At this year’s Slovenian Advertising Festival (SOF), as part of the #NaKauču format, audiences can expect a conversation that offers a look behind the scenes of a successful music story. Host Tadeja Voščun, a marketing expert from Eventim, will welcome Masayah and Marko Pirc in a discussion about how a sold-out concert project is created, from the first idea to the last ticket sold.
The #NaKauču format, launched by Eventim in 2018 in Slovenia and Croatia, was developed as a response to the need for more authentic and effective event promotion. Through video interviews with artists, producers and organisers, this format enables direct communication with audiences, combining content, emotion and the sales moment into a unified experience.
The discussion will focus on the relationship between artistic vision, production and marketing, as well as the specific mechanisms that influence ticket sales. Through a combination of creative strategy, visual identity and distribution, this panel offers insight into how music projects today develop into strong brands.
Masayah, one of Slovenia’s most prominent hip-hop and R&B artists, began her journey as a guitarist, and as a teenager performed at the festival Melodije morja in sonca. Today, she is recognised for her powerful lyrics addressing social issues such as inequality, discrimination and everyday digital life. She is the recipient of the prestigious Zlata piščal awards, including recognitions for album and song of the year, positioning her as a voice of her generation.
On the other hand, Marko Pirc, founder and creative director of Studio7 Media, is one of the most sought-after directors in Slovenia. His professional path began in the world of snowboarding before evolving into an international career in production and directing. He has worked on projects for clients such as Red Bull Media House, NBC, A1, Telekom Slovenije and Spar, while his long-standing collaboration with the band Joker Out, for whom he created a distinctive visual identity, stands out in particular. His documentary film Zmaj iz Koseza has further strengthened his position in the film industry.
The conversation at SOF will address how visual identities and concert narratives are created, how collaboration between artists and production teams influences audience perception, and how sales platforms such as Eventim contribute to the commercial success of events. Through this, SOF brings a concrete example of how creativity, production and marketing connect into a system that generates real business results.
