Activities

Music Estonia invites you to a joint event with the Baltic American Freedom Foundation on June 17 from 5:30–7:30 PM, when the event BAFF Connect | Navigating the U.S. Music Industry will take place at Music Estonia’s office. Everyone is welcome — music lovers, artists, and industry professionals alike.

Please register here until Monday, June 15. 

Free entry. 

Conversation is in English.

Participation in the event is limited to Music Estonia and BAFF members only.

Join us for an insightful discussion on navigating the U.S. music market through the lens of SXSW. This event brings together industry professionals to share real-world experiences from attending South by Southwest, focusing on opportunities and challenges for Baltic artists abroad.

Speakers will dive into practical aspects of touring in the United States, building international networks, and developing sustainable careers across borders. The conversation will also explore how Baltic artists can successfully collaborate and establish a presence in the U.S. market. Whether you’re an artist, manager, or music industry professional, this session offers valuable perspectives on expanding into one of the world’s most competitive music scenes.

𝐀𝐠𝐞𝐧𝐝𝐚:
17.30 – 18.00 registration and networking
18.00 – 18.15 tour at the office
18.15 – 18.30 presentation by Greete Paršin (Music Esotnia)
18.30 – 18.45 presentation by Britt Randma (Main Character Agency) 

18.45 – 19.00 presentation by Thea Zaitsev and Sandra Perens (Tier Music) 

19.00 – 19.15 Q&A
19.15 – 19.45 networking

Greete Paršin is a cultural manager and music industry professional with extensive international experience. She has worked as a music manager for Holy Motors and held roles at prominent labels including and Wharf Cat Records in New York City. Now part of Music Estonia, Greete brings strong expertise in global music promotion, event organisation, and marketing of cultural products and services. Her creative approach, along with experience running her own retail business, supports her work in expanding the reach of Estonian music on the international stage.

Britt Randma packs over 11 years of international experience in the music industry. She’s worked everywhere from music e-commerce and sublabels of Sony and Warner Music Baltics to Eesti Kontsert, lecturing on digital marketing. Currently, she’s responsible for communication and marketing at Music Estonia and manages internationally rising dream-pop band Night Tapes, MME Awards 2025 winners . She won the Manager of the Year and Exporter of the Year titles at the Estonian Music Industry Awards in 2025. Britt also DJs under the name britiimpeerium and runs the Reivile Minuga party series in Tallinn.

Thea Zaitsev & Sandra Perens

Thea Zaitsev is a the founder and owner of Tier Music, an artist and producer manager and publisher who left one of the major record labels in London in 2015 to set up her company initially focusing on management. Since the beginning, she has been developing and working with a successful electronic-pop act NOËP, soon after followed by producer-artist Sander Mölder and Raul Ojamaa. Her first female act is a local Superstar winner ALIKA who represented Estonia at Eurovision and brought home 8th place. She has also set up a publishing branch and first sync agency in Estonia, which has now gained a decent roster of local talent. Over the years, she has been lecturing and consulting local and international music industry in various aspects including music publishing, music export and songwriting camps. She is a winner of Manager of the Year and Entrepreneur of the year at Estonian Entrepreneurship Awards in 2022.

Sandra Perens is a co-manager at Tier Music Management & Publishing, where she works alongside her business partner, Thea Zaitsev. Her roles include A&R and artist management, representing local talents such as Raul Ojamaa, ALIKA, Meelik, Sander Mölder, Soundy, jonas.f.k, Fredi, and others. She is also a board member at the Estonian Authors Society and the local export office Music Estonia. She began her career in 2011 as a concert and festival promoter at Tallinn Music Week, one of the largest showcase festivals in the Nordic countries. Starting as an assistant to the CEO, she eventually became the Program Manager. During this time, Sandra also held positions at the music export office Music Estonia, working as an International Project Manager and Project Manager for songwriting camps. She also worked for the largest dance music festival in the Baltics, Weekend Festival Baltics, as an executive assistant and Ticket Sales Manager. Following this, she joined Sony Music Entertainment as the Marketing Manager for the three Baltic countries. With the experience in both local and international markets, Sandra is now focusing on advancing the careers of her artists’ and writers’ to creat best possible opportunities for them and their music.