Adria Music Conference is the first regional music conference in the region of Southeast Europe. It was held from 2^nd to 5^th of June 2011, assembling more than 30 distinguished names to take part in various discussions, panels or lectures. In those three days Umag was the place where music industry, record companies, media, performers, exhibitioners, lecturers, DJs, producers, and music critics convened, and it was also the spot where the world music scene celebrities assembled. Emphasis of the conference was on the ubiquitous digital industry.

The venue was the Kempinski Hotel Adriatic, and the whole Stella Maris under marquees.

As part of the AMC Conference in Umag, the Umagination event was held for the second year in a row, which last year hosted the most famous producer and DJ today, Fat Boy Slim. With the performance by Fat Boy Slim, the Umagionation sold out the Stella Maris stadium one month in advance!