Midem Music Pulse – Strategies to Adapt to the Festivalization of Events in the Music Industry

With the globalization of music, we have seen the explosion of the “festivalization” of events. But what is festivalization?

Festivalization is a profound event trend, largely fueled by the audience’s desire to be immerge into a multi-dimensional world of experiences over ownership. This movement has even infiltrated the events industry, reinvigorating attendee bases and attracting millennial prospects who look for experiences, emotion and connections in the creative industries. It’s not just about music anymore!

Midem Music Pulse helps you understand the main challenges and key trends shaping the future of the international music business via exclusive content from the Midem conference programme.

Every month, Midem conference team offers you a curated eye on Midem conference programme, to discover insightful business tips, key facts and global strategies on vibrant topics of the music industry.

Here are 5 tips from artists and music pros to help you understand and navigate this new reality!

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1. Make sure you master the 4 E’s

“90% of global concert audiences are very welcome to brands in the space, provided that they enhance the experience. Talking about brand partnership, here are the E’s you need to take into account: Engagement in the way that it is relative to the consumer; Experience in the way that it is better than everything else; Exclusivity “the just for me” feeling and Emotion.”Pam Matthews, Executive Director, IEBA (USA)

2. Involve partners in an authentic way

“What is important is to bring partners that are authentic and contribute to the fan experience but also help sustainability. For example, Glastonbury is doing something that has never been done before, that is eliminating single-use plastic water bottles from the experience. And when you are talking to Millennials about what they believe and what they want to be part of, they want to make sure that when they go to the event, they are not leaving a carbon footprint but they are also part-taking in an experience that they value. So if you could find the right brand with the same core value as the event, the venue or the festival, everyone will pull in the same direction.”Sam Piccione, President, OVG International, Oak View Group (USA)

These two quotes are excerpted from Midem 2019 “How Global Brands Can Form Partnerships with International Tours & Live Events?” conference. This panel discussion unveils how brands, events, artists, and tours, can best tap into the opportunities presented in today’s festivalization of events and music marketplace, be they one-off concerts, tours passing through several countries and territories, or music festivals, venues, other events. Topics to be discussed include what sort of opportunities are out there, how best to engage fans at these events, what is expected from both parties, how can brand messaging transcend cultural, language, political, and other boundaries, trends in the space, and what is the range of commitment required.

3. Embrace cross-opportunities

“Festivals have understood that if you invest in building out an unique experience with your brand and lineup in an interesting way and in an amazing location, you’re naturally going to attract the inquisitive well off music punters that might be up for a new type of experience. The growth of the boutique festival have allowed people to have more exposure to a better experience than being rained on in a festival field. So the growth of international travel to music festivals has been sort of just mirroring the general growth of the consumer in Europe wanting to go and find an interesting experience outside of the traditional tourist experience.”Michael Baskerville, Global Head of Commercial Growth, Festicket (UK)

These three quotes are excerpted from Midem 2019 “The Next Big Ideas Of Live Entertainment” conference. Innovation and advancement in the live entertainment space is overwhelmingly delivered from the ticketing sector, with new tools for fan engagement, marketing, efficiency, the secondary market, and the promise of blockchain revolutionizing the way fans experience concerts.

4. Amplify the power of connection

“When you go to a Kpop show, it’s not even a concert, it’s an interactive experience with the fans; It’s almost like they are doing a variety show on stage. The artists are doing everything that they can to make it feel like the fans and the artists are one. Anybody going to a Kpop concert for the first time will be shocked on how much more engaging, interesting and fun of an experience it is compared to a Western pop concert.”David Amber, Artist & Producer, AmberSongs Productions (USA)

This quote is excerpted from Midem 2019 “The Year K-pop Broke in the USA in 2019” conference. This panel discussion unveils how K-pop took the world by storm, with some of its most successful acts – from BLACKPINK to BTS – peaking on global charts, breaking records and taking over mainstream festivals. This session discusses the internationalization of K-pop, the mechanics behind this movement, the creative process and highlight how how bridges between South Korea and the US allowed for an impressive penetration of K-pop in North America.

5. Try to change the narrative

“One of the things we witnessed in Arcade Fire was the pressure and the power we have and responsibility as artists and folks holding microphones on stage to thousands of people every night. Think about what our language is, how we’re speaking, what we’re drawing attention to, what we’re talking about in press, what we’re able to shine a light on. It’s really the fact that what we are good at is convening people, and what we’re at good at is shine a light on issues that maybe other folks aren’t to do. So how can we be more responsible with that? This was this conversation that led to the founding of PLUS1.”Marika Anthony-Shaw, Founder & CEO of PLUS1 & former band member of Arcade Fire (USA)

This quote is excerpted from Midem 2019 “Diversity & Inclusion in the Global Touring Marketplace” conference. This panel discussion highlights the festivalization of events and unveils how to become more diverse across the board, from tour personnel to those who promote, market, produce and present live entertainment. This conversation focuses on the progress, or lack thereof, toward making the global music industry more diverse and inclusive, including best practices and the advent of inclusion riders.


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