What is Un-Convention?

A series of music conferences aimed specifically at the grass roots of the industry, the goal of Un-convention is to bring together like minded individuals to discuss the future of Independent music.From DIY labels, and self releasing bands, to promoters and agents, entrepreneurs and innovators, Un-convention is looking to the future of music, and how it will develop and flourish in the technological age.

Un-Convention offers opportunity to people involved in the music and creative industries. We strive to deliver these opportunities at a level of access that means those involved in Un-Convention events are not excluded by cost, geographic location or infrastructure and, by remaining true to our ideals of grassroots based initiatives in both the UK and across the World, are empowered individually and as communities by engaging with peers and industry professionals in a spirit of shared belief and action; and that the more exciting endeavor’s take place not in the mainstream but on the margins.
The Un-Convention Manifesto

Un-Convention is not about the music industry.

Un-Convention is not about the business of music.

Un-Convention remembers the words business and industry are prefaced by the word music.

Un-Convention celebrates music. It’s purpose is to provide a forum for those of us who work at the grassroots. For artists and musicians that want to understand how to get their music heard and how to practice their craft. For labels who want to champion this music and to spread the word. For people who want to work with music whether they be promoters, publicists or creatives.

Un-Convention understands that the most interesting stuff happens on the margins. We don’t mind the mainstream. We just don’t find it relevant.

Un-Convention is a forum for ideas, for creativity, for shared experiences and knowledge and for seeing and hearing great artists.

Un-convention doesn’t believe in ‘do it yourself’. We believe in ‘do it together’.

Un-Convention is unconventional.

Un-Convention is a not for profit grassroots led music conference for DIY and Independent music makers and companies.

“Most people I met are thinking at the same level; I don’t like fancy conventions where no work happens. Events like this are about ideas.” Vijay Nair, International Young Music Entrepreneur winner, India

“Un-Convention is fucking awesome, there is so much shit that passes as a voice in the music business and this feels like it is cutting to the essence of what people need to hear.” Martin Atkins, Killing Joke / Nine Inch Nails / Author Tour:Smart, Chicago

Who is Un-Convention Groningen?

Un-Convention Groningen is organised by Nienke Maat, Ard Boer & Lykle de Vries from New Music Labs together with the Eurosonic/Noorderslag musicfestival and conference.

About New Music Labs

New Music Labs wants to be a laboratory for making, distributing and consuming/perusing popular music. We want to explore this new world and find out about creating, promoting, marketing, distributing and performing popular music. From our findings, we will distill best practices that we will offer you as new products and services. In this laboratory, New Music Labs feels the liberty to cooperate with any party it deems suitable in this effort.