AGENDA LONDON 2018
9.30am Conference welcome
9.40am Panel discussion - Controlling stakes: who does what?
The balance of power between artist managers and labels is shifting and becoming ever more complex in the digital age, particularly when it comes to marketing. Battlegrounds include who owns what data, who has what access to data and who owns the marketing relationship (and spend) these days. So how can all sides learn to work better together to the benefit of artists? Where are the gaps in communication? How are these roles likely to shift further in future?
Chair: Eamonn Forde, Music Ally
Hannah Neaves, Head of Global Marketing & Artist Development, TAP Management
Stephen O’Reilly, Director, ie: Music
John Leahy, Director, Ignition Records
Justin Barker, Group Director of Streaming Strategy, PIAS
10.30am Label case study presentation: Atlantic Records
Callum Caulfield, Head of Marketing, Atlantic Records presents “All about Ed”
11.20am Platform keynote presentation: YouTube
Vivien Lewit, Global Head of Artist Services, YouTube presents “The artist story on YouTube”
11.50am Panel discussion - The good the bad and the techy: the pros and pitfalls of using the latest tech in marketing campaigns
This panel will consider the advantages and disadvantages of using the latest technology or tools in marketing campaigns. From AR and VR to Facebook/Snapchat lenses, bots/automation, facial recognition, location technology, to blockchain and crypto, being the first to use innovative technology can help your campaign stand out from the crowd. But how should you judge which tech and which companies are worth taking the risk on? How do you ensure your artist benefits as much as the technology?
Chair: Nikoo Sadr, Director of Marketing and Sales, Nordics, The Orchard
Kara Mukerjee, Head of Digital, RCA Label Group UK
Claire Mas, Head of Digital, Island Records
Chris Garrett, MD, Decimal
Stuart Dredge, Editor in chief, Music Ally presents Game On: Fortnite, Esports and the Opportunities for Music
Action game Fortnite: Battle Royale was released in September 2017. By July this year, the free-to-play title had grossed more than $1bn from in-game purchases, not to mention musician Drake and online-gaming star Ninja breaking livestream-viewing records when they played together in March. Now the game’s publisher, Epic Games, is ploughing $100m into prize funds for Fortnite tournaments, in the hope of taking a large slice of a global market – esports, or competitive gaming for an audience – that’s predicted to be worth $905.6m in 2018. 380 million people are forecast to be watching esports globally this year too. So what does all this mean for artists? This session from Music Ally’s Stuart Dredge will outline the growth of esports and its key games; explain how labels and artists have got involved already; and predict some of the new esports opportunities that they’ll be taking advantage of in 2019 and beyond.
2.00pm Label case study presentation
Sam Hill, Director, Digital Marketing, BMG and Gemma Reilly, Director, UK Marketing, BMG present "Marketing to the Older Demographic"
2.20pm Panel discussion - Full house: the merits of bringing advertising in house
Music Ally firmly believes in the anti-agency approach. As far as possible modern day labels and managers should be seeking to upskill their own staff rather than having to rely upon third party expertise. This panel considers the issues involved in bringing digital advertising and media buying in house, what expertise this requires, and the benefits it can bring.
Chair: Wesley A’Harrah, Music Ally
Live McKay, Commercial Director, Universal Music (Norway and Sweden)
Lars Ettrup, CEO & Co-Founder, Linkfire
Brooke Salisbury, Head of Marketing, Domino
Duncan Byrne, Head of Marketing, Anjunabeats
3.00pm Campaign of the year presentations
Music Ally presents its choices of the best campaigns of the last twelve months. Attendees will then be invited to vote for the best campaign which will receive an award at the end of the event.
The nominees are:
AWAL, The Wombats, “Beautiful People Will Ruin Your Life”
Asylum/Atlantic, Charli XCX, “Boys” RCA, P!nk, “Beautiful Trauma”
Polydor, Years & Years, “Palo Santo”
Republic/Island, Ariana Grande, “Sweetener”
3.50pm Keynote interview with Timothy Armoo
Interviewee: Timothy Armoo, CEO, Fanbytes
Interviewer: Chiara Michieletto, Music Ally
4.05pm Presentation - How To Get Our Fan Data Back
Kevin Brown, CEO, GigRev
Over 70% of artist to fan communication takes place on platforms that own your fan data. Kevin believes that social media networks shouldn't own your fan base. This presentation looks at ways to get that fan data back.
4.20pm Campaign surgery - A&E marketing panel - how to avoid your campaigns flatlining
Marketers are among the most organised and prepared people in the music industry, but what’s the worst thing that could happen in a marketing campaign? Seriously, what’s the worst thing that could happen? Going through an escalating series of problems that have happened or could happen to marketers, we put marketers on the horns of increasingly unpleasant dilemmas and ask them how they would fix them – ranging from the everyday to the potentially career-ending scandal.
Chair: Eamonn Forde, Music Ally
Dan Griffiths, Director, Digital Marketing, The Orchard
Patrick Ross, Director, Digital Strategy, Music Ally
Rachel Stoewer, Head of Digital, Cooking Vinyl Records
5.00pm Campaign of the year presentation
The result of the audience vote and the winning campaign is announced and award presented
5.10pm Drinks and networking sponsored by The Orchard