MU:CON Seoul on Monday announced this year’s lineup of 45 music acts, including 29 Korean teams, which will get the much-coveted chance to showcase their music during the three-day international music fair to be held here next month.

Some 70 music industry gurus from the U.S., the U.K. and elsewhere are to attend the conference which will take place in Seoul’s Itaewon area from Oct. 6-8.

“It’s the third year for MU:CON. I hope that this year MU:CON takes it up a notch and firmly establishes itself as a truly global music market,” Hong Sang-pyo, president of the state-run Korea Creative Content Agency, the organizer, said at a press conference held in Seoul on Monday.

“This year’s theme is ‘Music Connection.’ I hope the MU:CON Seoul 2014 will serve as a bridge between local and international musicians,” he added. 

Started in 2012 as a state-sponsored event designed to promote Korean music ― beyond the idol groups produced by major K-pop agencies ― to the world, MU:CON Seoul has three pillars: a music conference with international music executives, a series of workshops and song camps for musicians and the highlight, the MU:CON Global Music Showcase.

“Last year, we applied, but had no luck. We’re very happy, excited and honored to join this year’s lineup,” said Nahzam Sue, lead vocalist of Sultan of the Disco, one of the 29 Korean teams that will grace the showcase stage.

This year’s lineup includes a wide range of local acts from all different genres including Jaurim, Crying Nut, Crayon Pop, Jambinai and the Barberettes.

At least six of them will be picked as recipients of the MU:CON Choice Program and get the chance to present their music at the world’s most renowned and more established music fairs, including SXSW in the U.S. and MIDEM in Europe.

Last year, electronic pop duo Glen Check was handpicked by Steve Lillywhite, a record producer famous for working with U2 and The Rolling Stones, for the choice program. The band’s album produced by Lillywhite is to be released soon.

Big-name music executives and gurus joining this year’s MU:CON include Janice Min, copresident of Billboard and The Hollywood Reporter in the U.S., producer Rodaidh McDonald who has worked with The xx and Adele, and multiplatinum mixing engineer Tony Maserati who has worked with Beyonce and Usher.

By Lee Sun-young (milaya@heraldcorp.com)