Terry Costa, artistic director of MiratecArts, is stepping onto the international stage as an ambassador for WHY Portugal, the country’s official music export office, tasked with promoting Portuguese artists and industry professionals worldwide.

Last week, Costa joined a national delegation at Babel Music XP in Marseille, France—an influential international music fair and festival that has become a key Mediterranean hub for world music, traditional sounds, and jazz. The event gathered professionals from across the global music industry for showcases, networking sessions, and strategic conversations.

Portugal’s presence in Marseille brought together a wide range of agencies, festivals, and cultural organizations, including Algarpalcos, Ao Sul do Mundo, Ardósia, AVM – Alain Vachier Management, D’Orfeu Associação Cultural, Festival MED, FMM Sines, Locomotiva Azul, and Produtores Associados—an ensemble that reflects the breadth and vitality of contemporary Portuguese music. Three standout projects—Bandua, Beatriz Felício, and André Júlio Turquesa—were featured in showcase performances, while speed meetings, panel discussions, and conferences filled a packed agenda aimed at connecting Portugal’s music scene with international partners.

“It’s always a pleasure to be part of a team that promotes what is ours beyond our borders,” Costa said. “And especially to see our musicians grow and take the stage at events like this—Edgar Valente, for example, who once participated in MiratecArts programs and now presents Bandua, his latest project, to the world.”

Costa emphasized the importance of thinking globally from the outset. “Creating locally with the intention of promoting internationally must be a goal for our artists. We know the domestic market alone is not enough to sustain a professional life in the creative sector. Through various programs, I continue to encourage this process, and I want to see more artists and organizations follow this path. It requires investment—but together, we can achieve more.”

With more than three decades dedicated to culture and the arts, Costa has built a career defined by international reach. His work spans illustrated books, documentaries, theater, film, and music, with presentations across the globe. His projects have earned over 100 awards from 70 countries, and in 2025, he received the Excellence Award – Personality of the Year at the Iberian Festival Awards.

Looking ahead, WHY Portugal will continue its international efforts with upcoming delegations to Westway LAB in April and WOMEX—the world’s leading global music expo—set to take place in October in Las Palmas, Canary Islands.

Operating as a two-way platform, WHY Portugal fosters dialogue among the Portuguese music industry, international festivals, agents, and networks, thereby strengthening the global visibility of music made in Portugal.

From MiratecArts Press Release