Music Talks Conference 2026: “Understanding the Economic, Social and Brand Impact of Festivals”

“Measuring Success: Understanding the Economic, Social and Brand Impact of Festivals” Speakers: Mike Duignan (Events & Festivals), Elena Chardakliyska (Mastercard), Boriana Dimitrova (Alpha Research) Moderator: Petar Ganev (Institute for Market Economics) Festivals and cultural events are increasingly expected to demonstrate their value beyond audience numbers and ticket sales. Public institutions seek evidence of economic return, sponsors require measurable business outcomes, while organizers need reliable data to support funding applications, strategic planning, and long-term sustainability. This session explores how the impact of festivals and events can be measured through economic impact studies, audience research, sponsorship evaluation, tourism effects, and community outcomes. The discussion will examine the methodologies used to quantify direct, indirect and induced economic benefits, the role of data and consumer insights, and how organizers can transform research into compelling evidence for stakeholders and decision-makers. Supported by: Sofia Municipality Culture Program Grand Hotel Millennium Sofia Upbeat - The European Showcase Platform for World Music https://atojazz.bg https://upbeat-platform.eu ‪‪@UPBEATPlatform‬ ‪@atojazzfestival‬