(Finance) – Musical entrepreneurship it is a very complex sector. Not only from a practical point of view, but precisely in consideration of the market in which it operates. The art crisis of recent years has also affected this specific sector and to be lucky you have to really believe in a musical project, develop it, invest time and money. To understand more, we asked Gianluca Musso to tell us about his experience. Gianluca Musso is a music entrepreneur, director and founder of the Tour Music Fest, a festival that has supported emerging artists and bands on the national and international scene for 17 years with the aim of adding artistic and cultural value to the music of the future. Over the years Gianluca Musso has listened to over 60 thousand emerging artists, thus giving each of them a chance. The Tour Music Fest is today a point of reference for emerging music and in the past it was the launching pad of the likes of Ermal Meta, Mahmood, Federica Carta and Ariete. Building a solid reality like the Tour Music Fest, however, especially if you start from scratch, is a challenge that requires time, commitment and passion. We therefore asked Gianluca Musso to tell us his story so that he can be a virtuous example of musical entrepreneurship from which to learn.
What inspired you to enter the world of music entrepreneurship? What is the story behind Euro Music Network and the Tour Music Fest, the story of Gianluca Musso as an entrepreneur?
At 23, my dream was to establish myself as artist. My experience ranged between theater, musicals and television and I actively participated in numerous castings and competitions. However, I quickly realized an unsatisfactory reality: There was a widespread lack of respect for aspiring artists, and the world of music competitions was often overshadowed by dubious figures, self-proclaimed record industry experts, who exploited artists’ dreams with illusory promises in exchange for money. Furthermore, these contests focused exclusively on the winner, leaving other participants without any feedback or explanation for their exclusion.
This experience made me think deeply about unexpressed potential and on missed opportunities for many talents. From here my vision was born: to create a musical contest forged and designed for artists, by an artist. My ambition was to develop an event that went beyond a simple competition, aiming to offer a complete educational experience, which could be fun, informative and above all useful for every participant, regardless of the outcome of the competition. The Tour Music Fest was conceived with the aim of enhancing each artist who participates, providing fertile ground to grow, learn and, above all, be treated with the respect and consideration they deserve
Today, doing business in the music sector, especially in the emerging sector, is increasingly a challenge. What is the secret to creating a solid reality like the one you have created in this area?
In the music industry, and especially working with emerging artists, the challenge is twofold: remaining fair and innovative. As a contest organizer, I consider myself an arbiter whose primary task is to ensure fairness and transparency in every decision. This requires a constant commitment to making fair and rational decisions, without ever harming anyone.
Over the years, I’ve learned that the secret to building a solid reality is to listen carefully and evaluate artists’ feedback. This feedback, even the most critical and challenging, has been key to refining and adapting our approach based on the ever-evolving needs of artists. This implies a continuous evolution of the project, introducing new initiatives and pluses for the artists, increasing cultural exchange and keeping the project always fresh and relevant.
The musical world changes rapidly, and to remain relevant and useful to emerging artists, it is essential to not only update but also constantly improve. This means that there is never a ‘conclusion’ to our project; every year is an opportunity to relaunch and renew it. It might be easier to repeat the same formulas year after year, but I firmly believe that the key to success lies in always being one step ahead, actively listening and responding to the needs of artists and the industry.
Was there a moment when you realized the project was really working? Which?
Since first edition of the TMF, we were pleasantly surprised by the number of entries we received, a number that was truly astonishing to us at the time. That immediate interest was the first sign that we were going in the right direction, but also that there was a lot of room for improvement. We have been dedicated to this continuous improvement, and, excluding the difficult period of 2020 due to the pandemic, we have seen a steady increase in enrollments each year.
But the real turning point for me was in 2018when we decided to expand the project also including participants from other European nations. It was a bold step, but one that paid off, proving that our concept not only worked well in Italy, but had equally strong appeal and resonance in countries such as England, Spain, Germany and many others. This expansion confirmed that the TMF was not just a music competition, but a cultural phenomenon capable of uniting artists and music enthusiasts from different nations, creating a truly international musical community. It was a very satisfying moment and a powerful reminder of the impact and relevance of our work.
Challenges and difficulties, but also many goals and satisfactions. What do you think has been the greatest achievement of the last 17 years of Tour Music Fest?
For the past 17 years, the Tour Music Fest has marked the careers of exceptional artists such as Mahmood, Ermal Meta and Federica Carta, who started here and then achieved extraordinary success. I am immensely proud to have contributed, even in a small way, to their artistic journey. However, I think the real achievement of the TMF is represented by the more than 120,000 artists which we welcomed and supported. This figure is not just a number; represents a multitude of dreams, aspirations and realized potentials.
Every single artist who passes through TMF receives not only a platform to perform but also orientation and training musical. The fact that we can contribute in some way to the professional and artistic realization of these talents is what truly fills us with joy and pushes us to continue. Our success is not only measured by the well-known names that emerge from the festival, but also by the vast impact we have on the development and affirmation of emerging artists, giving them the tools and opportunities to best express their talent.
Did you expect that Tour Music Fest would become the reality we know today?
When I launched TMF, I was completely immersed in the idea and its implementation. With a initial investment of only 500 euros, which allowed me to rent a small office in Rome, I was ready to dedicate myself body and soul to this project. I worked about 18 hours a day, but I didn’t feel like it was a burden; I was driven by a deep passion and conviction.
I was sure that the TMF would be successful, but, as in any undertaking, they were moments of doubt and difficulty. These moments reminded me of the importance of staying true to myself and my vision. Although I initially knew that TMF had the potential to become something big, its development and current success have exceeded my most optimistic expectations. The journey was not without obstacles, but each challenge helped strengthen the festival and my determination.
Ultimately, I knew we had it something special, but the journey to get to where we are today has been both a learning journey and a confirmation of my initial confidence in the project. And this reminds me every day that, to achieve great goals, you must not only have a clear vision, but also the resilience and determination to pursue it.
What’s next for the Tour Music Fest? Involve more and more artists from more countries around the world?
Of course, the prospects for the Tour Music Fest are continue to grow and to involve more and more artists from all over the world. Our recent expansion into Europe has provided us with new stimuli and ideas, demonstrating the enormous potential of uniting different realities and cultures through music. Our goal is to create an increasingly broader dialogue and cultural exchange, which was initially limited to artists from the same nation.
For this reason, in the next year we expect to be present in 15 European nations, a significant increase from 9 this year. But our ambitions go further: from 2025 we will begin to make ‘continental leaps’, including in the contest pcountries of Asia, Latin America and Australia. This will not only be a geographical expansion, but also a cultural and artistic enrichment for the festival.
We believe the introduction of these new nations will create unique opportunities for artists to experience and learn from different musical realities, providing them with a global platform to perform and connect. Our goal is to make TMF a showcase for the world’s emerging musical talent, promoting diversity and innovation in the music industry.
You’ve seen generations of different artists pass before you, is there anything the winners have in common over time?
In my experience, having had the privilege of listening to and knowing a vast number of emerging artistsI observed a large variety of artistic paths. Some very talented artists have burned out at the first challenge, while others, perhaps less naturally gifted but with great determination, have achieved notable successes.
A distinctive trait that I have found in the winnersregardless of their style or background, is theirs mental approach. The desire to do, the ability to grow and the desire to improve have always been fundamental keys to success. I’ve noticed that many artists who stand out are those who are not only talented, but are also willing to work hard, learn, and continually evolve.
Furthermore, I have observed that it is crucial for an artist to know himself and clearly define your goals. Often, what they imagine about a music career doesn’t match reality, so it’s essential to have a realistic understanding of the field they’re entering. Resilience, self-awareness and flexibility are just as important as raw talent.
In conclusion, while musical genres and trends may change, these fundamental qualities remain constant and are crucial for anyone aspiring to build a successful career in the music business.