Digital Dialogue: Artists, the Creative Industry & Politics

as part of the WORD! Conference program at Berlin Music Week 2014 An event by IMMF in co•operation with Google/YouTube

Date: Thursday, September 4th, 2014 Time: 14:00 – 18:30 Location: FRITZ Lounge, Postbahnhof, Straße der Pariser Kommune 8, 10243 Berlin

AGENDA

*All sessions will be in German unless specified otherwise

14:00 – 14:05 Introduction/Welcome

Speaker: Volker May (Vice-Chair at IMMF) Gudrun Schweppe (Head of Music Publishing /Licensing YouTube EMEA at Google)

14:05 – 14:15 Key Note Is content really king? – Digital challenges and the fixation on numbers

For labels and especially musicians the rise of Digital and Social Media has brought up some great chances for creating, distributing and selling their music. In theory, a band from a small town in Bavaria could now grow a fanbase in Brazil. Sounds easy, if there wasn’t this big “BUT”. Undoubtedly labels and musicians are facing both new chances but also new challenges alike. Defining new ways of marketing, being creative, staying up-to-date about platforms – basically they need to wear more hats than ever before. And over all this looms a fixation on numbers. In Social Media it’s common word that content is king. So why are we so fixated on numbers like fans, followers and likes?

Speaker: Matthias Brinkmann (Head of Trade Marketing GSA & Scandinavia at Believe Digital)

14:15 – 14:50 Panel discussion Transparency and Fairness in the digital music value chain

When it comes to the words “fair” and “transparent” there is always an ample scope for interpretation. Still, the players of the digital music value chain haven’t found a consensus what “fair” and “transparent” means when it comes to the artists’ remuneration. The panel will discuss how to put both constructs in more concrete terms and how creator's needs can be met while understanding those of the other players. DOMUS, the German umbrella association for music creatives, will issue suggestions for a more effective implementation of the German Copyright Act, “Urheberrechtskorb 2”.We can expect an interesting and controversial discussion.

Moderator: Olivier Toth (CEO at Rockhal and Executive Director at IMMF) Panelists: Betty Dittrich (Artist) Dr. Eberhard Kromer (Chairman at DOMUS) Oliver Sittl (Senior A&R / Region Manager at Believe Digital) Ronny Boldt (CEO at Boldt Berlin Künstler & Konzertagentur)

15:00 – 15:25 Presentation YouTube’s Monetization Model – what’s in it for the Creative Industry?

Besides being a promotional or social video platform YouTube can also be an important source of revenue. This presentation will give you a brief overview of YouTube’s business model, how to monetize your content and earn money for views, and finally how Content ID can help you to protect your rights and how to claim UGC.

Speaker: Thomas Dreiseitel (Strategic Partner Manager, YouTube at Google)

15:30 – 15:55 Presentation Top Strategies for Music Artists and Album Promotion on YouTube * English session

Music is one of the largest and fastest growing content verticals on YouTube. Today, 31 of the top 100 most subscribed channels are music-related - ranging from individual artists, to label channels, to music publishers. What all of these channels have in common is an ability to connect with the audience and inspire their biggest fans to come back again and again. This session is designed to help music creators recognize and apply music-specific strategies to help achieve success on the platform.

Speaker: Valerie Streit (Audience Development Strategist at Google)

16:00 – 16:15 Interview What can Music Channels learn from other successful YouTube stars? Interview with Sami Slimani (Herr Tutorial)

With almost 1 Million channel subscribers Sami Slimani is one of Germany’s most successful YouTube stars. In a relaxed and informal fashion he will answer questions and give first-hand insights to his content strategies.

Speaker: Sami Slimani (Herr Tutorial)

16:15 – 17:00 Presentation Make yourself discoverable – Myths and Facts about Search

This presentation relates to webmasters of music websites. The first part will briefly address how Google Search with its crawling, indexing and ranking actually works. The second part deals with practical tips to ensure quality for websites and visibility in search results.

Speaker: Johannes Mehlem (Search Quality Associate at Google)

17:00 – 18:30 Reception Meet us in the Backstage Room

The event concludes with a get together with drinks and food. Meet Google, YouTube, DOMUS, the IMMF (International Music Managers Forum) and IMUC (Interessenverband Musikmanager und Consultants), the German association for music managers. This will be a good chance for informal questions and answers.

Speakers

Betty Dittrich (Artist)

Betty Dittrich, born Emma Elisabeth Dittrich, is a Swedish musician and songwriter based in Berlin. Her musical journey began at a young age, and as a teenager she embarked on 4 years of musical studies which awoke her desire to write songs. She joined the power-pop band Shebang, with which she released an album in Sweden and Japan in 2007. After the band split up, she began work on her solo material. Upon moving to Germany in 2010, she commenced a German-language project that ultimately led to a solo album released by EMI in

2013 under the name Betty Dittrich. Following this album, she took part in the German final of the Eurovision Song Contest. Recently, Betty took a seat in the producer’s chair, and is working on an album for her new project "Qveen Elizabeth", with its first single coming out this fall.

Dr. Eberhard Kromer (Chairman at DOMUS)

Eberhard Kromer can look upon many years of professional experience in in the entertainment world. As a legal advisor, he has regularly represented the wealth of known artists. Furthermore, he is co-founder and chairman of DOMUS e.V., the German umbrella organization for music creatives, which is committed to the protection and support of the artists' interests in the digital world. As he puts it "If content is king, the creators of content have to be masters of ceremony. To be master you have to stay on top of things."

Johannes Mehlem (Search Quality Associate at Google)

Johannes Mehlem is working in the Search Quality Team at Google. He supports Webmasters with the Webmaster Outreach Program and is in charge of the German Webmaster•Blog. Johannes Mehlem arbeitet seit Juni 2012 im Google Search Quality Team bei Google. Unter anderem unterstützt er dort Webmaster im Rahmen des Webmaster Outreach und leitet den deutschsprachigen Google Webmaster•Blog.

Matthias Brinkmann (Head of Trade Marketing GSA & Scandinavia at Believe Digital)

Matthias Brinkmann is Head of Digital Marketing at Believe Digital in Germany. He advises Believe's partner labels in digital strategies and Social Media marketing. Matthias Brinkmann ist Head Of Digital Marketing bei Believe Digital in Deutschland. Er berät die Believe Partner Labels in digitalen Strategien und im Social Media Marketing.

Oliver Sittl (Senior A&R / Region Manager at Believe Digital)

As Senior A&R / Region Manager Sales at the digital music distributor Believe Digital Germany/Switzerland/Austria, Olivier is responsible for the acquisition of Entertainment-Labels, Artists & Repertoire for digital distribution, presenting Believe digitals unique online marketing tools & digital marketing solutions on B2B level at industry fairs, conventions and direct customer acquisition meetings.

Oliver has proven track record of singing, developing and establishing local and international artist during his time in various Artist & Repertoire and Marketing positions in the music industry that included Bertelsmann’s Music Division BMG/RCA Hamburg, BMG International New York, Zoo Entertainment Los Angeles, edel Records Hamburg, edel America records N.Y. as well as Koch Records Munich and Koch Entertainment New York.

Olivier Toth (CEO at Rockhal and Executive Director at IMMF)

Olivier Toth joined Luxembourg’s Rockhal as CEO in 2005. He is also the Executive Director of the International Music Managers Forum, the head of Luxembourg’s leading showcase festival Sonic Visions, and a trained lawyer. As co-initiator of Liveurope, Olivier has brought his expertise of the music business to the platform and its members.

Ronny Boldt (CEO at Boldt Berlin Künstler & Konzertagentur)

Ronny Boldt has been working as a freelance concert and tour promoter and manager since 1996. Together with Massimo Ibrahim, he runs „Boldt Berlin Konzertagentur“ a concert agency and is responsible, among other things here for the live business of Trailerpark, Alligatoah, Raf Camora and Sierra Kidd. In addition, he and Raf Camora founded „Indipendenza“ - a Hip Hop Label in 2013. Since then, they had already had three publications in the German Top 10 charts since then. One of them - the last Raf 3.0 album - entered the Peak Position in the German Album Chart.

Sami Slimani (Herr Tutorial)

Der gebürtige Stuttgarter Sami Slimani versorgt seit 2009 seine mittlerweile fast 1.Millionen Abonnenten regelmäßig mit Informationen aus den Themenbereichen Beauty, Fashion und Lifestyle und gilt damit als einer der Vorreiter deutscher Online-Tutorials. Er spricht über alltägliche Themen, gibt DIY-Tipps und testet Produkte. Seit seinem ersten Video über No-Go ś beim ersten Date, welches am 08.März 2009 auf YouTube hochgeladen wurde, veröffentlicht Sami wöchentlich Videos zu den verschiedensten Themen die ihn bewegen und seine Community interessieren. Dabei pflegt er ein sehr enges Verhältnis zu seinen Fans, die er inspirieren und mit ihnen gemeinsam wachsen will. Das fast freundschaftliche Verhältnis beruht dabei auf gegenseitiger Unterstützung und Vertrauen. Dafür entlohnte die Online-Welt den VIVA-Moderator mit knapp 110Mio Aufrufen alleine auf seinem Hauptkanal, was ihn zu einem der erfolgreichsten Social Media Stars Europas macht.

Thomas Dreiseitel (Strategic Partner Manager, YouTube at Google)

Thomas has been working at Google as a Strategic Partner Manager for YouTube since 2013. He is in charge of the relationships with some of the larger content partners in German speaking territories, including several music aggregators and digital distribution companies, who are using YouTube as a professional distribution and promotion platform. Previous to Google/YouTube he worked as Content and Promotions Manager with Microsoft’s Xbox Music team, and had also gained a few years of experience in the field of TV licensing and film distribution.

Valerie Streit (Audience Development Strategist at Google)

Valerie Streit has been at Google for 3+ years developing insights and tools to help YouTube creators grow their audiences and drive repeat viewership to their channels. Previously, she worked at CNN managing global initiatives for social media and audience participation. She spent 13 years in newsrooms assuming a variety of editorial roles spanning broadcast and digital. Valerie is based in New York.

Volker May (Vice-Chair at IMMF)

During more than 30 years of artist management and booking Volker May has been responsible to organize more than 3.000 live shows throughout Europe, Asia and America. Beneath metal gothic bands like KRYPTERIA and the comedy act MUNDSTUHL he has exclusively booked the tours of the German Hip Hop act DIE FANTASTISCHEN VIER for more than eight years. As the Vice-Chair of the International Music Managers Forum (IMMF), Volker represents over 1.200 artist managers from more than 30 countries and with them the artists, which are represented by their managers.