发展欧洲音乐出口能力项目报告

This report is created as one of the deliverables of the project “Developing EuropeanMusic Export Capacity”. The project is co-funded by the European Commission.Authors:Anca LupesLanguage and content editor:Virgo Sillamaa, Alice KattagoEditorial support & designer:Jess PartridgeResearch project coordinators:Virgo Sillamaa (EMEE) and Alice KattagoThe report was created between September 2024 and February 2025.The authors and the entire EMEE team express gratitude to all the professionals whowere willing to grant their time and expertise, including Carina Sava (Watermelon Agency), CodrutDumitrescu (Epicenter Hub), Dragos Chișcoci (RAW Music Agency), Emil Ionescu (BestMusic Live),Olga Juverdeanu (Global Records),and everyone else who in any way helped verify informationand map the local scene 2 Contents1. General Context1.1. Society, economy and communication1.2. Geography and Getting Around1.3. Artist status, copyright, tax and Legal1.4. Music Policy2. Music Consumption2.2. Participation in Live Events3. Music Ecosystem3.1. Music Economy3.2. Industry Events and Conferences3.3. Industry Trade and Development Associations, Unions3.4. Collective Management Organisations3.5. Other Music Organisations4. Live Music Sector4.1. Live Music Industry in Figures4.2. Music Festivals4.3. Music Venues and Clubs4.4. Promoters and Booking Agents4.5. Organising a Tour or Gig5. Recorded Music Sector5.1. Recorded Music Industry in Figures5.2. Main Actors in the Recorded Music Industry5.3. Digital and Physical Distribution5.5. Releasing and Distributing Your Music6. Music Publishing & Synch Sector6.1. Music Publishing Industry in Figures6.2. Main Actors in the Music Publishing Industry6.3. Distributing your Catalogue and Creative Collaborations6.4. A Brief Overview of the Synch Sector7. Media and PR7.1. Social Media7.2. Written Media – Print and Online7.3. Radio7.4. Television7.5. Developing a Marketing and PR Strategy8. Music scene snapshots and case studiesReferences 44581213141414141515151616161823242626262727282830313131313232333335353 1. General Context1.1. Society, economy and communication1.1.1. SocietyAs of January 2024, Romania's population with declared domicile in Romania was approximately21922000 (INSSE, though other sources, likeEurostat, put that figure 19 mln). The populationdistribution is uneven across the country, with higher concentrations in urban centres. In recentyears, Romaniaʼs population has been shrinking, driven by emigration and low birth rates (IES,OECD). The average age is now 42.9, pointing to an ageing population. This demographic shiftpresents challenges for the labour market and social welfare systems.Romanian is the official language, though Hungarian and German are recognised minoritylanguages. English is widely spoken, particularly among younger generations and in urban areas.The recommended languages for communicating with local professionals are Romanian orEnglish.1.1.1. EconomyRomania has a developing market economy, characterised by a mix of private enterprise and somestate involvement. In 2023, Romania's nominal GDP was approximately €328 bln. GDP per capitawas around €17600. This reflects steady economic growth in recent years, though it remains lowerthan in many other EU member states (World Bank).Somepromising sectors in Romania with growth potential include renewable energy,transportation infrastructure, and financial services. Building on its successful IT sector, Romaniacan further strengthen its services sector, which currently contributes the largest share of its GDP,by improving digital skills and education.The industrial sector, including manufacturing, alsoplays a significant role. Opportunities exist in emerging "green" industries.While agriculture'scontribution is smaller, it remains an important part of the economy. Addressing challenges suchas skills gaps, improving the business environment, fostering competition, increasing investmentin innovation, and enhancing infrastructure are crucial for realising this economic potential (WorldBank,Statista).According to a report from Culturadata, thecreative industriesin Romania experienced significantgrowth between 2015 and 2018. These industries, encompassing a wide range of activities from ITand software development to traditional arts and crafts, and performing arts (which is likely toinclude music), contributed significantly to Romania's economic output. The IT sector is dominant,representing a substantial 41,5% share of the CI sector in 2018. The overall contribution of thecreative industries to the Romanian economy grew from 3,3% in 2015 to 3,8% in 2020, with theGross Value Added (GVA) rising from 3,7% to 4,2% during the same period. (Culturadata.ro).The Romanian leu (RON) is the official currency. The past three years' average of the exchange ratewith € has been approximately 4.95 RON = 1 €. While cash transactions remain common, cardpayments and digital financial services are becoming increasingly popular, especially in