A new consumer-focused concept is set to replace the B2B focus
The annual Musikmesse fair in Frankfurt has not run for the last two years due to the pandemic and will not run again in 2022 or ever again as we know it.
What you need to know:
- The annual Musikmesse fair in Frankfurt has not run for the last two years due to the pandemic and will not run again in 2022 or ever again as we know it.
- Musikmesse Frankfurt was once the biggest B2B music trade show that attracted thousands of global visitors annually but has since been out of favour to other shows.
- They are planning to restructure and expand the B2C event concept for a later point in time.
Keep up to date with the latest industry news here.
Musikmesse Frankfurt was once the biggest B2B music trade show that attracted thousands of global visitors annually but has since been out of favour to other shows like NAMM and smaller, more focused shows.
The B2B nature of the event has made things rather difficult for Musikmesse as Member of the Extended Board of Management of Messe Frankfurt Stephen Kurzawski explains “the market concentration in the musical instruments business is changing the market and ordering behaviour significantly”.
“A small number of online retailers account for over 70 per cent of the market in Germany and neighbouring countries alone. It is not commercially viable to organise a B2B trade fair.
“We would very much have liked to set up a new event in April with B2C activities relating to the Musikmesse, featuring festival activities from other attractive fields within the cultural and creative sectors, but unfortunately this kind of consumer event is subject to conditions that require a longer planning period.
“For this reason, we are planning to restructure and expand the B2C event concept for a later point in time.
The different focus has long been a part of their strategy “to provide more and more content for the general public above and beyond the musical instrument business… to celebrate a festival of music in Frankfurt”.
“We see formats like the Musikmesse Festival and the Musikmesse Plaza having a bright future as part of a new concept.
“In future, the focus will be on attractive offers that will increase interest among the general public in music and entertainment, that will bring people together for high-calibre concert events and that will allow people to experience the cultural diversity of the Frankfurt region.”
As a specialist trade fair focusing on professionals in the event industry, Prolight + Sound is not affected by this and will take place as planned from April 26 to 29 2022, kicking off the Frankfurt trade fair season.
Watch this space.
Keep your eyes peeled to Musikmesse Frankfurt for updates.
