How I assembled my cast for Mumbrella's Entertainment Marketing Summit - from modern art to telcos

Uniting the industry in our search for an audience [View web version]( Hello there, Mumbrella’s Entertainment Marketing Summit will be the first conference I have curated in my position as Head of Event Content. It was a pretty deep end to be jumping into, with so much going on that is dramatically altering the way the entertainment industry finds and speaks to audiences. So I approached it with the thought that there is one thing that unites anyone from the diverse areas this event reaches: building and finding your audiences. If you’re in the business of doing this, this is a conference for you. I’m excited to have the likes of live music legend [Michael Chugg](, world renowned stage producer [David Ian](, Gold Logie-winner [Samuel Johnson]( and media personality [Maz Compton]( speak at the event. They’re some of the biggest names across screen, stage and media, and will provide the audience with some fantastic learnings. Importantly, they headline a conference that is filled with powerful and relevant discussion points. The news has been filled with some pretty big stories this year, not least Network 10 and its ownership tussle, Foxtel’s rebrand and reshaping of the business, as well as the industry remembering with vigour that podcasts exist and that the opportunity should be exploited. Entertainment brands are going through a seismic shift, riding the wave of change and disruption in the industry, which inevitably changes the marketing environment. Take [Telstra](. It was somewhat by chance that my discussion with the telco behemoth turned towards entertainment. Telstra is pushing extremely hard to become a business that is known for more than just telecommunications. Its investment in the new Telstra TV is significant, the Telstra TV and Bigpond Movies offerings are being backed heavily and the company has formed partnerships with Apple Music, AFL, NRL, Netball and Foxtel, among others. Telstra is aiming to disrupt the entertainment industry and it’s great to have Michele Garra and Jeremy Nicholas take to the stage to explain how they are doing that. Marketing such a famous telco brand as an entertainment brand sounds like one of the hardest jobs around. Disruption has almost become commonplace in the industry recently. From technology allowing for streaming content played on powerful mobile devices to powerful leaders fighting for control over brands. But it’s also gone further into parts of the industry not often associated with disruption (or technology)- the arts. Whether it’s the performance or gallery variety, or a mix of both, brands within the arts have been reinventing the way they are perceived, targeting new demographics with edgy marketing campaigns and fresh new offerings. And it’s working! There is no better example than [Mona](. Increasingly visited, always talked about - the wild and wacky experience just outside Hobart hasn’t just revolutionised the art scene, it has increased tourism to the Apple Isle significantly. As one of the many people who has visited Mona more than once, and come out feeling a range of different emotions, I’m thrilled to have the Director of Marketing & Communication, Robbie Brammall, flying in to explain how it’s all been done. We went on a little bit of an art bender, truth be told. [The Sydney Opera House, The Australian Ballet, the Sydney Dance Co. and Ilbijerri,]( will all have senior marketers on-stage discussing their specific challenges, opportunities and executions in a dynamic space. We went global as well, with [David Ian](, Chairman of David Ian Productions and a recipient of four Olivier awards and two Tony nominations. London-based, he’ll be flying in to reveal how he markets to a global audience that is significantly expanding. His experience of the Australian market is particularly fresh, as his production of Evita starring Tina Arena is currently playing here. Recent productions also include Annie, Sunset Boulevard and The Sound of Music. Technology also takes centre stage. As a former technology journalist, it would be remiss of me not to look at the opportunities in the tech space to see how they are moving the needle. There are two areas that stand out; live video and video games. Live video is not a new concept, but no one has ruled it. [Facebook Live]( is the latest platform to commit to a big push and an eclectic mix of industry experts will discuss how and why they are using it, and what the results have been. I'll be moderating that panel which includes News Corp’s Nick Smith and media personality Maz Compton among others. Video games is perhaps the best example of entertainment marketing done right. What was once a medium supposedly confined to teenage boys (or older males with the thought process of a teenager) has now become a US$17 billion global industry with gaming franchises like Assassin's Creed and Halo out-gunning top movie franchises. An [expert panel]( of video game publishers, commentators and agencies will throw the spotlight on how marketing the medium has made it mainstream. I personally took it upon myself to test as many video games as possible - much to the delight of my wife... Tickets are selling extremely fast. Entertainment marketers and their peers, creative, media and PR agencies, publicists, talent management and brand marketers have all seen the value to be wrung from these talented industry leaders. Your competitors are probably already there, so don't miss out! Get in quick and [grab your tickets now](. You can see the [full lineup of speakers here](. See you there, Damian Francis Head of Event Content, Mumbrella Mumbrella | 46-48 Balfour Street Chippendale NSW 2008 Australia This email was sent to {EMAIL}. If you would rather not receive emails from Mumbrella Entertainment Marketing Summit, you can [unsubscribe]( or [manage subscriptions]( Facebook LinkedIn Twitter