MusicDish e-Journal - February 25, 2018
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Exhibitors And Visitors Use The Impetus Generated By Musikmesse 2011 For The Coming Business Year
Record level of exhibitor internationality in combination with Prolight + Sound
By Mi2N
(more articles from this author)
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Musikmesse 2011 has set the trend for the coming business year with a variety of very good signals for both exhibitors and visitors. For four days, from 6 to 9 April 2011, the fair transformed Frankfurt am Main into the music capital of the world. With 1,511 exhibitors from 50 countries and 75,221 visitors, Musikmesse impressively under scored its position as the world's most important event for the musical-instrument sector. Together with the concurrent Prolight + Sound, Musikmesse set a new record with no less than 55 nations represented on the exhibitor side. In addition to its function as the leading trade fair for the musical instrument sector, Musikmesse is also an important barometer for the business climate in the sector. And this is excellent 75 percent of exhibitors regard the current economic situation in the sector as being satisfactory to good, an increase of three percent over 2010.

Nevertheless, Musikmesse is not only characterised by the over 30,000 products to be seen there. During the four-day run, it is the biggest music event of its kind. With more than 1,000 concerts, workshops and product demonstrations on the stages and the exhibition stands, Musikmesse offers an unmistakable programme of events and stars.

"The musical-instrument sector, which came through the recent crisis very well, is taking a very positive view of the future. Although the impact of the crisis is still being felt in the US market, exhibitors are confident of being able to increase their sales this year", says Detlef Braun, Member of the Board of Management of Messe Frankfurt. "This positive assessment of the market was also reflected at Musikmesse 2011, which continued to increase its significance for exhibitors as the leading international platform for the sector. Over three quarters of the exhibitors (76 percent) have rated the fair as satisfactory to extremely satisfactory", adds Detlef Braun.

The exhibitors and representatives of the associations also share this positive outlook for the coming business year and likely economic developments. "Musikmesse / Prolight + Sound was a good event with a great opening show and successful discussions. And was a complete success for our members from the fields of production, sales, trade and media. The 2011 edition generated and continues to generate impulses for the entire sector. Trends were confirmed while new products were given a very warm reception by both dealers and consumers. The mood throughout the sector is good, and this is confirmed by our sales figures. Moreover, we have received great encouragement for our initiatives aiming to boost active music making", says Jochen Stock, Chairman of the Board of the Society of Music Merchants (SOMM).

With the PRG LEA Live Entertainment Award and the German Pianist Award, Messe Frankfurt has succeeded in associating two more high-grade awards with Musikmesse. The PRG LEA Gala, which opened Musikmesse and Prolight + Sound in conjunction with the Frankfurt Music Prize, was a star-studded event, which generated additional synergies for the entertainment sector through out Musikmesse and Prolight + Sound. Both the organisers and the Technical Partner, PRG, rated the engagement with PRG LEA as being extremely successful. "The Festhalle is simply one of the most attractive venues in Germany and we cannot imagine any better location for the PRG LEA. All in all, LEA 2011 represents a very good basis for the future of the LEA in Frankfurt am Main", says Jens Michow, the producer of the Gala and President of the Federal German Association for the Promoters and Event Business (Bundes verband der Veranstaltungswirtschaft e.V. bdV), summarising the results of the first Gala evening in Frankfurt. For Morten Carlsson, General Manager, Germany, of Production Resource Group (PRG), the international market leader in the event sector, LEA was the starting shot for a more intensive commitment to Musikmesse and Prolight + Sound: "To take account of the Live Entertainment Award PRG LEA Gala, we had a much bigger stand at this year's Prolight + Sound and Musikmesse. The synergies to be expected from the Gala on the eve of the fair, Prolight + Sound and our presentation were obvious and they came up trumps "

Although there was a slight decline in the total number of visitors at this year's Musikmesse, the proportion of international visitors remained unchanged at 33 percent. Of the 75,221 visitors (2010: 77,609), 24,688 came from outside Germany. After the host country (50,533), the best represented visitor nations were The Netherlands (2,424), France (1,996), Italy (1,843), Switzerland (1,472), Belgium (1,363) and Great Britain (1,321). The most non-European visitors came from the USA (606), South Korea (522), Japan (304) and the People's Republic of China (266).

There was also a further increase in the level of visitor satisfaction with 96 percent of visitors saying they were satisfied to extremely satisfied with Musikmesse 2011. In particular, there was growth of two percentage points compared to 2010 in the proportion of visitors saying they had "achieved their goals for the fair".

In addition to its function as a presentation platform, Musikmesse also aims to promote the interests of young people and to act as a meeting place for the sector. Thus, highly successful matchmaking events designed to bring together the musical-instrument sector with the concert and event sector were held in connection with the PRG LEA. Additionally, a concerted campaign organised by Musikmesse 2011 in cooperation with the exhibitors supported and prompted smaller music dealers to visit the fair.

The numerous awards presented during Musikmesse 2011 were given in recognition of outstanding artists and products. This year's Frankfurt Music Prize went to Swedish mezzosoprano Anne Sofie von Otter. The presentation took place within the framework of the PRG LEA Gala on the eve of the fair. The German Pianist Award, a joint venture of the International Piano Forum Frankfurt and Musikmesse, was given for the first time this year. The winner of the award, which is worth 20,000, is Amir Tebenikhin who was chosen at Frankfurt's 'Alte Oper' concert house on the Friday of the fair. Journalists from more than 100 specialist magazines selected the best products of the musical instrument and pro-audio sectors for the Musikmesse International Press Award (MIPA). This year's German Musical Instrument Award went to four German musical-instrument makers from the German states of Hesse, Bavaria, Saxony and Saxony-Anhalt for their outstanding instruments.

With the Music4kids participatory exhibition, Musikmesse promotes the musical development of young children and introduces around 8,000 children to musical instruments every year. At the exhibition, they have the chance to investigate and experiment in the worlds of music and sound. From Wednesday to Friday, the exhibition was open to supervised groups of children from kindergartens and schools. On the Saturday of the fair, it opened its doors to all children interested in music, and their families.

This year's SchoolJam, the biggest school-band competition in Germany, was won by 'Last Exit' from Bochum, which will in future appear under the name 'Artig'. The headliner of the evening was the popular Finnish band Sunrise Avenue.

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