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Spotify’s Will Hope to lead re-evaluation of music marketing with CMU Insights at The Great Escape

By | Published on Wednesday 4 March 2015

Will Hope

Spotify’s Director Of Label Relations Will Hope will reveal what factors are driving streams in 2015 at the top of a CMU Insights strand called ‘Music Marketing Is Broken: Let’s Fix It’, taking place at The Great Escape in Brighton this May.

As previously reported, as The Great Escape turns ten this year, CMU Insights returns to programme the conference side of the leading showcase festival and music convention for the fifth time, presenting four one-day conference strands covering marketing, licensing, brand partnerships and label deals. Mixing together presentations, case studies and panel discussions, each strand will be packed with unique insights, original research and lively debate.

‘Music Marketing Is Broken: Let’s Fix It’ will explore how music marketing should adapt in the digital age. Will the traditional album campaign make sense when sustained listening on streaming platforms rather than first-week sales of CDs or downloads becomes the key aim?

Hope will give insights into what drives streams on Spotify and tips on how labels can therefore maximise their plays, after which representatives from Cooking Vinyl, Warp Records, Absolute, and more, will discuss what this means for the way labels plan and implement their marketing and PR campaigns.

With playlists undoubtedly a key part of the equation, Deezer’s James Foley will then explain how curation and editorial works on his platform, while Aileen Crowley from pioneering Nashville-based marketing agency DigMark will look at who controls playlists beyond the DSPs, and how labels could and should engage with those people. And as the debate moves to standalone playlist services, Francine Gorman from Nordic export programme NOMEX will provide a case study on its Nordic Playlist project.

And finally, live music marketing, how can promoters use the flood of data they now receive to engage more fans and sell more tickets. And how do the innovative new ticketing apps and services fit in? Do promoters need to be more strategic with where they place their tickets? Ticketscript’s Shane Mansfield will crunch the numbers, while Dice’s Jen Long and Resident Advisor’s Paul Clement will be among those discussing their alternative approaches to ticketing.

So what more do you need to know? Other than this whole strand will be hosted by Spintune co-founder and CEO Brittney Bean, and you can find more information about the schedule and speakers on the CMU Insights website here. Great Escape delegates, of course, get access to all four CMU Insights strands, plus a programme of partner-presented panels, networking opportunities and delegate parties, not to mention the 400+ bands playing in venues across Brighton from 14-16 May.

Delegate passes are currently available for £175, plus you can book into one of the official delegate hotels here. And for more details about CMU Insights, click here.

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