Interviews, Music Business — January 21, 2013 at 5:50 pm

Catching Up On Midem 2013


Midem 2013 is in the starting blocks. This year’s edition of the international B2B music event takes place in January 26-29, in the usual South of France city Cannes. Music Services Asia Night in Midem 2012 was a first highlight on the Southeast Asian contemporary music scene. This year, the conference devotes a large chunk of its line-up and sessions to Asia and its growth in the music and entertainment sectors. Find out what Midem has in store for 2013, as we discuss with Reed MIDEM director, Bruno Crolot.


Music Weekly: What are the highlights of Midem 2013 in your opinion?

Bruno Crolot: There are many highlights this year, but if I am to name a few I would mention some of the keynote speakers during the Visionary Monday sessions, such as Lang Lang the Chinese classical pianist, Mark Hoppus the bass player from Blink 182, John Hayes from American Express who will talk about the brand’s legacy in music, and Robert Scoble the tech guru from Rackspace Hosting who will give his vision of the music industry of the future.

The 6th Midemlab competition will once again feature the most innovative start-ups operating in the entertainment field. Innovative companies to have been revealed by the competition in the past include SoundCloud, Next Big Sound, The Echo Nest, Songkick and Root Music.

The Midem Marketing Competition will showcase some of the best music marketing campaigns and music in advertising. We are launching a second category this year to highlight the growing relationship between music and brands, which is a key focus at Midem.

Live music will of course be a highlight this year. The Midem Festival will be moving right next to the Palais des Festivals with the venue Magic Mirrors. This makes attending the concerts easier and also facilitates networking. We have a great line-up with the British band Madness, Asaf Avidan from Israe, Lou Doillon and C2C from France, Archive and many others. Midem Off will take place over three evenings in four bars in the centre of Cannes, with a very eclectic programme of international talent ranging from Canada to Japan, and from Senegal to Congo.


With the ‘Malaysian Supernova’ night, Endah N Rhesa from Indonesia and Drunken Tiger from Korea in the festival line-up, there’s a huge step towards Asia since last year’s Midem. How do you explain this ‘Asian fever’ and what are the stakes?

There is a very strong Asian presence at Midem this year. Malaysia comes to Midem with more than 20 companies. For the first time, they will host a very high profile music event called “Malaysian Supernova” featuring eight very talented artists including the rock group Hujan and Bunkface, DJs Goldfish & Blink, pop song makers Amanda Imani and Jaclyn Victor, R&B act Nadhira, electro pop diva Ze! and reggae ambassador Sasi The Don.

Korean industry body, KOCCA, will host the Korean Pavilion at Midem which will house some of the best KPOP labels & producers. Korean artists performing live at Midem Festival are Drunken Tiger and “T” featuring Bizzy and we are also very pleased to welcome Juniel, the new star from FNC Entertainment, for her first European performance and DJ DKHT.

Taiwan also has a strong presence and will host a special session on the Innovation Factory stage to give advice to music industry professionals looking to develop their business in the Greater China region. Major artists from Taiwan Jolin Tsai, William Wei and the electro duo Salamander as well as Jean Michel Jarre, Iggy Dahl-Strange and Hayden Bell will be on hand to talk to industry professionals and media.

Indonesia’s Endah N Rhesa, a great folk duo, has won the Midem live 2013 competition which offers them a slot to perform on the main Midem Festival stage, the Magic Mirrors. End of the World, a Japanese band with strong international potential will be performing at Midem too with Live Nation.


Midem’s aura is said to be fading in the international music industry. But still, it seems to remain one of the biggest music conferences where all the professionals meet every year. Towards which direction is Midem going for this year and in the future?

Midem is the most international music industry event, where key players of the music ecosystem from all over the world gather to network, do deals and discover the new trends of this business.

This year we have participants from 80 countries registered and significant attendance from all continents. It is a must-attend event if you want to go international in this industry.

Last year we completely changed the show’s positioning and further broadened the scope to reflect the new music industry ecosystem, which includes the core music industry which is at the heart of Midem: labels, publishers, distributers and industry bodies but also tech companies, brands and artists direct to fans. Our repositioning was very successful and we had growth in the number of visitors for the first time in five years; an increase of 13%.

For Midem 2013 we have fine-tuned these changes and continue to focus on tech, artists direct to fans and brands, in addition to the core music industry which of course is at the heart of Midem.

We are also launching a number of new initiatives, for example, the Brand Central area which reflects the growing importance of music & brands in the industry, as does the growing number of ad agencies and brands attending Midem each year.

New things are also planned around the classical music sector as it is a specific community with specific needs and topics that they need addressed in the conferences. We will also launch the Classical Embassy which will present three evenings of concerts where delegates can discover new talents.

Another key element that we are developing is the educational side of Midem, as the industry has evolved so quickly there is a real need for professionals to learn new skills. Visionary Monday will host a series of conferences where artists, music industry leaders, entrepreneurs, marketing and technology innovators will share their visions of how to thrive in this new music industry environment. The Midem academy provides several training and networking formats to provide interactive education and focused business acceleration and there are Midem summits which feature high-level conferences on all aspects of the music business today with partners like IAEL, ICMP and CISAC.

For the future we will continue to grow the international aspect of Midem. No other music industry event gathers high level people from so many regions and countries and we are looking to bring in more professionals from Asia, Africa, Latin America and the Middle East. Developing participation from new segments like tech, artists, brands and ad agencies is also a priority and we expect more participants from these sectors over the next years. Midem is a great launch platform for artists, startups, products; we want to further strengthen this angle with more live concerts and showcases, competitions and pitches. Further developing learning/professional training offers at Midem is also an objective and working closely with schools and universities such as Berklee College of Music (US/Spain), Henley (UK) or Sciences Po (France). There is a need for high quality education/learning programs for students and industry professionals of the ecosystem.


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