96 artists from 14 countries are taking part in Global Music Match that could be the largest online matchmaking of musicians ever undertaken. The pilot edition brings together artists of acoustic, folk, roots, traditional and world music genres. Estonian artists taking part in this project are Cätlin Mägi, OOPUS and Tuulikki Bartosik. Music Estonia is one of the project partners.

Created in a world first collaboration between founding partners Sounds Australia, Showcase Scotland Expo and Canada’s East Coast Music Association (ECMA), along with 11 other export organisations and showcase events from around the world, Global Music Match is a pilot initiative created to continue raising the profile of local artists in international music markets within the challenging parameters of the COVID-19 pandemic. Global Music Match makes use of one of the only available platforms – social media and peer-to-peer collaboration – to increase networks, audiences and exposure for export-ready artists internationally. 

Participating musicians are divided into groups of six, each week focusing on one artist who others introduce on their social media. The inititative will run for nine weeks and its current round will bring together acoustic, folk, roots, traditional and world music artists.

"The idea came about on a Zoom call between myself and Millie Millgate of Sounds Australia several months ago. We have since seen it grow to include so many export organisations and all of us have been meeting regularly to develop the initiative," said Lisa Whytock from Showcase Scotland Expo, one of the founding organisations of Global Music Match. "It's great that we can all still connect through social media and we are really looking forward to seeing how all the artists work together. Most of them will never have met and many never have toured in the other countries, so it really is going to establish new international connections."

Search for the hashtag #globalmusicmatch to see some interesting content and head to globalmusicmatch.com to follow the journey. It is also worth keeping an eye on the social media channels of the Estonian participants Cätlin Mägi, OOPUS and Tuulikki BartosikAlso, take a look at the video introducing the project made by Cätlin Mägi.

Global Music Match is supported by the following export organisations: Catalan Arts (Spain), ECMA (Canada), English Folk Expo, FOCUS Wales, Folk Alliance International, Iceland Music, LUCfest Taiwan, Music Estonia, Music Finland, Music Norway, Puglia Sounds (Italy), Showcase Scotland Expo, Sounds Australia and Spectacle vivant Bretagne (Brittany, France).


Ave Tölpt is Music Estonia’s Next Director


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