East, West & The Rest - Chasing the Next Music Frontier

Presented by Musikkforleggerne & Music Norway

Is the U.S. a saturated market, and where are other, more exciting alternatives beginning to open up?

We know that both J-pop and K-pop are increasingly dominating the music landscape, and that more established artists are looking East. But there’s also a lot of exciting development in Africa: even though it’s starting from a much lower base, music revenues grew from $70m to nearly $400m in 2024, and Africa’s growth rate in streaming is world-leading (around +25–35%).

So: Where should artists and songwriters focus their efforts to get in early in markets that, by all indications, have greater growth potential than those that have led the way over the past few decades.

Panel discussion with:

Petter Walther Walthinsen is Head of A&R at Warner Chappell Music Norway, where he oversees the strategy, direction and culture of the A&R department across the Nordics. Since joining Warner Chappell in 2018, he has signed and developed some of the region’s leading artists, writers and producers, and has contributed to international success stories across Europe and Asia. Walthinsen is recognized for his ability to spot and nurture talent, building strong creative teams and helping songwriters reach a global audience.

Shiba Melissa Mazaza is a musicologist, journalist, curator and voice over artist based in Cape Town, South Africa. Specialising in African expressions of identity and their sonorities over time, she's published with platforms such as mixmag, DJ Mag, RA, Beatport and Pan African Music to better showcase the inspired narratives around African electronic and dance music. As she pursues a degree in Musicology and Communication Sciences through the University of South Africa, she's worked with dynamic teams at Apple Music, Ballantine's, Black Major, Sondela Recordings, Platoon Africa and Boiler Room from her own stable, Mount Makeda Media House.

Holly Astera is Head of A&R and manager at The Very Good in Stockholm. With experience at Universal Music, Warner/Chappell, she has signed and developed artists and songwriters for global markets, known for her energetic style and strategic approach to music pitching.

Moderated by Vegard Waske