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Interview with Evelyn Sieber – Project Manager Reeperbahn Festival Hamburg/Germany17 December, 2012 | Exchange, portuguese
Evelyn Sieber received her degree in International Business, majoring in finance & event management before starting a career in a different world – working in 5-Star hotels in Germany and Florida, US. In 2003 she decided – to take off the business suit and join the music industry circus. She started at Womex – the World Music Expo, where in 6 years she worked her way up to Head of Production.
In 2010 she found her new home in Hamburg when joining the Reeperbahn Festival team, where she is now in charge of international cooperations and showcases.
1. Why would the Reeperbahn Festival be interesting for the music scene and music business in Brazil?
The first of a long list of arguments would be:
“Gateway to the German and European music market”
With Germany being one of the prime European markets for Brazilian music and the Reeperbahn Festival being the biggest national and international meeting platform in Germany… you do the math.
2. What’s the trade mark of the event and how is it different from the long list of similar business events?
The Reeperbahn Festival is a regular commercial festival (yes, don’t be shocked, we do pay artists), with a reputation for being a newcomer festival for music lovers – mainly with bands nobody but the real geeks have ever heard of.
This of course draws the music industry’s attention, which is why we initiated the Reeperbahn Festival Campus as a networking platform a few years ago. Adding all the benefits professionals need to make the absolute best out of their visit – conferences, networking sessions with German and intl. associations, showcases, matchmakings etc.
All of this, plus an extensive arts programme, located in 60 venues – all within walking distance – happening in Germany’s largest entertainment (and redlight…) district, makes it fun as well as productive.
3. How do music people have to prepare their business at Reeperbahn Festival? What are your top personal rules?
Know what you want to achieve and whom to meet. Looking for a label in Germany/Europe? Take the time to research details instead of sending mass-eMails.
Leave about 20% of your time during the day to browse – deals are being made at the bar as well as in meetings. And at the Reeperbahn Festival there are lots of bars .
4. How organized is the selection of your showcase acts and which musical styles do you prefer?
Genres: Rock, Pop, Indie, Singer-Songwriter, Folk and Electro
There are 2 different approaches:
Starting around April, so far via Sonicbids or personal scouting of our booking team or recommendations of our network etc. I assume everyone reading this knows how the booking of a commercial festival works.
Find out if there is a Brazilian presence you can join, if you have other partner is interested in join or just contact me.
So far our showcases included 3+ bands, but this is not set in stone. We are open for new developments.
The difference between a showcase and a commercial gig are: Showcases involve a cost, are specially promoted to the B2B visitors – our Reeperbahn Festival delegates – and are marked as showcases in the communication.
They take place in the afternoon and evening/night – in some of the same venues as the commercial shows, according to the wishes of the showcase partner and venue availability. One point is VERY important. We really do check and frequently reject showcase acts, even though a partner is willing to pay for it. As the showcases are part of our official programme, it is extremely important to us that style and quality are right for the Reeperbahn Festival.
5. Your event is without stands and exhibition ground. What is the structure of Reeperbahn Festival?
We have 1 main delegate lounge with lots of activities happening around in order to help you to meet the right people.
For example conferences, handpicked matchmakings and networking sessions with national and intl. associations (like IMMF or Yourope, the German promoter’s (bdv), indie label (VUT), publisher’s (DMV) associations).
And of course delegates are welcome at the presentations/showcases/parties our partners like Music Service Asia, Warner, CIMA, Believe Digital, bureau export and many others, are organising.
6. Can you give a short history of the Reeperbahn Festival?
Something for the fact loving reader:
2006 – 1st Reeperbahn Festival with 10.000 visitors, 200 acts, 25 venues
2007 – 12.500 visitors, 125 acts, 15 venues
2008 – 15.000 visitors, 140 acts, 17 venues
2009 – 1st Reeperbahn Festival with B2B platform Campus with 1.200 delegates, 17.000 visitors, 160 acts, 21 venues
2010 – 1.500 delegates from 24 countries, 17.000 visitors, 180 acts, 27 venues
2011 – 2.000 delegates from 30 countries, 20.000 visitors, 200 acts, 50 venues
2012 – 2.500 delegates from 34 countries, 25.000 visitors, 290 acts, 60 venues
2013 – hopefully at least 1 more delegate – you.
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