LIVEMX focuses on 3 specific topics:

• Music export
• Live music venues
• Digital circulation and engagement

Projects funded by the LIVEMX in the area of music export should address at least 1 of the 3 challenges described below. The projects are expected to propose potential solutions to these challenges, whether through piloting new approaches, providing skills, training and know-how development, and/or creating new and publicly available information and knowledge. The outcomes should benefit the export capacity of European artists and professionals.

• Developing music export through co-creation. The challenge is to design efficient and effective approaches to cross-border co-creation and business development opportunities accessible to artists, producers and professionals from Creative Europe Participating Countries.
• Promoting new music and artists abroad in innovative ways. The challenge is to propose new and innovative ways around the current standard paths of promoting artists and repertoire outside their home country, to create and develop audiences abroad and to transform passive listeners into active followers, ticket buyers and even superfans.
• Developing professional networks and understanding of new markets. The challenge is to provide artists and professionals, regardless of their background and country of origin (as long as it is a Creative Europe Participating Country), inclusive, accessible and relevant professional networking opportunities and insights on the target markets, that are sensitive to their level of experience and skill, and nurturing local and regional, or genre-specific networks.

Projects funded by the LIVEMX in the area of live music venues should address at least 1 of the 3 challenges described below. The direct beneficiaries of the projects must be live music venues or live music associations, based in one of the Creative Europe Participating Countries. The projects are expected to provide strategies, methodologies and actions for live music venues to anticipate and plan the future in the field of artist circulation, ecological solutions and audience development.

• Develop artists’ circulation in Europe The challenge is to stimulate European circulation of artists, careers development, and artistic diversity, and/or provide solutions for live music venues to compensate part of the financial risk when giving a stage to less known artists. This can be done through cooperation and collaborative booking strategies or by developing new structures to secure a return on investment towards grassroots stakeholders.
• Develop ecological solutions adapted to the live music sector The challenge is to create incentives, disseminate tools and/or align strategies across different European countries to lower the live music venues’ carbon footprint and their impact on the environment while being socially fair and economically viable.
• Develop new audience strategies The challenge is to support community-building initiatives, audience development programmes, or projects that attract new audiences segments, through peer learning or joint strategies.

Projects funded by the LIVEMX programme in the area of Digital Circulation and Engagement are expected to propose solutions to the challenges identified above for live music venues in Europe and music export that make use of digital technology and related approaches. This might include:

• adapting, testing or implementing existing digital solutions in the music sector;
• training European music sector professionals to use digital solutions to address the outlined challenges;
• proposing formats to develop deeper understanding of the specific challenges in the music sector that can be solved through digital-technological approaches; and/or developing such solutions conceptually.

Projects must:

• comply with EU policy interests and priorities; and,
• create European added value, to be detailed in the application:
  • Through joint or collaborative activities in the main phase of the project which ensure that the key benefits, learnings, and deliverables of the project are shared or disseminated widely across several countries;
  • Through creating project results that are transferable to other countries and future implementers, or scalable across other Creative Europe Participating Countries than the ones they are developed and tested in the project main phase.