We Move Music Croatia, in partnership with the Ministry of Culture and Media, has officially launched the third season of the “AJMO!” – funding initiative designed to stimulate concert activity and audience development in areas outside of major regional centers. The presentation of the new program cycle highlighted the project’s achievements so far and introduced key updates designed to further strengthen the independent music scene.The initiative enters its third year following a highly successful second season.
The previous open call attracted applications from 370 musical acts and 42 organizations, leading to the selection of 15 event organizers across both coastal and continental regions. Through their curated programs, 65 concerts were staged featuring 72 different performers. These results demonstrate that high-quality contemporary music programs can successfully thrive outside of major urban centers.
Highlighting the broader impact of the initiative, the Minister of Culture and Media of the Republic of Croatia, Nina Obuljen Koržinek, emphasized its vital role in audience development and regional culture.“We must continuously educate ourselves, whether we are talking about media, film, music, or any other art form. We will not tire of this work, and the AJMO! project serves as a strong incentive for new audiences and future musicians to become an active part of concert culture. Thanks to this project, we are successfully bringing live music back to smaller towns and cities,” the Minister stated.
The newly launched season introduces several upgrades aimed at capacity building and wider promotion:
• Professional Mentorship: All 15 selected organizers will participate in tailored mentoring workshops led by music industry professionals to address their specific developmental needs.
• On-the-Ground Support: Project organizers will conduct site visits to all participating locations to better understand the unique challenges and opportunities within each local community.
• Electronic Music Focus: In a new partnership with the Elector project, separate funding will be allocated to support three electronic music clubs. The project will co-fund four performances in each selected venue, opening up fresh opportunities for electronic music authors and DJs.
• Expanded Radio Promotion: A new collaboration with the Croatian Composers Society (HDS) and HURIN (Association of Radio Stations) will provide selected applicants with additional radio airplay and promotion for their new singles across a nationwide network of radio stations.
Beyond funding individual concerts, AJMO! has evolved from its initial pilot phase into a permanent network. The second season successfully fostered peer-to-peer collaboration through joint educational training, delegations to international showcase festivals, and professional networking.The project is strategically designed to ensure a more balanced development of live music activities. It specifically targets regions where contemporary music genres may lack commercial viability but hold significant cultural value. By investing directly in local promoters, the initiative creates a sustainable foundation for the long-term growth of the domestic music scene, benefiting artists, audiences, and local communities alike.