MICHAEL
BIWER
Group Show Director Entertainment, Media & Creative
Industries of Messe Frankfurt Exhibition GmbH
There has been a tremendous change in the
state of tradeshows across the globe. How has
the Frankfurt show kept abreast of the change?
Trade shows are seeing a lot of changes at
the moment as the digital transformation
is in full swing and everybody seems
to look on the internet for products
and news around. But I think that a
trade show should be a combination of
networking, bringing people together
and people getting to touch and feel
the product which they cannot do on
the internet. We also try to enhance
knowledge transfer and experiences for
visitors that they cannot have online. For
example, at Prolight + Sound, we have
the new Immersive Technology Forum,
which deals with trending topics such as
3D and spatial audio, as well as special
demonstrations for this segment. You
need to hear these immersive solutions
first-hand which you can’t really do on
the internet. You have to see them and
have people explain them to you. This is
what we have at our trade show, bringing
new stuff and people together, making it a
good networking platform for everybody.
What new has been implemented this year for
both Musikmesse and Prolight + Sound?
In addition to the Immersive Technology
Forum, the “Future of Audio + Music
Technology” is another novelty to
the trade show duo. It is organised
by the US-based industry resource
A3E and illuminates how traditional
music making and digital technology
work together. For example, for the
collaboration between Ed Sheeran and
22
The
Score Magazine
highonscore.com
Eminem, Eminem was probably sitting
in New York in a studio and rapping on
the mics and Ed was recording his vocals
in London. The conference explains how
global collaboration can be made easier
using, for example, cloud-based DAWs.
At Musikmesse, we have “The world of
Vintage Guitars”, something that we
have implemented for the first time this
year. On top of that, bringing kids to
music and music making is more than
ever a key objective of Musikmesse.
We have extended the 'Discover Music'
area where musical beginners can
immerse themselves in the world
of instruments with the support of
experienced musicians. Moreover we
have implemented a plethora of lectures,
masterclasses and seminars specifically
targeted at music educators.
What’s your take on Digital world taking over
businesses? Do you think it has an impact on
the music industry as well?
Of course it does! You see a lot of
hybrid instruments at the moment like
traditional instruments with digital
sound production. You could see how
the whole industry is trying to work on
the digital market. For example, GEWA
announced the world premiere of the new
E-Drum that combines an analogue look
and feel with the latest digital technology.
On the other hand, we also have
traditional instruments like the violin
on display. People still love to have the
wooden, acoustic sound. I myself play the
piano, I have an old acoustic piano even
though I also own a digital piano because
I love the sound and feeling of it. No digital
instrument can bring the same feeling as
the acoustic one. So I would say the key lies
in the balance between both worlds.
What are some of the business trends you’ve
sectors surprised you?
Apart from hybrid instruments, I think
the DJ and music production segments
have grown in relevance over the last years. I
think it is fascinating to see how you can play
a traditional instrument on your computer.
This is a dramatic change for musicians,
producers and the whole industry.
Another recent trend that we have
observed in recent month is the
shift toward alternative materials
and production methods used for
manufacturing traditional instruments,
like domestic woods, carbon fibres or
even 3D printing technology.
How do you see the Indian market at the
Frankfurt show? How important is it and what
do you plan for them?
We have several hundred visitors
from India each year, but there is
still potential. There could be more
involvement from India at the show.
We will be happy to see more Indian
professionals to the show and look
around, see, trade and connect. I think the
market is very strong. If you want to see
all the international exhibitors, you could
most certainly come and interact and
exchange ideas.