AMPLIFY is a consortium of artists, technologists and researchers from 8 European countries dedicated to facilitating the digital transition in the Cultural and Creative Industries (CCIs). It rests on three ideas: Music is humanity’s universal and transversal non-verbal language, enriching many CCI sectors; Physical– digital (phygital) experiences enrich the CCI offer with new opportunities; Impactful social value stems from co- creation by both professionals and non-professionals.