Prolight + Sound spotlight the digital revolution in the creative business and turn all Frankfurt into a show stage

Prolight Sound spotlight the digital revolution in the creative business and turn all Frankfurt into a show stage posted: 01/04/2019

The worlds of music and the event business are getting together in Frankfurt am Main over the coming days. Musikmesse and Prolight Sound (2 to 5 April) offer the professionals of today and tomorrow insights into the future of the industry. The concurrent Musikmesse Festival (2 to 6 April) brings high-grade acts, including Gregory Porter, Samy Deluxe, Mousse T. & Glasperlenspiel and Tony Carey, to the Exhibition Centre and many of Frankfurt's clubs. With the new Musikmesse Plaza (6 April), Messe Frankfurt is launching a completely new pop-up concept aimed at all music lovers immediately after the trade fairs.

How do new technological developments change the way in which music and events are produced, consumed and marketed? The complementary programmes of the two international trade fairs revolve around this question. Around 300 workshops, panel discussions, lectures and masterclasses will generate new impulses and enable visitors to gain an overview of the latest trends. Companies from 56 countries display their latest products and services at 1.606 exhibitor presentations over the five days of the shows. Additionally, Frankfurt Fair and Exhibition Centre is the setting for around 200 concerts and live performances. And, with 100 events at 50 venues throughout Frankfurt, the accompanying Musikmesse Festival is bigger than ever before.

Today, music is available everywhere and at all times. In this age of streaming, user behaviour is changing fundamentally - with drastic effects on musicians, labels, service providers and education. The expanding live-entertainment market is also undergoing a paradigm shift towards digital transmission. Moreover, there are fantastic new areas of application for audio-visual media technology. The two trade fairs take account of this increased level of complexity with a multitude of options for knowledge transfer and networking. And, parallel to this, we are celebrating a five-day festival of music in Frankfurt , says Detlef Braun, Member of the Executive Board of Messe Frankfurt.

Musikmesse: from career turbo to Trackathon

For the first time, Musikmesse is opening its doors from Tuesday to Friday, i.e., on four working days, which will sharpen the core of the brand as a platform for the exchange of ideas and information on a professional plane and reinforce the synergetic effects with Prolight Sound.

In addition to retailers, distributors, educational institutes and professionals from the fields of instrument making, marketing and performing rights, Musikmesse also integrates ambitious musicians in a trade-oriented event concept.

The highlights of the programme of events includes SongsCon Frankfurt where creative musicians can connect with decision makers, present their songs to the A&Rs from well-known labels and take part in songwriting masterclasses. At the Songwriting Camp, they work together on their creative ideas and, in this way, produce songs that will, perhaps, storm the charts in the near future. Musikmesse is also the venue of the live finale of the European Songwriting Awards, the winner of which will go straight to the studio and the songs be released and promoted via a specially founded label.

In the Sound & Recording Lounge, experienced producers provide production and audio-engineering assistance. The Future of Audio and Music Technology seminars spotlight trends, such as mobile apps for music production and blockchain technology for managing performing rights and licences. This year sees the first Sample Music Festival Area at Musikmesse, which presents new tools for creative music making, from DJing and live looping to finger drumming. The Audio Maker Square is a new area especially for the international DIY scene. Another first is the Music Tech Fest with innovation masterclasses and a 24-hour Trackathon' where up-and-coming producers create electronic tracks under visitors' eyes and then present their finished results in a live show.

Prolight Sound using the momentum of the sector

Connectivity is a mega social and economic trend that is also having decisive impact on the worldwide entertainment-technology sector. Increasingly, central control systems are linking and managing all connected devices - from displays, via PA and lighting systems, to microphones and cameras. Against the background of the great innovative power of the sector, Prolight Sound - the comprehensive content platform and technology show that brings together key players from all parts of the event and media-technology industry - is now also being held in the new Hall 12, the most modern exhibition hall at Frankfurt Fair and Exhibition Centre.

The triumph of IP-based transmission technology has not only opened up new markets but also given rise to a great demand for training among the sector's professionals. The new CAVIS - Congress for Audio Visual Integrated Systems at Prolight Sound puts the focus on this revolution, as well as on the growing market for permanent installations, as used, for example, in museums and theme parks and other event locations.

Furthermore, the event sector is characterised by a great demand for immersive experiences via, for example, virtual and augmented reality, as well as 3D audio, holography and fa ade projections, which bring buildings to life. Following last year's highly successful premi re, the Immersive Technology Forum of Prolight Sound has been extended from one to four days. There, visitors can learn about best practices from innovation leaders and immerse themselves in virtual worlds.

Prolight Sound is also taking account of the growing safety awareness among organisers and visitors of large-scale events. At the International Event Safety & Sec

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