How far is the domestic music festival from SXSW? From marketing platform to Technology circle

The domestic music festival will usher in the collective carnival in May. On the way to the SXSW Music festival in the United States, organizers are still learning how to pull technology companies into the music party. Now all the music festivals in China want to be made into SXSW. But they have not been sufficiently keen on scientific thinking. Music industry critic Ear East said. SXSW full name South by Southwest (southwest), is located in Texas's host by the Hitchcock film Northwest North by Northwest name inspired, hope to prove to the outside world, the largest state of the United States, the same as the music of New York's cultural roots. 1987, the first SXSW music festival was held. Today, the 10-day cultural event, held every March, has long been more than a party for musicians and fans. Since 1994, SXSW has joined the interactive Technology (interactive) forum to provide a platform for technology companies, entrepreneurs, bloggers and new technology enthusiasts to share and communicate. Over the past 20 years, the Science and Technology Forum, once a subsidiary of the Music festival, has become the largest participant in the SXSW, attracts the most advertisers and is also the biggest contributor to income. According to the official data of 2013 SXSW, the number of registered music theme areas was 18,900, the number of film district registered was 16,500, and the number of the interactive technology area registered 24,500. Even the technical conference ticket price of 1295 dollars is higher than the music door fare one times. Whether it's getting sponsorship money or adding interactivity to the scene, the value of technology companies in music festivals becomes essential. For the organizers of the domestic music festival, it is only just beginning to get the commercial value of technology through the whole activity. From marketing platform to build technology circle the Strawberry Festival hosted by modern Sky is one of the most famous music festivals in China. In the attraction of technology companies, the modern sky is in fact no lack of cases: jingdong, watercress, MO, shrimp, gold map, Geek Park and other Internet companies booth location has been identified in the official site map. From the overall form of cooperation, the current technology companies in the domestic music festival to participate in the scope of the distribution of gifts, exhibitions, technology products or naming activities. As a patron, the stranger named the music festival in the dating area to the square, and in the event square to distribute sunglasses, sun caps and provide free WiFi. Jingdong opened a 3C product experience pavilion, selling tablets, headphones and smart watches and other products. The exhibition area of the Geek Park also takes the interactive hardware and software product experience as the main. Our user base and Strawberry Music festival audience overlap More, both sides of the user's interest is relatively close, this is our willingness to sponsor the reason. Mo Mo Market Deputy director Yang to Tencent Technology introduction. In order to active users, MO also specialized in the application of the opening of the Strawberry Music festival activity area, users can sign up and invite friends to go. For internet companies, the use of music festivals to really attract users to their products is hisFocus. If you can let live bands in the future to initiate some interactive activities, such as the release of new songs, may reflect the value of social products. Yang said. The integration of technology companies and music festivals is certainly unlikely to be confined to cosmetic-style marketing. From the "Burning Man" carnival, which SXSW and foreign internet people love to participate in, how to make technology products prove their value, find the users it wants to serve, how to make friends with each other, and even help entrepreneurs and investors to establish contact; If there is a new trend to lead the future innovation direction of the technology circle, these will let more technology companies discover the value of the music festival. The most successful start of Twitter's move from an unknown product to the public is the SXSW debut in 2007. The large Twitter screen set up at the conference will show the messages sent by the attendees, and you can find out which forums or groups are lively, worthwhile to participate, or even use Twitter to find out where there is free beer at the venue. The enthusiasm of the user let SXSW investor pay attention to this also obscure product. Twitter's user growth curve for the SXSW week has been completely new, compared with the slow and bland growth of the past few months, according to the introduction to the Incubator Twitter book. At a time when mobile Internet products were on the rise, SXSW and Microsoft launched a joint innovation competition at the scene, allowing many of the company's products to be unveiled to the public during the game. Although in recent years commendable new products have been less, but the participants created by the circle and live exchanges still attract tens of thousands of of people to SXSW, Burning Man and other carnival. Finding an investment, finding a partner, finding an employee, and looking for a user are all the attractions of a live event. Domestic music festivals are of course far from such goals. As a performance and watch-oriented activities at the scene, want to step by step to introduce more technology companies to join, but also the two sides of the circle of people to realize each other's value. We have also proposed to seek sponsorship from technology companies, because music festivals do not have advertising and brand support, the end of a loss. But there is a disconnect between music organizers and technology companies. People in music circles are not sensitive to technology. Employees who have been involved in organizing a music festival say that the proposals that I have written before may still lie in the company's mailbox. On the Strawberry Music Festival poster, an analog micro-letter Chat dialog box displays this year's slogan: SNS life is rubbish, get A real life! " (Social network life is rubbish, a real world!) Is this really a music festival attitude towards technology life?