musicpark: A Successful Launch for the New Music Experience Fair
An exuberant atmosphere, music on every stand and stage, sparkling eyes in the various testing areas: The premiere of the new music event musicpark was an all-round success. More than 11,200 visitors came to the Leipziger Messe from 1 to 3 November to try out musical instruments of all shapes and sizes, to add to their own collection or to be entertained at one of the numerous stages by over 350 international and national musicians. Newcomers, music professionals, young and old alike - the exhibition featured more than 200 brands and exhibitors, plus a supporting programme inviting visitors to join in, ensuring that there was something for everyone interested in music.
"The kick-off event for musicpark has been very successful. All three days were thoroughly inspiring and left exhibitors, visitors and partners wanting more," says Markus Geisenberger, Managing Director of Leipziger Messe. “There were enthusiastic faces in all of the various testing areas, top-class international and national artists who entertained their audiences in workshops and on stage and a concert feeling that carried on into the night in clubs all over Leipzig. Together with our partner Beringer Marketing, we have successfully launched a strong concept for music-lovers. Leipzig has also shown that it stands for the connection between fair and music like no other location. These conditions prove that it is the perfect location for developing musicpark into one of the most important shows for the musical instrument industry and for all those interested in music in the coming years".
Innovative Trade Fair Concept
In particular, it was the innovative and interactive concept of the new music experience trade fair that caused so much enthusiasm: more than 200 exhibitors and brands presented a wide range of instruments and accessories across six-show floors. These instruments were available for immediate experimentation in various testing areas such as the PlayZones or Rooms of Doom. Numerous stages and the sweatbloodtears boxes, with more than 350 international and national musicians featured in over 370 programme items, promised the best entertainment and inspiration, and the market was the place to buy a new favourite instrument.
"With the musicpark, we have not only created a trade fair that spans the entire spectrum of musical instruments and thereby has something to offer every musician and music enthusiast," says Stephanie Scholz, Project Director of the musicpark, and adds: "As is expressed in the events subheading, "Music Experience Fair", the main focus is on trying out and coming into contact with the instruments - something which sets musicpark apart from other music fairs.
Gerd Essl, Beringer Marketing and Creative Director of the musicpark, is well aware that the new music experience fair fills a significant gap in the market: “An opportunity for brands to present themselves in 360 degrees at a single trade fair, with a direct line to the end customer - these are all things that the musical instrument industry has lacked for a long time. In cooperation with the Leipziger Messe, we have aimed to fulfil all of these wishes, bringing them together in the form of the musicpark at a single show. The overwhelmingly positive feedback from both visitors and exhibitors shows us that we are on the right track with our concept."
Interactive Programme Captivates Visitors
Above all, the interactive elements were consistently met with great enthusiasm by visitors. The PlayZones, testing areas in which beginners could be guided through the basic techniques of an instrument, were well attended throughout all three days. These sessions, where they had their first successes on the drums or played their first note on the horn, made people smile. Advanced musicians, as well as beginners, were able to take part in numerous workshops with top-class musicians in the College & Academy, thus underscoring the motto "learning from and together with professionals".
Altogether, the musicpark attracted not only professional and hobby musicians, but also a large number of beginners and newcomers to the exhibition grounds. A third of the visitors did not previously play an instrument and used the music experience fair to explore the world of musical instruments. One in three visitors travelled more than 100 kilometres, one in four came from Leipzig. But regardless of whether participants came with or without an instrument, or travelled a long or short distance, all of those interested in music agreed on one point: 94 per cent would visit the musicpark again and recommend it to others.
Exhibitors Impressed by the Atmosphere
The good atmosphere was also clearly appreciated by the exhibitors and brands, who - in addition to the quality and open-mindedness of the audience - particularly praised the concept of the new music experience fair. Norbert Ibrom, Trade Marketing Manager EMEA at Sennheiser Vertrieb und Service GmbH & Co. KG, was particularly impressed by musicpark's location and focus on the end-user: "In order to best showcase the quality of our products, we need to engage in dialogue with our customers. The musicpark turned out to be a well-suited platform whose launch surpassed our expectations, especially with regard to targeting the Central German region. Here we could reach a targeted group of end customers who are genuinely interested in our brand and they were able to verify our quality for themselves - no online shop can do that. We're thrilled to see the rewards of our daring to be there right from the start, and that's why we'll definitely be back in Leipzig next year."
Sandra Wittenberg, Sales and Marketing Assistant at Yamaha Music Europe, was also impressed by the visitors' curiosity and enthusiasm: "Thanks to the design of the music experience fair, we were able to focus entirely on the end customers. Visitors were interested and curious, in high spirits and very motivated to try out all kinds of things. The organisation in the run-up to and during the fair went without a hitch. All the staff at the fair were very friendly, helpful and solution-oriented. You could feel everyone's passion for what they were doing."
Concert Atmosphere All the Way to the Centre of Leipzig
The 360-degree concept was enriched by the many stages on which international and national musical greats inspired their audiences across the varied programme. Already for the premiere of the musicpark, more than 350 international and national artists were booked which resulted in top-class entertainment on the various stages. One highlight were the sweatbloodtears boxes: soundproof, acoustically designed sound cabins with a unique audiovisual concept, in which music enthusiasts could see musicians up close and personal, from members of bands from Robbie Williams to Schiller to Johannes Oerding.
During the day, the diversity of the Leipzig music scene was celebrated in many performances by Leipzig's music schools on the Junge Talente & Klassiker stage. In an accompanying evening programme, fans of music and dance could explore Leipzig's club scene late into the night, before returning to the Leipzig Trade Fair the next morning to enjoy the musicpark's programme.
The next musicpark will take place from the 6 - 8 November 2020.
"We're already looking forward to musicpark 2020!"
François Rousies (Managing Director), Cordial GmbH: "For three days, interested audiences from Saxony were able to discover the latest innovations from the industry - from brass instruments to guitars, amps, lighting technology and cables. Many young musicians and beginners with no prior knowledge had the chance to get better acquainted with the instruments in the many workshops. We're already looking forward to musicpark 2020!"
"The event more than exceeded our expectations"
Michael Schönstein (Senior Business Architect Marketing), Lexoffice: "We had already exhibited at other trade fairs in the past and noticed that we were simply reaching too small an audience there. For this reason, we wanted to have a go in Leipzig - and it's been really great here. Everything suited us perfectly in terms of the audience, the co-exhibitors and the overall environment. Everyone was having fun, and we had a lot of different conversations. Time just flew by! From small talk to signing contracts, we experienced it all. Beforehand we had counted on making around 600 contacts, but we have already had more than 1000. The event more than exceeded our expectations."
"The experiential character is at the forefront"
Michael Freiberger (Marketing Director), Musik Meyer GmbH: "When we were first introduced to the concept of musicpark, we quickly decided that we wanted to exhibit in Leipzig. The idea of bringing music to life was a resounding success. The various interactive sessions or concerts with a living room atmosphere highlighted this experiential character. Music has to be fun, and that's exactly what was achieved here. By Friday evening, we and the team were already thinking about what we as exhibitors would do to improve next year."
"Selling products directly is a real benefit"
Michael Lange (Marketing Director), M&T Musik und Technik: "We were thrilled to have been a part of the first musicpark. As a distributor of musical instruments and accessories, we felt somewhat obliged to support such an event from day one. The fact that the fair approach was a success and attracted our target audience made it all the more enjoyable. There was something there for everyone, from the interested newcomer to the specialist audience. Additionally, the ability to sell products together with our dealers directly to the end customer was a real bonus for us. The same goes for the possibility to drive the truck directly to the stand to set up - uncomplicated and hassle-free."
"The musicpark makes major new experiences"
Thomas Franke (European Product Manager), Pearl Music Europe B.V.: "To be totally frank, we were initially unsure of how the new musical event in Leipzig would be received. But we were positively surprised. The musicpark generates major experiences, where musical instruments and equipment become emotional products for all interested parties. When it comes to arousing passions and reaching consumers in the long term, this is the most important component of the journey with your customers. On the one hand, we had technical discussions on specific issues at our stand, but a the same time we could get families with children excited about music by trying out our products."
"More visibility in the Central German market"
Linus Müller (regional marketing and event management), session GmbH & Co. KG: "For us, the venue in Leipzig was a decisive factor in our decision to present our products at the musicpark. With branches in Walldorf and Frankfurt, we currently lack direct access to the new German states. And it seems we found what we were looking for here. That is because the fair's audience reflects the audience of our stores - and we are well prepared for that. We also enjoyed the positive atmosphere, which was clearly noticeable in contrast to other events."
"The atmosphere is more relaxed than at other fairs"
Dr Klaus-Dieter Anders (Chairman of the Landesverband der Musikschulen in Sachsen e.V. "State Association of Music Schools in Saxony"), VdM Verband deutscher Musikschule (VdM Association of German Music Schools): "The fact that the musicpark took place in Leipzig was great for us, as we were able to invite so many of our students. They were able to experience music first hand and try it out for themselves. Aside from our students, everybody else was in a very good mood and the atmosphere is more relaxed than at other fairs. Furthermore, we not only reached our target group here but were also able to make many contacts with other exhibitors and thus find new partners. We will certainly be back next year".
From 1 to 3 November 2019 musicpark - the music experience fair on the Leipzig exhibition grounds - will open for the first time. This event for music lovers, professional visitors and retailers showcases industry players, manufacturers, brands and accessories in the field of acoustic, mechanical and electronic musical instruments. The focus is clearly on the music experience. At the fair, visitors can not only discover the complete range of instruments, but also listen to them in various concerts and even try them out for themselves.
About Beringer Marketing
Beringer Marketing is the strategic partner of the music experience fair. With their sound knowledge of the musical instrument industry and over 30 years of experience in different areas of the sector, Beringer representatives are well suited to taking care of the musicpark's further development, both in terms of concepts and content.
Media contact person:
Press Spokesperson for musicpark
Phone: +49 (0)341 / 678 6513
Founder & CEO | Co-Organizer musicpark
Phone: +49 (0) 3493 823 69 46