The movement to unite and strengthen the European urban culture scene has developed during the last year. In May 2008, artists and professionals from the European Urban Music scene were invited to Stockholm for the event Make it Blast! / Diversidad! Seminars and debates, followed by a series of concerts with artists from six different European countries, were organized to create a platform for Urban Music in Europe.

This was the starting-point of Diversidad! and the organisation of several events to mobilize the European Urban music scene - an initiative supported by the European Union, EMO (European Music Office), Diversité and other institutions and companies. During 2008, several activities took place in Stockholm, Madrid, Vienna, Paris, Berlin...

OBJECTIVES AND VISION FOR EU-MUSIC:

Dedicated to urban artists and urban culture performers, the objectives for the EU-Music are to:

1.   1.   Increase exchange between artists, urban culture performers, companies, organizations, institutions and media in Europe and rise the awareness of the European Urban Music scene
   
2.   2.   Create a platform to develop and promote European Urban Music locally and internationally.
   
3.   3.   Support and encourage urban music creativity through educational workshops and seminars.
   
4.   4.   Reward the best European and international artists of the year (2008 - early 2009) based on their talent, record sales and popularity.
   

Europe has a huge capacity in terms of urban culture. At the moment, there is little knowledge about different local scenes and few European Urban artists have achieved international success. By organizing this forum and building bridges between the different local urban scenes throughout Europe, EU-Music aim at developing the European Urban Music scene and promoting it throughout Europe as well as internationally.

The goal of this movement is to open doors for individual artists and culture performers and to create a fruitful environment for companies and institutions working with urban music-, film- and entertainment. By acknowledging outstanding talents and rewarding some of the best actors, the goal also is to strengthen the value of European Urban Culture.

The long-term vision is to form a united market for European Urban Music and related activities, and to increase its value, in order to achieve international success.

With the skyrocketing success of urban music, the urban culture appeal to more than one billion people throughout the world and is being advertised by all media channels in the world. According to a recent Billboard study, urban music‘s record sales represent 30% of the whole record industry and generate a turnover close to $100 Billion per year.

1. The public audience - young urban music and culture consumers 

2. Professionals from the music-, film- and entertainment business

3. Artists and culture performers for the event

4. Media: TV-channels, radio stations, press, internet service providers

5. Representatives for the European Union and other decision-makers invited to participate

The audience can be described as:

• Men and women from different cultural backgrounds
  
• Ages 15 – 50 year
  
• Active lifestyle
  
• Educated
  
• Affluent with disposable income
  
• Design & brand conscious
  
• Trend-setting
  
• Interested in style, technology, design, night life, music, film and culture