Sober Generation Is Here: Can Live Music Venues Keep Up? (Panel)

Thursday September 3, 2026 11:00 - 11:40 EEST

NICU COVACI ROOM

This panel brings together promoters and venue bookers to discuss the current challenges in live music, from rising costs and shifting business models to changing audience behaviours. With Gen Z going out less, drinking less alcohol, and engaging differently with nightlife, the conversation will focus on how venues are adapting their programming and strategies to stay relevant and sustainable. The discussion will explore what it takes today to build and maintain audiences, and how the live sector is responding to a rapidly evolving cultural and economic landscape.

Moderators

Cosmin Sipos

Digital Marketing Specialist, Kooperativa 2.0

Speakers

Matei Puscaru

Booking Agent, Quantic

Toni Nartea

Mihnea Fieraru

FORM Space

Thursday September 3, 2026 11:00 - 11:40 EEST
NICU COVACI ROOM HOTEL CARO

Panel

12:15 EEST

(EN) Musicals for Music Artists (Panel)

Thursday September 3, 2026 12:15 - 12:55 EEST

NICU COVACI ROOM

For many artists, musicals can offer exciting creative and professional opportunities beyond the traditional music industry. But what does it take to make the transition from the concert stage to the theatre stage, and how can this experience shape an artist's career?

This panel brings together performers, casting professionals, and musical theatre experts to discuss what qualities artists need to succeed in a musical production, how the casting process works, and the skills that set candidates apart. The conversation will also explore how performing in musicals can influence an artist's visibility, artistic development, and long-term career, opening new opportunities while complementing their work as recording and touring musicians.

Moderators

Carina Sava

Founder, Watermelon Agency

Speakers

Cornel Ilie

Artist, VUNK

Musician, composer and producer, Cornel Ilie is one of the most appreciated and long-lived artists in Romania. He is a founding member and lead singer of one of the most beloved pop-rock bands, VUNK. Tracks like Prăjitura cu Jeleu, Vreau o țară ca afară, Așa, și? or Pleac... Read More →

Crina Mardare

Gil Marsala

Emil Pantelimon

Thursday September 3, 2026 12:15 - 12:55 EEST
NICU COVACI ROOM HOTEL CARO

Panel

14:00 EEST

(RO) Make It When You Break It: How to Survive Storms (Workshop)

Thursday September 3, 2026 14:00 - 14:40 EEST

NICU COVACI ROOM

In the music industry, a crisis is never a question of if, but when. A leaked statement, a cancelled show, a controversy that spirals overnight — reputation can take years to build and hours to lose. This session looks at what actually happens when things fall apart: how artists, managers, and labels respond under pressure, what separates those who recover from those who don't, and why some careers even come out stronger on the other side.

Drawing on real cases from the music business, we'll break down the anatomy of a reputational crisis — from the first spark to full-blown storm — and explore practical strategies for navigating it: when to speak, when to stay silent, who should deliver the message, and how to rebuild trust with audiences, partners, and the media.

Because in the end, it's not the storm that defines you. It's what you make of it when it breaks.

Speakers