Music export from Helsinki to Berlin and vice versa. Case study: Face of God and Ill Kommodity Jennifer Kuhn Bachelor´s thesis Degree Programme in Experience and Wellness Management 2013 Abstract 29.11.2013 EXWEL Author or authors Group or year of Jennifer Kuhn entry EXWEL10 Title of thesis Number of Music export from Helsinki to Berlin and vice versa. Case study: pages and Face of God and Ill Kommodity appendices 63 + 46 Teacher(s) or supervisor(s) Chrysoula Skodra This is a product - oriented thesis. The aim is to conclude a guidebook about music export for young bands that are interested in playing a show abroad. The project: Mu- sic export from Helsinki to Berlin and vice versa. Case study: Face of God and Ill Kommodity, was used to learn from the praxis. The thesis describes the responsibilities of the project manager and brings project management and event planning together. The music export history of Finland and Germany is taken in consideration and a closer look into media relations, funding, networking and marketing theories is provided. The project is a culture exchange between a German and a Finnish band. They switch the music market and share their networking contacts. Both bands are performing two concerts abroad and gathering attention from the media. Tough Enough Promotion is the commissioner of this thesis and the concluded music export guide got establish for the company to implement future music export projects. The book will guide young bands through the challenges of internationalization and gives recommendations on music export. The music export guide is the result of the project that got intensively studied and evaluates the theories for the praxis. Keywords music export, cultural exchange, internationalisation, music concert, genre rock music, culture export management, project and event management, marketing and promotion, networking, media relations, export history. Table of contents 1 Introduction .......................................................................................................................... 1 1.1 Personal motivation .................................................................................................... 1 1.2 Background .................................................................................................................. 2 1.3 Thesis aim and objectives........................................................................................... 4 1.4 Methods and content .................................................................................................. 5 1.5 Culture Export Management ..................................................................................... 7 1.6 Degree Programme Experience and Wellness Management .................................. 8 1.7 Project team ................................................................................................................. 9 1.8 Commissioner .............................................................................................................. 9 1.9 Target market analysis .............................................................................................. 10 1.10 Band introduction ..................................................................................................... 12 2 Theoretical framework ...................................................................................................... 14 2.1 Germany in relation to Finland ............................................................................... 14 2.2 The history of the genre rock .................................................................................. 15 2.3 The history of Finnish music export ...................................................................... 16 2.4 The history of German rock music ........................................................................ 18 2.5 Media relations ........................................................................................................... 20 2.5.1Media for rock music in Helsinki/FIN .................................................................. 20 2.5.1 Media for rock music in Berlin/GER .................................................................... 21 2.6 Funding and financial support from Finland ........................................................ 22 2.7 Networking ................................................................................................................ 24 2.5 Project and event management ............................................................................... 26 2.8 Marketing .................................................................................................................... 28 3 The music export project .................................................................................................. 31 3.1 Music export .............................................................................................................. 31 3.2 Projcet Management ................................................................................................. 31 3.3 Booking ...................................................................................................................... 33 3.3.1 Booking for Berlin .................................................................................................... 34 3.3.2 Booking for Helsinki ................................................................................................ 34 3.4 Promotion .................................................................................................................. 35 3.4.1 Promotion for Berlin ................................................................................................ 36 3.4.2 Promotion for Helsinki ............................................................................................ 42 3.5 Logistics ...................................................................................................................... 44 3.6 Time management ..................................................................................................... 46 3.7 Sponsorship................................................................................................................ 48 3.8 Budgeting.................................................................................................................... 48 4 Conclusion and Evaluation ............................................................................................... 50 4.1 Measuring the success of the Berlin concerts ........................................................ 50 4.2 Mesauring the success of the Helsinki concerts .................................................... 52 4.3 Audience feedback .................................................................................................... 55 4.4 Managerial role .......................................................................................................... 57 4.5 Recommendations for the future ............................................................................ 59 5 The Product: The music export guide book and DVD ................................................. 61 6 References ............................................................................................................................. 62 7 Attachments .......................................................................................................................... 64 Attachment 1. Flyer for both events in Berlin ............................................................... 65 Attachment 2. Posters for both events in Berlin ........................................................... 68 Attachment 3. Flyers and posters for the events in Helsinki ....................................... 71 Attachment 4. Face of God press kit .............................................................................. 73 Attachment 5. Ill Kommodity portfolio ......................................................................... 80 Attachment 6. Publishing .................................................................................................. 86 Attachment 7. Production time schedules ...................................................................... 99 Attachment 8. Logistic regulations ................................................................................ 101 Attachment 9. LogFrame Matrix Gantt Chart related to Time Management Matrix103 Attachment 10. Budgeting excel sheets for both events............................................. 106 Attachment 11. Feedback from the venue Liberté ...................................................... 107 Attachment 12. Satisfaction survey questions .............................................................. 108 List of Abbreviations break, broke music industry: become successful and gain recognition CEM Culture Export Management Ely Elinkeino-, liikenne- ja ympäristökeskus Centre for Employment Development, Transport and Environment ESEK Esittävän säveltaiteen edistämiskeskus Finnish Performing Music Promotion Centre EXWEL Experience and Wellness Management FIN Finland Finpro Consultation organization for different phases of interna- tionalization FOG Face of God (Finnish alternative rock band) GEMA Gesellschaft für musikalische Aufführungs- und mechanische Vervielfältigungsrechte German Performance Right Organization GER Germany GDR German Democratic Republic (East Germany) ITB International Tourism fair Berlin World´s Leading Travel Trade