The European Music Managers Alliance and YouTube music deepen partnership

Over 2,000 music managers across Europe can celebrate! The European Music Managers Alliance (EMMA) and YouTube Music are teaming up again, expanding their collaboration to offer even more support.

This isn’t just about catching up with the latest trends. It’s about building a thriving music ecosystem where everyone wins. The European Music Managers Alliance will provide expert training, career-boosting networks, and research that helps policymakers understand the needs of Europe’s diverse music scene.

“Music managers are the unsung heroes,” says EMMA’s Jess Partridge. “They connect artists with the world, but often work alone. This partnership is vital to give them the skills, support, and community they deserve.” YouTube Music is no stranger to championing managers. They’ve partnered with the UK’s Music Managers Forum on the Accelerator Programme for Music Managers, a groundbreaking initiative offering funding and guidance.

“Being a music manager is demanding,” says Christina Matteotti of YouTube Music. “We want to give them the tools and connections they need to succeed while building a vibrant community for support and inspiration.”

???? EMMA is thrilled to announce the expansion of our partnership with @youtubemusic!

Benefitting 2,000+ music managers across Europe, this collaboration aims to boost professional development, provide expert-led training, and foster networks.

Read more: https://t.co/eAp4KJGcMm pic.twitter.com/lzPZtspQYY

— European Music Managers Alliance (EMMA) (@EmmaAlliance) December 18, 2023

EMMA represents 13 national music manager organizations, reaching over 2,000 professionals across Europe. Plus, partnerships with Australia, Canada, and New Zealand extend their reach even further. Beyond training and networking, EMMA champions the music industry on a broader scale. They engage with policymakers, advocating for fair streaming regulations and exploring the impact of new technologies like AI. One such project is EMMpower, a three-year initiative co-funded by the European Union. It strengthens the music management community through research, training, and mentorship.

With EMMA and YouTube Music joining forces, the future of Europe’s music scene looks bright. Music managers now have the resources and support they need to guide their artists to stardom while shaping the industry for the better. This collaboration is more than just a partnership, it’s a win for music, for artists, and for the countless fans who love their tunes.