Back To Growth With Midem Talks


Jul 18, 2013, 09:03 ET from Reed MIDEM

PARIS, July 18, 2013 /PRNewswire/ -- Midem, the leading international business event for the music ecosystem, announces the launch of Midem Talks, a four-day series of plenary conferences that brings together the whole music community.

The first Midem Talks headliner to be announced is Olivier Francois, Chief Marketing Officer of Chrysler Group & Fiat Group and Head of Fiat brand, a recognised marketing guru and a pioneer in the use of music to tell a brand's story.

Built around the theme "Back to Growth? Make it Sustainable!," the 2014 edition of Midem Talks sets out to highlight how this new era of growth for the music industry must be consolidated by an on-going move towards innovation, with the development of new relationships between artists, tech players, brands and rights owners. Midem Talks aims to provide a complete toolkit for success, covering topics from streaming and new monetisation models to tech and brand partnerships, music investments and emerging trends in licensing.

As the first visionary speaker confirmed for Midem Talks, Francois will set out his vision of how partnering with brands is a new way for the music industry to get back to growth, and how music plays a crucial role in brand marketing, providing the energy needed to drive it forward and emotionally engage consumers.

Named "Marketer of the Year" by Advertising Age in 2012 and described by BusinessWeek as Chrysler's modern version of Mad Men's Don Draper, Francois is a former music producer and publisher who spends his free time in recording studios. In his role at Chrysler and Fiat, Francois has been at the forefront of marketing campaigns such as "Imported from Detroit".

One of Francois' biggest coups was securing rights to use Eminem's song "Lose Yourself" for a Chrysler ad during the Super Bowl — despite the rap star having turned down much higher offers from rival brands. The two-minute commercial, that included Eminem in a scene depicting both Detroit and Chrysler as comeback stories, was among the most memorable of the 2011 Super Bowl.

During the last three years, the roster of musicians involved in Fiat & Chrysler's marketing reads like a Who's Who of top talent, including Dr. Dre, Eminem, Jay-Z, Jennifer Lopez, Juanes, Pitbull and Shakira.

Organised by Reed MIDEM, Midem takes place in Cannes from 1-4 February 2014.

About Midem – Midem is an annual international b2b event dedicated to the new music ecosystem, with a tradeshow, conferences, competitions, networking events and live performances. It's the place where music makers, cutting-edge technologies, brands & talents come together to enrich the passionate relationship between people & music, transform audience engagement and form new business connections.