I recently came across a message from a showcase festival boasting about the number of ‘professionals’ in attendance. The issue is that this particular event operates in a highly niche field where genuine professionals are scarce. Instead, it’s oversaturated with local heroes and novices. While the festival might consider its attendees professionals, the broader industry often does not share that view.

This highlights a larger problem with niche markets: they tend to exist in an echo chamber. Many of these events are heavily subsidized by government funding, which allows them to survive but also fosters a reliance on insular thinking. They often lament their inability to reach a wider audience, but the truth is that they frequently lack the quality, expertise, or ambition needed to break into the broader market. Competing on a bigger stage requires a much higher level of skill and effort.

Currently, the pool of true professionals in the industry is shrinking. Those who were once considered influential are now more akin to local heroes. As a result, it’s becoming increasingly difficult for showcase festivals to attract high-caliber speakers and industry leaders. To secure funding, these events often have to compromise by including local figures who might not meet the same standard of excellence.

For example, I recently saw a panel at a showcase festival discussing music export. The panelists were from countries with no notable track record of successful music exports. What’s the value in learning from individuals who have either never succeeded or have been trying unsuccessfully for years? The answer is simple: money. These panelists pay for their spot, allowing the festival to pad its list of participants, but at the cost of quality.