"The industry needs to get back on track for growth".

Werbewoche: What are you most looking forward to when you think of the 360° Entertainment Congress?

Oliver Niedermann: I am most looking forward to the great speakers and the exciting topics that we will be able to highlight together with the entire event industry. The exchange with the participants is more important than ever after the pandemic and a very great added value.

The industry went through a difficult time, what consequences does the pandemic still have for the industry today?

Hans-Willy Brockes: To date, the industry is suffering from lost sales, as visitors have not everywhere returned to pre-pandemic levels, making it difficult to target healthy growth for the future. At the congress, finding ways to get back on track for growth will be an important topic.

Niedermann: I agree with that. But the pandemic also showed how important the live experience is for all of us and how nice it is to enjoy concerts live with friends and family. That will continue to be the focus in the future.

"Back to live," this motto suggests confidence in better times. How much do live entertainers have to reinvent themselves to remain contemporary?

Brockes: We can't and don't want to answer that question, but it's obvious that artists as well as event organizers should think about challenges like metaverse and event mixes.

What must growth strategies look like that will lead the industry into the future?

Niedermann: We certainly still see room for improvement in the digital area. Above all, for example, in a much more intensive exchange with fans before and after the events. But also in communication and target-group-specific marketing between fans and event organizers, or even dynamic pricing, we're nowhere near the end of the line. And then there is the big and justified issue of sustainability. Here, too, we can and must make progress. All together - we are ready to tackle this with full force.

Sustainability is an ongoing topic, how will you address it at the congress?

Brockes: The VSSA Association of Swiss Stadiums and Arenas has organized a complete forum on this topic. With examples, sustainability monitoring and a look at the ESG criteria of the EU, the participants get concrete know-how for their own sustainability efforts.

The congress will take a closer look at the topic of musicals. What can the participants imagine in concrete terms?

Niedermann: The musical market is a very special trouvaille in the industry. And sometimes it doesn't get the same attention as other events. Yet we can all learn here. Musical producers are extremely innovative in many areas. They are in a very close exchange with their audience and consciously respond to it. Be it with new and topical pieces, with transformed productions or new approaches to venues.

You talk about introducing a whole new approach to music marketing, can you tell us a little more about that?

Niedermann: Last April, we launched Sunrise starzone with our partners Sunrise, Raiffeisen and Mobiliar. A unique all-round package in the Swiss music sector. This is where leading promoters, venue operators and artists come together. We are present with exclusive lounges at over 150 concerts, many festivals and venues. Music enthusiasts benefit from this and from priority and discounted tickets. In the first ten months, we have already made more than 100,000 concertgoers happy. In addition, there is editorially prepared music news, some of which is provided by the artists themselves. A loud and weighty voice at a time when music journalism is losing more and more of its weight.

Swiss musician Baschi has been in the business for 20 years, born out of a talent show. Besides a music performance, will he also give impulses on how to stay in the limelight constantly for so long?

Niedermann: We can certainly learn in many ways from the artists who work with us in the Sunrise starzone. Be it from Baschi, Stefanie Heinzmann or Dabu. They offer us and all those interested in music a completely new insight into the music landscape. We are convinced that with sunrise starzone we have created a sustainable and inspiring product for everyone.

What can we learn from the contortionist Nina Burri about the live entertainment industry?

Brockes: I admire Nina Burri for the way she has managed to be a permanent fixture in Swiss and international entertainment with contortion over many years. In her interview, she gives insight into what the secrets of her success are. And of course I'm looking forward to the pun on whether you have to bend to get booked in a niche discipline in entertainment.

From your point of view: Will live entertainment always exist or will hybridization replace face-to-face meetings in the future?

Brockes: Live is premium. Digital is standard. The mix of both will certainly continue to grow in importance, but despite the highest video quality and three-dimensional experiences, live is attracting the masses again and I'm sure that will remain the case for premium live experiences in the future.

Niedermann: As a child of the 80s, I have to quote the Austro rock band Opus here: "Live is life". It will stay that way for the time being. (laughs) With the same high probability as that "nana - nanana" now running through their heads.

More info about 360° Entertainment is available here.