09:31 | Thursday July 3, 2008
Executives from all sectors of the music, gaming and advertising industries are volunteering to take part in MusicTank's experimental Face To Face With The Millennials event later this month.
Nettwerk Music Group CEO Terry McBride wants to create a working "roadmap to tomorrow's business" for an up and coming British act using his recently-published report on the millennials demographic – people born in the early Eighties - as a blueprint.
He will also encourage input from an array of industry executives, including Last.fm's Martin Stiksel, Warp Records' Steven Hill, 7Digital's Ian Bell, KLP's Kim Machray, Record-Play's Daniel Cross and Woodwork Music's Rachel Wood.
An act has been chosen to be given the McBride makeover. No names are being revealed yet, but the band is currently releasing their second single, have already enjoyed media attention from Radio One, Xfm, NME and The Guardian, and are slated to play a number of festivals this summer.
Russell Hart and Peter Ruppert, respectively CEO and president Entertainment Media Research, will provide a UK focus to the significance Millennials play in helping break artists and bands. They will also assess the trajectory of acts broken by Millennials as they develop and attract a new different audience. All of this will be supported with of-the-minute analysis and insight.
McBride will kick off the Face To Face With The Millennials event, which takes place on July 17 at the Imagination Gallery in London, with a speech explaining why constant experimentation is key to success. Issues he is expected to cover include activating p2p communities, mash-up culture, the future of band and brand relationships, mobile content and video games.
Following a Q&A, McBride's thesis will be put to the test by BBC 6Music presenter and songwriter Tom Robinson, interviewing a panel of UK Millennials who will set the record straight on free music, online communities, aligning bands with brands and what works for them.
The final part of the day will see the act, their management and the leading representatives from digital distributors, e-tailers, marketing companies, promoters, sync specialists, video game developers and beyond, working with McBride to create the act's 12 month road map.
Delegates will explore new ways of converting the act's tribe of fans into active agents working towards the artist's success. This will include experimenting with fan mixes, brand deals, releasing via the fan base and P2P communities. When a roadmap for the act is finalised and set into motion, the band's progress will then be followed closely over the next 12 months via the MusicTank newsletter.
