KT&G (President Baek Bok-in) will hold the 'Applied Music Forum 21 (A.M.F.21)' under the theme of 'The Present and Future of Applied Music' at KT&G Sangsang Madang Chuncheon from the 24th to the 25th. 

At the forum, 'Soundcat', a company specializing in sound and performance, will participate to diagnose the current state of practical music and discuss the direction for future development together with practical music professors and current students. Sangsang Madang Chuncheon plays the role of a hub for industrial-academic cooperation that contributes to the development of the music ecosystem.

On the 24th, in consideration of COVID-19 social distancing regulations, a prior get-together will be held between major participants only. This forum, which will commence at 2pm on the 25th, will be broadcast live online via the Sangsang Madang official YouTube channel (@ssmadang) and the Sangsang Madang Chuncheon Facebook channel. Anyone interested in practical music can participate online.

At the forum, several professors who are working hard to develop practical music in Korea will come together. Around 10 professors will participate as panelists, including Prof. Jeong Ji-chan of Namseoul University, who will act as the moderator, Prof. Park Ki-yeong of Hongik University, and Prof. Shin Yeon-a of Howon University. At the end of the forum, students from Namseoul National University, Hanyang University, and Hongik University will exchange performances.

Shim Yeong-a, head of KT&G's Social Contribution Department, said, “We hope that this forum will serve as a place of communication where Sangsang Madang Chuncheon’s art infrastructure, the company Soundcat, and the expertise of the art universities come together in harmony.” She added, "We will continue to provide opportunities for people to enjoy diverse performances and arts through Sangsang Madang, and will continue to support musicians by providing a wide range of creative activities.”

Meanwhile, KT&G Sangsang Madang, which celebrated its 14th anniversary this year, is a complex cultural space that provides support for non-mainstream cultural artists and provides a wide range of cultural experiences to the public. It operates about 3,000 art and culture programs per year, attracting 1.8 million annual visitors. KT&G has established Sangsang Madang venues one after the other, starting with a venue in Hongdae in 2007, followed by venues in Nonsan, Chuncheon, Daechi, and Busan.