Evaluating MTV EMAs 2011 with Belfast Music Week EVALUATING MTV EMAS 2011 WITH BELFAST MUSIC WEEK 1 The week the world came to Belfast Belfast Music Week featuring the MTV EMAs 2011 The 2011 MTV EMAs, alongside Belfast Music Week, was a landmark event for Belfast - placing the city firmly on the world musical stage. And as is only fitting for a world class event, the figures are pretty impressive: • 1.2 billion – the number of people who watched the MTV EMAs across the globe • 669 million – the number of media news opportunities generated • £22 million – the total economic impact for Belfast • £10 million – the amount of additional tourism revenue for the city • 8,000 – the number of room nights booked in Belfast hotels • 2,399 – the number of media articles released • 100% - the percentage of people who would recommend attending Belfast Music Week events • 33,500 - the number of people who attended Belfast Music Week • 170 - the number of gigs during Belfast Music Week The EMAs brought the biggest international acts to Belfast. And it wasn’t just the people of Belfast who were inspired by The ‘who’s who’ of the pop world, including Coldplay, Lady the EMAs. The world’s media arrived at our door expecting Gaga, Bruno Mars, Queen, Jessie J and Justin Bieber all the professionalism associated with such a high profile appeared at the city’s Odyssey Arena. event. Once again we did not disappoint. The enthusiasm of Belfast’s people was felt around the globe through press Meanwhile, local heroes Snow Patrol played a free open-air articles, webcasts and television broadcasts. gig in front of Belfast City Hall to over 15,000 fans and Red Hot Chili Peppers rocked a packed Ulster Hall – the first time Belfast extended a world class welcome to the MTV EMAs that the awards had broadcast from multiple venues. and in return the MTV EMAs opened a worldwide window of opportunity for Belfast to show exactly what this city has to The people of Belfast welcomed MTV with open arms. offer. As we plan for Belfast Music Week 4-11 November Here was their chance to showcase their great city – the 2012 we’re determined to build on this success and take our people, the landmarks and of course the craic – it was an place centre stage again. opportunity that they were determined to make the most of. 2 3 4 5 Introduction Evaluating MTV EMAs 2011 with That was Belfast Music Week some craic! phrase: Belfast vernacular meaning ‘That was really good fun.’ Belfast played host to the 18th in ratings and online coverage was up attending similar events – annual MTV EMAs alongside 530% on 2010 figures. a resounding endorsement from Belfast Music Week. our audiences. The MTV EMAs was the grand Events kicked off on 30 October, finale of Belfast Music Week with It is estimated that the MTV EMAs culminating with the MTV EMAs on MTV 2011. From 30 October to 6 generated over £10 million in 6 November 2011. November, Belfast was bursting additional tourism revenue for the with music gigs and events. Over city, with Belfast Music Week bringing Disney Princess Selena Gomez hosted 170 live performances took place in a further £1.86 million. The total the EMAs, which saw international in 45 venues across the city, and economic impact of Belfast Music acts including Coldplay, Lady Gaga, bands, creative entrepreneurs and Week and MTV EMAs is estimated at Bruno Mars, and Justin Bieber take to music fans took part in a packed almost £22 million when we include the stage at the city’s Odyssey Arena. programme of industry workshops, the PR value of media coverage, Meanwhile, local heroes Snow Patrol seminars and networking events. hotel sales, and expenditure of MTV played a free open-air gig in front of in the city. Belfast City Hall to over 15,000 fans Belfast Music Week brought an and Red Hot Chili Peppers rocked a estimated 33,500 people into the packed Ulster Hall. city, 73% of whom would not have come to Belfast that day had the The night was a huge success, with events not been staged. Some were the show being broadcast live to a local residents, some were from other global audience of over 1.2 billion parts of Northern Ireland, and some people. In the UK, the Belfast EMAs had travelled from other parts of the achieved the event’s highest viewing UK and Europe. figures in eight years, with over 306,000 people tuning in to watch the When surveyed, 96% of visitors rated ceremony. The red carpet show before the event positively, with 100% saying the main event saw a 400% increase they would recommend Belfast is a great party city. It’s a great place for a night out, all the big tours go there now and it’s known to be We are absolutely delighted with the success of this year’s artist friendly. It was an EMAs. The overwhelming response to the show – coupled with easy choice for us.” today’s ratings – perfectly demonstrates to audiences around the world that the UK, and specifically the beautiful city of Richard Godfrey Belfast, was the perfect choice to continue the EMAs legacy.” Executive Producer of 2011 MTV EMAs Kerry Taylor SVP, Director of Television, MTV UK & Ireland 6 7 Spotlight on Belfast The craic’s ninety! phrase: Belfast vernacular meaning ‘This is great’ Belfast placed itself on the world The British Council dedicated a two MTV’s Carol Brock described Belfast stage when it welcomed the MTV hour radio show to Northern Irish music fans as “the best in the history of EMAs in November 2011. The on their internet station ‘Selector’, the EMAs”. She was responsible city played host to hundreds of which goes out to an audience of for casting the event, filling the floor international TV crews, journalists, over 3 million people in more than space at the Odyssey Arena with and celebrities across the week. 30 countries. Presenter Goldierocks music fans who would respond well waxed lyrical about Belfast Music to the live acts on the night. “The In the region of 130 national and Week, and played tracks from local energy and enthusiasm of all the international press attended the 2011 talent including And So I Watch You contestants was absolutely incredible. EMAs, with journalists travelling from as From Afar, Cashier No.9, Robyn G Everyone got into the spirit – and far afield as China and the United Arab Shiels, Yes Cadets and Boxcutter. The we were thrilled by Belfast’s support Emirates to experience all that Belfast show also featured a session from A for the show. We would have loved has to offer. Plastic Rose, and an exclusive mix from to have cast everyone who came to On Saturday 5 November, the Northern David Holmes, showcasing the best take part.” Ireland Tourist Board programmed a that Northern Irish music has to offer to a huge audience. Over 1,000 working crew travelled showcase of local music in the Harland from outside Northern Ireland and & Wolff Drawing Offices where Titanic MTV Canada ran a three minute stayed a minimum of five nights. was designed, with delicious tasters feature on Belfast Music Week during An additional 4,200 visitors stayed of local produce on offer. Visiting their hourly news bulletin. They also a minimum of three nights. MTV journalists left with a very positive view broadcast a 30 minute programme ran competitions which meant that of a city which has a tremendous on Belfast Music Week in December hundreds of competition winners from sense of history, coupled with future 2011, which was viewed by an around the world travelled to Belfast potential, as demonstrated by the audience of over 6 million. to attend the event. recently opened Titanic Belfast visitor attraction and the neighbouring Paint As expected, Belfast and its people MTV alone booked more than 8,000 Hall Studios, where HBO are currently rose to the MTV challenge and more room nights for crew, artists, and filming the blockbuster ‘Game of than proved itself as a choice host VIP guests across a total of 40 Thrones’. city, earning widespread praise for hotels. This translated to an average its accommodation, nightlife, pubs, During the red carpet show on MTV eateries, and world famous warm Europe, viewers saw a feature on welcome. Belfast in which a presenter took a journey around some of Belfast’s most iconic sights. Tracks from Snow Patrol’s Belfast was just insane. live gig in front of Belfast City Hall were The most joyous I’ve beamed in live to the ceremony which ever seen it. The was broadcast to millions of viewers. spotlight shone A short film showing RISE, Belfast’s new public art landmark by the artist positively… It’s been an Belfast and its wonderful and amazing experience.” Wolfgang Buttress was also screened to the assembled audience during welcoming people have raised the Gary Lightbody the gig. bar so high that we will be facing yet another challenge for next year’s event.” Snow Patrol The Ulster Hall’s grand organ also featured during Red Hot Chili Peppers’ Robert M Bakish live performance, broadcast during the President and CEO EMAs ceremony. Viacom International Media Networks 8 9 additional net profit of £393 over the 63% across Belfast Music Week and three day period for each available the EMAs, with the month of October hotel room, equating to an estimated showing a significant increase in footfall, £1.21 million in additional sales at counter visits, and social media, email, hotels across the city.