Wed 16 Jan | Best Western Centre, Radesingelzaal | 10:00 - 17:00
Presented by: EMAC

The 2nd European Festival Marketing Seminar - Day 1

Holger Jan Schmidt GO Group, Take A Stand (DE), Fruzsina Szép Yourope, Lollapalooza Berlin (HU/DE), Linnéa Svensson Bylarm (NO), Mads Mikkelsen Roskilde (DK), Ola Krakowska Open'er (PL), Ruud Bongaerts Festival Travel (NL), Magdalena Jensen Chimes Agency (PL), Viktor Novák Hostelprofessionals (HU)

Marketing & PR

Invitation Only

Day 1 of the Seminar will feature the following topics:

10:00 Arrivals, registration

10:30 Festivals and tourism – how to upgrade your ticket sales with tourism services (case study), host: Andras Berta (EMAC), speaker: Ruud Bongaerts (Festival Travel)

12:00 Intelligent pricing of festivals, with a special focus on accommodations (presentation and roundtable discussion), host: Mads Mikkelsen (Roskilde), speaker Viktor Novák (Hostelprofessionals)

13:00 Buffet lunch

14:00 Girls talk: female communication managers targeting female festival goers (presentation), host: Ola Krakowska (Open'er), speaker: Magdalena Jensen (Chimes Agency)

15:30 Vote for Europe - a creative roundtable, presented by Take a Stand, hosts: Holger Jan Schmidt (GO Group, Take a Stand), Fruzsina Szep (Lollapalooza Berlin, Take a Stand)

16:30 EMAC committee elections

Tickets and more info 


  • Holger Jan Schmidt

    Holger Jan Schmidt GO Group, Take A Stand (DE)

    Holger Jan Schmidt is ambassador and project manager of the international Take A Stand initiative and campaign for the (live) music sector, which was launched in 2017 to create a movement encouraging social cohesion in our society as well as promoting awareness and tolerance.

    Holger is one of Europe's leading networkers in the music festival branch with a focus on sustainability and social responsibility. He leads the pan-european think-tank GO Group (Green Operations Europe) and works as anchorman for green issues of Yourope (the European Festival Association). He is board member of the German Sounds for Nature Foundation e.V., that focuses on sustainability related and environmental issues at events.

    Holger looks back at more than twenty years with Germany's biggest admission-free festival RhEINKULTUR in Bonn with a daily audience of 160,000 being in leading position from 1998 till the festival's last edition in 2011. Today Schmidt is booker and consultant for Das Fest in Karlsruhe, one of Germany's major festivals with a capacity of 80,000 visitors per day.

    He holds a diploma in media economics from Rheinische Fachhochschule Cologne and was a lecturer for "Sustainable Festival- and Eventmanagement" at Hochschule Fresenius (University of Applied Science) in Cologne and Duesseldorf. Also he is an active musician himself.

  • Fruzsina Szép

    Fruzsina Szép Yourope, Lollapalooza Berlin (HU/DE)

    Fruzsina is festival director for Lollapalooza Berlin and Board member of Yourope, the European Festival Association. She was the program & artistic director of Sziget (HU) and was the funding director of the Hungarian Music Export Office and the Hungarian Cultural Institute in Brussels and also initiated CEETEP, the Central-Eastern European Talent Exchange Program.

  • Linnéa Svensson

    Linnéa Svensson Bylarm (NO)

    Linnéa Elisabeth Svensson has worked with production, sponsorship and sustainability in events for 20 years. She heads by:Larm's conference team and runs her own business which offers sustainability consultancy and certifications including sponsorship. She has written a Norwegian sponsorship handbook for live music organisers and teaches Master Classes in the topic.

    She is a part of Youropes EMAC group, a board member of several organisations working towards sustainability alongside cooperation with brands such as Greener Events Foundation, Passion for Ocean and Oslo Runway.

    The goal is to make sure more events include sustainability measures as well as better brand cooperation.

  • Mads Mikkelsen

    Mads Mikkelsen Roskilde (DK)

    Mads Mikkelsen has 15 years’ work experience with marketing and communication from a music

    venue, as managing director of a music streaming service and the festival business. Today he is

    head of communication at Roskilde Festival, leading a team of eight full time employees and 450

    volunteers that in cooperation carry out the marketing, ticket sales, external / internal communication

    across both digital and offline channels.

    Roskilde Festival is northern Europe’s biggest festival with 130.000 daily participants and a non-

    profit festival.

    He is a part of Youropes EMAC group

  • Ola Krakowska

    Ola Krakowska Open'er (PL)

    Ola Krakowska (Alter Art – Open’er Festival) has worked in the live music industry for the past twelve years as a communications and PR manager responsible for Open’er Festival, Orange Warsaw Festival, Krakow Live Festival and other events like Cirque du Soleil. From the very beginning she has been associated with the biggest independent promoter in Poland – Alter Art, where she learned everything. Worked in international environment promoting festivals mainly in the UK (DIY Mag, NME, The Guardian, ShortList) as well as with many organizations e.g. European Commission. She is part of Yourope (European Festivals Association) and EMAC - the European Marketing and Communication Group.

  • Ruud Bongaerts

    Ruud Bongaerts Festival Travel (NL)

    Working for European music festivals and the Amsterdam based start-up Festival.Travel. We have developed a ticketing module where customers can create their complete festival holiday. Travel, stay and additional services can be bought directly with official festival tickets, all based on API connections. 28-Years young and notable experience in music tech.

  • Magdalena Jensen

    Magdalena Jensen Chimes Agency (PL)

    Magdalena Jensen, the co-founder of Chimes - an independent music agency, worked as a journalist for Polish Radio for several years before stepping into the music industry as a band manager for Paula & Karol. Since then, she has worked as a consultant for Polish bands on export (Smolik/Kev Fox, BRODKA, Rebeka, Kamp! and more), international bands on import (Úlfur Úlfur, PLK, etc.) and with several brands on strategy (Le Bureau Export, Music Norway, Converse, Hennessy, The Orchard and more). Magdalena works as an artist manager and consultant and currently manages Ifi Ude and Wojtek Szczepanik. Additionally, she is the co-founder and chair for education of the European Music Managers Alliance (EMMA).

    Magdalena is a Polish-American who has lived in Warsaw for 10+ years, a graduate of European Studies and Political Science from the University of Vermont, followed by studies in International Relations at the University of Warsaw. Magdalena is a certified non-violent communication mediator. Currently, she splits her time between London and Warsaw.

  • Viktor Novák

    Viktor Novák Hostelprofessionals (HU)

    Owner and operator of two hostels in Budapest, offering pricing on 350 beds as online manager. Vice President of Hungarian Youth Hostel Association and lecturer at the Corvinus University of Budapest.


  • Andras Berta

    Andras Berta EMAC (HU)

    Andras has been involved in the international music industry for about 20 years. He was co-founder of the music development program of the Hungarian Ministry of Culture and also served as program coordinator of Music Export Hungary. He worked for booking and management agency Budapestrocknroll and was CEO of the independent label Zene360. Between 2010 and 2017 he took the position of International Relations Director at Sziget Festival, focusing on international marketing, pr and ticket sales. In 2016 he was co-founder of the European Marketing and Communication Group within Yourope, the European Festival Association.