As regular visitors to DJWORX, you’ll have noticed that with each passing year, the amount of new DJ stuff being announced at Musikmesse has fallen. The scheduling so close to NAMM is probably the main reason, the astronomical cost is another, and the trade focus is probably at play here too. So in 2016, the whole show is changing.
Firstly, when we refer to Musikmesse, this is just part of the bigger picture. There are actually two shows happening at the same time — Musikmesse as the name suggests is all about companies that create instruments for making music including DJ and production gear, and have a more end user focus. The Prolight and Sound show is more for bigger exhibitors who sell monstrous lighting and sound setups, mainly to the trade. But the way the shows work is about to change — read on…
New concept from 2016: opening to private visitors on all days and stronger trade-visitors programmes
Messe Frankfurt presented a new concept for the two fairs during Musikmesse and Prolight + Sound 2015. To come into effect next year, the concept orients both events more towards the needs of the musical instrument and entertainment industry. “The new concept focuses equally on strengthening the contact-making process between trade and industry and on the completely new contact areas between manufacturers and consumers”, explained Detlef Braun.
To this end, Musikmesse will open its doors to consumers with music-style specific exhibition halls on all days. At the same time, there will be an exclusive business hall open to trade visitors only, which will give them and exhibitors more room and contact space for undisturbed business discussions.
To implement the new concept, Musikmesse will move to the western section of Frankfurt Fair and Exhibition Centre next year and occupy more than 95,000 square metres of indoor, outdoor and conference space. Thus, in its new location comprising Halls 8, 9.0, 9.1, 11.0, 11.1, the Galleria and Portalhaus, as well as the adjoining outdoor areas, Musikmesse will remain as big as ever.
At Prolight + Sound, numerous product extensions in recent years have created a potential for growth that the organisers must make space for. Accordingly, Prolight + Sound will move to the eastern section of Frankfurt Fair and Exhibition Centre from next year and occupy Halls 1, 3, 4 and 5, as well as the Congress Centre and outdoor exhibition areas.
To strengthen the new consumer components of Musikmesse and the trade-visitor focus of Prolight + Sound, as well as to retain the important synergistic effects of both events, the sequences of days on which the two fairs are held will change from 2016.
Prolight + Sound begins on Tuesday and ends on Friday.
Musikmesse begins on Thursday and, in the interests of private visitors, ends on Sunday. The hours of opening are also changing: the fairs will open from 10.00 to 19.00 hrs on all days.
The next Prolight + Sound will be held from 5 to 8 April 2016.
The next Musikmesse will take place from 7 to 10 April 2016.
Bullet pointing — Musikmesse will be open to everyone (normally just Saturday) and runs from Thursday to Sunday, with opening hours moving to 10-7pm. Prolight will run Tuesday to Friday thus having a two day overlap for those with interests in both camps.
WHAT DOES THIS MEAN?
Apart from hotels being able to extend their exorbitant price hikes (seriously, there’s a 100% price increase for show days), it means that Musikmesse may well be busier, or instead have the Saturday public day load spread a little. But given the consumer focus of Musikmesse, there’s a chance that companies may well choose to announce more new product at the show than before. The BPM Show has done so spectacularly well because it is a public show with a more end user focus, and it seems that Musikmesse may well be heading in that direction as well.
The problem is the cost. When you factor in stand design and build, floor space rental, shipping gear, and putting dozens of people up in Frankfurt’s extortionately priced hotels, a big stand presence can cost in the region of £250K. But having a more consumer focussed show does mean that thousands of extra potential buyers may come along with a view to purchasing right after, making such a costly bitter pill a little easier to swallow.
OVER TO YOU
Do you go to shows like NAMM, Musikmesse, or BPM? Do you like them? If not, what would entice you to travel to them?