FORMA, Foro de Mánagers, officially launched on 22 September at the Sala del Movistar Arena in Madrid as Spain’s professional association for music managers.
Its more than 150 members represent more than 800 artists and producers, giving the association a collective platform to address employment, taxation, artist rights and career development.
The launch, sponsored by Baila.fm, brought together institutional representatives and music industry professionals.
Artists whose teams belong to FORMA include Amaia, Amaral, Arde Bogotá, Bad Gyal, C. Tangana, Dani Fernández, Dellafuente, Kiko Veneno, La M.O.D.A. and Lia Kali.
Others include Los Planetas, Mala Rodríguez, Rodrigo Cuevas, Rufus T. Firefly, Sanguijuelas del Guadiana, Vetusta Morla and Violadores del Verso.
Artist rights and career support
President Joan Vich of Ground Control outlined the association’s priorities at the launch: “We want the focus to return to artists.” FORMA’s broader mission is to help build a “more human and sustainable” music industry.
The association aims to represent managers in discussions with institutions and the wider industry. Its strategic objectives include:
- Recognition of managers’ role in driving and developing talent.
- Clarification of artists’ and creators’ employment and tax status, a longstanding industry demand.
- Greater support for touring, international mobility and career development.
- Fair remuneration for creators and their teams.
- Protection of artists’ rights, particularly consent and control over the use of new technologies such as artificial intelligence (AI).
- Recognition of music as a strategic cultural and economic sector.
European membership and leadership
Since February, FORMA has been an active member of the European Music Managers Association (EMMA), the federation of European managers’ associations.
EMMA has developed a role in discussions with platforms and public authorities in recent years, including through its partnership with YouTube Music.
EMMA’s director general, Jess Partridge, welcomed Spain’s membership and described its market as one of the continent’s most collaborative and participatory.
FORMA’s board for 2026-2028 comprises:
- President: Joan Vich Montaner (Ground Control).
- Vice-president: Keina García Varela (Ártica).
- Treasurer: María Isabel Moya Teruel (Emerge).
- Secretary: Aitor Costas Pena (Nuevacosta).
- Board members: Marcos García Martín (Ayuken), Luis Gómez Gómez (Black Izar), Catalina Rosselló Alcina (As de Guía) and Marina Roveta Vela (Producciones Submarinas).
Nuria Castañer Carrasco (LaRubiaProducciones) serves as the association’s general manager.
The Unión Fonográfica Independiente (UFi), the independent record labels’ association, welcomed FORMA and emphasised cooperation between labels and managers as key to a stronger, more united sector.
A changing management profession
FORMA’s launch comes as music management has expanded into 360º operations combining publishing, booking, marketing and career management. Relationships with artists and songwriters have become more complex, particularly internationally.
A recent study by the Instituto de la Música on Spanish music exports describes a fragmented sector that struggles to establish shared objectives.
FORMA’s agenda includes an employment and tax framework suited to intermittent work, support for international mobility and representation for artists’ teams in discussions about AI.
The Instituto de la Música has also produced an international mobility guide as part of existing efforts to support work abroad.
