Photo Credit: Sofija Palurović
Ana Marković is a classically trained pianist turned International Marketing Manager at EXIT Festival, one of Europe's leading music festivals. In her role, Ana spearheads global marketing initiatives that bridge artists with international audiences. Her strategies and partnerships ensure EXIT's continued prominence in the live music scene.
Additionally, Ana is the CEO and Founder of TAKT, an independent concert promoter that blends classical music with contemporary art forms. TAKT serves as a creative laboratory, challenging traditional concert norms by incorporating elements of dance, theater, fashion, and film. This approach allows artists to experiment and push the boundaries of live performance.
With a career that spans performance and strategic innovation, Ana is committed to redefining the live music experience, fostering unique connections between music, audiences, and culture. Her work not only entertains but also pioneers new ways of experiencing art and sound.
How did you get your start in music?
Music has always been the core of who I am. I started playing classical piano when I was seven, and that was the beginning of everything. My studies in Vienna allowed me to dive deep into both classical and contemporary works, exploring the full range of sound and expression. Over the years, I became fascinated not just by the performance itself, but by everything behind the scenes — how a show comes to life, how it’s shaped and brought together, and how people connect with it.It became clear that it’s not just about the music, but the process of crafting an experience that resonates and makes an impact.
For me, it’s all about culture and connection. Whether it’s a techno set, a contemporary music theater piece, or a mainstream concert, it’s all music. It’s about creating and sharing something that moves people, no matter the genre or platform. I love being part of both sides — the creation and the curation — and bringing them together to leave an unforgettable imprint.
EXIT Festival has grown into one of Europe’s most influential music festivals, attracting global audiences while maintaining strong local roots. What strategies do you use to ensure the festival stays relevant and competitive in an ever-changing festival landscape?
EXIT was born out of activism, and that spirit still runs deep in everything we do. But staying relevant means we’re constantly evolving. We’re not just booking big names — we’re creating cultural moments that connect, that speak to the times, and that feel emotionally real for the people who come.
We stay rooted by listening — to our community, to global movements, to the energy of the generation that’s showing up now. From how we curate stages to how we shape campaigns around freedom, mental health, or sustainability, the goal is to build something that resonates across borders but still feels personal.
We don’t chase trends — we build bridges. Between genres, cultures, and ideas — from techno legends to emerging regional voices — all coming together inside this iconic 17th-century fortress. The setting alone creates something you simply can’t replicate anywhere else. The magic happens right there, within those walls, where people from all over the world meet, and something unforgettable takes shape.
As someone leading international marketing efforts, what are the biggest challenges in promoting a European festival to a global audience, and what innovative marketing tactics have worked best for EXIT?
Marketing globally means navigating a lot of nuance — different behaviors, timing, communication styles. Understanding the psychology behind each market is key. We focus on building long-term, meaningful relationships with people we trust — whether that’s local ambassadors, artists, or teams in each region — so that our message feels real and aligned.
The most effective strategies are often the most human ones. We prioritize authenticity, and we tailor everything — from visuals to language to when and how we show up — to feel personal in every market. It’s about creating something people want to be part of, not just selling a ticket.
Sustainability is becoming a key focus in the festival industry. How is EXIT Festival integrating eco-friendly initiatives into its operations? What steps are being taken to minimize the festival’s environmental impact while maintaining its large-scale production?
Sustainability has become an important part of how we think and work at EXIT. It’s not just about ticking boxes — it’s something we try to build into the culture of our festivals. Through initiatives like Green R:Evolution and the Green EXIT platform, we’ve been involved in recycling programs, zero-plastic pilot projects, awareness campaigns, and international collaborations like REMEDIES and INSPIRE, which focus on reducing plastic waste and protecting water ecosystems. We’ve also experimented with renewable energy tech, like solar-powered installations at EXIT Camp, and we’re part of the Green Deal Circular Festivals group. It’s a process, of course — but the intention is clear: to do better each year, and to inspire our audience to join us in that.
Tips for staying grounded on a tough day.
Honestly, we’re constantly overexposed — too much noise, too much pressure, too much everything. So for me, it’s about clearing space. Taking time to be alone with my thoughts, breathing, walking, just disconnecting a bit. Those small reset moments really help.
And then there’s people—spending time with those I trust, the ones who recharge me. That human connection is everything when everything feels too much.
Tips for anyone who wants to get into your industry.
Entering the music and festival world takes passion, empathy, and a lot of adaptability. Networking is important — of course — but more than anything, you have to build genuine relationships, not just collect contacts. People remember energy, intention, and how you show up.
And be open. Most people don’t realize just how many roles exist in this industry — it’s not just performing, promoting, or managing artists. There’s strategy, content, curation, partnerships, community-building, and so much more. Sometimes the role that ends up being your thing is one you didn’t even know existed. So give yourself the freedom to explore and evolve — it’s all part of finding your place.
What are you listening to at the moment?
Honestly, my playlist kind of mirrors my career path — it jumps between worlds. I’ll go from hardcore techno to heavy metal, then land somewhere in old-school salsa or some soul or funk. It’s never really about genre — it’s about energy.
Right now, I’ve been playing the new album from Serbian artist Buč Kesidi on repeat. At the same time, when I want to shift gears completely, I put on Sleep Token, their music really fuels my day and gets me in the zone