IFF 2021

Jon Ollier makes a point to The Agency Business 2021 panel

The IFF opening party allowed delegates to meet face to face for the first time in 18 months Earth Agency presented Loshh as part of its showcase programme

After 2020’s online-only version, the International Festival Forum enjoyed a successful return to a physical event in late September, as more than 600 delegates registered for the event that focuses on booking agents and festivals.

Enthusiasm for IFF was evident at the opening party, hosted by UTA, where many delegates renewed acquaintances with colleagues they had not seen in the flesh since ILMC in March 2020.

With agency partners reporting oversubscribed speed-meetings at their pop-up offices around Camden, the conference element included a number of pre-recorded sessions, covering such topics as Your Next Headliner – Climate Action; Festival Playground – the Future of Music Festivals; Festival Insurance in a Post-Pandemic World; and Counting the Cost of Brexit.

The keynote saw CAA’s Maria May interviewing Festival Republic chief Melvin Benn and FKP Scorpio founder Folkert Koopmans, who delivered an optimistic message about the future of the business.

Both men noted that there had been no dialogue between the live music industry and the government prior to Covid, meaning much of the last 18 months had been spent educating politicians and persuading them to help support the business.

Quizzed by May about what could be done to help emerging talent, given that many festival line-ups have rolled over into 2022, Benn revealed that he would be launching new events next year. “I am starting new festivals in 2022,” he said. “I've always got to have at least one because I try to keep up with Folkert. So, we’ve got at least one or two next year, and that will give new talent the opportunity to start getting to play to a bigger audience.”

“When I hear that Melvin is doing two or three new festivals, we might do four,” quipped Koopmans. However, he admitted that staffing was a problem and, along with spiralling costs, it means there will be some tough choices to make, so establishing any new showcase festivals might have to wait.

“It’s been fantastic to have everyone back in the room together. The joy on peoples’ faces has been great to behold.”

Cassyette was one of Paradigm's showcase artists ITB’s Pizzagirl was the first band that a number of delegates had seen perform live in 18 months

X-ray's Ian Huffam paid a heartfelt tribute to colleague and friend Steve Strange CAA's Maria May conducted the keynote interview with Melvin Benn and Folkert Koopmans

“It’s been amazing to see everyone in the family again. It’s been really emotional and I would not have missed it for the world.”

Beatrice Stirnimann | Baloise Session

But he predicted that not only will the 2022 season go ahead, but “it will be the biggest year ever. And I suppose the next years will just grow. I'm super optimistic.”

Benn concluded that the industry can also take a lead on sustainability. “Now it feels like everybody is on the same page – artists, managers, promoters, agents, suppliers, and fans – and collectively there’s a lot we can do together, and that needs to be one of the greatest collaborations that the music industry can continue with.”

Elsewhere, The Agency Business panel examined the recently announced CAA and ICM Partners acquisition, with panellists agreeing that the deal could provide opportunities for independent agencies, while former CAA staffer Jon Ollier admitted to being “fascinated” by the merger, noting that CAA will be determined to preserve the company’s culture.

And it was Ollier, now boss of One Fiinix Live, who shared his belief that one potential outcome of the Covid pandemic may be that the industry will lose its winter season. “There might not be a complete shutdown, but booking a European tour in February, at the height of flu season, will be a huge risk. So why not follow the sun around the globe to mitigate that risk?”

ATC Live leader Alex Bruford noted that rebuilding consumer confidence would be a major challenge, while he predicted a more flexible approach to touring where acts may put on a series of arena dates at short notice as market conditions change.

The conference’s opener involved a Therapy Session where delegates shared stories from the past 18 months, alongside plans to rebuild and reopen their various markets for live events.

With Barnaby Harrod (Mercury Wheels) and Claire Courtney (Earth Agency) onstage to represent the different parts of the business, those in the room heard a number of tales, with arguably the most inspiring related by Georg Leitner of GLP, who revealed that Syrian refugees are being recruited by security firms in Germany to help that sector get back to full strength ahead of the 2022 season.

Paradigm’s Clementine Bunel, meanwhile, moderated The Roaring 20s? where she and her guests examined whether the rest of the decade

“It’s been good to talk to people in flesh and blood. I haven’t actually started my new job yet, so technically I am on holiday, but there was no way I was going to miss IFF.”

Marion Meier | Blue Balls Festival

Represented by Primary Talent/ICM Partners, Police Car Collective brought an infectious energy to the stage at PowerHaus Camden The Therapy Session saw delegates sharing their tales of hardship and recovery from the pandemic

could be a golden era for live music. And while the future could indeed be rosy, multiple challenges were identified, not the least of which will be sharp rises in ticket prices to cover spiralling costs – an issue that Lowlands Festival’s Eric van Eerdenburg warned could prevent young fans from attending.

And noting increased drop-off rates at recent live events throughout Europe, AEG’s Jim King called out the scandal of guest-list ticketing fall-off, which has been 40% on some shows, compared to 10-12% normally. “It’s outrageous,” he blasted.

The afternoon and evening programmes at IFF once again featured some of the hottest emerging talent on the rosters of ITB, Earth Agency, Paradigm, Primary Talent & ICM Partners, Marshall Live, X-ray Touring, and ATC Live, while Music Venue Trust used the occasion to bring down the curtain on their nationwide Revive Live Tour, as well as sponsoring the closing IFF party.

IFF's numerous networking breaks enabled delgates to catch up in both formal and informal settings Paradigm's Clementine Bunel moderated The Roaring 20s? session

“It’s great to see the family again. Everyone has been so gentle – even people who were fierce rivals, so it’s like there is a new harmony. The opening party was definitely the best thing I have been to in the past 18 months.”

Okan Tombulca | eps