Welcome to IN FOCUS, a series presented by Downtown, exploring the ideas shaping the future of music and technology. 

Each episode spotlights a key theme and features short, candid conversations between our team and our clients or partners – deep diving into the questions, trends, and insights driving change across the industry. We share key takeaways from each conversation to help shed light on different areas of the music business and spark new ways of thinking about its future.

Episode fifteen sees Karma Bertelsen, Marketing Strategy Director (EMEA) at FUGA, in conversation with Scottish artist and songwriter Nina Nesbitt, exploring what it means to evolve creatively, switch genres, and bring fans along on new musical journeys.

• Why an artist’s career trajectory doesn’t always have to move upward
• How switching genres can widen — not weaken — a fanbase over time
• The importance of choosing “bridge” songs to ease fans into new creative eras
• Why authenticity and personal excitement should lead creative decisions
• How world-building, visuals, and storytelling help fans connect with new chapters

You can find all episodes of IN FOCUS on Downtown’s YouTube channel. IN FOCUS is also available as a podcast.