Key Markets

Australia and New Zealand remain relatively untapped markets for many Scottish artists, despite their strong Scottish heritage and appetite for Celtic culture. Building audiences there can also open doors into wider territories across the region. Just as importantly, the festival season runs from January to April—a different cycle from the UK and Europe—creating valuable touring opportunities that help artists extend their working year and maximise income during what can be quieter months at home.

We have a long track record of developing this relationship: showcasing five Scottish artists at AWME in 2012, 2013 and 2014, and two artists at Australian Music Week in 2016. In 2018, we produced The Visit in Perth for delegates from Australia, New Zealand and China, which led to agency representation and festival bookings for a number of artists. That momentum helped shape the Year of Scotland in Australia, delivered in partnership with key Australian festivals including Woodford Folk Festival and the National Celtic Festival—an ambitious, forward-thinking initiative which, despite pandemic disruption, saw several artists perform across the country, alongside a landmark Burns Night at the Sydney Opera House.

This is an extremely important market, and through close collaboration with colleagues in both Australia and New Zealand, several Scottish artists have gone on to build successful careers by touring during January–March—months that are often considered quieter in the UK and Europe. We’re delighted to be delivering another edition of The Visit in August 2026, in partnership with The Tollbooth Theatre (Stirling), The Queen’s Hall (Edinburgh), and Eastgate Theatre (Peebles).

Germany and Scandinavia remain two of the most vital international territories for Scottish traditional and folk music—home to knowledgeable audiences, a strong live circuit, and a real appetite for both established names and emerging talent. Through long-term relationship building and careful partnership working, we continue to create meaningful opportunities for Scottish artists to tour sustainably and reach new listeners across the region.

In Scandinavia and Germany, our Ceòlas Scottish Music Nights provide a welcoming platform for artists and audiences to connect—celebrating the breadth of Scotland’s contemporary traditional scene while strengthening networks on the ground. We’re also working closely with Minna Murra in Finland, who is helping to produce and coordinate the Scandinavian dates, ensuring the tour is locally rooted, ambitious, and forward-looking.

In Germany, we’re proud to be partnering with Concert Connections, alongside the Scottish Government Berlin Hub, to develop and deliver the German dates—building on a shared commitment to high-quality presentation and long-term impact for artists. This year’s featured acts are the Rachel Hair Trio and Daimh, bringing two distinctive, powerful live shows to audiences across Germany and Scandinavia.

England and Wales are vital markets for the development of Scottish artists—essential not only for profile-building and touring momentum, but for long-term growth and sustainability. Our work across these territories is rooted in deep sector knowledge and strong relationships, helping artists reach new audiences, secure meaningful opportunities, and take the next steps in their careers.

This activity sits within a three-year plan that began with a major focus at Cambridge Folk Festival, which featured 21 Scottish artists in 2024, followed by Shrewsbury Folk Festival in 2025, where Scotland had a significant spotlight. Building on that momentum, Sidmouth Folk Festival will see a strong Scottish presence this year, with a programme spanning both developing talent and headline artists.

Alongside the summer festivals, we continue to create year-round platforms and industry routes. Scotland Unwrapped at Kings Place took place in 2024, and we’re also maintaining a sustained presence at English Folk Expo—with a three-year engagement beginning this May. In Wales, we’re delighted to be part of Focus Wales, where we’re featuring three Scottish artists this year, and we’ll also be partnering with the Llangollen Fringe to showcase Scottish artists in September—strengthening connections across the Welsh market and opening up fresh touring pathways.

Canada is a hugely welcoming and strategically important market for Scottish artists, with strong audiences, an active live network, and meaningful opportunities for long-term touring relationships. Our work in Canada is centred on the East Coast Music Association (ECMA), which attracts major delegate attendance from across the country and provides an exceptional gateway into the wider Canadian territory—connecting artists with presenters, festivals, agents and industry partners in a focused, well-supported environment.

At the same time, we have taken the decision to step back from directly supporting work in the United States at present. Rising touring costs—including visa expenses—have made the market increasingly challenging, and ongoing uncertainty around entry for artists. We recognise, however, that many Scottish artists still wish to tour in the US, and we remain committed to helping them build sustainable pathways towards that goal.

By strengthening Canadian routes first, we can offer artists a more stable, well-resourced base in North America—one that supports career development, builds momentum with receptive audiences, and creates practical touring infrastructure. Crucially, successful touring and partnerships in Canada can help artists develop the financial resilience, connections, and confidence needed to approach the US market in a more viable and supported way.