MICHAEL Skolnik, editor-in-chief and co-president of hip-hop mogul Russell Simmons’ GlobalGrind.com, is the featured speaker today at the Jamaica Music Conference (JMC) which takes place at the University of the West Indies’ (Mona campus) Neville Hall.

The conference, which began Friday, also ends today.

According to JMC co-founder and organiser, Kwasi Bonsu, Skolnik will address the evolving music industry and how to stay relevant in an increasingly competitive market, among other things.

“With the changes taking place with the Internet and in different markets, it’s important our players hear from someone who has expertise in this field,” Bonsu told the Jamaica Observer.

Skolnik has been with GlobalGrind.com since 2009, joining as political editor. He has been editor-in-chief and co-president since 2011, overseeing a site that reaches over four million people monthly.

GlobalGrind.com promotes the hip-hop culture (fashion, music, politics) that made Simmons a multimillionaire. It connects with 400,000 Twitter followers, 40,000 Instagram followers and an audience of 485,000 on Facebook.

A film-maker by profession, Skolnik has produced several edgy documentaries including America Undercover and Without a King.

This is the third staging of the JMC which looks at issues affecting the Jamaican music industry. This year, there are two days of panel discussions featuring singers Ken Boothe, Junior Reid and Nadine Sutherland, as well as producer/manager Robert Livingston and producer/songwriter Mikey Bennett.

Another key aspect of this year’s conference is Reggae Revival, a forum looking at the global state of the music. Among the panellists is Jamaican cultural activist and author Dutty Bookman.