As the curtain falls on another hugely successful International Music Summit, the electronic music industry reflects on what was learnt at this year’s Ibiza event. From panels to live performances, parties and a host of special guest speakers, IMS 2015 was “definitely the IMS with the most powerful and pointed statements and learnings from the summit floor.” (IMS co-founder Ben Turner).
A number of key points were raised, most notably the wider prospective monetisation of Soundcloud in a speech by founder Alexander Ljung, as well as discussions on a range of issues including the implementation of drug testing at music events – an idea AFEM’s Mark Lawrence suggested was ‘not pro-drugs’ but rather ‘anti-death’. Further debates were also raised on topics including Apple Beats, Simon Cowell’s ‘Ultimate DJ’, the importance of social media and new music streaming service Tidal.
Live performance – given a unique platform by IMS’ Back2Live stage this year – was also a talking point at IMS 2015, complimented by notable DJ sets from the likes of 2015 IMS Legend Sven Väth, Luciano and MK, plus a spectacular live shows from Damian Lazarus and Rudimental.
Below, you can find a day-by-day summary of the event, as well as the 10 key learnings from this year and results from the 2015 IMS vote.
Day One
IMS 2015 opened with the delivery of the 2015 Business Report, in which the global industry was valued at $6.9 Billion – further reinforcing the notion that the industry continues to thrive on a global scale.
With this valuation in mind, the issue of whether it is possible to buy success in the music industry was a key topic of the day, encouraging debate from key figureheads including Mobilee label head Ralf Kollmann. “If good music and taste aren’t there, it’s a false economy”, he explained. “The industry reacts to taste, rather than dictates it.”
The A-Z of Billing Politics panel was also the focus of important debate during the day, with discussion centred around the growing issue of event line-ups and artist placement on billings. The panel were in agreement that billing politics would always be ‘problematic’, with the majority noting that issues around line-ups were ‘ultimately a waste of time’.
Elsewhere on day one, global powerhouse ULTRA Records celebrated their 20th anniversary at this year’s event with a poolside party and in-depth interview with label boss Patrick Moxey. Reflecting on ULTRA’s story so far, Moxey spoke candidly to legendary DJ and IMS partner Pete Tong about his experiences spearheading the label over the past two decades.
After a full day of engaging talks, the first of the event’s Back2Live live music showcases also took place at the Hard Rock Hotel’s main poolside stage, with each designed to give new artists a platform to incorporate live performance elements within an dance/electronic music setting.
Day Two
Day two opened with a series of panels dissecting the industry’s international reach, including a debate on Asia’s influence on the international dance music industry and the emergence of Africa on the world stage. Breakthrough act Black Coffee was pivotal to the discussion, featuring alongside label owners, agents and A&R representatives from across Africa. Black Coffee was keen to highlight the power of exposure, noting that he was ‘open to working with artists like Skrillex and Avicii’ if it would encourage the world take note of South African music.
The day continued with BBC Radio 1 DJ B-Traits presenting the State Of Mind panel, which looked to discuss the effects of drug use in the industry and present possible solutions with regards to protecting partygoers. AFEM’s Mark Lawrence, speaking on the subject of on-site drug testing at music events, put forward a powerful case for wider implementation, explaining that testing was not “pro-drug use, it’s anti-death”.
Elsewhere during day two, as well as honouring Sven Väth as this year’s IMS Legend, iconic industry figure Trevor Horn was widely applauded when his contribution to the industry was highlighted for discussion.
Day Three
Day three opened with what has become one of the summit’s most anticipated panels. The Great IMS Ibiza Debate this year focused on the island’s continued influence in the wider dance music world, as well as the role Ibiza plays in the discovery of both new music and new artists – as evidenced by breakthrough panelists Eli and Fur. They were joined on the panel by BBC Radio 1’s B-Traits and Becky Tong, who later opened the final night’s Dalt Villa event.
The importance of social media in artist communication with the public was also an important focal point on day three. Many agreed that genuine, off-the-cuff social media engagement was still seen as vital to sustaining positive relationships between artists and fans.
IMS continued to engage global audiences throughout this year’s event too, with Twitter trending topics posted live by delegates from official events, further nodding to the importance of social media interaction. It was also discussed that when used correctly, social channels can provide the catalyst for extensive brand development. The now legendary San Antonio based Café Mambo was used as an example here. “Thanks to social media, Café Mambo have gone from 250 people watching the sunset to 25,000”, it was outlined.
Perhaps most interesting though, was the discussion on young people and the next generation of ticket buyers. With the majority already acutely aware of how social media works, panelists rendered disingenuous social media communication and strategy effectively fruitless in the eyes of an internet-savvy generation. “Young people have strong bullshit detectors” it was concluded.
Day three’s talks ended with a crucial keynote interview with Soundcloud founder Alexander Ljung. Discussion was focused on Soundcloud’s forthcoming subscription packages and whether they will be of financial benefit to artists, but it was concluded that patience was needed while the platform scales up in a ‘smart’ way in it’s efforts to make the service more profitable.
Events
Outside of the debates, a host of events took place during IMS – most notably the Dalt Vila parties, which took place on Thursday 21st and Friday 22nd May. Thoughtfully curated musical programming led to two very different, but both equally memorable parties with night one playing host to a host of techno heavyweights including IMS 2015 Legend Sven Väth and Cadenza Records boss Luciano. Night two rounded off this year’s events with standout performances from MK and Kidnap Kid, before an explosive live set from UK chart act Rudimental.
Reflecting on IMS 2015, co-founder Ben Turner said:
“2015 was definitely the IMS with the most powerful and pointed statements and learnings from the summit floor. The discussions and debates about education around drugs and harm reduction, led by the Association for Electronic Music and tabled by B-Traits in her talk, resulted in AFEM CEO Mark Lawrence making a comment which has already traveled far. It feels like IMS and AFEM has grown into a united force to help protect our dance floors worldwide. We’re very proud that IMS is providing such a forum for intelligent debate on a global level. In addition, we enjoyed more and more live music then ever at IMS, plus the appearance to close the event of Alexander Ljung from Soundcloud – facing his detractors and supporters. It was an intense few days – as it should be!”
In review – 10 great learnings from IMS Ibiza 2015:
• The global electronic music industry is flourishing and has been valued at $6.9 Billion.
• The South African market continues to grow year-on-year, with 50,000 people attending last year’s Ultra South Africa.
• Revenue from brand partnerships is arguably the second most important thing behind touring for an artist.
• It is clear the war on drugs isn’t working and we need to move away from criminalisation and towards education and support instead.
• Billing politics are ultimately a waste of everyone’s time.
• Soundcloud has surpassed 100 million track uploads.
• The New Breed panel featured more women than men for the first time in IMS history.
• Media partnerships with curated content are a more authentic way to communicate with Millennials through social media.
• 92% of delegates are not interested in Jay Z backed streaming platform Tidal.
• San Antonio provides an entry point to Ibiza for those who can’t afford the major clubs every night.
IMS Asia Pacific Dates have been announced as 10th – 11th December 2015.
More info and delegate badges can be obtained here.