K-Pop Learnings and Online Music Festivals
When putting together The Lookout this week, this article on the endurance of virtual concerts in K-Pop really resonated. It might be because we’re in the middle of producing our first live music festival, or because the impact of online music festivals throughout the pandemic has been huge (see A Chinese Pop Group Broke BTS’s Record for the Largest Paid Virtual Concert Ever or Roblox Lil Nas X Concert Had More Viewers Than Travis Scott In Fortnite for a refresher). But in any case, these examples really show the impact and scale of what online events done right can do.
You might be wondering what online music festivals have to do with B2B events, but there’s a lot we can learn from them. Just as with music events– online events done right are not “replacement” products. Rather, they augment your existing product, providing additional touchpoints and opportunities for interaction, leads, and positive customer relationships. While many organizers are focused on getting back to physical events as quickly and as safely as possible– the smart ones won’t look past online events in the return to physical– rather they’ll continue to be an integral part of a brand’s marketing and engagement strategy.
But reflecting on the potential for online music festivals has not been my only focus of the week. Here’s what’s been on my radar, and what you won’t want to miss from the events world this week:
#EventTech:
- Some new updates from Zoom [VentureBeat]:
- Introvoke raises $2.7M to power online events that can be embedded anywhere [TechCrunch] Interesting new platform here, offering interchangeable event modules to embed on landing pages. A little too late though? As many organizers are already using APIs and widgets to do this already. Curious to see what they bring to the table here.
- Are hybrid events the future for tech? [Computing] Bold statement: “There was never a compelling reason to blend physical and digital audiences” but the pandemic has changed that. Or has it?
- Remo: a new take on virtual event software [Charity Digital] We’ve used Remo before, and we can say that it can be an awesome option when it comes to replicating table hopping and networking in a digital environment.
- ON24 Joins Veeva’s Technology Partner Program to Advance Digital Event Experiences in Life Sciences [BusinessWire] Greater consolidation in the eventtech field, as platforms look for greater specialization to stand out amongst a crowded field.
How to do it:
- Three Questions You’ll Need to Answer When Planning Hybrid Conferences [Associations Now] You’ll want to focus on marketing, staff and bridging audiences when trying out your next hybrid event.
- 5 Ways Exhibitors Can Get More Out of Virtual and Hybrid Events [Trade Show News] This is a big one for us at PIRATEx– organizers there’s always a lot more you can do here. Some great tips.
- Rethink #3: Software macht keine Events [Werbewoche] Couldn’t agree more. Don’t miss your event goals in the absence of a strong concept. Tech can’t save you without one.
- Kommentar zum Nutzen von virtuellen Messeständen [Event Partner] Dr. Till Weishaupt argues that virtual fairs that are trying to sell a 1:1 replication of the physical trade fair experience are selling a lie. Don’t try to replicate. Rather, focus on what works: communication and connection.
- Crossing the divide: how hybrid events can unite physical and virtual audiences [Campaign Live] Dax Callner argues for a smart approach when it comes to Hybrid events– in the aftermath of Covid-19, they’re here to stay. The entire industry must upskill when it comes to technology, and its to organizers to merge both in person and virtual in a meaningful way.
Don’t Miss It:
- CES will return to Las Vegas as an in-person event in 2022 [The Verge] After going digital this year, the world’s largest tech event strides confidently towards the return to physical.
- Why virtual away days may be here to stay [BBC] Don’t count out virtual teambuilding after the return to physical– think of it as augmenting your existing efforts.
- Opinion: As communities bounce back, what will be the future of virtual events? [Marketing Interactive] Virtual events are here to stay, and can be a big benefit for community building.
- Research: When do exhibition professionals expect the industry to recover?[Exhibition News] A survey of event professionals finds 22% are unsure about the return to live events, but a hopeful half of those surveyed said the return to live would take place between now and September 2021.
- Virtuelle Events: Was manche richtig falsch machen! [Exclusiv] There have been some big fails with virtual events at the start of the pandemic. Let’s not bring them forward– when done right, they can be a huge success.
- Trends in Tech: It’s All Virtual [Special Events] Online events aren’t going anywhere for a while. In the meantime, lets prepare for a hybrid future when in-person returns.
- How going virtual has fostered innovation and diversity at CPH:DOX’s industry events [Screen Daily] Moving to virtual events has a major benefit– diversifying this fair’s share of diversity.
- Most marketers expect to attend in-person conferences by early 2022 [Martech Today] Survey of marketing professionals look to return to physical as soon as it’s safe to do so.
- World’s largest construction trade fair postponed [Scaffmag] Another big cancellation for Germany’s tradefair industry.
That’s it for this week! If you want to be kept up to date on the innovation of the event industry, sign up to The Lookout Newsletter! Read more editions of our newsletter here.
The Lookout Newsletter #23
**Written by:
**Felix Josephi
PIRATEx Managing Director