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First but not least, an animated panel saw The Orchard’s Scott Cohen dominate the debate about where music companies’ online video strategy should be going. He also resumed a recurring theme of both this and recent editions of Midem:

Video panel

Another point all agreed on is that you can’t simply publish the same video everywhere; and that you definitely shouldn’t push only video clips of full songs. As Vimeo’s Jordan McGarry put it:

Next was industry legend Daniel Miller (left in top photo, with journalist Hugh McIntyre), founder of Mute and discoverer, of course, of acts as singular as Goldfrapp or Depeche Mode. One tip for discovering new artists was indeed linked to this superstar group: make sure you get to gigs in time for the support band!

He also stopped to defend the work of truly original electronic artists like Depeche Mode, with this comment inparticular resonating with the audience in Cannes and online:

After a panel exploring what virtual reality could mean for music…

…it was time to wrap up the market’s key trends with Midem’s Label Ambassadors Grant Bussinger (of Warp Records, who sent a video as he couldn’t make it to Cannes), The Orchard’s Dan Griffiths, Communion Music’s Claire Mas, Kobalt’s Patrick Ross and Absolute Label Services’ Adam Cardew. Yours truly moderated.

Midem Wrap

Griffths’ theme of the market was the importance of remarketing and using data effectively:

After developing on the topic of how video’s rapid evolution means artists and labels can no longer just post song videos (to Scott Cohen’s point above), Mas also commented on the notorious YouTube ‘value gap’:

Whilst Ross elaborated on the subject of how music content has to remain available across all platforms (unlike in, say, TV content, where you have to subscribe to several services to see everything):

Cardew – and the entire panel – agreed that the exclusivity policy adopted by Tidal inparticular is damaging to the industry:

…but chose for his part to discuss the growing importance of playlists for music discovery, citing the example of how an Absolute act with only a few hundred monthly Spotify listeners saw that figure to 20,000 after it was included in a key Christmas playlist.

Perhaps the overall theme of the panel, however, was best summarised by Griffiths:

And that, as we say a bit too often, was a wrap!

 


Special thanks to SynchAudio’s Farinoush Mostaghimi and SynchTank’s Emma Griffiths for livetweeting this session! And be sure to catch up on all of our Midem 2016 live coverage here.


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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.

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