2020 Vision: The ten-year view
Host: Chris Carey, TicketSwap (NL)
Panellists: Jeff Goodman, Greencopper/Patron Technology (US) | Catherine Lückhoff, 20fifty (ZA) | Ralph Simon, Mobilium Global Limited (UK) | Jane Third, DreamTeam (UK) | Jason Zink, Emporium Presents (US)
To mark the first ILMC of the new decade, host Chris Carey (TicketSwap) was joined by a line-up of future-focused entertainment professionals to predict what the industry will look like in the far-flung future (well, 2030).
Jeff Goodman of Greencopper/Patron Technology predicted increased opportunities for mobile in future. Noting that nearly every festival has an app now, he remembered relatively recently being “thrown out of every promoters’ office when I went to them and told them I wanted to develop them an app, and that I wanted money for it.”
Ralph Simon, from Mobilium Global, talked about Mixhalo, an app that allows concert audiences to mix their own sound using a feed direct from the audio desk. In response to an audience question that asked if such a service is “yet another distraction that takes away from the fan experience,” Emporium Presents’ Jason Zink urged people to hear it for themselves, noting that “you can always take [the headphones] out” if it’s distracting.
On holograms, Zink noted that audiences “haven’t responded to them. They don’t look good, the sight-lines aren’t good… I don’t think the technology is there yet."
Simon, who had seen and enjoyed the Roy Orbison hologram show, said: “The hey to making holograms work is having a semicircle of live musicians behind the hologram. It kind of tricks your brain into thinking of it more as a live experience.”
In spite of the growth of digital entertainment, DreamTeam’s Jane Third said while the biggest spenders in the music market will “always be those hardcore fanatics, casual fans continue to value the ‘moments’ produced by live. “It’s a much smaller version of your wedding day, or the day your child is born – it’s a marker in your life, a cultural milestone.”
Carey noted that young people today are drinking less than previous generations. Zink, who lives in Colorado, where cannabis is legal, said with “people smoking more and drinking less, it will be interesting to see how venues” – traditionally reliant on drinks sales – “respond to that.” Third, who doesn’t drink, said she often finds herself at a show wishing there was a non-alcoholic beverage that isn’t “coke out a gun.”
A spirited discussion on the future of privacy followed, with accountant Ed Grossman speaking from the floor, loudly decrying phones at concerts, while Goodman saying the industry needs to get better at rewarding fans who are willing to part with their personal data.
According to Catherine Lückhoff, from South Africa’s 20fifty, the ability to opt out is key, while Goodman described how young digital natives are “using data in a different way.” “Anyone who’s in a position to hire young people who can make sense of things you don’t understand, please do,” he concluded.