Azucena Micó, Global Head of Projects and Research, Sound Diplomacy

Azucena has overseen Sound Diplomacy's biggest projects, including night-time economy strategies and country analysis. She has worked on music and night-time economy city strategies for Vancouver, Victoria, Huntsville, New Orleans, Indianapolis and San Francisco, among others, as well as a two-year project to strengthen the Cuban music industry through UNIDO (United Nations Industrial Development Organization). She also led the delivery of an analysis of 10 Latin American music markets for the Canadian Independent Music Association, coordinating a team of researchers in every country. In 2020, she established the firm's quality assurance division and now oversees all project deliverables in over 20 countries, for 30 clients. Azucena holds two MA's from the University of Barcelona, one in Cultural Management and one in Cultural Production and Communication, for which she has written a thesis on the social impact of music in cities. She is a guest lecturer at Universitat Blanquerna (Barcelona), Berklee College of Music and International Music Business School.