The third IMPALA Campus digital workshop took place on Monday 17th May, in partnership with Mastering the Music Business.

Ten selected participants received high level training by music industry experts on the following topics: Merchandising, Brand Partnerships, Overview of the Music Industry Ecosystem, Data Insights, Digital Marketing. Participation to the workshop was completely free and participants also get free access to our partner’s conference.

Based on a number of criteria, including their level of engagement in the workshops, two participants were selected for a follow-up mentoring session which took place a few days after the workshop.


This workshop has already taken place.


The IMPALA Campus is for recorded music professionals and self-releasing artists at the start of or at a crossroads in their careers. We seek balance in terms of gender, under-represented groups and other protected characteristics.


Anca Lupes is one of the most experienced professionals in the Romanian music business. She has been active across almost all industry areas – mass media (press, radio, TV), live music, recording & publishing, management and booking. In 2009 she became the first Romanian music professional to earn a Master’s Degree in Music Business from Berklee College of Music. In 2016 she founded the first music business conference in Romania, Mastering the Music Business. She is also partner and CEO at Star Management, a 360° company specialised in services for artists and the music industry, and Executive Director of Indiero – the local indie labels & publishers association.

Anca delivered a training session on Merchandising, what young music professionals need to know in order to master the practice and make visual identity a key part of their success.

Carina Sava is a music business professional with more than 12 years of experience in artist management, booking, brand partnership, music marketing and communications. She also has extensive experience as a public speaker covering topics such as brand partnership, artist management, music conferences & showcases and music entrepreneurship. She is the Co-founder and Vice President of RAW Music Association and the Conference Program Manager of Mastering the Music Business Conference and Showcase Festival. Carina is also the Founder and Chair of Women in Music Romania and Founding Member of Romanian Music Managers Forum. At the end of 2020 she launched her own company, Watermelon Agency, focusing on artist management and brand partnership.

Carina shared her deep experience and expert advice on brand partnerships, explaining how music artists and labels can best engage with brands and approach potential partnerships to ensure maximum return.

Nuno Saraiva is co-founder of Portugal’s first PRO conference and showcase Festival Westway LAB. With over 25 years of music industry experience in Canada, UK, and Portugal, Nuno is the founder of SCL independent label group running the Lusitanian, European Phonographic and Shame Destroyer labels, as well as Lusitanian Music Publishing. He is the Executive Director of the WHY Portugal export office and music exchange platform, which started in 2016, as well as the President of AMAEI, the Portuguese Independent Trade Association, founded in 2012. Besides this, Nuno is a Board Member of IMPALA and EMEE – European Music Exporters Exchange, in representation of WHY Portugal.

Nuno provided participants with an overview of the music ecosystem and a review of the recorded music sector’s various aspects, and shared his experience running a label in 2021. He will also touched on the role and importance of trade associations.

Daniel Johansson is a music industry analyst and researcher, working for the Linnaeus University in Sweden, IFPI, Soundtrack Your Brand (Spotify Business), among others. He has 20 years-experience in the digital music sector, with a strong focus on analytics and data insights. Daniel teaches several courses at the Linneaus University, with his research there focussed on the economy and technology of the music industry. He is currently involved in the European research/innovation project, developing new statistical models and technologies for the industry. He does analyses and writes articles for, and consultancy work and training sessions for different actors in the music sector.

Daniel provided a masterclass on data insights, covering the most important data and analytics platforms available, understanding playlists at DSPs, the connection between social media and streaming revenues, and how to use data insights to increase fan engagement and build a long-term career.

Sammy Andrews has a long history at the forefront of the new music landscape and is considered as one of the music industry’s leading digital advisors and futurologists. Sammy gained a 360-degree view of the music industry through her background as a concert promoter, artist manager and independent record label founder. She went on to head up digital departments at XIX and Cooking Vinyl Records before joining the board at Entertainment Intelligence. She is now founder and CEO of Deviate Digital, based at Tileyard London. Deviate Digital has been named “A leading digital advisory agency to the entertainment industry” by The Sunday Times, two years running.

Sammy Andrews and Stef Pascual from Deviate Digital together provided a masterclass in cutting edge digital marketing practices

Stef Pascual is Strategy Director at Deviate Digital. Before joining Deviate Digital, she ran High Fives Digital. She’s one half of the independent label Silent Cult. Stef started in the music industry as an intern at a record label, and when she moved to London she found in state51 the perfect company to develop her career and push for innovation, fairness and change in the industry. Afterwards, she headed the Digital department at Sony Red / The Orchard. She has lectured at the Academy of Contemporary Music and at Berklee College (Master of Arts in Global Entertainment and Music Business), and often speaks at Music Industry conferences and events.

Stef Pascual and Sammy Andrews from Deviate Digital together provided a masterclass in cutting edge digital marketing practices.



Michael Fuller, a UK-based entertainment lawyer and music business consultant, delivered one-to-one mentoring sessions tailored to meet the needs of selected participants. Based on his in-depth experience of the music business, he offered career advice and guidance to the mentees to help them achieve their aspirations and overcome specific challenges.

Michael Fuller has been working in the music industry since 1996, including stints at Island Records and the Association of Independent Music (“AIM”), a trade body that represents UK independent record labels. Michael established Yeahpod Music in 2001 to provide business affairs advice to creatives and SMEs. He has also consulted on various creative stand-alone projects including music business roadshows, theatrical productions and a number of ACE-funded music community projects.


Mastering the Music Business, the leading music conference and showcase festival in Romania, is dedicated to all independent artists and professionals in the music industry. At MMB, key professionals from the local & international music business and related industries come together to discuss various relevant topics. Successful artists and business professionals spanning the entire music ecosystem exchanging know-how and ideas under the same roof.

The 6th edition took place in Bucharest from August 31st to September 2nd 2021.