Trovam, The Valencian Music Fair, presents the professional programme of its fourteenth edition, which will take place on 12 and 13 November at the Castelló de la Plana's Auditorium. Over these two days, industry professionals will address the sector’s challenges through a range of activities. The role of music fairs will be analysed, and discussions will be held on the exploitation and use of already‑released songs. Likewise, the Trovam Conversations will welcome Varry Brava and La Bien Querida, artists who will look back on their careers and personal experiences.
As a new feature this year, the Fair introduces a dialogue session in which artists and managers will present their projects and share their experiences. The programme also includes meetings between artists, promoters and programmers to encourage bookings, as well as presentations by collaborating organisations such as the Society of Performing Artists (AIE), the Navarra Music Commission (NMC), Es_Música, Women in the Music Industry (MIM) and the Galician Agency for Cultural Industries, among others.
Debate spaces
The Fair will host two round tables featuring specialists from different parts of Spain. First, on Thursday 12 November, the session From Showcase to Ecosystem: The Strategic Role of Music Fairs will examine the importance of music events such as Trovam. Participants will include Beatriz Traver, Deputy Director of Music and Popular Culture at the Valencian Institute of Culture (IVC); Lídia Hinojo, Manager of Fira Mediterrània de Manresa; Xavier Cester, Head of Music at the Catalan Institute for Cultural Companies (ICEC); and Miguel Ángel García, Director of Radar Madrid; with journalist Arturo Paniagua as moderator.
The following day, the round table The Song After the Song: Production, Authorship and Exploitation will take place in collaboration with the Spanish Society of Authors and Publishers (SGAE). Attendees will hear the views of Álex Juárez, member of Maestro Espada and music producer; Alba Fernández of Calaverita Records; Gina Navarro, legal professional at SGAE; and Javier Herrez, content creator known as Tracker Bits. The discussion will be moderated by strategic communication expert Ana Gómez de Castro.
Direct contact with artists
As every year, the Trovam Conversations will allow audiences to discover first‑hand some of the most interesting projects in Spain’s current music scene. This year’s guests are Varry Brava and La Bien Querida. Varry Brava will recall their origins in the town of Orihuela and explain how they are approaching the temporary hiatus announced in May last year. Meanwhile, Ana Fernández‑Villaverde, the real name behind La Bien Querida, will review her career and share details about her current tour, LBQ.
These sessions have previously featured artists such as Amparo Llanos (Dover), Christina Rosenvinge, Jorge Martí (La Habitación Roja), Luz Casal, Maika Makovski, Martirio, Nebulossa, Raül Refree, Rozalén, Samantha and Santiago Auserón.
This year, Trovam also incorporates an activity giving voice to artists and their managers. The space, led by journalist Isa Monzó, will feature performers and groups such as Dulzaro, Hofe, La Perra Blanco, Les Testarudes and Romàntic Dimoni, together with their representatives.
Presence of collaborating organisations
The strategic partners of the Valencian Music Fair will also have their own space within the professional programme, where they will present the projects they are currently developing. The Society of Performing Artists (AIE) will introduce its Welfare and Training Services (SAF). The Navarra Music Commission (NMC) and Es_Música, the Spanish Music Federation, will provide details on the initiatives Music by Spain and Girando por Salas.
Participants will also have the opportunity to learn more about FORMA, the recently created Managers’ Forum, and the Valencian Association of Music Companies (ASVEM). Likewise, Women in the Music Industry (MIM) will present the Mapping of Women and Dissidences in the Music Industry. The programme also highlights the participation of ARC, the Professional Association of Representatives, Promoters and Managers of Catalonia, and the Galician Agency for Cultural Industries, promoter of PALCO, the Galician music industry meeting.
Boosting the music business
One of the goals of the Valencian Music Fair is to facilitate contact between artists, promoters and programming venues. In this way, Trovam acts as a showcase that encourages the booking of bands and solo artists in venues across the Valencian Community and the rest of Spain. To achieve this, the Fair provides a space where industry professionals can meet and arrange performances. Registration for the slow meetings can already be completed through the PRO area of the Trovam website (https://pro.trovam.com/login), where all information about participants is also available.
Finally, the Fair will host a meeting of backliners, the technical staff responsible for assembling and installing the instruments and equipment required for concerts and festivals.
