Five Questions To... Ilona Deuring

17.08.26

You often see our Exchange programme popping up on our socials. In this new chapter of our interview series, Ilona Deuring gives us the scoop on what Exchange actually is and how artists can get involved. As an expert when it comes to festivals and an advocate for diversity and inclusivity in the music world, Ilona answered five questions about her work for ESNS and Exchange.

Photo: Jeroen Zondag

1. What is European Talent Exchange (in short Exchange)?

Exchange is a platform that helps artists get booked on renowned international festival stages in Europe and beyond. A network of over 130 festivals, such as Roskilde, Sziget, and Rock Werchter, book emerging artists from outside their home countries. The platform is a launching pad for artists’ international careers; if you play a showcase at ESNS, you automatically enter the Exchange programme.

2. What’s the road to Exchange?

An important part of the platform is the support of the export office members that starts before playing at ESNS. These 26 national and regional export offices support artists by providing activities such as coaching and workshops to get ready for their gig at ESNS in January. The export office’s international connections ensure that the artists make the most out of their showcase at ESNS and reap the fruits after their performance.

3. You’re also an advocate for D&I. How can festivals have a more diverse and inclusive lineup?

Representation is always key; visitors want to see people like themselves or with the same values performing at the festivals they visit.

In order to stay relevant and profitable, you have to offer a diverse lineup with artists from different genders, sexualities, backgrounds, ethnicities and abilities. Also, diversify your team; it will lead to new perspectives that directly impact your lineup and consequently your audience. This is also where the network of European Talent Exchange plays an important role: festivals exchange knowledge and learn from each other.

4. How can we improve European music infrastructure to further artists careers even more?

There is a big disparity between different countries in Europe when it comes to the opportunities artists can get even from a very young age. More national/regional funding can help level the playing field. In some countries, the narrative is that arts/music costs too much, although it has been proven that investing in culture leads to economic growth.

5. What’s your favourite Exchange success story?

Difficult one, because there are so many great artists I’ve seen gain success through Exchange. At this moment I’m very excited to see where Dressed Like Boys is heading with his career. After playing ESNS26, he’s booked so many festival shows, including 10 at our Exchange partner festivals such as Sziget, Le Printemps de Bourges and Best Kept Secret. I love how Jelle celebrates his queerness through his music, and I’m very excited to see his show at ITGWO in a couple of weeks.