In March 2024, twelve of Europe’s influential festival organizers, music journalists, artists, and cultural figures embarked on a profound journey to Ukraine as guests of charity Music Saves UA (Ukraine). DIY was honoured to be among the delegation. For five days, they explored Kyiv, Borodyanka, Irpin, and Chernihiv to witness first hand the devastating impact of the Russian invasion.
Watch the documentary here:
Among the visitors were prominent members of YOUROPE and Liveurope, key promoters, festival directors, renowned rock musicians, and British music journalists.
“In March, they came to understand the reality of war in the 21st century. Today, they are true ambassadors, advocating for Ukraine among their peers and audiences. As a result, Ukrainian artists now grace European stages alongside acts like Maneskin, Nothing But Thieves, Dua Lipa, and Sam Smith. Festivals across Europe will now highlight Ukraine, directing funds from their social initiatives to humanitarian aid,” says Oleksandr Sanchenko, President of the Ukrainian Association of Music Events (UAME).
During their stay, the ambassadors visited Borodyanka and Irpin, meeting local volunteers and activists who shared harrowing stories of occupation and destruction. They saw the House of Culture in Borodyanka, now a music school in restoration, and engaged with its students and teachers.
“This is my third visit to Ukraine, and the emotions remain as intense as the first. The resilience and restoration efforts here are inspiring. Every time I’m asked about supporting Ukraine, I affirm that it’s about being on the right side of history,” says Michal Kaščák, founder of Slovakia’s largest festival, Pohoda, and a dedicated volunteer.
“Despite current tensions between Hungary and Ukraine, I hope for a future where projects like this can rebuild our friendship. The stories from Borodyanka were deeply moving. Many in Hungary oppose Russian propaganda, despite our government’s stance,” says Jozsef Kardos, program director of Hungary’s Sziget Festival. This year, eleven Ukrainian artists will perform at Sziget.
The tour also highlighted the Kyiv Rehabilitation Institute, aiding Ukrainians affected by the war, and included a visit to Chernihiv’s destroyed drama theater and Youth Center.
“Ukrainians are forging a powerful new identity, rethinking their history and focusing on the future with remarkable strength and hospitality. Europe is witnessing the rise of a formidable nation,” comments Markus Wiersch of the German festival DAS FEST and member of the YOUROPE Association.
“We received overwhelming support and concrete action plans from our guests. Their experiences in Ukraine transformed them into true ambassadors, ready to amplify our voice and help end this war,” says Mariana Mokrynska, project manager of UAME | Music Saves Ukraine.
Notable Guests of the Music Ambassadors Tour 2024:
- Michal Kaščák (Slovakia): Founder of Pohoda Festival.
- József Kardos (Hungary): Programming director of Sziget Festival.
- Markus Wiersch (Germany): Representative of DAS FEST, YOUROPE member.
- Ville Koivisto (Finland): Director of Provinssi Festival.
- Christof Huber (Switzerland): Chairman of YOUROPE, director of multiple Swiss festivals.
- Robert Westerholt (The Netherlands): Co-founder of Within Temptation.
- Rupert Vereker (UK): CEO of DIY Music and publisher of DIY magazine.
- Steen Jørgensen (Denmark): CEO of VEGA.
- Tomek Hoax (Poland): Co-founder of Coastline Northern Cuts label.
- Michal Berezňák (Slovakia): Director of Nová Cvernovka cultural center.
- Eva Dudaškova (France): Music enthusiast and festival volunteer.
- Girts Majors (Latvia): Founder of Positivus Festival.
Tragically, just before the ambassadors’ arrival, a Russian attack damaged the Mykhailo Boychuk Kyiv State Academy of Decorative and Applied Arts and Design. UAME has committed to its reconstruction through their charity initiative, Music Saves Ukraine.
The Music Ambassador Tour aims to engage international support for Ukraine. This is the second tour; in 2022, UAME brought six cultural figures to Ukraine, making them steadfast advocates for Ukraine worldwide.
Post tour action
All over Europe Festivals are showing their support for Music saves UA (Ukraine)
As the video of the 2024 Music Ambassadors tour to Ukraine, organised by UAME, (above) heads for 250,000 views, the cause is being spread by ambassadors through their events on the ground.
Whether live installations, mainstage screen messaging, or Ukrainian artists spreading the word from the stage, festivals Like St Gallen, Das Fest, Positivus, Pohoda, Sziget and venue owners like Vega, and others from the tour, have all got behind the campaign.
Supported by the American people through USAID, this project reflects the commitment of ISAR Ednannia, UCIPR, and CEDEM to bolstering Ukraine’s civil society.
Please help distribute the information flyer to your own networks
If you’d like more information on how to help, visit their website https://musicsavesua.com/ and follow them on social media https://www.facebook.com/musicsavesua
Or you can donate directly from the UAME website.