Westway Lab

On Tuesday 6th April we kicked off the IMPALA Campus with our first digital workshop, in partnership with Westway LAB.

Ten selected participants received high level training by music industry experts on the following topics: Overview of the music industry ecosystem, Copyright & Neighbouring Rights, Distribution, Digital Marketing, Brand Partnerships. As with all other workshops, participation to the workshop was completely free and participants also got free access to our partner’s digital 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 with our mentor Michael Fuller.



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.


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.

As an introduction to the workshop, Nuno provided participants with an overview of the music ecosystem and a review the recorded music sector’s various segments, and shared his experience running a label in 2021. He also touched on the the role and importance of trade association.

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 provided together 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 provided together a masterclass in cutting edge digital marketing practices.

Chris Cooke is co-founder and MD of CMU, a company that helps people navigate and understand the music business. It does this through media like the CMU Daily bulletin, Setlist podcast and CMU Trends library; consultancy unit CMU Insights; and future talent programme CMU:DIY. He also programmes core conference strands at The Great Escape showcase festival each May and wrote the acclaimed book ‘Dissecting The Digital Dollar’. CMU is part of Chris’s business 3CM UnLimited, through which he also publishes cultural media ThisWeek London and ThreeWeeks at the Edinburgh Festival; and helped launch PR training charity the Taylor Bennett Foundation.

Chris delivered two sessions as part of this workshop. In the first session, dedicated to copyright and neighbouring rights, he explained the basics of copyright law, music rights and music licensing. In the second session, dedicated to distribution, he explored the role of the music distributor and explained the options now available to independent labels and self-releasing artists who are seeking a new distributor.

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.



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.


Westway LAB is Portugal’s first showcase festival, featuring a PRO conference and artistic residencies yielding unique performances. The four-day festival takes place in Guimarães, Portugal’s birthplace city, in the amazing Vila Flor Cultural Centre (CCVF) as well as other venues. Launched in 2014, Westway LAB just completed its eighth edition, which took place digitally 7-10 April 2021.

Westway LAB is supported by AMAEI – the Professional Association of Independent Music Artists and Publishers in Portugal, a member of IMPALA and WIN.