Frankfurt’s Musikmesse to host first showcases

Musikmesse, the leading Frankfurt trade show for the musical instrument (MI) sector, has parked its tanks on the lawn of German showcase festivals such as Reeperbahn, Pop-Kultur and c/o pop by inviting several European export offices to showcase at its 2018 event.

Musikmesse – which last year, along with sister event Prolight + Sound, attracted around 100,000 visitors from 144 countries to the Messe Frankfurt exhibition complex – first introduced live music programming in 2016, although organisers told IQ at the time the event wasn’t interested in competing with other, more established events for a concert industry audience.

Musikmesse Fest: Just musical instruments… for now

This year, however, Musikmesse Festival – which will feature performances from the likes of Albert Hammond, Dionne Warwick and En Vogue – will include a showcase component, with export offices from Luxembourg, the Republic of Ireland and central and Eastern Europe (including the Czech Republic, Latvia, Lithuania, Russia and Hungary) presenting up-and-coming talent over three evenings from 11 to 13 April.

“The interest of international export initiatives in Musikmesse underscores the relevance of the fair as an international platform for the entertainment and live business,” says Wolfgang Weyand, director of business relations and entertainment for Musikmesse/Prolight + Sound. “All participants will profit from these new partnerships.

“On the one hand, they represent an interesting contribution to the complementary programme of events. On the other hand, they facilitate valuable encounters between exhibitors and players from important markets.”

Phil Harrington, CEO of Ireland’s youbloom, says: “youbloom Dublin obviously has a clear interest in showcasing Irish talent abroad and Musikmesse Frankfurt clearly offers a great platform for connecting our scene with potential new international business partners. Yet, there is more to it for the overall youbloom brand portfolio, as we’re currently launching a new online service, targeting musicians worldwide, called youbloomConnect.

“Everyone is talking about music and brands, so why not go for those brands that actually directly working with the music?”

“As such Musikmesse Frankfurt truly caters to many of our interests at once.”

Giovanni Trono of Luxembourgish export office Music:LX adds: “As a small music export nation we always have to work extra hard, and maybe even more importantly, smart, if we are to compete internationally. As such the Musikmesse Frankfurt proposition of us getting to target music brand partnerships directly is extremely appealing.

“Everyone is talking about music and brands, so why not go for those brands that actually directly working with the music?”

Musikmesse Festival 2018 takes place from 11 to 14 April.

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