Things we learned at ILMC 2019
It’s that time of year when the Royal Garden Hotel in South Kensington becomes the meeting point of live music professionals from around the world.
In its 31st year, the International Live Music Conference (ILMC) has a wide array of talks from industry panels followed by workshops plus plenty of late night networking and partying.
Below are a few of the highlights from the sessions we attended.
This year, LiveStyled CEO and Founder, Adam Goodyer, joined the Venues Venue panel, discussing all the big trends coming up in 2019. The session was chaired by Lucy Nobel from the Royal Albert Hall, and panellists included Steve Sayer - The O2, Anne-Marie Harwood - SEC, Guy Ngata - Dubai Arena and Louise Stweart - AECC.
Many wide-ranging topics were discussed by the panel. These included topics such as; new developments with the Dubai Arena, and a proposed music and cultural hub in the city of London. Conversations also ventured into how venues are enhancing the fan experience with technology.
Steve Sayer from The O2 discussed ways in which they are always looking to ensure the fan can see their favourite artists and have the best venue experience in doing so. He discussed how the team at The O2 are always looking to innovate to keep the arena relevant.
Adam Goodyer discussed with Lucy Nobel how technology should be embraced by live events, and should work to make sure it is used to enhance the experience and fend off competition from emerging tech, such as Virtual Reality and fans watching gigs from the comfort of their homes.
Following the session, the networking area was packed for the LiveStyled hosted morning refreshments.
VIP & Upgrades
Another interesting workshop was the ‘VIP & Upgrades’ session with Jacqui Harris from AEG Presents discussing how she is evolving and developing festival hospitality offerings. One of Jacqui’s key points was their ability to run “Live Upselling” campaigns. Opening up new revenue channels by selling VIP inventory on the day to attendees.
Both All Points East and Barclaycard Presents British Summer Time (BST) festivals use LiveStyled powered mobile apps. These enable the festival organisers to offer a range of timely, targeted, experience upgrades to attendees. One of the tactics that worked incredibly well, is using location-based technology to offer GA ticket holders upgrades to VIP entry on approach to the festival site. This helped BST achieve a record-breaking year in revenue in 2018.
D is for Data
A regular - and recurring - theme at recent conferences, is the wealth of data available to venue owners and festivals. Don Pawley, from Ticketmaster discussed in detail how venues should harness the power of this data to drive business decisions that result in incremental revenue.
There was an emphasis on needing the ability to present the right information, ticket sales or products, to the right fan at the most convenient time. Ticketmaster state that ‘over 30% of fans miss out on live entertainment purchases, as the recommendations presented to the are not right’.
It’s a theme close to our hearts at LiveStyled as we know all too well, data is great, as long as you know what to do with it. Our dashboards and reports enable venue teams to see the key data points and use these to effectively target the right people with the right offers, at the right time.
Undoubtedly the busiest session of the whole event was the “Breakfast Meeting” which, in true music industry style, started at 4.45pm. The guest of honour was The Who frontman Roger Daltrey.
Conversation ranged from the early days of The Who, when they invested a huge amount of their own money to get things off the ground - seeing them in debt of what would be millions of pounds in today's money - to playing the sunrise at Woodstock. There was also a lot of discussion about his current work, as honorary patron and driving force behind the Teenage Cancer Trust.
If you missed the chance to speak to LiveStyled at ILMC, the team would be happy to talk, simply get in touch on 0207 223 3262 or use the contact us form.