Musikmesse Brandworld

Musikmesse unveils new Brandworld concept

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Successful ‘Drum Camp’ format enhanced and extended to cover guitars

All-inclusive packages for exhibitors in attractive surroundings

Musikmesse 2017 offers a new presentational concept for exhibitors of drums and guitars. In Musikmesse Brandworld Drums and Musikmesse Brandworld Guitar, companies can not only present instruments, they can also actively inform people about their brands, involve their endorsers and present themselves and their products alongside other well-known brands in an attractive area that offers a genuine and memorable experience. Visitors can enjoy appearances by world-famous musicians and listen to some first-class lectures on playing techniques and instruments. Thus it is, in effect, a logical extension of the Drum Camp format which was successfully established at this year’s Musikmesse. And the concept is being well-received. Following initial talks, brands such as Meinl Cymbals, Ibanez and Tama have all already announced that they will be participating.

“With the Drum Camp and other special product-specific areas, we have created some new attractions in the halls and provided a space for the dissemination of information in the sector,” says Michael Biwer, Group Show Director of the Entertainment, Media & Creative Industries Division at Messe Frankfurt Exhibition GmbH. “The ‘Brandworld’ concept is another step in that direction. It enables us to combine event highlights with a coherent progressive format for presenting and promoting major brands. We are delighted at the positive response that we have had so far in our conversations with renowned drum and guitar brands.”

In each case, Musikmesse Brandworld Drums and Musikmesse Brandworld Guitar are divided into sub-sections entitled ‘Camp’, ‘Brand Area’, ‘College’ and ‘Academy’.

Drum Camp and Guitar Camp: musical experiences with top instrumentalists playing original tour sets

The percussion highlight of this year’s Musikmesse is set to move into the next phase – and, at the same time, the successful format is now to be extended to include guitars. In both the Drum Camp and the Guitar Camp, visitors will be able to experience energetic performances by world-famous artists. The centrepiece of the Camps is the ‘Sweat, Blood and Tears Box’. In the intimate, soundproofed cabins, visitors get closer to top musicians than they ever can in the concert hall. The exclusive performances by stars of the Drum Camp and the Guitar Camp can be heard every day playing with the original instruments and set-ups that have already raised the roof at some of the world’s most famous event locations and travelled thousands of kilometres across continents. The instrumentalists will, in each case, be available, following the performance, to answer questions about their sets and techniques and for autographs and photos.

At its launch in 2016, the Drum Camp offered a spectacular line-up with Mikkey Dee, Mike Terrana, Karl Brazil and other top drummers. This year, the organizers of the Drum Camp and the Guitar Camp are planning an equally distinguished range of percussionists and guitarists.

Areas for drum brands and guitar brands: all-inclusive package for a quality presentation of branded products

Immediately next door to the Camps there is an area for drum brands and for guitar brands respectively, offering an attractive exhibition format for companies involved in the supply of percussion instruments and guitars. They will be able to present their brands in the best possible setting at a complete, individualized and ready-built stand and to receive their guests and potential customers in an attractive area designed to fit in with the product group. The all-inclusive package for exhibitors includes not only the building of the stand; it also includes the furniture, technical equipment and organisation, as well as additional services such as catering, show guides, cleaning of the stand and security. The package also includes assistance with designing the display, including quality branding materials. This package allows companies to stage themselves and their products efficiently and to concentrate entirely on promoting their brands.

Drum College and Guitar College: professional players share their instrumental knowledge and skills

Visitors to Musikmesse will not only be able to see some outstanding products and impressive entertainment; there are also opportunities to extend their musical skills. In the Drum College and the Guitar College there are daily workshops and master classes. Well-known musicians, including stars from the Drum Camp and the Guitar Camp, will demonstrate their sophisticated techniques in separate seminar rooms, give practical tips and explain ways in which musicians can optimise their performance with the instrument they play. Exhibitors in Brandworld Drums and Brandworld Guitar also have an opportunity to introduce their artists and endorsers as part of the College programme. Participation in the workshops and master classes in the Drum College and the Guitar College is free of charge for Musikmesse visitors.

Drum Academy and Guitar Academy: contact area for brand education and product promotion

What makes the products of outstanding brands so unique? In the Drum Academy and the Guitar Academy exhibitors will demonstrate selected premium instruments in action to the trade public. That way they will be able to convince the international retailers, distributors, musicians and music education providers of the finer details and special features of their products and demonstrate the best ways of using them. This creates a point of contact between manufacturer and customer, the like of which is offered by no other trade fair in the world. Slots in the Academy are available for all Brandworld Drums and Brandworld Guitar exhibitors at no additional cost. The full-service package includes all the technical equipment, set-up and break-down, as well as organisation and support throughout the show.

Companies can sign up to take part in Musikmesse Brandworld Drums and Musikmesse Brandworld Guitar as from now. There are seven different sizes of stand that can be booked, ranging from 15 to 100 square metres.

Further information about Musikmesse can be found at:


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