THE POWER OF THE BRAND: MUSIC AND MARKETING
Who has not searched desperately for »that song off the advert« or been absolutely gutted when their favourite musician provides a track that is used to advertise some banal brand or product? The fact is, music is a powerful key to our emotions and sympathies, creates undeletable images and associations and is a formidable lifestyle tool. One module of the c/o pop Convention programme on Friday August 14th (Opernterrassen) is dedicated to the alliance between music and marketing and the power of live music, rounded off by a meet & greet hosted by the agency Lautstark.
The module is opened by specialists from the London-based music marketing agency FRUKT (12.00 - 12.30 pm). Dominic Hodge (Director of Planning) presents the best international brand and music campaigns of 2008 and 2009 in a session entitled »Brands, Bands, Fans«.
The panel »Still (A)Live« (12.45 - 1.45 pm) takes a look at the status quo and the future of live music. Is the gold rush of the last few years finally over, or will the boom continue? Will concert agencies replace record companies as a musician’s main base? Brought together by the c/o pop project Europareise, podium guests include Martin Elbourne (Creative Director, The Great Escape), Boris Fust (Editor in Chief, Festivalguide), Mirko Whitfield (Europe & International Development, SXSW), Gunnar K. Madsen (Managing Director, ROSA-Dansk Rock Samrad & SPOT-Festival) and Melanie Turner (Grant and Marketing Manager, POP Montreal International Music Festival).
»Still (A)live« will be moderated by Manfred Tari (Managing Director, POP 100).
Lautstark, the agency for in-ear marketing, is hosting not one but two panels on the topic of music marketing.
The first one, »Live entertainment or advertainment – the quest for the perfect event for artists & brands« (3 – 4 pm) goes straight for the biggie. Proprietary events, the non plus ultra for branded companies, are discussed from the perspective of both the artist and the brand. What factors need to be considered to make both parties happy?
The panellists are Ralf Lülsdorf (Head of Brand Properties, Deutsche Telekom), Florian Brauch (CEO, Sparta Entertainment), Saskia Trautwein (Senior PR & Talent Relations Manager, Styleheads) Hamed Shahi (CEO, SSC Group GmbH) and Chris Reitze (CEO, 2Bild);
the session is moderated by Fabian Gerhartz (Lautstark) and Frank Karch (1Live)
The second panel (4 – 5 pm) is dedicated to the relationship between artists and brands. »Branded Content – remaining credible despite brand co-operations or even gaining credibility as a result of them« explores how much sympathy the two sides really have for each other and asks how cooperation partners can actually become long term partners.
The panellists are: Bettina Schasse de Araujo (General Director, Piranha Musik & IT), Philipp Maiburg (Head of Carharrt Music), Dominik Dreyer (Director Business Development, Universal), Dominik Scholta (Group Manager Planning, Media Team OMD GmbH), Thomas Rosenfeld (Senior Brand Manager, AXE); the panel is moderated by Fabian Gerhartz (Lautstark) and Frank Karch (1Live)
From 5 pm Lautstark will host a meet & greet in the Opernterrassen.
picture by: Jazmin Million.
The module is opened by specialists from the London-based music marketing agency FRUKT (12.00 - 12.30 pm). Dominic Hodge (Director of Planning) presents the best international brand and music campaigns of 2008 and 2009 in a session entitled »Brands, Bands, Fans«.
The panel »Still (A)Live« (12.45 - 1.45 pm) takes a look at the status quo and the future of live music. Is the gold rush of the last few years finally over, or will the boom continue? Will concert agencies replace record companies as a musician’s main base? Brought together by the c/o pop project Europareise, podium guests include Martin Elbourne (Creative Director, The Great Escape), Boris Fust (Editor in Chief, Festivalguide), Mirko Whitfield (Europe & International Development, SXSW), Gunnar K. Madsen (Managing Director, ROSA-Dansk Rock Samrad & SPOT-Festival) and Melanie Turner (Grant and Marketing Manager, POP Montreal International Music Festival).
»Still (A)live« will be moderated by Manfred Tari (Managing Director, POP 100).
Lautstark, the agency for in-ear marketing, is hosting not one but two panels on the topic of music marketing.
The first one, »Live entertainment or advertainment – the quest for the perfect event for artists & brands« (3 – 4 pm) goes straight for the biggie. Proprietary events, the non plus ultra for branded companies, are discussed from the perspective of both the artist and the brand. What factors need to be considered to make both parties happy?
The panellists are Ralf Lülsdorf (Head of Brand Properties, Deutsche Telekom), Florian Brauch (CEO, Sparta Entertainment), Saskia Trautwein (Senior PR & Talent Relations Manager, Styleheads) Hamed Shahi (CEO, SSC Group GmbH) and Chris Reitze (CEO, 2Bild);
the session is moderated by Fabian Gerhartz (Lautstark) and Frank Karch (1Live)
The second panel (4 – 5 pm) is dedicated to the relationship between artists and brands. »Branded Content – remaining credible despite brand co-operations or even gaining credibility as a result of them« explores how much sympathy the two sides really have for each other and asks how cooperation partners can actually become long term partners.
The panellists are: Bettina Schasse de Araujo (General Director, Piranha Musik & IT), Philipp Maiburg (Head of Carharrt Music), Dominik Dreyer (Director Business Development, Universal), Dominik Scholta (Group Manager Planning, Media Team OMD GmbH), Thomas Rosenfeld (Senior Brand Manager, AXE); the panel is moderated by Fabian Gerhartz (Lautstark) and Frank Karch (1Live)
From 5 pm Lautstark will host a meet & greet in the Opernterrassen.
picture by: Jazmin Million.
