What was the impetus to start Music Matters back in 2006?
Music Matters was introduced to liven and enrich the music industry in Asia. It was important to bring the music made in Asia to the rest of the world and to provide opportunities for up-and-coming bands to learn from people who have made it in the industry.

Have you planned any special programs to help musicians who are just starting out?
Branded Ltd. has contributed US$50,000 (S$61,886) worth of passes to enable local musicians to meet with and learn from those attending Music Matters 2012. Our mentoring sessions will provide attending musicians the opportunity to learn from experienced artist managers, producers, publishers and professionals to gain first hand creative advice for their careers.

Is there a particular speaker you are most looking forward to hear from?
Troy Carter, the man behind the Gaga phenomenon. He’s speaking at Music Matters for the very first time in Asia. Troy has been instrumental in Lady Gaga's success; he has illustrated how taking advantage of radical new marketing techniques can give an artist an additional boost. Can't wait to hear how they did it.

How has the Asian music market changed since 2006?
With technology, the music world has transformed into a global village. The Asian music market has evolved radically having amalgamated other music cultures with its own. Recently, consumers have been catching on the Hall-yu (Korean wave). It is the perfect example of how technology has contributed to the transformation of traditional music. Today, Korean music is heavily infused with western pop influences like rap, rhythm and English lyrics.

What are your future plans for the event?
We hope the event will continue in its growth and relevance to both Asian and international markets. We want it to become a platform for aspiring artists to be discovered by and learn from the industry's very best.

Music Matters 2012 runs May 22-26 at The Ritz Carlton.