Global Music Match Returns in 2021

Posted on
June 4, 2021
Tagged as
CIMA, ecma, global music match, GMM

Following the colossal success of the debut Global Music Match in 2020, the worldwide matchmaking programme returns from June 7, featuring 78 artists from 17 countries and four continents.

Artists from Australia, Brittany in France, Canada, Catalonia in Spain, Chile, Denmark, England, Finland, Iceland, Ireland, Italy, Norway, Sweden, Scotland, Taiwan, USA and Wales are set to collaborate over the coming three months, in what is thought to be the world’s largest online musical matchmaking programme.

This year’s iteration follows 2020’s world-first collaboration, which was created by founding partners Sounds Australia, Showcase Scotland Expo and Canada’s East Coast Music Association (ECMA) in a bid to continue developing profiles for folk-based artists in international music markets within the challenging and unprecedented parameters of COVID-19.

CIMA is very excited to jump into Global Music Match during the second edition to increase the Canadian participation alongside founding partner the East Coast Music Association. CIMA will represent six fantastic Canadian acts from across the country:

Amy Nelson (SK)

Buckman Coe (BC)

Krista Hartman (ON)

- Lynne Hanson (ON)

- Sonia Aimy (ON)

Stephen Fearing (BC)

Seven Canadian artists will also be represented by our Eastern Canadian counterparts the East Coast Music Association: Émilie Landry, Terra Spencer, Pretty Archie, Jessica Pearson and the East Wind, Quote The Raven, Kubasonics and Andrew Waite. This year Doug Cox (Vancouver Island Music Fest) will act as the sole Canadian coach working alongside his team of artists.

CIMA’s, Sr. Manager, Business Development, Trisha Carter said:After watching the Global Music Marathon and following Global Music Match 2020, we were excited to see how CIMA could help expand the Canadian artist participation in 2021. In a year of pause, it is beneficial for artists to continue to develop their skills and make connections globally before slowly easing back into live programming again. Programs like these provide a positive community building experience for artists – they reconnect them with their artistic peers and build on their creativity in multiple ways. We are thrilled to join our export market colleagues in supporting this wonderful initiative and are amazed by all of the artists & coaches who have jumped in with both feet and embraced this intensive 12-week program with such enthusiasm."

Artists from around the world have been grouped into international teams of six, from different countries, and over the coming 12 weeks will collaborate with each other across social media. Each act has an assigned two-week Featured Artist period, during which time their five team-mates will introduce them to five new audiences around the globe - rotated amongst all artists, up to the end of August.

With 78 artists, 13 teams of six will operate simultaneously, across borders, countries and timezones, introducing audiences to three months of new music, whilst artists largely remain unable to tour internationally.

Each team is also led by an international coach - all of whom are leading festival directors and publicity managers from around the world, within the folk/roots genres. Artists will be coached throughout the project by influential figureheads from Cambridge Folk Festival (England), Gooikorts International Folk Festival (Belgium), Killer Inc. (Norway), Knockengorroch Festival (Scotland), Manchester Folk Festival (England), Montelago Celtic Festival (Italy), New Orleans Jazz & Heritage Festival (USA), Philadelphia Folk Festival (USA), Port Fairy Folk Festival (Australia), AmericanaFest UK (England), Vancouver Island Music Fest (Canada), Westport Music & Arts Festival (Ireland), Woodford Folk Festival (Australia) and Word Music Festival (Chile).

Irish Mythen, who participated in Global Music Match 2020 (represented by ECMA): “Being involved in Global Music Match was a game changer for me. It introduced me to other musicians from around the globe and their fans, their team and their music associations. The invaluable insight into how different countries use different social media, digital and terrestrial radio, print media, digital media, and in general just learning a different way to do things was incredible. The team grew stronger week by week and long lasting friendships were forged. Another incredible thing for me personally was the ability to discover new artists so much so that on June 7th I have a new single coming out with Svavar Knútur from Iceland. Svavar was in a different team but I reached out and off we went. All in all I can’t stress the importance of being involved with GMM.”

Born out of the COVID-19 pandemic, and created as a unique and direct response to the sudden limitations imposed on the worldwide music industry - and in particular, international showcasing - Global Music Match seeks to enhance and develop artists’ international fanbases, presence and peer connections in global markets.

Not only that, but the 2020 edition established lifelong working partnerships, market development, substantially enhanced international networks, and collaborations across the globe - all during the most challenging year the live music industry has ever known.

Global Music Match 2020 ran throughout August to October 2020, and officially wrapped with a four-hour showcase of the project and its collaborations at Folk Unlocked, the acclaimed digital edition of the Folk Alliance International (USA) conference in February 2021. On top of the strategic aims central to Global Music Match, February’s Global Music Marathon illustrates just one example of the international music industry taking serious note of the project - as well as the calibre and export-readiness of participating artists - presenting them to hundreds of leading buyers, bookers, programmers and presenters at the world’s largest folk-based music conference.

Folk Alliance International returns in an export capacity in 2021, fielding artists from the USA. They join the three founding partners, alongside returning export music offices (EMOs); Spectacle vivante Bretagne (Brittany), Catalan Arts (Catalonia, Spain), English Folk Expo, Music Finland, Iceland Music, Music Norway, LUCfest (Taiwan) and FOCUS Wales.

Additionally, six new EMOs have joined Global Music Match in 2021: the Canadian Independent Music Association (CIMA), Tempi (Denmark), Chile Musica, Culture Ireland, Italia Music Export (Italy) and Export Music Sweden.

Global Music Match begins next Monday, June 6, running until August 29.

For further information, head to, or search for the hashtag #GlobalMusicMatch to check out the worldwide introductions to new artists.

For further information, accompanying images or interviews, contact:

Jenia Schukov (CIMA)

Global Music Match is supported by the following music export organizations: Canadian Independent Music Association - CIMA, Catalan Arts (Spain), Chile Musica, Culture Ireland, East Coast Music Association - ECMA (Canada), English Folk Expo, Export Music Sweden, FOCUS Wales, Folk Alliance International (USA), Iceland Music, Italia Music Export (Italy), LUCfest Taiwan, Music Finland, Music Norway, Showcase Scotland Expo, Sounds Australia, Spectacle vivant Bretagne (Brittany, France), Tempi (Denmark).


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