One might have expected this event to concentrate then on topics relevant to this region, but in fact the remit was focussed on the development and funding of music as culture and unreservedly pan-European. The backgrounds of the organisers should have given a clue to this; Giovanni Broccu returned to Sardinia after years of promoting with leading companies in Germany and Angelo Consoli runs a consultancy company in Brussels. We reported the themes of MEDEC in Vip News one month ago, but it is worth repeating the Conference aims, which were: The Promotion of grassroots creativity through the establishment of a circuit of promoters, managers and independent record labels with the contribution of public authorities at local level (Municipalities, Provinces and Regions) and at European level (European Commission cultural programs).

Marco Biscione of the European Commission in his opening address agreed that the ideas behind MEDEC were totally in line with the cultural aims of the Commission: - Belonging to a common culture brings people together; Unity in the European Union; Diversity for all local talents around Europe. Over the next two days these and related topics were discussed, at length, in two, sometimes three, languages, in the conference room, frequently at the dining table, and often in the bar.

Peter Jenner, Vice President IMMF made the point that the challenge is to find an outlet to enable people to make a living from their creativity, both musicians and managers, to encourage a creative environment in the regions for cultural diversity and the development of creative people. He also suggested no subsidy for failures, to reward successful endeavour. In the past governments have picked people they think have worth and continued with them no matter what happened – Opera being a good case in point. Usually some people only get funding if losing money, if they make the mistake of being successful they lose money. The successes should return money to the funds. He recalled that in 1967 he tried to get funding for touring a band in Europe, as there was some demand, but not enough to cover costs at that time. Funding was denied because it was deemed an operation for profit – the band was Pink Floyd, who eventually did more for Britain than many other enterprises, Nearly 40 years later, it’s still the same.

Vincenzo Vita, Culture Councillor for the Province of Rome, and Secretary for Culture in the Italian Government BB (Before Berlusconi) told Vip News that he now works a lot with the music industry and said, “ It is important for large Cities and European provinces to find different forms of co-operation for music concerts. We need a European Agency to build foundations for a European Network for Europe. Trade and Culture should work together. We have all grown up with music and should provide an administration that encourages new talent, we are at a particular phase in music and would like to help.”

Shaun Arnold explained his successful collaboration with the City of Aberdeen for the GoNorth festival, and the problems of looking after the music interests in an area one sixth the size of the UK land mass with a population of 500,000. Iain Hamilton stated that in the Scottish Highlands and Islands their aim was to invite people to buy in to a developing music culture that had a view of becoming self-sustaining, by creating a synergy between culture and commerce with an understanding of the cross over. He expressed an ethic which was common to much said at MEDEC which was the provision of a climate in which people who may not become pop-stars could at least make and enjoy a living from music.

The very entertaining and forthright Roberto Meglioli of AOSSA – the Association of Italian live music promoters made the point that the setting up of a festival is a creative process which needs experience, smaller shows can be set up by unregulated, inexperienced people, but training is vital. Synergies must be created across the business. Amongst the problems to be faced were war amongst the record companies and a better distribution of the economy. He, as with all of the speakers hoped to be able to return from Sardinia with some common ideas. Lino Paganelli Director of Festa Nazionale dell’ Unita (The Festival of Unity) explained how this national festival had grown from locally staged events to national proportions, staging such acts as U2, in the meantime giving experience to budding artists, promoters and production staff. (this again is an interesting story in its own right). Thomas Bielski, President of the Polish Record Labels Association explained some of the problems in Eastern Europe, but claimed a wealth of new talent, bringing with him lady harmonica player Beata Kossowska who performed during the conference and at the final showcase with trumpeter extraordinaire Joo Krauss from Germany and Jazz trio ….

Many good points were made including some very interesting information about the application for the funds to replace Culture 2000, which could well be of interest to many of our readers and to which we may devote a separate article.

There were some problems, as Givanni Broccu recognises in his post conference comments, sometimes with translation, including a reference to cabbages which had we by then conference weary English speakers giggling like schoolboys, but this is a good start to what could be extremely important collaborations between the music industry and authorities at all levels throughout Europe. The conference did finish with a statement of intent, which here follows Giovanni Broccu’s comments, it is well worth reading by anyone interested in areas of European co-operation and suggestions and comments would be welcomed.

Founder and organiser Giovanni Broccu told Vip News:

“I feel satisfied, and I think that all topics took place in climate of mutual respect and co-operation from all involved in this first edition of MEDEC despite some difficult moments, concerning the translating and some organisational problems, but I think that all involved strove to involve themselves and to show understanding for our concerns. I think that we never lost sight of the general interest, the talks were frank in diplomatic terms this means that we can feel satisfied with the outcome, and we look very positively to the future of MEDEC.I feel sure that a consensus and co-operative stance is emerging for the next MEDEC, this could be a possible basis for determining my ideas for ‘STAGE’ - Support Touring Artists Growing Europe, this could be the first project we can start to propose quickly in Brussells to Dr. Marco Biscione, who is responsible for the European Cultural Ministry, hopefully we can we do this by February. This means that I will working with Cherchi law office to structure a GEIE contract/prototype and sending to all involved in this edition of MEDEC, and close the project and forward to the cultural ministry so that we are able to set plans for December 2004, and present the final project in the second edition of MEDEC. In this way we can move forward toward a successful conclusion with Brussels.

Conference Conclusion and Statement of Intent:

Prepared by Roberto Meglioni, Peter Jenner and Mario Di Gioia (President of the Italian Performing Artists Union)

MEDEC (Mediterranean Entertainment Conference) took place in Olbia, Sardinia, on 5-6 December 2003. Representatives of many professional European music organisations attended the conference. All those attending were in agreement that music should be defined as a cultural, economic and social benefit for the population and individuals of every state. Contemporary music is the only media that transcends the language barrier. Music is simultaneously an enormous cultural, creative and economic product. The industry of musical creativity both individually and collectively creates occupations and produces economic and social well being directly and indirectly. The quality of the product dictates the cultural and economic process, but it cannot flourish without the correct environment, that is administrative, legal, structural and financial, which in Italy must be protected by the State to ensure the profitability of private and public investments.

In the various contributions participants stressed the need for clarity and homogeneity of the rules relating to VAT, training, education and development of music professions, problems connected to health and assistance of the operators, the proper definition of professions and their rules, construction and management of venues, transparency in the activities of the collection societies and rights disseminators, legal instruments for venue securities, for a dedicated tax profile for conformity of the tax laws, for incentives for the encouragement of live music, touring of live acts, legislation to support the independent labels, distribution and music retailers, to support and encourage genuine local media. It is evident that not all decisions, financial, practical or legal are in the remit of the European commission. All governmental authorities, national, regional or local, bear the responsibility of acting in common, co-ordinated effort to ensure that the music industry is competitive and flourishing in all areas of operation and expression. At the conference members of the various nations reported different experiences, underlining how each nation has its own standard of excellence and specific difficulties.

We hope that this process will continue, in order that we may learn from the diverse experiences, to produce a better cultural environment for tomorrow’s artists and creators. Participants deplore the lack of investment in the cultural area, both by the commission and single states, and request acceptance by the European commission as the instigators of a working group for the enhancement of political initiatives on these mentioned items.

MEDEC

The conference also received communications from Carlo Ripa di Meana, Regional Councilor for the Umbria Region. He was European Commissioner for Culture at the time of the introduction of a Community cultural policy, and suggested interesting and positive advice for the music industry in its dealings with Brussels, based on the battles of the film industry. We will feature this in a future News. Our own Leif Skov also sent a contribution which we shall also return to in the New Year.