Kai Hattendorf, the new chief at New Musikmesse , world’s biggest event on tradeshow on Musik responds to questions concerning the future of the annual trade show, following the announcement of major changes to next year’s model,
Hattendorf, who takes over from Cordelia von Gymnich, has offered his take on the show’s transformation, explaining some of the key reasons behind the new platform…
TFT : What is the key reason behind the changes to the platform of the show? Your take on the decision to open Musikmesse 2016 up to consumers for the entire show ?
Kai Hattendorf : We know that Musikmesse is a fair on the subject of music making. In virtually no other sector is the business side so closely bound up with the subject that drives it. Most music professionals are also musicians and music lovers, and this will be more evident than ever before at future Musikmesse fairs. In the first place: Musikmesse is and, also with the new concept, will remain a B2B fair. We are simply continuing the process of development and doing so in close cooperation with the sector.
A clear wish of the musical-instrument industry and trade is a market place for undisturbed business discussions. Accordingly, we will set up a new business world in Hall 8 – on an area four times the size of the Wembley Stadium pitch. There, exhibitors will have the opportunity to present their products to the sector’s decision makers, conduct their business in a tranquil atmosphere and promote the exchange of specialist information. Additionally, the other halls will give retailers the chance to enter into a dialogue with manufacturers and to experience the latest products live. The focus in Halls 9.0, 9.1, 11.0 and 11.1 is on active music making. Arranged by music styles, these halls will be open to music aficionados and musicians of all professional standards – in other words, the people who buy the industry’s products and on whom it depends – on all days of the fair.
This is a particularly important aspect because the industry wants Musikmesse to place greater emphasis on promoting active music making. Thanks to the new concept, we can fulfil both wishes – more appeal to end users and more business quality – as well as create new opportunities for communication between our customers. Thus, as organisers, we are continuing to invest in Musikmesse and orient it even more towards the sector’s needs.
TFT : The Prolight + Sound element of the show appears to have benefited from the new platform. Is this reflective of the state of the market at present?
Kai Hattendorf : Although the musical instrument sector and the event-technology industry profit greatly from each other, and although they are mutually dependent on each other to a certain extent, the situation in the two sectors is very different at present. While Musikmesse is held in a volatile and challenging market, the business sector covered by Prolight + Sound is flourishing. This is also reflected by the growth of Prolight + Sound over recent years. To continue expanding the fair with the sector and for the sector, we are creating the necessary prerequisites by moving it to the eastern section of Frankfurt Fair and Exhibition Centre.
Nevertheless, this does not imply at all that Musikmesse will decline in size. After the move, Musikmesse will occupy over 95,000 square metres of indoor, outdoor and conference space.
This is a particularly important aspect because the industry wants Musikmesse to place greater emphasis on promoting active music making. Thanks to the new concept, we can fulfil both wishes – more appeal to end users and more business quality – as well as create new opportunities for communication between our customers. Thus, as organisers, we are continuing to invest in Musikmesse and orient it even more towards the sector’s needs.
Kai Hattendorf
New chief, New Musikmesse