For the second year in a row, the official delegation of the We Move Music Croatia presented the domestic jazz scene at jazzahead! in Bremen. Participation in this leading European trade fair, which has been shaping global trends for two decades, served as a key platform for strengthening ties with the international jazz community.
Branding the Domestic Scene Through “Croatia in Blue”
The Croatian booth, designed under the now-recognizable visual identity “Croatia in Blue” acted as a hub for promoting recent releases from domestic labels. Alongside the presentation of CDs and vinyl, international promoters and agents received new Croatia in Blue booklets, providing a comprehensive overview of the entire domestic infrastructure—from active projects and festivals to clubs and venues across the country. This showcase of the scene was further complemented digitally through updated playlists on Spotify and Deezer.
In addition to recent productions, booth visitors gained insight into the rich tradition of Croatian jazz through archival and promotional materials from our festivals. This dialogue between historical heritage and contemporary sound created a natural foundation for concrete business discussions, further enhanced by a relaxed atmosphere featuring products from Croatian brands Laval, Mlinarica and Kezele.
Exchange of Experiences and Insights into European Trends
The conference segment offered an analysis of successful foreign support models, such as the Swedish education system and national strategy, which keep the country at the forefront of global music exports. Discussions with colleagues from European offices focused on specific exchange programs, aimed at facilitating access to international stages for domestic performers and ensuring a continuous circulation of talent.
The fair’s finale featured showcase performances and the Clubnight! program, which transformed the city of Bremen into a series of jazz clubs. This year’s program particularly highlighted progressive sounds and the strong role of women as leaders on the modern scene, confirming that Croatian jazz is evolving in line with the latest European trends. This second mission sent a clear message about the quality of the domestic scene, with preparations for the next edition of jazzahead! already underway.