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<blockquote><h3>Investors need clarity and confidence in your idea. A structured pitch deck helps tell your story, demonstrate value, and outline how you’ll succeed. It’s not about cramming in every detail. It’s about making your case clearly and convincingly in a short space of time.</h3></blockquote> <figure id="figure-klv6ci6e1mb9i6pk4" data-full-width=""><img id="klv6ci6e1mb9i6pk4" src="https://cdn.durable.co/blocks/29fFGupcvpWbtUK6f0tXR2ZjsgG357yaiHJZJeAk6UFtyrOZmvSWuLiKQEHRTMlo.jpg" alt="" title="" class="object-cover bg-gray-100" style="aspect-ratio: 16/9; object-position: 50% 15%;" data-corners="default" data-aspect="16:9" data-caption="Athens Music Week 2025 panel: Funding &amp; entrepreneurship in music: From idea to impact L-R: Mara Doukidi, Marko Anastasov" data-positionx="50%" data-positiony="15%" data-fullwidth="true" data-mce-src="https://cdn.durable.co/blocks/29fFGupcvpWbtUK6f0tXR2ZjsgG357yaiHJZJeAk6UFtyrOZmvSWuLiKQEHRTMlo.jpg" data-mce-style="aspect-ratio: 16/9; object-position: 50% 15%;"><figcaption class="body-normal text-gray-500 mt-2">Athens Music Week 2025 panel: Funding &amp; entrepreneurship in music: From idea to impact L-R: Mara Doukidi, Marko Anastasov</figcaption></figure><h3>A well-structured pitch deck should cover the following: </h3><ul><li>Problem:&nbsp;What issue are you solving?</li><li>Solution:&nbsp;Why is your approach the best?</li><li>Market opportunity:&nbsp;Is there demand?</li><li>Product:&nbsp;Show, don’t just tell (demos matter)</li><li>Business model:&nbsp;How will you make money?</li><li>Traction:&nbsp;Any evidence that people want this?</li><li>Go-to-market strategy:&nbsp;How will you grow?</li><li>Competition:&nbsp;How are you different?</li><li>Team:&nbsp;Are you the right people for this?</li><li>Ask:&nbsp;What do you need (investment, partnerships, etc.)?</li></ul>I help clients shape their decks so that they reflect their strengths and speak directly to what investors are looking for. The goal is to be clear, honest, and confident—without overcomplicating things.If you’re working on a pitch and want a second pair of eyes, feel free to get in touch.<h3><a href="https://msamusicservices.com/contact-mandy-salem-aubry-music-services" target="_blank" rel="noopener" data-mce-href="https://msamusicservices.com/contact-mandy-salem-aubry-music-services">Get in touch﻿</a></h3><figure id="figure-n86tnu66hlmb9hp932" class=""><img id="n86tnu66hlmb9hp932" src="https://cdn.durable.co/blocks/11gVF1vIZ6swWp9XTPrgFSmaK010ZC0SEJ2ChxzMR7HuLBh7Qu9MEh0kJ5nANvkq.png" alt="" title="" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: undefined undefined;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/11gVF1vIZ6swWp9XTPrgFSmaK010ZC0SEJ2ChxzMR7HuLBh7Qu9MEh0kJ5nANvkq.png" data-mce-style="aspect-ratio: 16/9; object-position: undefined undefined;"></figure>

Crafting a winning pitch deck

<h3>When your music is performed live – whether by you, a DJ, or someone else – you could be earning royalties. One gig can be worth more than 30,000 Spotify streams. Yet many songwriters are still missing out.</h3><figure id="figure-yrk3hzua5hmasrg0mt" data-full-width=""><img id="yrk3hzua5hmasrg0mt" src="https://cdn.durable.co/blocks/10WNTLg88AvZ1PIheYzdbaWefO9v6hvWPmvy5bZRVIBAgaYQfBQ62dXQ6kBdBLpm.jpg" alt="" title="" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: undefined undefined;" data-corners="default" data-aspect="3:2" data-caption="Photo credit: Thodoris Sanidas" data-positionx="undefined" data-positiony="undefined" data-fullwidth="true" data-mce-src="https://cdn.durable.co/blocks/10WNTLg88AvZ1PIheYzdbaWefO9v6hvWPmvy5bZRVIBAgaYQfBQ62dXQ6kBdBLpm.jpg" data-mce-style="aspect-ratio: 3/2; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">Photo credit: Thodoris Sanidas</figcaption></figure>This blog is based on the panel <a data-mce-href="https://www.athensmusicweek.gr/el/events/live-plays-real-income/#:~:text=When%20your%20music%20is%20played,how%20to%20claim%20these%20royalties." href="https://www.athensmusicweek.gr/el/events/live-plays-real-income/#:~:text=When%20your%20music%20is%20played,how%20to%20claim%20these%20royalties." target="_blank" rel="noopener">Live plays, real income</a>, which I moderated at <a data-mce-href="https://www.athensmusicweek.gr/" href="https://www.athensmusicweek.gr/" target="_blank" rel="noopener">Athens Music Week 2025</a>. We discussed the reasons these royalties are often unclaimed, and what can be done to change that. The message was simple: if you wrote the song, you're owed the money. But the system doesn't pay you automatically – you have to ask.As someone who works across rights, publishing, and administration, I see how often this area is overlooked. Many artists focus on the visible side of their careers – streaming, social numbers, content output – but not on the money they're quietly missing. This session was a chance to speak openly about that gap.<figure id="figure-rp2o2cmzimmasrp7ra" data-full-width=""><img id="rp2o2cmzimmasrp7ra" src="https://cdn.durable.co/blocks/174JpeNlqA2rfNgH4C7HsxC52ZdwaQugvpQnCZHpjhG55tkTISKfKtWOxwd0gpue.jpg" alt="" title="" class="object-cover bg-gray-100 " style="aspect-ratio: 1/1; object-position: undefined undefined;" data-corners="default" data-aspect="1:1" data-caption="Photo credit: Thodoris Sanidas" data-positionx="undefined" data-positiony="undefined" data-fullwidth="true" data-mce-src="https://cdn.durable.co/blocks/174JpeNlqA2rfNgH4C7HsxC52ZdwaQugvpQnCZHpjhG55tkTISKfKtWOxwd0gpue.jpg" data-mce-style="aspect-ratio: 1/1; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">Photo credit: Thodoris Sanidas</figcaption></figure><h3>Speakers:</h3><a data-mce-href="https://www.athensmusicweek.gr/speakers/andres-payne-gb-es-ch/" href="https://www.athensmusicweek.gr/speakers/andres-payne-gb-es-ch/" target="_blank" rel="noopener">Andres Payne</a> – CEO, Vollou <a data-mce-href="https://www.athensmusicweek.gr/speakers/george-myzalis/" href="https://www.athensmusicweek.gr/speakers/george-myzalis/" target="_blank" rel="noopener">George Myzalis</a> – COO, EDEM Rights <a data-mce-href="https://www.athensmusicweek.gr/speakers/nikolaos-chrysoulakis-nick-devon-gr/" href="https://www.athensmusicweek.gr/speakers/nikolaos-chrysoulakis-nick-devon-gr/" target="_blank" rel="noopener">Nick Devon</a> – Music Producer / Artist <a data-mce-href="https://www.athensmusicweek.gr/speakers/marko-anastasov-bg/" href="https://www.athensmusicweek.gr/speakers/marko-anastasov-bg/" target="_blank" rel="noopener">Marko Anastasov</a> – CEO, MUZE Corp. <h3>Moderator: </h3><a data-mce-href="https://www.athensmusicweek.gr/speakers/mandy-salem-aubry-nl/" href="https://www.athensmusicweek.gr/speakers/mandy-salem-aubry-nl/" target="_blank" rel="noopener">Mandy Salem-Aubry</a> – Founder, MSA Music Services / Conference Programme Coordinator, AMW<h3>Why are live royalties so often overlooked?</h3>Live royalties remain under-claimed for a few key reasons:<ul><li>Artists chase visibility over income.</li><li>Setlist reporting isn't widely explained or encouraged.</li><li>Royalties from gigs seem less tangible than a streaming count. </li></ul>Yet live plays are often worth much more. The issue isn't the value – it's the lack of awareness.<h3>Why don’t more creators claim?</h3>Many creators simply don’t know where to start:<ul><li>No one tells them it's their responsibility.</li><li>The process feels complicated and uninviting.</li><li>Admin doesn’t feel "creative".</li></ul>As a result, even proactive artists often leave this income behind.<h3>What’s needed to actually get paid?</h3>Three things need to be in place:<ul><li>Your songs must be registered with a collection society.</li><li>Each performance must be reported with an accurate setlist.</li><li>Metadata needs to be correct and matchable.</li></ul>If even one part is missing, your royalty can fall through the cracks.<figure id="figure-0u1upm5u8masrklki" data-full-width=""><img id="0u1upm5u8masrklki" src="https://cdn.durable.co/covers/22AY1Y3DFxiE8398VVPBv0N9j0hft3NHjYdjGaAxa8RsLbtoyrJSCro4v0Xp2r3e.jpg" alt="" title="" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: undefined undefined;" data-corners="default" data-aspect="3:2" data-caption="Photo credit: Thodoris Sanidas" data-positionx="undefined" data-positiony="undefined" data-fullwidth="true" data-mce-src="https://cdn.durable.co/covers/22AY1Y3DFxiE8398VVPBv0N9j0hft3NHjYdjGaAxa8RsLbtoyrJSCro4v0Xp2r3e.jpg" data-mce-style="aspect-ratio: 3/2; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">Photo credit: Thodoris Sanidas</figcaption></figure><h3>How does it work across countries? </h3>Setlist submission rules vary. Some countries require them. Others ignore them. Cross-border payments also depend on how well societies communicate. Venues aren’t always helpful. Many artists don’t realise they can claim for gigs outside their home territory – and often no one tells them.<h3>Why are DJs and electronic artists especially underserved? </h3><ul><li>Long, informal, or improvised setlists.</li><li>Lots of unreleased or self-released material.</li><li>No culture or expectation of submitting setlists.</li><li>Authorship and performance roles often overlap. </li></ul>It makes a rights system built for traditional live shows feel hard to navigate.<figure id="figure-zxwl3ym8s5masrjow2" data-full-width=""><img id="zxwl3ym8s5masrjow2" src="https://cdn.durable.co/blocks/2bQQsKDXwkosCbmX6FWaOUeNBmMtbWPVb9aLOzdhfiomZXQAeIiiQ6g2D1MLQEYu.jpg" alt="" title="" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: center center;" data-corners="default" data-aspect="3:2" data-caption="Photo credit: Thodoris Sanidas" data-positionx="undefined" data-positiony="undefined" data-fullwidth="true" data-mce-src="https://cdn.durable.co/blocks/2bQQsKDXwkosCbmX6FWaOUeNBmMtbWPVb9aLOzdhfiomZXQAeIiiQ6g2D1MLQEYu.jpg" data-mce-style="aspect-ratio: 3/2; object-position: center center;"><figcaption class="body-normal text-gray-500 mt-2">Photo credit: Thodoris Sanidas</figcaption></figure><h3>Where does technology help – and where not yet? </h3>Tools like music recognition software are making a difference, especially for DJs.<ul><li>MRT (music recognition tech) helps automate tracking.</li><li>Useful in clubs and festivals.</li><li>Still limited for bands, hybrid sets, or traditional gigs.</li><li>Adoption varies from country to country and venue to venue. </li></ul>Technology helps, but it’s not a full fix.<h3>What can publishers or admin teams do?</h3>A good publisher or admin partner can:<ul><li>Register your works properly.</li><li>Submit and track setlists.</li><li>Handle international claims.</li></ul>But many creators don’t have this support, and do-it-yourself platforms often don’t offer enough. This is a major reason royalties go unclaimed.<h3>What practical action can creators take?</h3><ul><li>Submit setlists after every gig – make it part of your routine.</li><li>Register your songs early, even before release.</li><li>Use tech tools where they help.</li><li>Get help where you can – or talk to someone who knows how.</li><li>Encourage others to claim too – create a culture of reporting. &nbsp;<h3>Final thoughts</h3>The most valuable takeaway from this session? Don’t leave money on the table.</li></ul>If you're a writer, and your music is being performed live, you can be paid for it. But no one is going to do it for you. You have to set up the systems or find someone who will.If you’re unsure how to begin with setlists, registrations, or live royalty claims – or you’re supporting a roster who could use help – feel free to get in touch.You might also like my reflections on <a data-mce-href="https://msamusicservices.com/blog/towards-a-syndicate-of-music-recognition-technologies" href="https://msamusicservices.com/blog/towards-a-syndicate-of-music-recognition-technologies" target="_blank" rel="noopener">the future of music recognition technologies</a>, especially if you're interested in how technology can support performance tracking and live royalty collection.<figure id="figure-32z84mqz09masro0pn"data-full-width><img id="32z84mqz09masro0pn" src="https://cdn.durable.co/blocks/dU0zsPDKD9xsiPbKkHnVU1zT787EKKVgx0LG8eBlew25VTpEiviRhUuxzE2S98Bz.jpg" alt="" title="" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: undefined undefined;" data-corners="default" data-aspect="16:9" data-caption="Photo credit: Thodoris Sanidas" data-positionX="undefined" data-positionY="undefined" data-fullWidth="true"/><figcaption class="body-normal text-gray-500 mt-2">Photo credit: Thodoris Sanidas</figcaption></figure>

Live plays, real income: how to stop leaving performance royalties behind

<h3>In today’s independent music landscape, collaboration is essential.</h3>This blog follows on from my earlier post, <a data-mce-href="https://msamusicservices.com/blog/the-current-state-and-future-of-european-indie-record-labels--reflections-from-esns-2025" href="https://msamusicservices.com/blog/the-current-state-and-future-of-european-indie-record-labels--reflections-from-esns-2025" target="_blank" rel="noopener">The current state and future of European indie record labels – reflections from ESNS 2025</a>, which focused on how labels across Europe are evolving and adapting. At <a data-mce-href="https://www.athensmusicweek.gr/" href="https://www.athensmusicweek.gr/" target="_blank" rel="noopener">Athens Music Week 2025</a>, I moderated <a data-mce-href="https://www.athensmusicweek.gr/el/events/collaboration-is-key-how-independent-labels-drive-artist-success/" href="https://www.athensmusicweek.gr/el/events/collaboration-is-key-how-independent-labels-drive-artist-success/" target="_blank" rel="noopener">Collaboration is key: How independent labels drive artist success</a>, a session that took that conversation further – focusing on what’s really working for independent labels and artists in Southeast Europe and beyond.I started out at Roadrunner Records in the late '90s, when building artist careers meant direct relationships, hands-on planning, and tight-knit teams. We relied on clear communication and mutual respect between artists, labels, tour managers, and press. <figure id="figure-nb7dwkbx6nmasph695"><img id="nb7dwkbx6nmasph695" src="https://cdn.durable.co/blocks/7Hsf1XwNmS76pAaxe9K3PxgCdwykEgU4sqe7Lj6PZzS3Xr7yJkxLurBme6rCJoiv.jpg" alt="" title="" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="Slipknot promo tour, Sweden, circa. 2004" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/7Hsf1XwNmS76pAaxe9K3PxgCdwykEgU4sqe7Lj6PZzS3Xr7yJkxLurBme6rCJoiv.jpg" data-mce-style="aspect-ratio: 16/9; object-position: center center;"><figcaption class="body-normal text-gray-500 mt-2">Slipknot promo tour, Sweden, circa. 2004</figcaption></figure>That approach still applies – even if the landscape looks very different now. Today, through <a data-mce-href="https://www.msamusicservices.com" href="https://www.msamusicservices.com" target="_blank" rel="noopener">MSA Music Services</a>, I support independent labels, startups, and artists looking to build solid structures, develop catalogues, and make good decisions about revenue, rights, and growth.This panel brought together people actively working across different corners of the independent ecosystem, each offering insight into how collaboration – in many forms – is helping them stay resilient and move forward.<h3>Speakers:</h3><a data-mce-href="https://www.athensmusicweek.gr/speakers/momcilo-saric-rs/" href="https://www.athensmusicweek.gr/speakers/momcilo-saric-rs/" target="_blank" rel="noopener">Momcilo Saric</a> – Label Manager, Generation Zed <a data-mce-href="https://www.athensmusicweek.gr/speakers/maja-vidmar-klaric-cr/" href="https://www.athensmusicweek.gr/speakers/maja-vidmar-klaric-cr/" target="_blank" rel="noopener">Maja Vidmar Klaric</a> – Executive Director, Croatia Records <a data-mce-href="https://www.athensmusicweek.gr/speakers/dario-drastata-hr/" href="https://www.athensmusicweek.gr/speakers/dario-drastata-hr/" target="_blank" rel="noopener">Dario Drastata</a> – Chair of IMPALA / President of RUNDA / Executive Director, Dallas Records <a data-mce-href="https://www.athensmusicweek.gr/speakers/chris-manning-uk/" href="https://www.athensmusicweek.gr/speakers/chris-manning-uk/" target="_blank" rel="noopener">Chris Manning</a> – Managing Director, UK &amp; Europe, The Orchard<h3>Moderator: </h3><a data-mce-href="https://www.athensmusicweek.gr/speakers/mandy-salem-aubry-nl/" href="https://www.athensmusicweek.gr/speakers/mandy-salem-aubry-nl/" target="_blank" rel="noopener">Mandy Salem-Aubry</a> – Founder, MSA Music Services / Conference Programme Coordinator, AMW<h3>Why collaboration matters more than ever</h3>Independent labels may not always have the biggest budgets, but they are often the closest to the artist and the audience. Collaboration helps fill the gaps – by expanding reach, sharing resources, and strengthening networks. It also allows for more sustainable growth, especially when money and time are tight.<figure id="figure-np5ulhzjysmasq1kr6" data-full-width=""><img id="np5ulhzjysmasq1kr6" src="https://cdn.durable.co/blocks/5ejjSUWGEhji4bahxf5r3ZfkIArw2Q1wrl64nGZg4IImi6SlDLVSwjiytZmxppf8.jpg" alt="" title="" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="true" data-mce-src="https://cdn.durable.co/blocks/5ejjSUWGEhji4bahxf5r3ZfkIArw2Q1wrl64nGZg4IImi6SlDLVSwjiytZmxppf8.jpg" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Artist-label partnerships that work </h3>The most effective artist-label relationships now are built on honesty, shared expectations, and long-term thinking. Labels are playing a much wider role than simply putting out music. They’re guiding, planning, and investing time. We heard examples like co-run promo campaigns and training sessions offered by The Orchard to help their partners stay sharp.<h3>What strong label-to-label partnerships look like</h3>The panel shared clear examples of how labels are working with each other, not just with artists:<ul><li>Sub-licensing agreements to extend the life of a release.</li><li>Joint marketing efforts that stretch across borders.</li><li>Shared infrastructure to cut costs and keep things manageable. </li></ul>Croatia Records, Dallas Records, and Generation Zed all contributed stories of how collaboration makes local scenes stronger – and keeps things moving even when resources are limited.<h3>Distribution should be a partnership, not a pipeline </h3>Chris Manning talked about what good distribution support looks like: access to data, transparency, and real dialogue. On the flip side, the panel agreed that lack of visibility, unclear reporting, and a lack of proactive support are warning signs. Distribution should offer insight and support – not just technical delivery.<h3>Working with majors: different dynamics in different places</h3>In Southeast Europe, we heard that majors often work with indies to reach audiences they can’t access directly. This isn’t about rivalry. It’s about using each other’s strengths. Indies bring cultural understanding and artist trust. Majors offer reach. That mix, when it works, can be powerful.<h3>Regional strength builds global relevance</h3>RUNDA’s work in the region is a good example of what can happen when independents come together with a shared purpose. The panel also discussed the importance of metadata, regional showcases, and smart export strategies to help bring local music into bigger conversations.<figure id="figure-vditxqrdilmasq3qoo"><img id="vditxqrdilmasq3qoo" src="https://cdn.durable.co/blocks/14QEvlcifHtjzfwcY49WXmUtSgdwN48ubx0V8SqulEoKAXptZ9esEx1TnhSgo9Rg.jpg" alt="" title="" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/14QEvlcifHtjzfwcY49WXmUtSgdwN48ubx0V8SqulEoKAXptZ9esEx1TnhSgo9Rg.jpg" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Ongoing challenges for the independent sector</h3>Access to DSP editors and playlisting opportunities remains uneven. Export support is lacking in many places. And there’s a need for more complete teams – publishing, management, sync – to support growth. These things aren’t luxuries. They’re infrastructure.<h3>YouTube, diaspora, and focused content</h3>Generation Zed has found success reaching global audiences by using YouTube strategically, especially among diasporic communities. What made it work? Content that reflected their identity and respected their audience.<h3>Is now a good time to start a label?</h3>It can be. But only with the right intent. Be clear on your role. Be honest about what you can offer. And think carefully about who you work with. This isn’t about building fast – it’s about building well.<h3>Final takeaways</h3><ul><li>Independent doesn’t mean alone.</li><li>Be intentional, be transparent.</li><li>Shared values matter more than size or structure. &nbsp; <h3>Closing thoughts</h3></li></ul>This session reinforced something I’ve seen throughout my career – from Roadrunner to today: success in the independent space comes from the relationships you build. Working together is what makes independence possible.If you’re building a label, leading an artist team, or figuring out how to scale in a smart way, feel free to get in touch. I work across catalogue, rights, infrastructure, and business planning, and I’m always open to new conversations. More on that at <a data-mce-href="https://www.msamusicservices.com" href="https://www.msamusicservices.com">MSA Music Services</a>.You might also find this recent blog on <a data-mce-href="https://msamusicservices.com/blog/-blog-funding-and-entrepreneurship-in-music" href="https://msamusicservices.com/blog/-blog-funding-and-entrepreneurship-in-music" target="_blank" rel="noopener">funding and entrepreneurship in music</a> useful – especially if you're thinking about business models, investment, or how to structure your next steps as a label or artist-led team.<figure id="figure-q65vg4ij7imasq2dup" data-full-width=""><img id="q65vg4ij7imasq2dup" src="https://cdn.durable.co/blocks/2cnhOxuxtFkBeyuaBwZxpwIC38XKWXyYpto9N7jdRMaGJR24i8R0eGXSw0gzeCWk.jpg" alt="" title="" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: center center;" data-corners="default" data-aspect="3:2" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="true" data-mce-src="https://cdn.durable.co/blocks/2cnhOxuxtFkBeyuaBwZxpwIC38XKWXyYpto9N7jdRMaGJR24i8R0eGXSw0gzeCWk.jpg" data-mce-style="aspect-ratio: 3/2; object-position: center center;"></figure>

How independent labels build artist success through collaboration

<figure id="figure-ob703uc6ekmaso0r9y" data-full-width=""><img id="ob703uc6ekmaso0r9y" src="https://cdn.durable.co/blocks/8gJSPQbVVTvk4jcA1ri3llgZ1zMSJ50bVV0LLXEJYGD1y3rKyaaYdndBYeAkwKAx.jpg" alt="" title="" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: undefined undefined;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="true" data-mce-src="https://cdn.durable.co/blocks/8gJSPQbVVTvk4jcA1ri3llgZ1zMSJ50bVV0LLXEJYGD1y3rKyaaYdndBYeAkwKAx.jpg" data-mce-style="aspect-ratio: 16/9; object-position: undefined undefined;"></figure><h3>Whether you’re planning a debut release, running an independent label, launching a festival, or building a music-tech startup, knowing when and how to access funding is critical. This blog is based on Funding &amp; entrepreneurship in music: From idea to impact, a panel I moderated at <a href="https://www.athensmusicweek.gr/" target="_blank" rel="noopener" data-mce-href="https://www.athensmusicweek.gr/">Athens Music Week 2025</a>.</h3>I work with a wide range of music professionals, startups, and creative entrepreneurs, so I see first-hand how complex this space can be – especially when funding and business development are concerned. My goal for the session was to create a practical, honest conversation that would help demystify funding in the music and music-tech sectors.We aimed to cut through vague advice and instead offer real insight into what works, what’s available, and what needs to be in place before chasing funding. Whether you’re at the start of an idea or already running something, these are key questions I help many of my clients navigate.<h3>Speakers </h3><ul><li><a data-mce-href="https://www.athensmusicweek.gr/speakers/mara-doukidi-gr/" href="https://www.athensmusicweek.gr/speakers/mara-doukidi-gr/" target="_blank" rel="noopener">Mara Doukidi</a> – Creative &amp; Startup Teams Growth Specialist, ACEin</li><li><a data-mce-href="https://www.athensmusicweek.gr/speakers/marko-anastasov-bg/" href="https://www.athensmusicweek.gr/speakers/marko-anastasov-bg/" target="_blank" rel="noopener">Marko Anastasov</a> – CEO, MUZE Corp.</li><li><a data-mce-href="https://www.athensmusicweek.gr/speakers/andreas-stefanidis-gr/" href="https://www.athensmusicweek.gr/speakers/andreas-stefanidis-gr/" target="_blank" rel="noopener">Andreas Stefanidis</a> – President, Academy of Entrepreneurship</li><li><a data-mce-href="https://www.athensmusicweek.gr/speakers/yannis-iliopoulos-gr-uk/" href="https://www.athensmusicweek.gr/speakers/yannis-iliopoulos-gr-uk/" target="_blank" rel="noopener">Yannis Iliopoulos</a> – Senior Programmes Manager, ICMP London / Founder, The Sound of Everything</li></ul><h3>Moderator:</h3>Mandy Salem-Aubry – Founder, MSA Music Services / Conference Programme Coordinator, Athens Music Week<figure id="figure-durtx38iwmasnxnh4"><img id="durtx38iwmasnxnh4" src="https://cdn.durable.co/blocks/117FHs4EQYdWF5XHmcBKaEDNuEI9PUkk4AaF22YDygOanvWTkr64qSV7bSCE9QJJ.jpg" alt="" title="" class="object-cover bg-gray-100 " style="aspect-ratio: 1/1; object-position: center center;" data-corners="default" data-aspect="1:1" data-caption="Photo credit: Thodoris Sanidas" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/117FHs4EQYdWF5XHmcBKaEDNuEI9PUkk4AaF22YDygOanvWTkr64qSV7bSCE9QJJ.jpg" data-mce-style="aspect-ratio: 1/1; object-position: center center;"><figcaption class="body-normal text-gray-500 mt-2">Photo credit: Thodoris Sanidas</figcaption></figure><h3>What we covered</h3><h3>1. Do you actually need funding – and what for?</h3>Not all music projects need investment. Sometimes validation, support, or clearer structure should come first. If you’re seeking funding to cover basic running costs or salaries, it may be too early. The panel emphasised that funding should support growth – not simply keep something going.<h3>2. What validation do funders expect?</h3>Funders – whether public bodies, incubators, or private investors – want to see evidence. That includes demand, traction, or early success stories. The panel underlined the importance of clear KPIs, realistic projections, and a focused plan for how funds will be used.<h3>3. What are the key funding routes for music projects?</h3>The panel outlined several funding pathways available to music businesses and creative professionals:<ul><li>EU programmes like Erasmus for Young Entrepreneurs and EIT Culture &amp; Creativity</li><li>National and regional support for cultural startups</li><li>Incubators and accelerators, such as ACEin in Athens</li><li>Private and angel investment, particularly for scalable music or tech ventures</li></ul>Whether you’re developing a music-tech solution, launching a sync agency, or expanding a label, there’s more support out there than many realise – if you know where to look and how to position yourself.<h3>4. Common red flags when applying for funding</h3>The panel flagged several pitfalls: vague plans, inflated budgets, no real sense of how the funds will be used, or unrealistic expectations. Funders are wary of generic language like “we’ll spend it on marketing” unless it’s backed by a clear strategy.<figure id="figure-bnpwrizw2nmaso2365" data-full-width=""><img id="bnpwrizw2nmaso2365" src="https://cdn.durable.co/blocks/23mALSd0etfn5vdRflQi8DZLJGTUVsaEeItbJbPOAnzCF7tOK638i9ivq80RLTsH.jpg" alt="" title="" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: undefined undefined;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="true" data-mce-src="https://cdn.durable.co/blocks/23mALSd0etfn5vdRflQi8DZLJGTUVsaEeItbJbPOAnzCF7tOK638i9ivq80RLTsH.jpg" data-mce-style="aspect-ratio: 16/9; object-position: undefined undefined;"></figure><h3>5. Tools and organisations that can support you</h3>We discussed a range of programmes and organisations that help turn music ideas into real businesses:<ul><li>ACEin and similar incubators</li><li>Academic bridges like ICMP London that connect education and entrepreneurship</li><li>Non-profit and public sector support, such as the Academy of Entrepreneurship</li><li>EU schemes that encourage exchange, learning, and development </li></ul>These aren’t just for tech founders. Artists, label teams, and music professionals can all benefit from targeted support if they have the right setup.<h3>6. What does sustainable entrepreneurship in music look like?</h3>It’s not always about fast growth or scale. Building with intention, working within your values, and knowing when collaboration or slower progress is the better path – these are all valid strategies. The panellists spoke about resilience, community impact, and staying focused on long-term goals.<h3>7. How to approach funders and partners</h3>If you’re preparing a pitch or application, think like the person reviewing it. Be specific. Know your ask. Show why it matters. The panel shared examples of good and bad approaches – including why sending a deck too early, or with little context, usually doesn’t help.<figure id="figure-jv5yv8va1maso3gst" data-full-width=""><img id="jv5yv8va1maso3gst" src="https://cdn.durable.co/blocks/29fFGupcvpWbtUK6f0tXR2ZjsgG357yaiHJZJeAk6UFtyrOZmvSWuLiKQEHRTMlo.jpg" alt="" title="" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: center center;" data-corners="default" data-aspect="3:2" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="true" data-mce-src="https://cdn.durable.co/blocks/29fFGupcvpWbtUK6f0tXR2ZjsgG357yaiHJZJeAk6UFtyrOZmvSWuLiKQEHRTMlo.jpg" data-mce-style="aspect-ratio: 3/2; object-position: center center;"></figure><h3>8. Final advice for music entrepreneurs </h3><ul><li>Not every idea will get funding – but your skills may still open doors.</li><li>Focus on partnerships, clarity, and consistent learning.</li><li>Be honest about the journey – entrepreneurship is not the only valid path.</li><li>Build from where you are, using the tools available.&nbsp; <h3>Closing thoughts</h3></li></ul>The panel reinforced that there’s no one-size-fits-all route to building a successful music business. But with the right preparation, and a clear sense of purpose, you can make use of what’s out there and move with intention.Thanks to Marko, Andreas, Yannis, and Mara for their insight, and to the audience for the thoughtful questions. If you’re figuring out how to grow or fund your next move in music, whether as an artist, label, or startup founder, I’d be happy to hear from you. You can find out more about my work via <a data-mce-href="https://www.msamusicservices.com" href="https://www.msamusicservices.com" target="_blank" rel="noopener">MSA Music Services</a>.For a related perspective, you might also like my post on <a href="https://msamusicservices.com/blog/music-conferences-how-startups-can-network-and-build-industry-connections" target="_blank" rel="noopener" data-mce-href="https://msamusicservices.com/blog/music-conferences-how-startups-can-network-and-build-industry-connections">how music startups can network and build industry connections.&nbsp;</a>It covers:<ul><li>Choosing the right events for your stage and goals.</li><li>Practical strategies for starting conversations and following up.</li><li>Tips on preparation, from setting clear objectives to tailoring your pitch.</li><li>Advice on turning introductions into lasting partnerships.</li></ul>If you’re wondering how to leverage face‑to‑face gatherings to find mentors, partners, or funders, that post will give you a clear roadmap.<figure id="figure-arjbhse5jdmasnw7wj" data-full-width=""><img id="arjbhse5jdmasnw7wj" src="https://cdn.durable.co/blocks/dDSAbGd9I5JojcXtREQZaeBlM4AktpeREJK51z94w9HAG9hx4Mq4eRSCYDeJM43S.jpg" alt="" title="" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: 50% 25%;" data-corners="default" data-aspect="3:2" data-caption="Photo credit: Thodoris Sanidas" data-positionx="50%" data-positiony="25%" data-fullwidth="true" data-mce-src="https://cdn.durable.co/blocks/dDSAbGd9I5JojcXtREQZaeBlM4AktpeREJK51z94w9HAG9hx4Mq4eRSCYDeJM43S.jpg" data-mce-style="aspect-ratio: 3/2; object-position: 50% 25%;"><figcaption class="body-normal text-gray-500 mt-2">Photo credit: Thodoris Sanidas</figcaption></figure>

Funding and entrepreneurship in music: real advice for creators and startups

Music conferences 2025: how startups can network and build industry connections

<h2>Building trust and professional relationships in the music industry</h2><h3>“You should think of yourself as a soap opera in the sense that you have existing followers and need to provide them with something new, but it must remain simple enough for new audiences to connect with. The key is finding a balance—introducing fresh elements while staying accessible to both those familiar with your story and those just discovering it.” (Mika Karhumaa)</h3><figure id="figure-syrb1ch6csm6whkahm"><iframe id="syrb1ch6csm6whkahm" src="https://www.youtube.com/embed/yM7yLOEkyYg" class="w-full bg-gray-100 " style="aspect-ratio: 16/9;" allowfullscreen="" data-url="https://youtube.com/shorts/yM7yLOEkyYg?si=maASWBGiBbexgI30" data-corners="default" data-fullwidth="false" data-mce-src="https://www.youtube.com/embed/yM7yLOEkyYg" data-mce-style="aspect-ratio: 16/9;"></iframe></figure><figure id="figure-f0t1ui87evm6wkf1un" data-full-width=""><img id="f0t1ui87evm6wkf1un" src="https://cdn.durable.co/blocks/32LK1ro892a7X36c4yk95ysmRJgxCrDFSinI4NWksg3yQgukPlxaukvaJgZPPphb.jpg" alt="" title="" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: undefined undefined;" data-corners="default" data-aspect="3:2" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="true" data-mce-src="https://cdn.durable.co/blocks/32LK1ro892a7X36c4yk95ysmRJgxCrDFSinI4NWksg3yQgukPlxaukvaJgZPPphb.jpg" data-mce-style="aspect-ratio: 3/2; object-position: undefined undefined;"></figure>In part 2 of my YouTube series, "Professional networking in the music industry: Building genuine connections that last," I speak with Mika Karhumaa about how to optimise your online presence and use digital networking tools effectively. We discuss how platforms like LinkedIn help build trust, why consistency matters in shaping your professional identity, and how AI influences visibility. This conversation explores how a well-structured online presence can open doors, reinforce credibility, and support long-term networking success.Key takeaways from this episode...Your online presence should tell a story. Keep existing followers engaged while making it easy for new connections to understand who you are.LinkedIn is a key platform for the music industry. Unlike film, the music business thrives on LinkedIn. A strong, well-maintained profile increases visibility and opportunities.Networking takes time. Building connections is a gradual process. Mandy initially overlooked LinkedIn’s power, but she saw its value in growing her professional network over time.Knowledge builds credibility. Understanding industry trends like metadata, blockchain, and web3 can help newcomers stand out, even without prior experience.A clear and authentic profile is essential. Professionals can assess credibility in seconds. Present yourself accurately and concisely without overcomplicating your bio.Consistency helps the algorithm work for you. AI influences what content is seen. Engaging regularly with relevant topics increases visibility and strengthens connections.Intentional networking is more effective. Blindly sending connection requests isn’t as impactful as engaging meaningfully with mutual contacts or shared interests.Strong relationships pay off in the long run. Trust built today may lead to opportunities years down the line. Networking isn’t just about immediate gains.<figure id="figure-q56cv69xsm6wkfyp6"><img id="q56cv69xsm6wkfyp6" src="https://cdn.durable.co/blocks/aparsD5AmGuGeSFPEq04F6BQbmsZqYkx145DtcypjPkivzOcexx1TEeDvfZ5Nwlf.jpg" alt="" title="" class="object-cover bg-gray-100 " style="aspect-ratio: 1/1; object-position: center center;" data-corners="default" data-aspect="1:1" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/aparsD5AmGuGeSFPEq04F6BQbmsZqYkx145DtcypjPkivzOcexx1TEeDvfZ5Nwlf.jpg" data-mce-style="aspect-ratio: 1/1; object-position: center center;"></figure>Networking should be a win-win. The best connections are mutually beneficial. Think beyond personal gain and focus on how both parties can support each other.The music industry is a business. It’s not just about music but the business behind it. Understanding this distinction helps professionals build lasting careers.<h3>🎥&nbsp; Watch the full episode: Building trust and professional relationships in the music industry.﻿</h3><figure id="figure-nmuhcim0wm6wkj5j6" class=""><iframe id="nmuhcim0wm6wkj5j6" src="https://www.youtube.com/embed/OEzcta27Qm8" class="w-full bg-gray-100 " style="aspect-ratio: 16/9;" allowfullscreen="" data-url="https://youtu.be/OEzcta27Qm8?si=9DD_d85LWvzIJ-OX" data-corners="default" data-fullwidth="false" data-mce-src="https://www.youtube.com/embed/OEzcta27Qm8" data-mce-style="aspect-ratio: 16/9;"></iframe></figure><figure id="figure-jo25lk6lim6whqk7d"><img id="jo25lk6lim6whqk7d" src="https://cdn.durable.co/media/103nErVvUfXQ8Yz0AxI0auEF3BUT7XfDjHYkl5Uoq8nXPga8MKwWpaV8aEciMyz0.jpg" alt="" title="" class="object-cover bg-gray-100 " style="aspect-ratio: 1/1; object-position: center center;" data-corners="default" data-aspect="1:1" data-caption="Mika Karhumaa, author of " data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/media/103nErVvUfXQ8Yz0AxI0auEF3BUT7XfDjHYkl5Uoq8nXPga8MKwWpaV8aEciMyz0.jpg" data-mce-style="aspect-ratio: 1/1; object-position: center center;"><figcaption class="body-normal text-gray-500 mt-2">Mika Karhumaa, author of "The Art of Music Business Management: For Artists &amp; Managers", Music Business Management Lecturer at Seinäjoki University of Applied Sciences and Artist Manager at IRENE</figcaption></figure><h3>This episode is part of the four-part series "Professional networking in the music industry: Building genuine connections that last." </h3><figure id="figure-954nm4iy7em6whtl0a"><img id="954nm4iy7em6whtl0a" src="https://cdn.durable.co/blocks/2eFS7rmIFFUVSsmhkAmhNmWdS3bKwU7tM1eHBEDnVsYsUfTac7iP7tqyx871dWYo.jpg" alt="" title="" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/2eFS7rmIFFUVSsmhkAmhNmWdS3bKwU7tM1eHBEDnVsYsUfTac7iP7tqyx871dWYo.jpg" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Guide to episodes 1, 3 &amp; 4:</h3><h3><a data-mce-href="https://youtu.be/GycOHiUOsvc?si=dNYqx1VNHkye17W3" href="https://youtu.be/GycOHiUOsvc?si=dNYqx1VNHkye17W3" target="_blank" rel="noopener">Part 1: Building your profile for networking in the music industry</a></h3>Your professional profile is the foundation of effective networking. Mandy and Mika explain how to craft an online presence that reflects your values and ambitions while highlighting the importance of adaptability in this dynamic field.<figure id="figure-1nlf8qpdc4m6wjtvad"><iframe id="1nlf8qpdc4m6wjtvad" src="https://www.youtube.com/embed/CZ-pmg2GmD8" class="w-full bg-gray-100 " style="aspect-ratio: 16/9;" allowfullscreen="" data-url="https://youtube.com/shorts/CZ-pmg2GmD8?si=um6Is0SU_tVLXGIl" data-corners="default" data-fullwidth="false" data-mce-src="https://www.youtube.com/embed/CZ-pmg2GmD8" data-mce-style="aspect-ratio: 16/9;"></iframe></figure>Key takeaways from this episode...Networking is a skill that requires strategy. It is about learning, adapting, and positioning yourself for opportunities.Relationships have longevity. A strong professional connection today can lead to new opportunities years later.Your network can bring work to you. When I started freelancing, I didn’t need to apply for jobs. My network introduced me to clients before I even had to ask.Your career path won’t always be linear. The music industry is unpredictable. You might set out to do one thing but find success elsewhere based on where your network leads you.Physical and digital networking go together. Digital and in-person networking complement each other. Both are essential.Adaptability is key. Being flexible and open to new opportunities allows you to grow. Many people enter the industry in one role and find themselves in another.Representing others can open doors. Artist managers, for example, have an apparent reason to connect with people. Whatever your role, knowing how to position yourself is crucial.Listen to your network. It may be worth exploring if people keep approaching you for a specific skill, even if it wasn’t your initial focus.Situational awareness matters. Knowing when and how to engage in different situations is crucial. Opportunities often come from unexpected conversations.Networking helps you understand the industry. By engaging with others, you gain insight into how the business works and where you can add value.<h3><a data-mce-href="https://youtu.be/2K6ZsesHpFk?si=yhJZl1IwmKDSgGj2" href="https://youtu.be/2K6ZsesHpFk?si=yhJZl1IwmKDSgGj2">Part 3: Optimising your online presence and networking tools for the music industry</a></h3>Learn to maximise your networking potential by optimising your online presence and using modern tools. Mandy and Mika explore crafting a compelling narrative, leveraging impactful conversations, and integrating tools like AI to improve efficiency and expand your reach.<figure id="figure-kw8kgqm6zm6wju7z1"><iframe id="kw8kgqm6zm6wju7z1" src="https://www.youtube.com/embed/Aa7Aq_rFwjM" class="w-full bg-gray-100 " style="aspect-ratio: 16/9;" allowfullscreen="" data-url="https://youtube.com/shorts/Aa7Aq_rFwjM?si=_B3vjgdOnq7w46CQ" data-corners="default" data-fullwidth="false" data-mce-src="https://www.youtube.com/embed/Aa7Aq_rFwjM" data-mce-style="aspect-ratio: 16/9;"></iframe></figure>Key takeaways from this episode...Your online presence is not about popularity. The effectiveness of your profile is determined by how well AI interprets and registers your information to support your professional goals.AI acts as a strategic tool. It delivers information about you to the right people based on your content and interactions, often connecting you with opportunities before you even reach out.Balance personal and professional identity. Your professional presence should be distinct but aligned with your broader online identity, ensuring clarity in how you present yourself.Follow-up is essential. Every event has both a physical and digital follow-up. In-person meetings build relationships, while online presence reinforces your reputation when people search for you afterwards.Online consistency matters. What you present in person should align with your digital presence. When people look you up, they should find a credible and professional image.Social media metrics are secondary. Likes and impressions fluctuate, but consistency in messaging is key. Focus on maintaining a strong and relevant presence rather than chasing engagement numbers.LinkedIn and AI recognition work together. Posting about industry-related topics consistently helps AI associate you with your field, improving your visibility and relevance.Authenticity drives visibility. AI and social platforms favour genuine, experience-based interactions over forced promotions. Meaningful engagement enhances your professional presence.Structure information for AI compliance. Ensure that your content is clear and categorised in a way that AI can interpret effectively, increasing visibility within your industry.Experimentation helps refine strategy. Testing real-time engagement, such as posting about an event and tracking its impact, provides insight into how AI and online algorithms influence networking and visibility.<h3><a data-mce-href="https://youtu.be/yF4wvixAK2s?si=P2PiPcO5UrZrybFn" href="https://youtu.be/yF4wvixAK2s?si=P2PiPcO5UrZrybFn">Part 4: Networking strategies for lasting success in the music industry</a></h3>In the final episode, Mandy and Mika bring everything together. They recap key strategies for building an authentic profile, developing trust-based relationships, and using tools effectively to create connections that endure and inspire innovation.<figure id="figure-6ug8djqbogm6wjv2iq"><iframe id="6ug8djqbogm6wjv2iq" src="https://www.youtube.com/embed/FAYoeaxkYMs" class="w-full bg-gray-100 " style="aspect-ratio: 16/9;" allowfullscreen="" data-url="https://youtube.com/shorts/FAYoeaxkYMs?si=WXJboBUTY7PdFfrs" data-corners="default" data-fullwidth="false" data-mce-src="https://www.youtube.com/embed/FAYoeaxkYMs" data-mce-style="aspect-ratio: 16/9;"></iframe></figure>Key takeaways from this episode...Your online presence should be built step by step. Like a recipe, carefully selecting and structuring the information you share makes it more effective.Your website is a storytelling hub. It should contain core information that search engines and AI platforms can register over time, shaping your professional narrative.Different platforms serve different purposes. LinkedIn is best for business connections, while artists should focus on platforms like Instagram and TikTok for music-related engagement.Consistency in digital identity is crucial. A clear and structured online presence ensures AI and search engines interpret your professional story accurately.Networking is an ongoing process. Every collaboration, even brief ones, contributes to your industry credibility and can have long-term effects on your career.Deleting content does not erase digital footprints. Once indexed by search engines or AI, it remains part of your online presence, even if removed.Authenticity matters more than follower count. Focus on sharing a genuine story rather than chasing numbers. Every post should align with your professional identity.AI and algorithms track your career path. Search engines and AI platforms piece together your interactions, reinforcing your credibility based on industry relevance.Using author schema improves search visibility. Implementing author schema on your website helps Google and other search engines categorise your expertise accurately.Networking is nonlinear and personal. It’s not about constant self-promotion but about making genuine connections while staying true to your personality and strengths.<figure id="figure-ktbjefvghim6wkkzt9" data-full-width=""><img id="ktbjefvghim6wkkzt9" src="https://cdn.durable.co/blocks/acdE62WZ9u7yjvGfSlfdMqEbJJTP69nuDh5JKydyO2H1UWbAtrpluoRylELbWA14.jpg" alt="" title="" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: 50% 100%;" data-corners="default" data-aspect="3:2" data-caption="" data-positionx="50%" data-positiony="100%" data-fullwidth="true" data-mce-src="https://cdn.durable.co/blocks/acdE62WZ9u7yjvGfSlfdMqEbJJTP69nuDh5JKydyO2H1UWbAtrpluoRylELbWA14.jpg" data-mce-style="aspect-ratio: 3/2; object-position: 50% 100%;"></figure>

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