As Music Tectonics returns to an in-person model, the industry conference’s founder and marketing director both hope to maintain the global appeal of its virtual events.
After being held virtually in 2020 and as a hybrid event in 2021, Music Tectonics will return as a fully in-person conference in October — with an expanded global profile that grew out of the conference’s two years online. “We had people from India and Australia who were staying up all night to participate in our live events,” says Vietze. Now, he adds, “we’re finding a lot of international contingents are having conversations with us from as far away as South Korea and Norway and Germany.
Courtesy of LyricFind, Courtesy of Music Reports, Courtesy of Spotify, Courtesy of MIDiA Research, Courtesy of Bridger, Courtesy of ViberateAs an entrepreneur, I’ve always liked building community. At Rock Paper Scissors, we have been working with more and more music innovation and music technology companies and wanted to see the same creativity applied to that community-building.
Is there anything you took from the virtual editions that’s carrying over to the in-person event this year?One thing we really learned from online is that the event needs to match the platform and vice versa. You can only do what the platform is good at in an online event. In a sense, we’ve taken that to real life by having three conference days at three different venues that are going to offer very different experiences. We’re not going to do all of that in a hotel basement anymore.
There’s [also] this music creator category that is exploding. It’s going to be as big as what Instagram did for photography and what YouTube and now TikTok’s doing for video. I’m intrigued by those tools, whether it’s artificial intelligence or other kinds of maturation of mobile apps, that people have an entire band and studio in their pocket.
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