Focus of Mira Wölfel is establishing a platform for professional interactions
In a significant shift from previous years, Prolight + Sound 2021 will be moving forward as a standalone event, leaving behind its long-standing concurrent partnership with Musikmesse. This change brings about several implications for both exhibitors and visitors, as the event aims to carve a niche as a premier platform for businesses in the entertainment-technology industry.
A New Focus for Exhibitors
For exhibitors, this change means adapting their marketing and participation strategies to reflect the new focus. With the combined draw of both events split, those concentrating on audio-visual technologies (Prolight + Sound) and musical instruments or related segments (Musikmesse) may have to decide which event to prioritize, or plan to attend two separate events if Musikmesse is rescheduled separately. Potentially, foot traffic could be reduced compared to when both events were simultaneous, as the synergy between the two fairs attracted a larger, more diverse audience.
Changes for Visitors
For visitors, attending both Prolight + Sound and Musikmesse categories might become more time-consuming or costly if they are held separately. The focus of each event could become sharper, offering more specialized content but less cross-industry exposure. Travel and accommodation planning might change as visitors may now attend two distinct events rather than one combined occasion.
Embracing a More Focused Experience
In this new landscape, Prolight + Sound 2021 is set to offer an opportunity for manufacturers of DJ equipment or creative production tools to showcase their products and brands in action, with direct involvement from their endorsers. The event will also collaborate with the Sample Music Festival organizers, featuring interactive demonstration areas for music production and live performance in the ProDJ SMF area.
To stimulate purchasing propensity and spread optimism for the industry's successful relaunch, greater resources will be deployed. This includes a hosted-buyer program for top industry decision makers, with travel and hotel costs covered. Moreover, each exhibitor will be able to invite an unlimited number of contacts to the fair, free of charge.
In summary, the decoupling of the two events shifts the dynamic from a large integrated trade fair to more focused but separate experiences. Quality will be prioritized over quantity, with a focus on creating a meeting point for professionals. This change is set to bring about a new era for Prolight + Sound, as it carves a niche as a premier platform for businesses in the entertainment-technology industry.
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- As Prolight + Sound 2021 transitions into a standalone event, manufacturers of live sound systems and audio technology can anticipate showcasing their products in a more targeted yet specialized setting, with opportunities for direct interaction with endorsers and showcases in the ProDJ SMF area.
- Visitors, particularly those interested in the lifestyle and technology aspects of the entertainment-technology industry, may have to adjust their plan to attend multiple events if Prolight + Sound and Musikmesse are held separately, as the event will aim to provide a sharper focus with more specialized content, sacrificing a bit of cross-industry exposure for a more focused experience.
