From 14 to 17 October 2025, Sofia becomes a meeting point where culture, music, and business come together to shape the future of the European and Balkan music industries.
So Alive Music Conference (SAMC) is a leading professional platform that brings together artists, managers, labels, publishers, agents, promoters, and media from all over Europe and the Balkans. This year’s edition offers four days filled with inspiring discussions, practical workshops, and over 55 live performances by some of the region’s most exciting emerging acts.
The conference hosts more than 1,000 delegates and 300 speakers representing global leaders such as TikTok, YouTube, Universal Music Group, Spotify, EXIT Festival, Mad Cool, Roskilde, Primavera, Electric Castle, Beggars, Pitchfork, and many others.
One of the highlights of SAMC 2025 is the first official visit of Glenn Micallef, European Commissioner for Intergenerational Fairness, Youth, Culture and Sport.
On 17 October (Friday), at Hall 2 of the National Palace of Culture (NDK), Commissioner Micallef presents Culture Compass – the new strategic vision of the European Commission for the future of culture, creative industries, and youth policies in Europe.
With its international scope and clear mission to unite the region and promote sustainable cultural development through cooperation and knowledge exchange, So Alive Music Conference stands out as a key event on the contemporary cultural map of the Balkans.
As part of its partnership with So Alive Music Conference, Vasil Levski Sofia Airport presents a special art installation at the festival, located in the airport’s new dining area.
The installation reflects the spirit of the event – energy, music, and connection, because we believe that every journey begins with inspiration.