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About

AMPLIFY
Advisory Board

The AMPLIFY project benefits from the expertise of its Advisory Board, which plays a vital role in guiding the research direction. Board members contribute their insights on key areas such as the adoption of research findings within the Cultural and Creative Industries, the application of human-centric methodologies, the integration of technology (including AI, immersive technologies, and XR), creative and policy dimensions, and ethical considerations. To foster collaboration and knowledge exchange, the project plans to hold 3-4 online conference calls per year, where board members can offer feedback and engage in discussions.

Pedro Martinez

Music consultant and business development professional

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Johan Oomen

Head of Research, Netherlands
Institute for Sound & Vision

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Rasa Bocyte

Senior Advisor for Research Collaborations, Netherlands
Institute for Sound & Vision

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Alison Burrows

Researcher 
Universidade Do Minho

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Ian Forrester

Member of BBC’s
R&D Advisory team

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Kathrin Deventer

Secretary General, European Festivals Association

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Marta Fernández

Head of Citizen Projects & Engagement, Mobile World Capital Barcelona

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Yuriy Vulkovsky

Executive Director at Narodni Chitalishta Foundation

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Omar Niamut

Omar Aziz Niamut

TNO ICT, Strategy & Policy

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François Pachet

Title

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Pedro Martinez

Pedro Martínez Maestre is an experienced music consultant and business development professional, specializing in classical and jazz music. His primary goal is to support cultural institutions in building meaningful connections with their audiences and to advocate for the vital role of the Arts in everyday life. Currently, he serves as a Music Consultant for Fira B!, where he has expanded the fair’s reach across Europe by forging strategic partnerships with cultural organizations and festivals.

Previously, Pedro was the Sr Manager of Music Partnerships at the music tech Vialma in Paris, where he drove B2B collaborations within the European cultural sector. He crafted strategical projects with prestigious institutions like the Paris Opera, Aix-en-Provence, Palau de la Musica Catalana or Les Arts, as well as collaborating with luxury brands. As a seasoned professional in the music and tech industries, Pedro holds valuable insights into user behavior in streaming consumption, acquired at companies like Deezer and Vialma, where he managed operations for jazz and classical genres.

Pedro holds a Master’s degree in Cultural Management and a Master’s degree in Jazz Performance, alongside over 15 years of experience as a professional musician. Throughout his career, he has collaborated with artists from Warner Music Classics and ECM, performing at prestigious festivals such as the Montreux Jazz Festival and Saalfelden Jazz Festival.

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Johan Oomen

Johan Oomen is Head of Research at the Netherlands Institute for Sound & Vision and researcher at the User-Centric Data Science group of the VU University Amsterdam. His research focuses on exploring new ways to provide access to distributed cultural heritage objects and investigating the effects of participatory culture and institutional policy.

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Rasa Bocyte

Rasa Bocyte is a cultural professional with a passion for forging cross-sectoral collaborations underpinned by creative and critical approaches. She leads the development and execution of international research and innovation projects around new creative practices, business models and technological interventions to amplify the societal impact of cultural heritage.

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Alison Burrows

Alison Burrows is a design researcher with over 10 years of post-doctoral experience in designing, implementing, and delivering individual and collaborative empirical research projects. Her expertise is in applying inclusive and participatory design research methodologies, to deliver insights, tools, and recommendations that inform the design of appropriate and desirable solutions.

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Ian Forrester

Ian Forrester is a recognised leader in the digital landscape in the United Kingdom and Europe. Based in Manchester, UK, he was a highly valued member of BBC’s R&D Advisory team focusing on emerging technology and social trends.
He specialises in creating value and impact through open engagement while collaborating with startups, universities, technology enthusiasts, and early adopters.

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Kathrin Deventer

Kathrin Deventer is Secretary General of the European Festivals Association (EFA). She is a Co-founder and Board member of The Festival Academy (initiative of EFA), member of the Strategy Group “A Soul for Europe”, and launched with EFA: EFFE – Europe for Festivals, Festivals for Europe, FestivalFinder.eu, EFFEA – the European Festivals Fund for Emerging Artists, as well as Perform Europe.

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Marta Fernández

Marta Fernández is an expert in citizen-focused projects and digital culture, specializing in connecting technology with social needs. As Head of Citizen Projects at Mobile World Capital Barcelona, she has led initiatives such as Tech&Play, Mobile Week and Digital Future Society. Her work focuses on promoting digital inclusion and creating spaces for debate, reflection, and experimentation. With a solid background in human rights, ethics, and philosophy, she brings a humanistic perspective to digital transformation. Her leadership is defined by a clear commitment to ethical, inclusive, and people-centered digitalization.

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Yuriy Vulkovsky

Yuriy Vulkovsky has over 25 years of experience in culture and social innovation in Bulgaria and the EU. He is a leading consultant in cultural policy, social entrepreneurship, and impact management, with a proven track record of designing, implementing, and evaluating programs and projects that foster cultural diversity, social inclusion, and the creative economy. Previously, he served as the Deputy Minister of Culture of the Republic of Bulgaria, where he was responsible for a large portfolio of cultural sub-sectors, programs, and funds. He also founded and led the first Bulgarian Incubator for early-stage social entrepreneurs as part of the international network of Reach for Change Foundation. He has been a member of various European and national advisory boards and expert groups on culture and social innovation, providing training, advocacy, and research for cultural and social organisations

Previously, Pedro was the Sr Manager of Music Partnerships at the music tech Vialma in Paris, where he drove B2B collaborations within the European cultural sector. He crafted strategical projects with prestigious institutions like the Paris Opera, Aix-en-Provence, Palau de la Musica Catalana or Les Arts, as well as collaborating with luxury brands. As a seasoned professional in the music and tech industries, Pedro holds valuable insights into user behavior in streaming consumption, acquired at companies like Deezer and Vialma, where he managed operations for jazz and classical genres.

Pedro holds a Master’s degree in Cultural Management and a Master’s degree in Jazz Performance, alongside over 15 years of experience as a professional musician. Throughout his career, he has collaborated with artists from Warner Music Classics and ECM, performing at prestigious festivals such as the Montreux Jazz Festival and Saalfelden Jazz Festival.

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Omar Aziz Niamut

Omar Aziz Niamut is Director of Science at TNO and responsible for the TNO knowledgebase of key enabling digital technologies, including AI, cybersecurity, data sharing, digital connectivity, immersive technologies, and quantum applications.

With over 20 years of experience in media technology, his own research focuses on interactive media delivery and social XR. He holds 45 patent applications, some adopted by major platforms such as Apple,  Netflix, and YouTube, and has contributed to international standardization bodies including ETSI TISPAN and MPEG. Omar has advised the European Parliament and Commission, and international governments on digital media standards. He led pioneering work in social TV, UHD streaming, and intercontinental video transmission, and contributed to the creation of TNO spin-off Tiledmedia. He has authored over 60 peer-reviewed publications and co-edited a book on format-agnostic media.

He was awarded a grant from the Meta XR Programs and Research Fund to study the impact of the metaverse on the future of work. He was domain lead Knowledge & Infrastructure for a national growth fund programme on immersive experiences.

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