Leonardo Lupelli (Federation of Music Conferences): “Artists must look for their own identity and be ready to get in touch with a larger market”

He has been working in music and creative cultures since 1990, moving between festivals, project development and community-based initiatives. He has directed more than 50 festivals, curated cultural and corporate events, and introduced over 15,000 talents to the public, always with a focus on inclusion, innovation and human connections. Leonardo Lupelli is currently an operational Senior Advisor based in Bari, Southern Italy, an Executive Board Member of the Federation of Music Conferences, and Creative Senior Advisor for Open Sound Festival (Matera, Italy). He is also co-founder of ASCOLTO – Music Communities Festival, a project exploring the relationship between music, territories and communities. As a speaker at EEMC 2026 we set down with him had a lovely conversation about the industry.

How do you see the importance of showcase festivals in 2026?

More and more relevant as the music ecosystem needs connections, debates and knowledge sharing both at national and international level. 

What pieces of advice would you give to artists? What about the organizers?

Artists must look for their own identity and be ready to get in touch with a larger market via partnerships and collaborations. Organizers will have to focus on sustainability and relevance. 

What about for established musicians that feel the need to make a change in their career?

Get inspired by masters: stay in touch with your old fans, but innovate the way to communicate with younger generations. 

How hard is it for an independent artist to reach success in 2026 if he / she is not from Western Europe or the US, in your point of view, and why?

Don’t think it’s a matter…you have to improve your working relations and establish new connections country by country understanding different market needs. 

What makes a market ready for touring?

Each market is different in terms of local habits, there are markets ready for metal or dance much more than any other….if you look closer at different markets you can understand if there is an interest in different music genres. The market is based on cultural heritage, professionals and especially communities built around proposals. 

You are also a co-founder of ASCOLTO – Music Communities Festival, a project exploring the relationship between music, territories and communities. How do you exactly do that?

We are improving this project focusing on a mix of musical, cultural and experiences. We arrange a mix of activities (live, dj sets, cultural program) driven by a mix of curators. This creates the interest of group of people looking for a deeper research on music. 

What are your goals for 2026-2027?

Opening a professional school in Bari and establishing a stronger Federation of Music Conference. 

How would you characterize the Italian music industry and what would you change about it if you could?

I think my home country is developing in terms of diversity and professionalisation much more than we realize. A stronger belief in what music can do in terms of development (both economical and societal) is still a need. 

What do you believe to be the main changes to the whole European scene and why?

The most relevant change will be to stop thinking of ourselves as Italians, Romanians, Germans…we need to start thinking of ourselves as Europeans living in different regions and cities. It’s a huge cultural shift that can help us compete at a global level instead of thinking going international means crossing a border between France and Germany. How far are we from this after decades of European Unity? Focusing on economic development and regulations was not enough. Paraphrasing a very famous Italian: “We did Europe, now we must build Europeans”.  

How has this impact been influenced by the development of digital and AI, as well as the pandemic?

AI and Pandemics had completely different impacts, but both showed how connected we are. The bigger impact is to understand we cannot fight against pandemics and a potential bad digital disruption without thinking and acting on a large and possibly global scale. 

Where do you see the importance of music conferences today and what are the most important topics you should consider should be discussed?

Music conferences are growing in terms of numbers and geographical distribution as they act as agents of positive change. It’s not about topics, but networking and getting closer for those who share common visions and strategies. In terms of topics I’m thinking of two specific ones: the protagonism of young professionals and the relevance of music as a tool for building a better society. 

What is your opinion after this year’s EEMC and what would you like to see at the new edition?

It was a great start both in terms of contents and organizations. Hope next edition the music program can be wider. 

Where do you gather your inspiration from?

Very hard to answer. It was a mix of experiences and opportunities that inspired me to think about music as my own job and career. I was inspired by people enjoying music as an opportunity to get together in peace, sharing love and feeling better. I was inspired by musicians going further in terms of research for new aesthetics and languages. I was inspired by dozens of colleagues working hard to let people enjoy their life.  

With the knowledge you have today, what would you advise your younger self and why?

I will simply advise myself that it will be hard but meaningful, and to proceed in the exact direction I was taking that time. I’m very happy about my past life in music: I made wonderful projects and met so many amazing people…and of course I’ve seen so much beauty…I won’t change anything. 

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Throughout his career, he has founded and led platforms such as Elita, Design Week Festival and Linecheck – Music Meeting and Festival, and co-founded the Italian Music Festivals Association. He has served as board member and general manager at MIH S.p.A., with responsibility for Heroes Festival, and contributed to European projects including Jump, Keychange, AMP and SANE. Music is a passion mostly lived behind the scenes, as a way to connect people, places and stories.