Helle Muller Peterson - Marketing Dir, Tuborg Denmark
Elizabeth Schimel - Nokia Global Head Music
Bojan Boskovic - Exit Festival
Becky Morgan - All The Worlds
HMP - music fundamental part audience's lives, need to understand role the music plays. Tuborg fan culture in eastern europe very different from western europe - brand can go in and help build that.
(note: have MacBook envy at the moment, with my huge brick laptop on knee)
BM - all about "exending the experience of the event", remembering often the pinnacle of people's years. Making a campaign work harder is key.
(Golden Squared - when is anyone going to say something new at these conferences?)
ES - Nokia excited in ways they can "light up the live sector" - content, interaction and depth of access. Looking at ways they can enable things that people already want to do - a connecting point between fans and artists and fans and each other.
BM - varying levels of consumer expectation by market, Asian market touring only just becoming established and festival experince only just breaking through. Great opportunity for brands, where they'll be welcomed in. Also applies to eastern europe and to some extent S. America.
HMP - taking experience from Western Europe and applying to Eastern Europe. Tuborg has music in it's brand DNA, so will always be at heart of what they do. UK - would be crazy to go in and build own properties, but may make sense elsewhere?
(Golden Squared - I'll scream if anyone else says "its a partnership approach", especially when they have a vested interest. Nobody can explain what a "new model" is? We've just signed off a fantastic event which has a genuine new model at it's heart, shame I can't mention it)
BB - only way to bring a big band to an emerging market is to have sponsorship money behind you.
Chair - how do you find the right sort of partners?
SL - "lots of people come to us", "there's a clutter of people who perceive themselves as knownig the live music arena", "there's lots of people who still ask us how big is our logo?".
(Golden Squared - is anyone going to mention about ROI and KPI's?)
SL - cannot afford to get it wrong, 3 yr business plan means have to be willing to accept short term loss knowing will make £ in longer term.
Chair - what about the recession?
SL - we deal with passions and fan to artist relationships - all about right artists in right places for right prices. (Golden Squared - totally agree with Live Nation for once!)
ES - everything will have to hit the mark, more focus on ROI, high profile opps will thrive.
HMP - "people drink more beer when they're depressed!!!" (Golden Squared - classic!)
(Golden Squared - wow, there's a lot of bravado about being pretty recession proof here?)
Summary:
(the day after) Right, I've now had a chance to think abot this and I don't think the session really un-earthed anything?
I'd like to have seen more debate, I'd like to have seen some genuine conversation around what works and what doesn't. For me the most interesting part was the global examples and the insight into how consumer expectations vary market by market.
I might also have liked to see Midem bring in someone from outside of the business - a genuine big thinker, someone who can take a much more strategic look at why music and brand partnerships can be effective. I keep thinking about Russell Davies' latest post and the talk he did to the folks at The Guardian "The Post Digital Age" - now that's the sort of thing that gets people thinking and challenging conventions.
I'd also have loved to see a bunch of people from the target audience there, on the stage, giving their opinions about what works, what doesn't, what they like, what they don't? Why do we never ask the people that matter at these events?
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