‘The Balkans are young, hungry and vibrant’
In the run-up to next month's SoAlive Music Conference, founder Ruth Koleva tells IQ the region's live music market is on the march
News By James Hanley | 23 September 2025
SoAlive Music Conference (SAMC) founder Ruth Koleva is stepping up her mission to shift the narrative around the “young, hungry and vibrant” Balkans live industry ahead of this year’s event.
The conference, which launched in 2023, returns to Sofia, Bulgaria, from 14-17 October, with around 1,000 delegates expected to attend from more than 40 countries.
For Koleva, the third edition marks another step in fulfilling the potential of the market, which acts as a bridge between Central and Eastern Europe.
“The Balkans…
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