One of the areas that has really grown over the years is the international side of the event. We have nine or ten international stages at Sound City this year, and that really cements how important we’ve become in terms of global business delegates and artists. They now see Sound City as a way to connect with other music players from around the world.
We work with most trade bodies of the key territories around the world now. They’ve made it part of their agenda, their strategy, to give artists, managers, record labels, whoever it might be, funds to attend Sound City. We get some support from UKTI and we’re measured on the hard output of the event, which generally means exports, imports and contracts signed. We think we’ve generated around £25 million on contracts signed at Sound City over the years, so you can see why music trade bodies worldwide consider it a worthwhile investment.