FAME HOUSE AND IMS – GALVANIZING ASIA-PACIFIC

FAME HOUSE AND IMS – GALVANIZING ASIA-PACIFIC

Beyond digital marketing experts, the Fame House staff is a group of music lovers – first and foremost. We’re fans ourselves, and as a company, we’re well invested in the growth and secure prosperity of electronic music culture. We’re privileged to be working with some of the most respected names in the scene, and it’s only fitting that we do our part to ensure we move the conversation forward of where this explosive scene is headed.

Fame House is an official partner with what is widely considered the “TED Talk” of electronic music, the International Music Summit. IMS is an educational, inspirational and motivational thought leadership platform dedicated to creating awareness of, and appreciation for, electronic music, the artistry related to DJing and all related popular art forms, primarily through the presentation of summits and events that celebrate the historic and ongoing contribution of the genre to art and culture worldwide. IMS hosts major events annually in Ibiza, Los Angeles and now Singapore. This alliance could not be more fitting for both sides, as the rise of electronic music in the U.S. – and now Asia – is directly correlated to the rise of digital.

IMS is a special client and partner to Fame House because not only are facilitating the conversation online through intense digital marketing initiatives, we’re involved in the conversation ourselves as electronic music fans and industry professionals. We’re proud to have taken part in the past two IMS Ibiza’s, been there to usher in the IMS Engage concept to American audiences in Los Angeles, and now have successfully helped launch the format into Asia for the inaugural IMS Asia-Pacific summit in Singapore. Read below for a recap of what took place in Singapore on December 11th.

 We look forward to many more of these to come and where this global electronic music culture is headed.

IMS Asia-Pacific – An Overview

IMS Asia-Pacific – An Overview

 

IMS ASIA-PACIFIC was IMS’s first ever event in the region – taking place at the beautiful W Singapore in Sentosa Cove.

Industry icons from nearly all countries across the region attended this one-day event held the same weekend as the legendary ZoukOut Festival. The day took in keynotes, one-to-one interviews, business reports about the value of the region, and the odd bit of explosive words from a certain promoter in Korea!

The day started with the first IMS Business Report for the region (available here in its entirety) estimating that its value is 1/6th of the global electronic music market at nearly $1 billion.

 

 

“A significant number of Asia-Pacific clubs rank in DJ Mag’s Top 100 Clubs and boast the largest, fastest-growing social media fans in the world,” said IMS Analyst Kevin Watson. “There are many large festivals across Asia-Pacific now, including Sunburn Goa, which is as big as Tomorrowland.”

India alone was of interest to Watson in this report: “If penetration in India reached just half the USA’s, it would be equivalent to 18 new festivals the size of Tomorrowland.”

Sandy Monteiro challenged the electronic music industry in Asia to address the concerns over drug deaths at its events or forfeit the huge potential of partnerships with brands in Asia.

 

 

“Asia is at a tipping point for an EDM explosion,” he said. “The genre is the driving beat behind pop music and product sales. The top five countries for Universal Music streams in the Asia-Pacific region are Korea, Thailand, Philippines, Indonesia, and Malaysia.”

Dr Gino Yu inspired the delegation with a talk about transformational music – deciphering fascinating cultural differences, which could be challenging for the genre’s growth.

 

 

“EDM is the contemporary incarnation of global transcendental connectedness through music,” he said. “However, EDM in the West is tied to drug culture, and there is a lack of local talent, infrastructure, and models. There exist some cultural challenges, but plenty of new opportunities too!”

Artists Nervo and Damian Lazarus sat with local artists from India, Thailand and Singapore.

 

 

“It’s important we don’t focus on booking strictly huge international artists in India because we have so much talent,” said Indian DJ Arjun Vagale. “That is critical if we are to build our own healthy scene.”

“25% of our performances have been in Asia the last four years,” the NERVO duo told audience members. “It’s only going to get bigger.”

The two later encouraged promoters to have their own local talent headline major festivals in order to secure support of regional fans to allow their own scenes to grow. Both Damian Lazarus and NERVO made a call for new electronic music with flavors unique to each region across Asia-Pacific, encouraging native producers and music makers to ensure their region truly has its own sound.

Gilbert Yeung, owner of Dragon-I and the Tazmania Ballroom in Hong Kong talked to Chris Ho of Lush Radio about his scene.

 

 

“Hong Kong is a friendly open market, but it’s getting competitive,” he said. “People have more choices; clubs must deliver higher quality.”

Promoters from global stature events from China, Hong Kong, South Korea, Singapore and Japan all discussed the huge growth they are experiencing. JC Ahn (International Director, VU ENT / Global Gathering / Life in Color, South Korea) challenged people for getting into the business for the wrong reasons with a torrent of harsh words.

 

 

“If you’re doing this for money, for greed, to be cool… you’re a dumbass,” he said. “You should not be in this scene if you’re not going to have the heart for it.”

With drug related deaths at dance music events being highlighted more and more by media, the panel decided to tackle the issue head on.

“The government in Hong Kong often addresses drug use though propaganda and not though education,” said Jason Swamy, promoter for Do What You Love / Robot Heart, Hong Kong.

Frank Cotela (Onelove Recordings / SFX Totem / Stereosonic, Australia) had words for promoters supporting local, regional talent: “If you’re a promoter, don’t be afraid to support your local artists. They’ll be making you your money in the long run.”

 

 

“We’ve reached a point where a good idea, even if it comes from the North Pole, it can go global overnight,” spoke Andrew Bull (Director, Shine Communications, Shanghai) on how digital will only continue to be a driving force in the growth and advancement of electronic music culture.

Steve Angello then talked with Pete Tong about his passions and experiences in Asia-Pacific.

“If you remain true to yourself, there will be opportunities out there for you,” he said on regional artists standing out and reaching a mass scale. Angello also expressed some frustration with the overall scene being complacent with music that isn’t pushing any creative boundaries.

 

“People have forgotten the essence of creating music,” he said. “We’re supposed to make music but if you don’t challenge yourself, what’s the point? Taking a risk in dance music today is not booking a pop artist. I think as a whole, we need to pause and think about our (scene’s) future plans.”

Richie Hawtin joined the debate about Get Played Get Paid hosted by the Association for Electronic Music – trying to ensure artist payments end up in the right hands.

 

“The more information we put out there, the more our scene can continue to grow and be independent,” he said.

And the godfather of dance music in Asia-Pacific, Lincoln Chen of Zouk, talked with Paul Oakenfold about his opening years in 1987, the influence of Ibiza on his club and he was honoured with the IMS Pioneer Award for his work in the region.

 

 

And then to the parties, where Pete Tong played for the first time with daughter Becky Tong, then NERVO closed out the event at W Singapore, followed by Paul Oakenfold performing at Attica with a surprise opening set by Steve Aoki.

 

An inspiring start to IMS’s first steps into the final frontier of global electronic music…

Amanda Palmer- #7 on the New York Times Best Sellers List

Amanda Palmer- #7 on the New York Times Best Sellers List

Congratulations to Fame House client Amanda Palmer for reaching #7 on the New York Times Best Sellers list for the week of November 30th, 2014 for her debut novel The Art of Asking!!

“Amanda has a direct line with her audience – a lifeline for them and for her, the codependency all truly great performers surrender to… she’s capable of anything, incapable of telling anything but the truth.” – Bono

Fame House is proud to have contributed to this project and helping Amanda with this direct line by designing and building the digital companion to the book here and an interactive “Walk Through Amandalanda” timeline to provide readers a window into Amanda’s career and history.

thumbnailthumbnail

Mysteryland recaps successful debut in the US; announces return in 2015

Mysteryland recaps successful debut in the US; announces return in 2015

Memorial Day Weekend 2014 marked the successful inaugural debut of Mysteryland USA. Notably the first multi-day event held on the iconic Woodstock grounds in Bethel Woods since 1969, Mysteryland continued its tradition on New York grounds. The longest running electronic music, culture & arts festival brought new life to the Holy Grounds among almost twenty thousand communal nomads. Fame House joined the MLUSA team on-site to bring the entire experience to life in the digital space, from social updates and community engagement, to activating influencers, sponsor support, and brand ambassadors. Fame House has been an integral part of the brand’s digital strategy since joining the team in the fall of 2013.

10258107_572613722838868_8494215928220320224_o

 

Now, Mysteryland USA is back for its second edition, bigger and better than ever. The festival is bringing significant improvements to the festival grounds and camp site, along with overall increased capacity over Memorial Day Weekend. MLUSA 2015 will fuse artists, record labels, and NYC venues into a new curated concept that is the lifeblood of this year’s event. Culture and art are taken to a whole new level as the second edition aims to top 2014.

1557257_573671096066464_388484186661820161_o

Tickets are available for MLUSA 2015 at mysteryland.us.

 

10514378_565370280229879_2316474306901648909_o

10683469_579206112179629_8517067798662179590_o

10403946_512315275535380_5452185735773865938_o 10473849_575487059218201_1966110430600506175_o

Rock In Rio USA conquers NYC

Rock In Rio USA conquers NYC

One of the biggest music festivals in the world is coming to the United States for the first time in 2015. With Rock In Rio set to take over Las Vegas for two back-to-back weekends in May, it only made sense that their first major artist announcement about the event had to be a blow-out. And it was, as the RIR team took over New York City in a big way.

Holding their press conference in the NASDAQ building, Rock in Rio shared all the amazing experiences to come at its inaugural event in the U.S. – complete with three Rock Streets, a Cirque du Soleil presence, and legendary headliners ranging from Metallica to Taylor Swift. Add in a surprise appearance by No Doubt and you’ve already got quite an exciting press conference – but it didn’t end there. Just outside the NASDAQ’s doors, Rock in Rio built a stage in the middle of Times Square to host a surprise concert with John Mayer and Rock in Rio USA 2015 artist, Sepultura, for an excited (and surprised) crowd of thousands.

Fame House was on the ground with the RIR team, handling social media and community management. Throughout the evening’s events, Rock in Rio USA trended nationally and generated millions of impressions.

IMG_3372

ENTER. receives Best Media Distribution award at Ibiza Design Awards

ENTER. receives Best Media Distribution award at Ibiza Design Awards

Richie Hawtin‘s revered ENTER. night in Ibiza earned three awards at the Ibiza Design Awards last week with recognition in Best Creative Concept, Grand Prix 2014, and a Gold prize for Best Media Distribution. Fame House was on the island all summer to coordinate the success of ENTER.’s social media and digital marketing efforts, with support from our team in San Francisco.

Congratulations to the entire ENTER. team!

GALA IBIZA DESIGN AWARDS-9430ENTERRichieShot

 

Electric Zoo returns to NY for 6th year; FH runs on-site social

Electric Zoo returns to NY for 6th year; FH runs on-site social

Electric Zoo Festival proudly returned to Randall’s Island this past Labor Day weekend. It’s sixth year marked many changes and improvements for the internationally recognized music festival, including new safety measures, more stages, and a revamped on-site social media strategy. Fame House was on the ground posting on Electric Zoo and Sunday School social media channels, capturing all special moments as they happened in real time with engaging photo and video content. In addition to Electric Zoo’s cornerstone social media channels, Fame House also curated the first-ever festival Reddit Live Blog and facilitated the Our Electric Zoo Story campaign with Snapchat, making EZoo the first event to take part in Snapchat’s Global LIVE feature.

EZ2014, Marc van der Aa, MVDA, electric zoo EZoo-2014-Pyro-MVDA-9668 EZ2014, Calder Wilson, CCW, electric zoo 10501989_10152652649323025_848392956940450357_n

Fame House Launches Office in The Netherlands

Fame House Launches Office in The Netherlands

Fame House is happy to announce the launch of their Dutch office. In partnership with our sister company, ID&T, under the SFX family, we now have top-quality resources in Amsterdam, headed up by Frank Litjens. Frank brings over ten years of digital agency experience to Fame House and transitions into this new role after having headed the Data Insights and Digital Development Operations at ID&T over the past two years.

“I’m very excited to bring Fame House over to Europe and get to work with the highly talented team from the U.S. I can’t wait to expand the business with our European events and grow the already extraordinary roster of world famous artists and events that make up the Fame House clients,” says Frank Litjens.

“Frank is a data and technology expert. That combined with his ability to help coordinate efforts for Fame House in Europe is an exciting step for this business. We are thrilled to have Frank on the team, and are excited for the next steps in Fame House’s evolution.”

-Mike Fiebach, Founder & CEO, Fame House

Fame House and WeHeartIt – Breaking Through the Social Clutter with Beauty

Fame House and WeHeartIt – Breaking Through the Social Clutter with Beauty

What if there was a social network free of trolling, negativity, and was solely focused on the positive side of people’s everyday lives? — This social network exists, and it is called We Heart It.
What is social media to you? Is it text? Is it video? I think most people think of strong visual elements. Well, We Heart It certainly has that nailed.

Mostly female with a strong millennial core, this platform is unique in both its user base and its functionality. We Heart It’s users are a uniquely passionate, expressive group, using the platform primarily to share photos and other imagery (videos, quotes, etc.) that inspire them or that they feel represent their identity.

On a functionality level, it’s the feature We Heart It chose not to build that differentiates it so substantially from all other popular social networks: comments.

This stroke of genius in developing the platform effectively prevents any negative feedback on others’ posts, only “hearts;” it’s a virtually bully-proof network. It also created an environment where users express themselves entirely through visuals—no words are needed. This truly unique atmosphere is a great outlet for visually-driven millennial women, and the reason why they love the network so much: We Heart It is all about celebrating individuality and the beauty in their lives.

For Fame House, as a cutting-edge digital marketing company heavily focused on festival marketing as a part of the SFX Entertainment family, this is the perfect platform to help augment our social strategy. The proof is in the results so far for our account for TomorrowWorld:

http://weheartit.com/TomorrowWorld

50,705 followers
19,825 re-hearts earned from other users
18,535 hearts earned on images uploaded from tomorrowworld.com

Fame House and SFX are proud to be on the early cutting-edge of helping grow our clients’ brands through this new and quickly growing social network. The consumers we are marketing to for the world-renowned events we represent are all about peace, love and music- and that seems to be very much in-line with the positive and one-of-a-kind social atmosphere of WeHeartIt.

-Michael Fiebach, Founder & CEO, Fame House

Now That’s Music! reaches the milestone NOW 50

Now That’s Music! reaches the milestone NOW 50

Today marks a major milestone in pop music with Now That’s What I Call Music’s 50th volume release. Since inception to the US market in 1998, each NOW! compilation has been an extremely high seller and chart topper. From standard volumes to special release compilations for Country, Workout, Ballads and more, the Now That’s Music compilation series has proudly celebrated a new milestone with its fan base for 2014.

Under the digital strategy direction of Fame House, the NOW 50 campaign pulled out all the stops, from major sweepstakes and user generated content campaigns, to historic shareable galleries and more. NOW 50 Deluxe was accompanied by a rare fan-voted bonus disc comprised of the best tracks from volumes 1-49. Now That’s Music also launched the first-ever commercial spot featuring photos and shoutouts from fans across social media. Our long-lead, multi-tiered digital campaigns with the Now That’s Music team has been crucial leading into release day, and we look forward to continued success with NOW 51 & 52 in the year ahead.

SOCIAL MEDIA TRIFECTA

SOCIAL MEDIA TRIFECTA

Fame House’s Hisham Dahud is on tour with CNTRL: Beyond EDM, a 17-city college tour across North America educating students about the origins and future of electronic music, with lectures by day and concerts at night featuring some of the genre’s pioneers including Richie HawtinLoco DiceEan Golden and more. These are his stories from behind the scenes.

When I was first ordained in charge of social media execution for the CNTRL tour, the only social channel that had been established was a Facebook page. While this made perfect sense considering the biggest party is still going on at Facebook (in terms of reach), electronic music fans tend to be a bit more versed on social media and generally prefer to engage across multiple platforms, seeking different experiences while being part of different communities.

I decided to then incorporate two other primary social media platforms in Twitter and Instagram; however, there would be no point in setting up those channels if there were going to exist merely for the sake of existing. We had to give people specific reasons for following each network separately, and yet, had to figure out a way to ensure that they each worked together symbiotically.

With that in mind, the social media trifecta behind the CNTRL: Beyond EDM tour looks and functions like this:

FACEBOOK

While this naturally resides as our primary messaging hub, this channel also exists as the place for fans to absorb high-quality real time content. This includes high-resolution photography of daytime lectures and evening concerts, links to all of our live streams (which occur from the tour bus and at the venues), plus other items that are each provided in real time. So for instance, I will be on stage during a performance and once a new DJ takes to the decks, fans will get a nice photo (not from a phone) of them doing so, taken just seconds before the post.

Click image to enlarge:

Screen Shot 2012-11-05 at 12.05.59 AM

To cross-pollinate the other two social networks, we also provide teasers from Facebook to the other happenings at the other networks in order to entice fans to hang out there also:

Click image to enlarge:

Screen Shot 2012-11-05 at 12.04.37 AM

TWITTER

This is where we hold an ongoing conversation with fans surrounding the CNTRL tour. In addition to general updates of events and artist related items, Twitter is used as a real time conversation tool delivering valuable insights and engagements for those unable to attend our university lectures. During the lectures, key quotes are being fed through our Twitter account where non-attendees can follow along with the discussion, and can even participate with the discussions. I post only one quote per day to Facebook (accompanied by a rich photograph), but they need to follow us on Twitter in order to catch the entire conversation there.

Click image to enlarge:

Screen Shot 2012-11-05 at 12.55.59 AM

Both attending and non-attending fans become a part of it by using the #CNTRL hashtag on Twitter to submit questions to the panelists or chat amongst themselves:

Click image to enlarge:

Screen Shot 2012-11-05 at 12.57.27 AM

INSTAGRAM

With Instagram, I decided that I didn’t want to overlap the content experience by reposting photos from Facebook, which while high in quality, defeats the purpose of a mobile user experience. Instead, each follower to the CNTRL Instagram receives “insider access” to life with the cast and crew of the CNTRL tour. These include the more personal, intimate and “backstage” access photos that fans would find interesting such as going out to dinner with the artists, being behind the DJ booth, hanging out on the tour bus –  anything to make them feel as though they are going along for the ride behind the scenes. And since my phone is on me wherever I go, I’m much more available to respond and provide that insider access. This property pretty much wraps a bow around the CNTRL tour for fans, to provide them with a complete and transparent experience by showing them all sides of the tour.

Click images to enlarge:

Photo (15)Photo (16)

The takeaway: To properly engage with fans across the various social media channels out there, it isn’t as simple as cutting and pasting messages across all the platforms. You can’t be there for the sake of being there, otherwise you’re missing the point. You need to offer compelling reasons as to why one wouldwant to follow you there in the first place. This is why I do not believe in linking accounts together (auto-posting to Twitter from Facebook, etc). If I follow you on Facebook and I see that you post the same stuff to Twitter, why would I waste valuable feed space for redundant messaging? It looks lazy, impersonal, and you’re simply not speaking the language of the community.

The more value you provide in each network, the more fans will stick around, engage, and share your content  – which only reinforces your brand perception and reputation.

-Hisham Dahud, Digital Strategy and Social Media Director