MUdaL - Digital Transformation in Latin America - event summary

The first edition of MUdaL was a great success – fostering new thinking, initiatives and connections for the region during these difficult times. (Translated from Spanish: Spanish language version)

MUdaL managed to bring together, in its first edition, 3,000 registered participants , including artists, bands, booking and management agencies, along with industry professionals across Latin America and beyond
MUdaL in numbers:
- 27 different countries participating
- 15 workshops and conferences
- 43 international speakers and workshops
- 24 Brands and associates supporting
- 623 Discord networking platform users interacting simultaneously

MUdaL was an online conference that, on July 16th and 17th 2020, was brought together in collaboration by Music Ally, Cultura UDG, the International Music Fair for Professionals (FIMPRO) of Mexico, Circulart – Medellín, Colombia; MAPAS – Tenerife, Spain. The event was kindly supported by two future thinking companies, both important tools for managing data and understanding digital audiences: Linkfire and Chartmetric.

The virtual event also had the participation of 17 organizations related to the music sector including the Mexican Association of Producers of Phonograms and Videograms (Amprofon), ChileMusic and the Music Mexico Covid-19 initiative: all contributing to help make this possible as a free event for the audience.

The two days of MUdaL consisted of programmed activities ranging from workshops, presentations, panels and a series of “Music in Transformation” videos where artists from Latin America told us about their strategies and activities during the Coronavirus pandemic .

Highlights included:

Future Trends: The audience learned about the possibilities of ‘Artificial Intelligence and Music’, via an interview with world expert Stephen Phillips, CEO of Popgun & Mawson Ventures ; understood series of alternatives for creating virtual experiences via a training presentation by Music Ally, along with how music is impacting the world of video games with Music Ally Editor Stuart Dredge.
A keynote interview with a vision of the future from Scott Cohen, Chief Innovation Officer, Recorded Music, Warner Music Group
Latin Pop sensations Piso 21 giving their insights from the artists’ perspective
Tools: data must be taken into account when analyzing consumer audiences and territorie, and Linkfire, Spotify, and Charmetric shared the use of each platform to streamline digital artist marketing in this respect.
The Age of Video in Music – a panel examining the strategies and importance of platforms like Tiktok, YouTube, Facebook and Instagram for artist marketing, which included among others Chiara Michieletto, Artist Management (Björk)

Finally there was a panel on The Present, Future and Digitisation of the Music Industry presented by Chilemusica and Mustach.

Evaluating the new challenges and reflecting on the times that the music industry is living at the global and Ibero-american level, the panel had representatives from the Digital Observatory of Chilean Music (ODMC) among its speakers, identified worldwide as one of the 3 observatories in its category and unique in Latin America; Fanear Labs, a pioneer in the triple impact measurement of events (finalist MidemLab 2020); Suena Chile, the “Spotify” of Chilean music soon to be launched; and IMICHILE and Chilemusica. The panel captured the spirit of the conference in fostering innovation, collaboration and transformation in these difficult times for the region.

MUdaL 2020 had the support of Linkfire, Chartmetric, Chilemusica and Mustach in its realization.

Thank you for all that attended and made this event possible.