This article discusses the efforts of the music business market their music acts internationally. Zucchero--a.k.a. Adelmo Fornaciari--may be Italian, but he is well on his way to becoming part of a rare musical breed: the European rock star. Max Hole, senior vice president of marketing and A&R at Universal Music International, masterminded the effort, working with the label's Italian arm and Zucchero himself to create music with broad allure. In the world's biggest music markets--the United States, Japan, Britain and France--homegrown bands capture the lion's share of sales: 93 percent of music sold in the United States in 2002 was by local artists, as was 74 percent in Japan and more than half across Europe. Slowly, that's beginning to change. Enterprising governments are starting to back independent artists and small labels. German Sounds hopes to identify up-and-coming domestic artists and showcase them at the industry's yearly trade show in Cannes. And the European Music Office, a lobby organization, is pushing for more EU integration--including a European export office in New York and a European Talent Exchange Program, which would give local festivals an opportunity to select artists from across the Continent.