Snapchat success continues to steam ahead in the month of June. First Twitter got spanked again when Snapchat pulled ahead in daily user number with 150 million to Twitter’s 140 million. Then the 10-second video champs creept their way into Instagram’s territory.
Part 1 of The Connected Music Series, “Music Sponsorships: The Golden Ticket for Brands That Get It,” covered the benefits, data, and examples of sponsored live events done well by brands, with Part 2, "The Social Mobile Concertgoer - Love 'Em or Hate 'Em?" spotlighted the data behind the continuing rise of mobile and social usage in the live event space, with St. Lucia, AEG, and Facebook weighing in on each side of the coin, positive and negative.
Part 1 of The Connected Music Series, “Music Sponsorships: The Golden Ticket for Brands That Get It,” covered the benefits, data, and examples of sponsored live events done well by brands, as discussed in the SXSW Music session, "Does Social Media Make Concerts Better?"
The session featured findings from the report, “We Know Music Fans,” by AEG and Momentum, plus insights from panelists Hugh McIntyre, Music Writer, Forbes; Glenn Minerley, VP Group Director, Music & Entertainment, Momentum Worldwide; Scott Carlis, VP Digital Social Media & Marketing, AEG Global Partnerships; Craig Goodfriend, Industry Manager, Facebook; and Jean-Philip Grobler, St. Lucia.
Photo: Business Wire, Samsung
This is Part 1 in this Connected Music Series, which features conversations, conference sessions, use cases, reports and data showcasing the digital and technological impact and influence on live music events.
The traditional advertising model in all its forms seems well on its way to Disarray Town. Networks are trying to cram full-length television ads into streaming content viewing models with square-peg-round-hole finesse. Publishers are trying to force-feed their bread and butter ad placements by restricting access until readers turn off their Adblocker (and of course, someone figured out a workaround). Meanwhile, those that haven’t cut the cable television cord (yet) use their DVRs to gleefully fast forward through commercials.
I couldn't help but notice the focus of a recent article in Quartz, (“Music festivals are making more money by ditching cash,” December 1, 2015) was on how festivals are embracing cashless payment systems. Really? That unto itself is not necessarily news, as cashless payment systems are not a new, twinkle in the eye technology.
What stands out is that the case study referenced was the Clockenflap Music Festival - in Hong Kong. The actual news is the continuing adoption of cashless, not only in the U.S., the U.K. and Europe, but in Asia.
In years past RFID systems were put in place to manage more streamlined access control, while some festivals, even the larger ones, put cashless into the ‘maybe someday’ category. At the same time, numerous festivals have implemented the technology with great success.
So that ‘someday’ has arrived. Fear of adoption will continue to plague festival promoters through a loss of competitive edge. There’s a way to overcome this. Festival leaders have opportunities to go into potential implementations with a clear idea of how these technologies work and better predict the outcome by learning from others who’ve walked the walk.
This month in San Diego, event technology companies, festival organizers, promoters, and thought leaders will gather at the annual International Music Festival Conference (IMFCON) + International Film Festival Summit (IFFS) to discuss how far festival operations, in all its facets, has come and what’s in store for the 2016 season (and beyond).
The three-day conference will dive into both film and music festivals, looking at trends and advancements in each industry, including the evolution of programming, operations, and attendee engagement (“Reviewing the Modern Film Festival: Current and Future Possibilities,” featuring Steven Gaydos VP and Executive Editor, Variety, and Colin Stanfield, Festival Producer, New York Film Festival).
Taking a look back at last this past year's festival season, “The Golden Age of Festivals” has Andy Hermann, Music Editor for LA Weekly, asking panelists Branden Chapman, The Recording Academy; Tom Russell, Founders Entertainment; and Simon Rust Lamb, Former COO & General Counsel for Insomniac, about the potential for a festival bubble to burst, when competition shows up in your backyard unexpectedly, and how they’re preparing for festival season 2016.
“Making Waves: Innovative Revenue Models for Music Festivals” will most likely include a conversation on cashless payment systems (Jeff, will you guys give Intellitix the green light to take Bonnaroo cashless in 2016?), along with how ticketing, social media, and fan engagement has evolved to drive an increase in sales.
Tapping into ways festivals can expand their brand’s reach beyond the people in attendance, “Creating Your Festival Channel: Technology, Strategy and More” will dive into how streaming, video, radio and social channels bring a larger audience into the live event experience. Google will join in along with SFX, Goldenvoice, Open Garden, and Bulldog Digital Media, who will moderate the conversation. Potential questions may include: How have these activations and tactics proven to drive the following year’s ticket sales, with the proverbial fan FOMO being played to their advantage? How can these pieces of content be repurposed throughout the year’s marketing and sales efforts?
I expect other topics of discussion will arise, but with a slightly more elevated take than last year’s IMFCON, as experiences and intelligence is shared:
How can we operate Health & Safety better?
How will climate change shift current emergency response practices and will next-generation technology solutions help to avoid problems that plagued the 2015 season?
When will the U.S. be able to go beyond the tabu of drug testing and embrace the benefits of this practice as their festival counterparts in the U.K. and Europe have done?
What festivals are increasing their use of iBeacons, notifications, geofencing, and evolved social media tools, and what was the outcome from this past year? What’s the potential for 2016?
Where are networking technologies like mesh and mobile-to-mobile platforms headed?
How will convergence of film, comedy, music, food & wine impact festival programming as fans increase their desire for diversified experiences?
What part does small to mid-sized and niche festivals play in the industry and what are the operational benefits and challenges?
How will the evolution of VR play a part in the real-time and post festival experience for the fan?
How will M&A continue to impact the festival space, both on the promoter and the technology side?
When is happy hour?!
Many questions. No doubt, many answers will be taken away from this year’s IMFCON-IFFS.
And along with the panels are the numerous and unique opportunities to connect face-to-face with new and old acquaintances alike, sparked opportunities for business partnerships, and chances to pluck knowledge nuggets and that could potentially make a huge difference in this coming festival season.
See you there!
Image: Lollapalooza, TradableBits
[This article appeared originally on LineupLive.com, a contributed article by Kim Owens.] The year of cashless. The year of beacons. The year of RFID. I think it’s also the year of the Goat, if I’m not mistaken. Thing is, it’s the year for all of it in 2015. The one thing tying it all together, not forgetting ticketing and social media, is the data. It’s all these points of information that let the promoter, the festival organizer, the live event producer have the insight to make better decisions, which leads to a better experience for those people coming through the gates and through the doors.