|
In this ever-changing industry of not just meetings and
events but music, entertainment and production, there has
been nothing short of a transformation. Enter the world of
MySpace, FaceBook, constant text messaging, weekly updates
via email from record companies, fan sites, and ticket brokers
to new certifications e.g. Certified Entertainment Riggers,
and you have where we are today. As indicated by Screen Digest
in their 8/24/06 release, their analysis of Europe's online
music market shows that more than 7% of Europeans own and
use a portable music player. In 2004 that figure stood at
2%. Alongside MP3 player ownership there is a booming interest
in music portals such as Napster and Apple's iTunes through
which many people buy tracks to put on their player, says
the Screen Digest report. It is the great consumer wave in
Europe and the US and attendees are passing it on to others.
"It has been heavily documented that music plays a prominent
role in promoting consumerism. From department stores and
supermarkets to car dealerships, music makes sales increase!"
(Sonder: Entertainment Trends 2004) Now there is a prominent role that music and
entertainment plays in events. From online gambling and listening
to The Howard Stern Show over Sirius Satellite Radio comes
not just retailers branding their products, but corporations,
associations and incentives doing the same, plus the look,
the feel, the total event entertainment experience and customer
experience of their meetings and events. As a matter of fact
three agencies (William Morris, ICM and CAA) have hired a
"branding" person charged with creating artist placement
for products, according to Scott Pang of ICM speaking in Las
Vegas at a panel discussion at EventPro Forum.
What bands will be utilized in the future? Fred Seidler, President
of The Fred Seidler Group, LLC in New York City tackles this
one, "Talented bands and performers are emerging-but
music companies/labels are not willing to spend the money
to nurture their careers. It takes drive, perseverance and
savvy street smarts to gain exposure and make it in the music
business. Many that possess natural talent and artistic sensitivity
become disillusioned and abandoned their dreams." In
an article by Katy Kroll writing in the October 14th 2006
issue of Billboard Magazine she quotes Dave Navarro, "I
think that less great music is getting out there. If you're
not a 16-year-old girl with a reality show, your're not gonna
get backed," according to the former Jane's Addiction
guitarist and "Rock Star: Supernova" host.
Talent rules. A franchised player on a baseball, football
or basketball team can be the same as a franchised entertainer
for a record company. This person defines the value of the
brand. The brand has a trophy…it is him or her. This
person is marquee property. The company or association CEO
may be this person or the employee or salesperson of the year.
Finally a new and revolutionary company, holding a US Patent,
is in the process of commencement. Continuing to be a pioneer
in this industry and at the forefront of music and entertainment
in this country, this author is an investor in BoomBacker.com.
This is a method and system for determining market demand
based on consumer contributions. Fans/consumers, will be called
"boombackers" as they have determined they wish
to back an artist. This unique record company is not your
mother's label and does not subscribe to the current and existing
business model for promoting and developing artists, but will
break new ground in this field which will additionally give
planners a fuller knowledge of what your attendees prefer
in their musical taste.
The industry finds itself emerging into its own. Planners
have created a budget of both financial and time spent on
presenting entertainment. Although procurement departments
seem to be in control of the financials, it is the planners
and their contractors that are finally taking the time to
bring something to the table that their collective guests,
attendees, registrants and invitees are desiring. But what
about the expense? Writing in InTents Magazine (August/September
2006 issue) on trends, editor Katie Harholdt states planners
are looking to, "…provide a polished look and clients
are willing to pay the extra money…"
What musical formats are working
for events? Fred Seidler indicates, "Rock n Roll still
dominates the industry, but country is popular. Rap and Hip
Hop music are the favorite among the younger generations,
and will continue to be a dominate lifestyle for many. Latin
music is gaining popularity."
On speaking with David Fishof of David Fishof presents Rock
and Roll Fantasy Camp, we have now found the truest example
of life imitating art--or is it art imitating life? Reality
TV meets your fantasy in Rock Camp. This successful new venture
has as its counselors America's best classic rockers for the
total theme event. On this topic of themes, although event
designer David Tutera exclaimed a few years ago that themes
are dead at a national convention, it appears as if it is
the trend once more on a huge stage. Apparently The Rolling
Stones will trot into Louisville, Kentucky to play the home
of the Kentucky Derby at Churchill Downs on September 29th
2006. The stop is a part of the US leg of their A Bigger Bang
Tour.
A Move Towards Headline Entertainment
Why Headline Entertainment? It has become affordable in today's
marketplace, especially with jazz and "oldies" artists.
Featuring headline entertainment has been found to boost attendance
and creates wonderful PR for your upcoming event(s). Plus
it sets an opportunity for Meet & Greets with the artists
and VIP's. Planners get the most impact from the dollar spent.
Most of all…you are creating an experience for your customers/attendees.
What Happened? As written in Corporate Incentive & Travel
Magazine, they call headline entertainment, "Highly Memorable."
Your attendees will remember a show with Sir Elton John, but
could easily forget a local or regional band.
In the past two years we have economically moved away from
a post 9/11 world. The events that had local or regional bands
billing upwards of $7500 are realizing that they can start
to acquire headline entertainment for approximately the same
amount of money. The events featuring national "convention"
bands with expenditures up to $22,500 have realized that that
entertainment dollar can buy headline entertainment. Companies
and associations that have already realized what headline
entertainment can bring to their events are now treating their
attendees to a "concert" feeling in two different
ways. One, bringing in an opening act, possibly a comedian
or another musical headline entertainer, making their event
a "double-bill," to bringing in stronger production
values.
Read Part 2 in the November/December 2006 issue!
See this issue's featured
Tips: Ten Tips on Selecting a Speaker
This issue's featured
artist: George Benson
 Mark
Sonder, CSEP is the Chief Entertainment Officer of Mark Sonder
Productions, a leading national entertainment agency providing
headline talent and production services for large venues,
corporations and associations. In addition, Sonder sits on
the faculty of The George Washington University, Stratford
University, Northern Virginia Community College, University
of Nevada at Las Vegas (UNLV) and The University of the West
Indies. Event
Entertainment and Production is the book published by
Wiley authored by Sonder.
|
