Shiftworks/TMW was a partner in the first-ever Baltic Focus programme at Ireland Music Week (IMW), responsible for the programme’s communications and co-curation.
The project was delivered in partnership with Music Estonia, Music Latvia and the Lithuanian Music Business Association (LMBA), bringing three Baltic artists to Ireland — mariin k. (Estonia), Vultura (Latvia) and Plié (Lithuania) — alongside a delegation of over 30 Baltic music industry professionals.
Alongside the showcase performances, the IMW conference hosted a panel discussion introducing the Baltic music markets, together with delegation meetings connecting Baltic professionals with Irish and UK industry contacts.
The programme was delivered in partnership with Music Latvia, Music Estonia and LMBA. Core partners in Estonia were Tallinn Music Week and e-Residency, with media partner Postimees Culture; in Latvia, Riga Music Week and Every Little Thing, with media partner LSM; in Lithuania, What’s Next in Music?, with media partner LRT. The initiative was supported by the Baltic Culture Fund and the Estonian, Latvian and Lithuanian embassies in Ireland.
Client and main organisers: Music Estonia, Music Latvia, LMBA
Organising partner (Estonia): TMW/Shiftworks
Project manager: Ingrid Kohtla
Shiftworks/TMW team’s areas of responsibility on the project:
- Leading media communications, including coordinating the Estonian media partnership with Postimees Culture; copywriting
- Co-curating the programme
- Concept, script and direction for the “It’s Baltic!” promotional video
Project objective:
To introduce Baltic — and, with a particular focus, Estonian — music and industry to Irish and international audiences and the music industry, strengthening the region’s international visibility
Project outcome:
A successful debut of the Baltic Focus programme at IMW, highlighting the region’s shared history alongside each country’s distinct identity, music scenes and artists
