{"id":122308,"date":"2022-01-19T15:34:14","date_gmt":"2022-01-19T15:34:14","guid":{"rendered":"https:\/\/www.musicbusinessworldwide.com\/?p=122308"},"modified":"2024-05-15T12:39:40","modified_gmt":"2024-05-15T11:39:40","slug":"with-11bn-streams-to-date-and-annual-revenues-of-17m-global-records-is-one-of-the-cee-regions-biggest-hits1","status":"publish","type":"post","link":"https:\/\/www.musicbusinessworldwide.com\/with-11bn-streams-to-date-and-annual-revenues-of-17m-global-records-is-one-of-the-cee-regions-biggest-hits1\/","title":{"rendered":"With 11bn streams to date and annual revenues of $17m, Global Records is one of the CEE region\u2019s biggest hits\u2026"},"content":{"rendered":"<p><b>Romania&#8217;s Global Records is an independent heavyweight.<\/b><\/p>\n<p><span style=\"font-weight: 400\">Founded in 2008 by \u0218tefan Lucian, the Bucharest-headquartered music company reports to have generated 11 billion streams to date, and boasts a catalog of over 1,000 recordings and more than 1,100 songs.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Global has good reason for claiming to be Eastern Europe\u2019s biggest independent record label, with around 40 artists on its roster, and over 45 writer-producers signed via its publishing division.<\/span><\/p>\n<p><span style=\"font-weight: 400\">      <div class=\"mb-advert__incontent\">      <div class=\"mb-advert mb-advert__tweeny hidden-xs hidden-ms hidden-sm\" data-loaded=\"no\" data-sizes=\"992 1200 1440\" data-name=\"628x90 Sponsor banner #5 (992+1200+1440)\" data-params=\"dfp_sponsor5_628\" id=\"dfp_sponsor5_628\"><\/div>      <div class=\"mb-advert mb-advert__banner mb-advert__banner--inline hidden-xs hidden-sm hidden-md hidden-lg\" data-loaded=\"no\" data-sizes=\"480\" data-name=\"468x60 Sponsor banner #5 (480)\" data-params=\"dfp_sponsor5_468\" id=\"dfp_sponsor5_468\"><\/div>      <div class=\"mb-advert mb-advert__mobile mb-advert__mobile--inline hidden-ms hidden-md hidden-lg\" data-loaded=\"no\" data-sizes=\"320 768\" data-name=\"300x50 Sponsor banner #5 (320+768)\" data-params=\"dfp_sponsor5_300\" id=\"dfp_sponsor5_300\"><\/div>      <\/div>      <\/span><\/p>\n<p><span style=\"font-weight: 400\">The label, which has paid out more than \u20ac30 million (approx $34m) in royalties over the past six years, cites a number of success stories from 2021, including Romanian superstar Minelli, whose single <\/span><i><span style=\"font-weight: 400\">Rampampam<\/span><\/i><span style=\"font-weight: 400\"> peaked at No.6 on the Global Shazam charts last year.<\/span><i><span style=\"font-weight: 400\">\u00a0<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400\">The track was also a hit across various markets in Central and Eastern Europe (CEE) and the CIS (Commonwealth of Independent States).<\/span><\/p>\n<p><span style=\"font-weight: 400\">      <div class=\"mb-advert__incontent\">      <div class=\"mb-advert mb-advert__spu\" data-loaded=\"no\" data-name=\"300x250 Sponsor MPU #1\" data-params=\"dfp_spu1\" id=\"dfp_spu1\"><\/div>      <\/div>      <\/span><\/p>\n<p><i><span style=\"font-weight: 400\">Rampampam<\/span><\/i><span style=\"font-weight: 400\"><a href=\"https:\/\/tophit.ru\/en\/tracks\/131995\/\" target=\"_blank\" rel=\"noopener\"> topped Russia&#8217;s airplay<\/a> chart for eight weeks, and hit No.1 in Lithuania, Romania and Bulgaria, where Global says its tracks had the biggest independent label radio market share at the end of 2021. <\/span><\/p>\n<p><span style=\"font-weight: 400\">The label also charted in the market in 2021 with artists like INNA, Olivia Addams, Irina Rimes, Antonia, wrs, Sickotoy and Roxen.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Meanwhile, INNA&#8217;s track <\/span><i><span style=\"font-weight: 400\">Flashbacks<\/span><\/i><span style=\"font-weight: 400\"> reached No.55 in the Global Shazam chart in 2021, and also charted on Russia and Romania\u2019s airplay charts.<\/span><\/p>\n<hr \/>\n<p><span style=\"font-weight: 400\"><div class=\"mb-embed-container\"><iframe src=\"https:\/\/www.youtube.com\/embed\/8Fl6d_fSRNs\" frameborder=\"0\" allowfullscreen><\/iframe><\/div><\/span><\/p>\n<hr \/>\n<p><span style=\"font-weight: 400\">Plus, the solo version of INNA&#8217;s track <\/span><i><span style=\"font-weight: 400\">Up <\/span><\/i><span style=\"font-weight: 400\">reached No.45 on the Global Shazam Chart and No.4 in the Shazam Global Dance chart at the end of 2021.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Dancehall star Sean Paul joined her for a remix following its success, with the official video for the track, released last month, having clocked up over 19 million views so far.<\/span><\/p>\n<p><span style=\"font-weight: 400\">      <div class=\"mb-advert__incontent\">      <div class=\"mb-advert mb-advert__spu\" data-loaded=\"no\" data-name=\"300x250 Sponsor MPU #2\" data-params=\"dfp_spu2\" id=\"dfp_spu2\"><\/div>      <\/div>      <\/span><\/p>\n<p><span style=\"font-weight: 400\">Speaking to MBW, Diana Munteanu, Head of Label, Global Records, notes that of all the digital marketing channels used by Global, TikTok in particular has played a significant role in the label&#8217;s recent hits, having struck partnerships with the platform for Russia, Turkey, Romania and CEE countries.<\/span><\/p>\n<p><span style=\"font-weight: 400\">She also cites the &#8220;marketing power&#8221; of Shazam, particularly in Russia, where she says &#8220;tracks played heavily by radio and in clubs get propelled to the Global Shazam chart&#8221;.<\/span><\/p>\n<p><span style=\"font-weight: 400\">According to Munteanu, the combination of Global&#8217;s \u201cA&amp;R focus\u201d together with radio play, Shazams off the back of that radio play &#8211; and a robust TikTok strategy in multiple markets &#8211; resulted in 2.2 billion streams for Global&#8217;s artists across YouTube, Spotify and Apple Music in 2021 .<\/span><\/p>\n<p><span style=\"font-weight: 400\">Munteanu also tells MBW that Global\u2019s group of companies generated over \u20ac15 million (approx. $17m) in revenue in 2021 alone, and that it&#8217;s targeting \u20ac20 million (approx $22.86m) this year.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Other highlights from Global last year include Olivia Addams&#8217; <\/span><i><span style=\"font-weight: 400\">Stranger<\/span><\/i><span style=\"font-weight: 400\"> spending seven weeks at No.1 on <a href=\"https:\/\/bestsellery.zpav.pl\/airplays\/top\/archiwum.php?year=2021&amp;idlisty=3827#title\" target=\"_blank\" rel=\"noopener\">the official Polish radio single chart<\/a>, in addition to chart placements in Turkey with artists like INNA, Minelli, Gran Error, wrs and Sickotoy.<\/span><\/p>\n<p><span style=\"font-weight: 400\">In Russia &amp; CIS, Global Records&#8217; artists Olivia Addams, Roxen, Holy Molly and Irina Rimes all secured places on the radio charts throughout the year.<\/span><\/p>\n<blockquote><p><b>&#8220;What we aim for is continuous growth, not only revenue-wise but also in our company and catalog\u2019s value.&#8221;<\/b><\/p>\n<p><span style=\"color: #000000\"><b>Diana Munteanu, Global Records<\/b><\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400\">Global&#8217;s steady stream of hits in 2021 drove the company to what it says was the No.1 independent record label position based on radio market share in the CEE and CIS regions at the end of 2021.<\/span><\/p>\n<p><span style=\"font-weight: 400\">&#8220;Our songs accumulated the biggest weekly market share for an independent label on radio in Poland, Russia, Ukraine, Bulgaria and Romania, by the end of 2021&#8221; says Munteanu.<\/span><\/p>\n<p><span style=\"font-weight: 400\">&#8220;What we aim for is continuous growth, not only revenue-wise but also in our company and catalog\u2019s value.&#8221;<\/span><\/p>\n<p><span style=\"font-weight: 400\">Here, Diana Munteanu tells MBW how Global Records is using TikTok to grow its audience, about opportunities for the music business in Russia, and how Global plans to expand its reach beyond CEE and CIS to markets in Western Europe, including France, the UK and Germany&#8230;<\/span><\/p>\n<hr \/>\n<h6><b><figure class=\"mbw-articlepic mbw-articlepic--right\"><img  class=\"lazyload\" data-srcset=\"https:\/\/www.musicbusinessworldwide.com\/files\/2020\/11\/Shazam-e1605627144772-80x45.jpg 80w, https:\/\/www.musicbusinessworldwide.com\/files\/2020\/11\/Shazam-e1605627144772-160x90.jpg 160w, https:\/\/www.musicbusinessworldwide.com\/files\/2020\/11\/Shazam-e1605627144772-320x180.jpg 320w, https:\/\/www.musicbusinessworldwide.com\/files\/2020\/11\/Shazam-e1605627144772-418x235.jpg 418w, https:\/\/www.musicbusinessworldwide.com\/files\/2020\/11\/Shazam-e1605627144772-648x364.jpg 648w, https:\/\/www.musicbusinessworldwide.com\/files\/2020\/11\/Shazam-e1605627144772-836x469.jpg 836w, https:\/\/www.musicbusinessworldwide.com\/files\/2020\/11\/Shazam-e1605627144772-1296x728.jpg 1296w\" data-sizes=\"auto\"><\/figure>We\u2019ve been told by senior music executives that Russia is one of the most exciting regions in Central Europe right now for music &#8211; how big do you think Russia can get for Global Records and also for the music industry worldwide?<\/b><\/h6>\n<p><span style=\"font-weight: 400\">Russia is one of the largest emerging markets in the world when it comes to digital service platforms. Spotify has been present in the region for a year-and-a-half, and TikTok is also relatively new in the market.<\/span><\/p>\n<p><span style=\"font-weight: 400\">YouTube is investing a lot in marketing and rolling out new features, constantly creating new opportunities for artists in the region to reach their communities with innovative content.<\/span><\/p>\n<blockquote><p><strong>&#8220;Russia is one of the largest emerging markets in the world when it comes to digital service platforms.&#8221;<\/strong><\/p><\/blockquote>\n<p><span style=\"font-weight: 400\">It is also a very interesting territory when it comes to the marketing power of the Shazam charts. Due to specific market conditions and the size of the region, tracks played by radio and in clubs get propelled to the Global Shazam chart.<\/span><\/p>\n<p><span style=\"font-weight: 400\">This is why, in the Top 200, we observe a lot of Russian language tracks and even a few regional-only hits. At the same time, having been a strong cultural influence for a long time over the region, Russian media and audiences have the power to push music in territories such as the Baltic countries, Poland and CEE.<\/span><\/p>\n<p><span style=\"font-weight: 400\">As far as revenue goes, the most interesting sources for immediate income are booking and endorsement campaigns. Brands create their campaigns locally, geo-targeted for the region, preferring to feature KOLs [Key Opinion Leaders] that are directly relevant for the market, relatable and close to their culture.<\/span><\/p>\n<p><span style=\"font-weight: 400\">There are also a lot of strong local businesses investing in communicating through regional artists and content creators.<\/span><\/p>\n<hr \/>\n<h6><b><figure class=\"mbw-articlepic mbw-articlepic--right\"><img  class=\"lazyload\" data-srcset=\"https:\/\/www.musicbusinessworldwide.com\/files\/2022\/01\/Screenshot-2022-01-19-at-11.35.02-80x41.jpg 80w, https:\/\/www.musicbusinessworldwide.com\/files\/2022\/01\/Screenshot-2022-01-19-at-11.35.02-160x82.jpg 160w, https:\/\/www.musicbusinessworldwide.com\/files\/2022\/01\/Screenshot-2022-01-19-at-11.35.02-320x165.jpg 320w, https:\/\/www.musicbusinessworldwide.com\/files\/2022\/01\/Screenshot-2022-01-19-at-11.35.02-418x215.jpg 418w, https:\/\/www.musicbusinessworldwide.com\/files\/2022\/01\/Screenshot-2022-01-19-at-11.35.02-648x333.jpg 648w, https:\/\/www.musicbusinessworldwide.com\/files\/2022\/01\/Screenshot-2022-01-19-at-11.35.02-836x430.jpg 836w, https:\/\/www.musicbusinessworldwide.com\/files\/2022\/01\/Screenshot-2022-01-19-at-11.35.02-1296x666.jpg 1296w\" data-sizes=\"auto\"><\/figure>We often hear about the revenue potential of specific three brands for music companies: TikTok, Facebook and Peloton &#8211; how significant are these platforms becoming for your business?<\/b><\/h6>\n<p><span style=\"font-weight: 400\">The platform that drives more audiences than any other, generating both marketing and revenue advantages, is TikTok.<\/span><\/p>\n<p><span style=\"font-weight: 400\">A TikTok live session, officially supported by the app, has become an exposure platform similar [in scale] to the biggest festivals in the world.<\/span><\/p>\n<p><span style=\"font-weight: 400\">With 600,000 cumulative unique viewers, INNA (pictured) and Minelli\u2019s [live] sessions on the app have reached all seven continents, in just three sessions.<\/span><\/p>\n<p><span style=\"font-weight: 400\">TikTok also has the power of boosting tracks in the Spotify and Shazam charts, becoming more valuable as a marketing tool than any other traditional medium.<\/span><\/p>\n<blockquote><p><strong>&#8220;TikTok also has the power of boosting tracks in the Spotify and Shazam charts, becoming more valuable as a marketing tool than any other traditional medium.&#8221;<\/strong><\/p><\/blockquote>\n<p><span style=\"font-weight: 400\">Facebook is relevant for a more mature audience, at least when it comes to CEE and CIS, reaching 30-plus-year-old listeners, who generally have greater purchasing power.<\/span><\/p>\n<p><span style=\"font-weight: 400\">[Facebook] is a strong tool for selling concert [tickets], merch and promoting adult contemporary music. It also has good engagement when it comes to fan group pages, which are one of the core assets that a mature artist can wield for disseminating news. A very good example is the Eurovision universe, which is strongly rooted in Facebook.<\/span><\/p>\n<hr \/>\n<h6><b>What do you feel is the biggest opportunity for the music business in Russia and CIS in 2022?<\/b><\/h6>\n<p><span style=\"font-weight: 400\">The fast growing penetration of digital services and growing number of paying users are definitely an argument to pursue [opportunities] the region.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Also, the fact that the market has been dominated by the majors in the past creates an interesting niche for independent labels and management agencies.<\/span><\/p>\n<blockquote><p><strong>&#8220;Russia is definitely a hot spot for the worldwide music industry.&#8221;<\/strong><\/p><\/blockquote>\n<p><span style=\"font-weight: 400\">In a world in which artists already have all the resources at hand to independently produce and distribute their music to worldwide audiences through digital platforms, it is vital that record labels adapt to the very specific strategic needs of their clients.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Taking into consideration the size of the country, its cultural influence over the extended region and the fact that in recent years it started to be a music trend maker, together with the hub of amazingly talented artists and content creators that come from Russia, the country is definitely a hot spot for the worldwide music industry.<\/span><\/p>\n<hr \/>\n<h6><b>What other trends are you seeing in the market that you can tell us about?<\/b><\/h6>\n<p><span style=\"font-weight: 400\">Music is starting to become more and more geographically polarized. Speaking with radio playlist managers and digital curators in CEE and CIS, we observed that they prefer local\/ regional music, as it tends to be more relatable for their audiences, sound and message wise, than hits coming from the US or Central Europe.<\/span><\/p>\n<blockquote><p><strong>&#8220;Music is starting to become more and more geographically polarized.&#8221;<\/strong><\/p><\/blockquote>\n<p><span style=\"font-weight: 400\">The fact that artists can travel more easily in the region for promo and shows brings them even closer to audiences, in a time in which the listener has been driven almost completely, in the past two years, towards DSP music consumption.<\/span><\/p>\n<p><span style=\"font-weight: 400\">This is why TikTok representatives prefer to promote live sessions and activations with local artists, DSP curators prefer to include 70% to 80% local music in their playlists. The phenomenon is [clearest] in Russia and Poland.<\/span><\/p>\n<hr \/>\n<h6><b><figure class=\"mbw-articlepic mbw-articlepic--right\"><img  class=\"lazyload\" data-srcset=\"https:\/\/www.musicbusinessworldwide.com\/files\/2020\/07\/TikTok-pic-1-scaled-e1595513835362-80x45.jpg 80w, https:\/\/www.musicbusinessworldwide.com\/files\/2020\/07\/TikTok-pic-1-scaled-e1595513835362-160x90.jpg 160w, https:\/\/www.musicbusinessworldwide.com\/files\/2020\/07\/TikTok-pic-1-scaled-e1595513835362-320x180.jpg 320w, https:\/\/www.musicbusinessworldwide.com\/files\/2020\/07\/TikTok-pic-1-scaled-e1595513835362-418x235.jpg 418w, https:\/\/www.musicbusinessworldwide.com\/files\/2020\/07\/TikTok-pic-1-scaled-e1595513835362-648x365.jpg 648w, https:\/\/www.musicbusinessworldwide.com\/files\/2020\/07\/TikTok-pic-1-scaled-e1595513835362-836x470.jpg 836w, https:\/\/www.musicbusinessworldwide.com\/files\/2020\/07\/TikTok-pic-1-scaled-e1595513835362-1296x729.jpg 1296w\" data-sizes=\"auto\"><\/figure>How significant is TikTok in Russia and how important do you foresee the app becoming for artists there?<\/b><\/h6>\n<p><span style=\"font-weight: 400\">In Russia, just like in Asia and the US, TikTok is vital for the music business.<\/span><\/p>\n<p><span style=\"font-weight: 400\">It is a creator of trends and hits and, dare I say, the most relevant platform for artists to get closer to their audiences.<\/span><\/p>\n<p><span style=\"font-weight: 400\">All of this materializes in an increase of streaming revenue through better exposure of music and also has the potential to bring in revenue through brand partnerships.<\/span><\/p>\n<blockquote><p><strong>&#8220;In Russia, just like in Asia and the US, TikTok is vital for the music business.&#8221;<\/strong><\/p><\/blockquote>\n<p><span style=\"font-weight: 400\">In 2021, Russian artists tended to release their music in advance on TikTok, from two to four weeks before the [wider] release.<\/span><\/p>\n<p><span style=\"font-weight: 400\">TikTok houses in Russia are also a strong marketing tool for the industry, from artists and labels to brands, being shaped as clusters of KOLs with a combined following and exposure to reckon with.<\/span><\/p>\n<p><span style=\"font-weight: 400\">TikTok generates concert ticket sales for artists without radio exposure and strongly influences both Spotify and Apple charts.<\/span><\/p>\n<hr \/>\n<h6><b><figure class=\"mbw-articlepic mbw-articlepic--right\"><img  class=\"lazyload\" data-srcset=\"https:\/\/www.musicbusinessworldwide.com\/files\/2021\/03\/lucian_rec-80x55.jpg 80w, https:\/\/www.musicbusinessworldwide.com\/files\/2021\/03\/lucian_rec-160x110.jpg 160w, https:\/\/www.musicbusinessworldwide.com\/files\/2021\/03\/lucian_rec-320x220.jpg 320w, https:\/\/www.musicbusinessworldwide.com\/files\/2021\/03\/lucian_rec-418x287.jpg 418w, https:\/\/www.musicbusinessworldwide.com\/files\/2021\/03\/lucian_rec-648x445.jpg 648w, https:\/\/www.musicbusinessworldwide.com\/files\/2021\/03\/lucian_rec-836x574.jpg 836w\" data-sizes=\"auto\"><\/figure>Could you tell us about your partnership with publishing house Honua Music &#8211; what does it entail and why did you decide to partner with them?<\/b><\/h6>\n<p><span style=\"font-weight: 400\">Our partnership with Honua Music started organically thanks to the close relationship that Stefan Lucian (pictured), Global Records\u2019 owner, has with one of the co-founders of the company, Andreas Schuller (aka Axident).<\/span><\/p>\n<p><span style=\"font-weight: 400\">Having worked together for a long time on various successful projects, the collaboration came as the next natural step.<\/span><\/p>\n<p><span style=\"font-weight: 400\">As of now, we own a minority share in the company and our common mission is to join forces in offering the best market opportunities to both Honua and Global Records talents.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The publishing house [hosts] amazing talent, from Alida, having written and released for artists such as Katy Perry, Alok, Robin Schulz, R3HAB, Kylie Minogue and Axident himself, a grammy-nominated producer and songwriter renowned for his work with Justin Bieber, Jason Derulo, Pitbull, Dua Lipa, Zedd to Gladius (Demi Lovato, Justin Bieber, Ty Dolla Sign, XXXTentacion), Leo from daysof1993 (Rihanna, Travis Scott, Nicky Jam) and many more.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Our strategic partnership aims to create a bridge between Central Europe and CEE \/ CIS, as both parties bring [expertise] in each of the two regions with the purpose of creating global smash hits.<\/span><\/p>\n<hr \/>\n<h6><b><figure class=\"mbw-articlepic mbw-articlepic--right\"><img  class=\"lazyload\" data-srcset=\"https:\/\/www.musicbusinessworldwide.com\/files\/2021\/05\/Screenshot-2021-05-12-at-22.17.15-e1620854267235-80x45.jpg 80w, https:\/\/www.musicbusinessworldwide.com\/files\/2021\/05\/Screenshot-2021-05-12-at-22.17.15-e1620854267235-160x90.jpg 160w, https:\/\/www.musicbusinessworldwide.com\/files\/2021\/05\/Screenshot-2021-05-12-at-22.17.15-e1620854267235-320x180.jpg 320w, https:\/\/www.musicbusinessworldwide.com\/files\/2021\/05\/Screenshot-2021-05-12-at-22.17.15-e1620854267235-418x235.jpg 418w, https:\/\/www.musicbusinessworldwide.com\/files\/2021\/05\/Screenshot-2021-05-12-at-22.17.15-e1620854267235-648x364.jpg 648w, https:\/\/www.musicbusinessworldwide.com\/files\/2021\/05\/Screenshot-2021-05-12-at-22.17.15-e1620854267235-836x470.jpg 836w\" data-sizes=\"auto\"><\/figure>We reported in 2020 that Warner Music appointed Global Records as its licensee in Romania &#8211; please tell us about all the partnerships you have with record companies, who you are distributed by and who you would consider working with in future?<\/b><\/h6>\n<p><span style=\"font-weight: 400\">Our marketing teams on ground in Poland, Russia, Ukraine, Bulgaria and Turkey work on a day-to-day basis with our headquarters in Romania and our network of collaborators in countries such as France, Mexico, Germany, India and beyond.<\/span><\/p>\n<p><span style=\"font-weight: 400\">When it comes to Global Publishing, we organize numerous music composition camps, with our writers and producers joining forces with publishers globally such as Phrased Differently, The Very Good Company, WePublish, Kobalt Music, Pulse Music, Sound Collective, B-Unique, Nordic Music Partners, Ten Music Group, No Favors Club, Stefan Dabruck, Popular Demand.<\/span><\/p>\n<p><span style=\"font-weight: 400\">On the licensing and promo side, we work with all majors in the market, along with the strongest independent labels, territory by territory, from Liquid State in Japan to APG in the US, and Magic Records in Poland.<\/span><\/p>\n<hr \/>\n<h6><b>In a previous interview with MBW, you told us that you invest over \u20ac4 million annually to develop and market the artists on the label. Do you foresee this increasing in 2022?<\/b><\/h6>\n<p><span style=\"font-weight: 400\">As our roster is developing and our regional expansion is ongoing, we are definitely keeping the investment trend.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Having a volume of releases of over 450 [singles] as of 2022, over the years we have created and developed various creative photo and video teams.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Thus, the areas we spend the most in are shifting from photo and video productions and classic promo, to investing in highly skilled professionals that can create a real difference in the services we can offer to artists and composers.<\/span><\/p>\n<p><span style=\"font-weight: 400\">In the music business, music comes first, so a vital area of investment for 2022 is represented by our international music composition camps in partnership with publishers from Germany, the UK, US and the Nordics.<\/span><\/p>\n<hr \/>\n<h6><b>Global Records is seeing success in markets such as Bulgaria, Poland and Turkey &#8211; what is your ambition for the growth of your presence in these markets?<\/b><\/h6>\n<p><span style=\"font-weight: 400\">At the beginning of 2021 we set the target of being the biggest independent record label in the CEE &amp; CIS region.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The last radio charts in December positioned Global Records as the label with the biggest market share in each of: Poland, Bulgaria, Russia, Ukraine, with six tracks charting in each country.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Our intention for 2022 is to extend our area of musical influence towards central Europe, with music created by joining the forces of our internationally acclaimed writers and producers with global superstar hit makers from the US, UK, Germany and the Nordics.<\/span><\/p>\n<p><span style=\"font-weight: 400\">At the same time, this year we aim to organize the biggest artist casting in CEE &amp; CIS, resulting in signing five fresh talents in which we will invest [a total of] over \u20ac1 Million ($1.14m) in music, photo and video productions.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The purpose is to solidify our position in the region with local language speaking artists, who are culturally relatable for the area, with no traveling and promo restrictions in these uncertain times.<\/span><\/p>\n<hr \/>\n<h6><b><figure class=\"mbw-articlepic mbw-articlepic--right\"><img  class=\"lazyload\" data-srcset=\"https:\/\/www.musicbusinessworldwide.com\/files\/2022\/01\/Screenshot-2022-01-19-at-11.39.58-80x38.jpg 80w, https:\/\/www.musicbusinessworldwide.com\/files\/2022\/01\/Screenshot-2022-01-19-at-11.39.58-160x76.jpg 160w, https:\/\/www.musicbusinessworldwide.com\/files\/2022\/01\/Screenshot-2022-01-19-at-11.39.58-320x153.jpg 320w, https:\/\/www.musicbusinessworldwide.com\/files\/2022\/01\/Screenshot-2022-01-19-at-11.39.58-418x199.jpg 418w, https:\/\/www.musicbusinessworldwide.com\/files\/2022\/01\/Screenshot-2022-01-19-at-11.39.58-648x309.jpg 648w, https:\/\/www.musicbusinessworldwide.com\/files\/2022\/01\/Screenshot-2022-01-19-at-11.39.58-836x399.jpg 836w, https:\/\/www.musicbusinessworldwide.com\/files\/2022\/01\/Screenshot-2022-01-19-at-11.39.58-1296x618.jpg 1296w\" data-sizes=\"auto\"><\/figure>Tell us about your ambition for success in other European markets such as Germany and also further afield, in markets such as the United States?<\/b><\/h6>\n<p><span style=\"font-weight: 400\">We celebrated the end of a great 2021 with the release of INNA\u2019s collaboration with Sean Paul (pictured), <\/span><i><span style=\"font-weight: 400\">UP<\/span><\/i><span style=\"font-weight: 400\">.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The track reached No.45 in the Global Shazam and No.4 in the Shazam Global Dance charts, with great radio and digital results in countries from Poland, Russia, Turkey to Asia and MENA.<\/span><\/p>\n<p><span style=\"font-weight: 400\">More collaborations with both urban artists and DJs are on the way for 2022.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Our network of collaborators span from CIS and CEE to France, Mexico, Spain, Germany and LATAM, thus creating the conditions for a better penetration on these markets.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Head of Label Diana Munteanu on opportunities in Russia, and expansion into Western Europe<\/p>\n","protected":false},"author":15,"featured_media":122309,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8],"tags":[107321],"class_list":["post-122308","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interviews","tag-global-records"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/posts\/122308","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/comments?post=122308"}],"version-history":[{"count":0,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/posts\/122308\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/media\/122309"}],"wp:attachment":[{"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/media?parent=122308"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/categories?post=122308"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/tags?post=122308"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}