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midem had had to change for two main reasons. Firstly, the event didn’t bring as much value to its clients as they deserved. So we reexamined every aspect of the show to check if they delivered true value. This led us to stop certain things, change others and create new features, in order to meet these expectations better and to increase visitors’ return on investment. Hence our most competitive entrance rates ever, including our first ever special offer for artists. More midem for your money, essentially…

Secondly, the music business has become bigger than the music industry alone. So we had to broaden the scope to cover the new actors and business models of this ecosystem; adapt midem to address these new themes and issues; and thereby enrich the event as a whole.

So in short, we had to change the event both for its existing clients; and adapt it to meet the needs of potential new visitors. Our core clients — those who’ve been coming for years  — stay at the heart of the market; and they remain the guarantors of midem’s rich history and its reputation as the world’s music business platfor
m.

midem remains a major event for the music industry; but we’re aware that recently it hasn’t lived up to some clients’ expectations. Notably because those expectations have evolved. We also sensed a need to modernise midem, by challenging certain traditions, and making it more open and interactive. I’m aware of talk of “old vs new midem” and it’s interesting…: but our aim is to get everyone on board what can only be one midem, to create new business and creative opportunities.

midem 2012 will not be a European SXSW. Our DNA is international and business first. But we felt — and clients confirmed — we’d deliver a better overall midem experience (and have more fun!) if we put on more live music. Of course, SXSW is a good example of that spirit, and I was very impressed by their last edition. But we’re still the only place where you can bump into people like Harvey Goldsmith in the Martinez Bar, whilst remaining within a close-knit music & tech community for four days.

So we’re developing new sectors like technology and brands ; but we’ll remain focused on music, as that will always be the fuel of these interactions. Music is the glue of the ecosystem we’re targeting, be it certain people’s main activity, an engagement tool for others, a growth tool for others ; it all comes back to music.

That’s why one of midem 2012’s key themes is audience engagement via music : that’s the common theme between all the different types of people we want to see in Cannes next January.

www.midem.com

 


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About Author

James Martin

James Martin is Head of Social Media for Midem organisers Reed MIDEM. This includes defining and rolling out Midem's social media strategy, editing midemblog, influencer outreach, developing Midem's fanbase of 75,000+ music professionals and more.

1 Comment

  1. Great decision to put so much time and effort in listening to your customer and change the concept.

    We will be attending MIDEM 2012 and maybe even choose this stage to launch our new licensing service to the world press.

    Kindes regards, Hessel

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