The countdown is on! In just one week, Marseille will come alive with the sounds of the world music-world as Babel Music XP returns for its third edition from 20 to 22 March.

For three days, artists, agents, festival programmers, and cultural entrepreneurs from across the world will converge in Marseille to exchange ideas, discover new talent, and build lasting collaborations. With a carefully curated lineup spanning genres and continents, the festival is a platform for musical innovation, breaking down aesthetic and geographical boundaries.

To get a deeper look at what’s in store, alongside our event preview, we also had the opportunity to reach Olivier Rey, director of Babel Music XP, for an in-depth Q&A interview. A major force in the French music scene for over 30 years, Rey has been instrumental in shaping events like Fiesta des Suds in Marseille and Zik Zac Festival in Aix-en-Provence. A former trombonist with over 1,000 concerts to his name, he knows firsthand the power of live music to connect people and cultures; exactly what Babel Music XP is all about.

Considering the rich history of Babel Med Music and its evolution into Babel Music XP, how has the event transformed its influence on the world music scene from its early days to now, particularly in terms of global reach and artistic impact?

Babel Music XP builds on the legacy of Babel Med Music but has evolved to align with its time, staying in tune with artists and the industry. It has moved beyond the outdated term “world music,” which no longer holds the same relevance as it did 30 years ago. The event has established itself as a Mediterranean hub for global music, serving as a platform for exchanges between North and South, East and West. Marseille’s strategic location and rich history play a significant role in this positioning.

However, Babel Music XP’s new economic, cultural, and societal approach is just as crucial. It aims to explore new exchange models for musical diversity and its dissemination, in an industry increasingly dominated by multinational corporations and the resulting homogenisation. This vision carries a strong political dimension, advocating for artists, cultural diversity, and solidarity.

With each edition of Babel Music XP aiming to build on the success of the last, what are the specific objectives set for this year’s event, and how do these ambitions differ from what has been attempted in previous years?

The first two years of Babel Music XP’s revival have successfully reinstated the event on the international agenda, establishing it as a must-attend gathering. For this third edition, the clear focus has been on expanding its international reach.

This means forging strong connections with regions such as Sub-Saharan Africa, the Maghreb, the SWANA region, Brazil, and Canada, while also strengthening ties with major European networks and international markets. As a result, Marseille will become the meeting point for all these worlds from March 20 to 22.

Another key development axis is the continued effort to break down aesthetic boundaries. This is evident not only in our official selection but also in the growing diversity of professional delegations, which increasingly include representatives from contemporary music, traditional music, and jazz. They have recognized that Babel Music XP is a marketplace that aligns with their interests.

The selection of artists and bands is crucial to the festival’s success. Could you explain the process involved in choosing the performers for this year’s Babel Music XP? What are the key factors and criteria that guide the selection committee’s decisions?

The artist selection process for Babel Music XP is absolutely transparent. We launch an open call for applications online, usually in June. This year, we received over 1,900 applications, reflecting the incredible enthusiasm and interest in Babel Music XP.

In November, we convene an independent jury composed of six men and six women—festival directors and venue programmers from Germany, Belgium, Lebanon, Morocco, France, and beyond—who are responsible for selecting 30 groups. The criteria include artistic quality, export potential (as an international market, our goal is to accelerate careers, so bands must be ready), gender parity, diversity of musical styles, and geographical balance. These guidelines allow us to present a snapshot of today’s vibrant musical creation, of which we are proud.

World music, just like many other cultural industries, is facing a rapidly changing landscape. What are the newest challenges emerging within this sector, and what strategies has Babel Music XP implemented to address these issues effectively?

Babel Music XP must be a space for meetings, exchanges, sharing experiences, and a laboratory for projecting new models. Our sector is undergoing profound transformations, shaped by economic and technological challenges, environmental and digital transitions, artist mobility, training, gender equality, shifting audience habits, discoverability, and many other issues

Babel Music XP hosts around 40 professional gatherings—including roundtables, keynotes, pitches, and pavilions focused on innovation, inclusion, and training—where international experts share their insights and often-inspiring experiences. The answers to these major changes can only be collective, and Babel Music XP aims to contribute to this shared reflection.

Babel Music XP serves as a critical platform for networking and idea sharing among music industry professionals from France, Europe and far beyond. How does the event specifically facilitate these interactions, and what structures or programmes are in place to encourage collaboration?

For all these professional gatherings, we strive to co-develop them with regional, national, and international partners. Of course, we have our own insights and convictions, but we want to build these programs collaboratively to stay as close as possible to the concerns of industry professionals.

Moreover, we recognise the growing need for intimate, tailored networking opportunities. That’s why we are significantly expanding our Speed Meeting sessions. In 2023, we organised 120 sessions; in 2024, that number grew to 250; and in 2025, we will surpass 300. These meetings are highly sought after—reservations open in advance, and within less than 30 minutes, all slots are filled. In an era dominated by digital interactions, this strong demand highlights the continued importance of face-to-face exchanges and human connections.

Hosting an event like Babel Music XP significantly impacts its locale. What is your relationship with Marseille, and what economic and cultural benefits does the festival bring to the city and its community?

Marseille is not a neutral city. It is both the oldest city in France and one of the most open to the world, thanks to its port and rich history. It is a city that welcomes communities, making Babel Music XP particularly meaningful and resonant in this setting.

For artists coming from all over the world, performing in Marseille often means reconnecting with diasporas that form their first fanbase—whether from Sub-Saharan Africa, the Mediterranean, the Caribbean, the Indian Ocean, or Latin America. We collaborate with a vast network of cultural organisations, contributing to the city’s appeal.

Of course, the direct and indirect economic impact is significant. But beyond that, Babel Music XP offers a fresh perspective on Marseille—a fascinating, rebellious city that has long suffered from a negative reputation despite its many strengths. And when it connects with the world, its potential truly shines.

The local music scene in Marseille is rich and diverse, serving as a breeding ground for emerging talent across styles like hip-hop, raï, rumba, and Occitan folk, to name just a few. Beyond organising such a far-reaching international event, does Babel Music XP actively engage with and promote local talent throughout the year?

The Marseille music scene is incredibly diverse and highly creative. In addition to Babel Music XP in March, we also organize Fiesta des Suds, the city’s largest generalist festival, which takes place in October and showcases Marseille’s vibrant music scene alongside national and international artists.

Very often, Marseille-based artists experience their first major stage performances at Fiesta des Suds. We pay special attention to highlighting this often cross-cultural scene, ensuring that its richness and uniqueness shine.

Babel Music XP is unique in its appeal to both music industry insiders and the general music-loving public. How is the festival structured to meet the diverse needs and interests of these different audiences?

The combination of industry professionals and music-loving audiences happens very naturally during the evening showcases—this is actually one of Babel Music XP’s key strengths. In 2024, we welcomed 11,000 spectators, an impressive number considering that most of the artists are not mainstream headliners.

This is essential to us because we believe that artists always give more when performing in front of a real audience. Professional delegates can be a tough crowd, and to truly appreciate an artist’s live potential, nothing compares to the energy of a genuine audience. That’s why performing at Babel Music XP often serves as a career springboard—the presence and interaction with an engaged public make all the difference.

Among the many discussions and roundtables at Babel Music XP, are there any particular panels that stand out this year for their significance or the pressing topics they address? What makes these discussions a must-attend?

This year, many important topics will be addressed, but a few stand out in particular.

We are introducing a new format called “Tour de Babel,” which will provide in-depth insights into various music markets, including the Americas, West Africa, and Asia. Another key discussion will focus on solidarity within the music industry in the Levant (Palestine, Lebanon, Jordan), exploring how support structures are being developed for musicians in the current context.

Another crucial topic is the new narratives of traditional music in response to the rise of populism—examining how young artists are keeping traditions alive and evolving, resisting all forms of ideological appropriation by conservative movements worldwide. A pressing and highly relevant discussion.

For full details, the best approach is to check the official programme or the app!

In an era where diversity and inclusion are more critical than ever, how does Babel Music XP work to ensure its programming and operations reflect these values? What initiatives or policies are in place to promote inclusivity?

Diversity and inclusion are at the core of Babel Music XP’s DNA. They are reflected in every aspect of the event—within the trade fair through dedicated initiatives and pavilions, in the topics covered during professional meetings, in the measures taken to ensure accessibility for all, and, of course, in the programming itself. 

It’s difficult to single out specific actions because inclusion and diversity permeate every facet of Babel Music XP. They are not just themes but fundamental principles that shape the entire event.

Success stories can be particularly inspiring. Could you share some examples of artists or bands whose careers have been positively impacted by their participation in Babel Music XP in past editions?

Many artists have experienced significant developments following their participation in Babel Music XP. For instance, Zar Electrik, a Marseille-based African Electro trio, after being selected for Babel Music XP, went on to tour in France and abroad, performing at festivals and markets. They had a triumphant first U.S. tour this fall, culminating in a Tiny Desk performance. Their next album is set for release in April 2025, and they are starting a new U.S. tour. It is a source of pride to have contributed, on our scale, to their rise.

As the world music scene evolves, incorporating new sounds and spotlighting previously underrepresented regions, how do you envision this musical landscape changing in the coming years? Moreover, what role does Babel Music XP intend to play in shaping the future of world music, both within the Mediterranean and globally?

It seems to me that all of my previous remarks say a lot about the role we wish to have in this sector. But above all, this approach must be collaborative, interconnected with other markets, and other festivals with which we share fraternal bonds and a vision of the world that is not exclusively focused on the commercialisation of things. Of course, the economy is vital for the stakeholders in the sector, but it can be done in a sustainable development framework, with more responsible exchange methods between territories. Structuring, especially around the Mediterranean, is a key issue. Many operators are taking action, but the territories, due to their diversity of language, economy, and structure, struggle to create coherent and efficient distribution networks. It works in fragments, but it is clear that we do not have the same interconnectedness as the Northern European countries. That said, talent is abundant, and initiatives are numerous and exciting. It is up to us, collectively, to build things together, to connect the shores.

Organising a festival as large as Babel Music XP comes with its set of challenges. What are some of the unique logistical hurdles you encounter in the planning and execution of the event, and how do you overcome them?

We have a great diversity of venues and many issues to manage, but everything is done with an enthusiastic drive. It’s actually quite strange: for some of us, we are both experienced, with 14 years of Babel Med Music behind us, but at the same time, we are newcomers with just three short years of Babel Music XP in its new format…

Beyond the festival itself, how can attendees experience the musical pulse of Marseille? Are there local initiatives, collectives, or lesser-known events that embody the city’s creative energy year-round?

Marseille is full of initiatives, small venues, artists, and collectives… It must be said, however, that they are mostly concentrated in the city centre. Marseille is 2.5 times larger than Paris in terms of surface area, but its cultural and nightlife activities are quite localised in three-four neighbourhoods of the city. Stroll around and open the door…

Wear the clothes of a PR and invite our readers to attend this year’s edition of Babel XP…

Funny, because for 14 years I was the PR for Babel Med Music, and now here I am, leading Babel Music XP. For 2025, given the anxious international context, the rise of populism, and identity withdrawals, we have announced a “combat” Babel Music XP! But a combat filled with joy! It’s about discovering what is currently stirring the global music hubs, finding a condensed sense of humanity, with the world – of goodwill – coming together and vibrant for 3 days and 3 intense nights, writing the present and the future of music, of our daily soundtracks. And because it’s always a great idea to come celebrate spring and global cultures in Marseille, under the Mediterranean sun. Come!

There's still time to pack your bags, book your flight, and experience Babel Music XP in Marseille!
Grab your day or weekend passes HERE!