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Entertainment Trends for Meetings, Conventions and Events: Part I

By Mark Sonder, CSEP

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.

Mark Sonder, CSEP is the Chief Entertainment Officer of Mark Sonder Productions, Inc., a leading award winning national entertainment agency designing headline talent and production services for large venues, corporations and associations. This article first appeared on the Mark Sonder Productions website, www.marksonderproductions.com.