SoAlive Attracts Over 1,000 Music Professionals to Sofia
The fourth edition of SoAlive Music Conference & Festival took place in Sofia, Bulgaria, from 14–16 October 2026, attracting more than 1,000 music professionals from around the world, according to organisers.
The three-day event combined industry panels, workshops, networking sessions and artist showcases, strengthening its position as a meeting point for the music business in Southeast Europe.
Representatives from booking agencies, management companies, record labels, festivals, music platforms and other industry organisations attended the conference, which focused on international collaboration, emerging markets and developments affecting the music industry.
VIP-Booking.com and BandPitch Host Industry Panels
Peter Briggs, General Manager at VIP-Booking.com, moderated the panel "Bigger Than the Headliner", examining how mega-events are reshaping Europe`s live music landscape and their impact on the wider concert and festival market.
Ivana Dragila, Head of Communications at BandPitch, moderated "Off-Center, On the Rise", exploring how festivals beyond Europe`s traditional music capitals are developing new touring circuits and creating opportunities for artists and promoters.
Dragila also participated in the UPBEAT speed meetings, meeting emerging artists to discuss their careers, exchange ideas and explore opportunities for international development.
BandPitch is a new artist-to-industry matchmaking platform built on VIP-Booking.com`s experience and international network. The platform aims to connect emerging artists with booking agents, festival organisers and other music industry professionals, extending VIP-Booking.com`s established industry networking services into artist discovery and development.
AI, Copyright and International Artist Development
Other conference highlights included a discussion with Bulgarian artist DARA and Ilias Kokotas examining Bulgaria`s Eurovision 2026 success, covering artist development, production, international strategy and the challenges following a major international breakthrough.
Artificial intelligence and music rights were also prominent topics. The panel "Who Owns This? AI, Copyright and the Fight for Music`s Future" explored challenges surrounding AI-generated music, copyright protection and ownership in an increasingly technology-driven industry.
More Than 50 Free Concerts Across Sofia
Alongside the conference, SoAlive Festival presented more than 50 free concerts across four Sofia venues, featuring artists from Bulgaria, the Balkans and other international markets. The showcase programme provided opportunities for emerging acts to perform in front of international booking agents, festival representatives and other music professionals.
The festival programme also included Bulgarian Cartrader`s "WHAT IS ESTRADA?", a listening session examining Bulgarian popular music between 1965 and 1989, including state-controlled music production, censorship and Western musical influences.
The event featured structured networking formats, including Speed Meetings and Slow Meetings, designed to connect artists and industry representatives and encourage potential bookings, business partnerships and international collaboration.
Among the attendees were Sofia Mayor Vassil Terziev and Deputy Mayor for Culture Irina Dakova, reflecting the city`s support for the event and its growing international cultural profile.
Launched four years ago, SoAlive has developed into an international industry platform connecting Southeast Europe`s music sector with established markets across Europe and beyond.
According to organisers, the conference is increasingly focused on generating practical business opportunities through artist discovery, international partnerships and direct access to industry decision-makers.
SoAlive Music Conference & Festival is scheduled to return to Sofia in 2027.