Activities

The Music Industry Day SPOT in Viljandi brings together the region’s music sector professionals, from artists to cultural organizers and local businesses. Together, they will discuss the current state and future opportunities of the Viljandi music scene, get a closer look at different types of music companies, and collectively consider where the Estonian music sector as a whole is heading and what role Viljandi has in shaping it.

The day will open up conversations on topics ranging from artist careers, festivals of all sizes from large to small regional ones, venues, and audience habits. At the heart of the discussion is Viljandi’s role as an active city of learning, which has been the starting point for many musicians who are now touring at a world-class level. Throughout the day, new initiatives and development directions that support both local ambitions and international growth will also be introduced. The goal is to offer meaningful discussions, inspiration, and an opportunity to meet other industry professionals.

Venue: Estonian Traditional Music Center (Pärimusmuusika Ait)
Date: November 18
Doors and coffee: 1:30 PM
Discussions: 2:00 PM – 6:00 PM

Ticket: €10
Ticket for Music Estonia member: €8
Student ticket: €5

Fienta link: https://fienta.com/et/muusikaettevotluse-paev-spot-viljandi

PROGRAM

13:30 Gathering, welcome coffee

14:00–14:20 Opening words and introduction to the day
Johan-Kristjan Konovalov (Mayor of Viljandi)
Ave Demelemester (Music Estonia)

14:20–14:35 Get to know: Greator Productions
Greten Lehtmaa

14:35–15:20 Panel discussion: “Viljandi vibe: a creative oasis or a paradise of stagnation?”
Viljandi has its own rhythm and its own vibe. A city where the pace of life allows one to focus on creativity, and where artists emerge through chance encounters and local communities, provides a fertile ground for making music. In the discussion, we’ll talk about how Viljandi has influenced local creatives, what supporting factors there have been, what has been lacking, and why this city continues to be a place where new names, ideas, and sounds are born.

Moderator: Heigo Teder (Ugala Theatre)

Panelists:
Elari Ennok (musician)
Eleryn Tiit (musician)
Marko Mägi (Head of Music Curriculum, University of Tartu Viljandi Culture Academy)
Simone Minn (musician)

15:20–15:35 Get to know: Estonian Funk Embassy / Selektor Studio
Henrik Ehte

15:35–16:35 Panel discussion: “A Space That Resonates: The Importance of Concert Venues in Viljandi”
Concert venues shape the city’s musical heartbeat, offer opportunities for artists’ growth, and create meeting places and shared experiences for communities. In this discussion, we’ll explore how Viljandi’s concert venues operate, what responsibilities and opportunities they carry, how they collaborate with musicians and organizers on local and national levels, and what the audience habits are — how price-sensitive residents are and how open they are to new, different, and as-yet-unknown performers.

Moderator: Pille-Riin Lillepalu (Creative Entrepreneurship Center CAMP, University of Tartu Viljandi Culture Academy)

Panelists:
Kati Velner (Sakala Centre)
Mari Meentalo (MYRA)
Martti Muda (Conservatory)
Villem Varik (Fundamental)

Joining for comments:
Lisann Raid (Traditional Music Center)
Peep Maasik (TEMUFI)

16:35–16:50 Break: coffee and snacks

16:50–17:05 Get to know: MYRA Studio and Event Space
Johannes Ahun

17:05–17:50 Panel discussion: “The Role and Synergy of Festivals in Viljandi County”
We’ll take a look at the festivals of Viljandi County and discuss the role of the Viljandi Traditional Music Festival, which has lasted for over 30 years, as well as other key events in the region. We’ll hear what lies behind a successful festival and how different events in the city and county benefit from their mutual synergy. We’ll also touch on how the festival landscape in Viljandi relates to other regions of Estonia, what values and strategies support the growth and audience reach of each event, and what trends, opportunities, and challenges lie ahead for festivals.

Moderator: Silvia Käsk (Music Estonia Live)

Panelists:
August Skjoldby (Viljandi Guitar Festival)
Priit Oks (Urissaare Country Festival)
Tarmo Noormaa (Viljandi Traditional Music Festival)

17:50–18:00 Summary of the day and presentation of upcoming events by Music Estonia

Day moderated by: August Skjoldby

18:30–22:00 AfterSPOT at MYRA

After a productive discussion day at the Traditional Music Center, the evening continues at MYRA. AfterSPOT MYRA is meant for all SPOT Viljandi participants and music industry professionals who wish to continue the conversation in a more relaxed atmosphere and, before heading home, get to know the new recording studio and event space in Viljandi, led by Music Estonia members from the band Oopus.

The bar will be open, music will play, and a warm welcome awaits.

Speakers:

• Ave Demelemester (Music Estonia)
• August Skjoldby (Viljandi Guitar Festival)
• Elari Ennok (musician)
• Eleryn Tiit (musician)
• Greten Lehtmaa (Greator Productions)
• Heigo Teder (Ugala Theatre)
• Henrik Ehte (Estonian Funk Embassy / Selektor Studio)
• Johan-Kristjan Konovalov (Mayor of Viljandi)
• Johannes Ahun (MYRA)
• Kati Velner (Sakala Centre)
• Lisann Raid (Traditional Music Center)
• Mari Meentalo (MYRA)
• Marko Mägi (University of Tartu Viljandi Culture Academy, Head of Music Curriculum)
• Martti Muda (Conservatory)
• Peep Maasik (TEMUFI)
• Pille-Riin Lillepalu (Creative Entrepreneurship Center CAMP, University of Tartu Viljandi Culture Academy)
• Priit Oks (Urissaare Country Festival)
• Silvia Käsk (Music Estonia Live)
• Simone Minn (musician and student)
• Tarmo Noormaa (Viljandi Traditional Music Festival)
• Villem Varik (Fundamental)

The SPOT series is organized by the music industry development center and export office Music Estonia, in partnership with the Viljandi Traditional Music Center. The aim of the seminar days is to expand the coverage of industry topics beyond Tallinn – to cities with an active cultural life that, in turn, form the basis for a comprehensively functioning music sector. Similar music industry days have also taken place in Pärnu and Tartu, with the upcoming event in Viljandi on November 18.

The seminar is co-funded by the European Union.