Last year, we saw over 40 bands from 15 countries come to Singapore to play in eight different venues in just three nights with Digital and Music Matters. They serenaded us with their voices and blew us away with their tunes. From the likes of Singaporean band The Great Spy Experiment to Kate Miller-Heidke from Australia to Manafest from Canada, calling it an ear-gasmic experience would probably be an understatement. This May 20, they return with a new agenda – YouTube stars. 

Time to face the music (and videos)

Powered by HP, Digital and Music Matters 2013 will see a two-night Youtube FanFest with Ryan Higa, Boyce Avenue, Joseph Vincent, Mychonny, Namewee and 14 other YouTube celebrities. With over one billion unique users on YouTube every month, Jasper Donat, president of Digital and Music Matters and CEO of Branded Ltd, said that the video streaming site has a huge influence on today’s digital consumer. “They have also given birth to the new wave of celebrities, whose influence can be seen across pop culture, politics and today’s marketing campaigns. Our partnership with YouTube and HP helps us to further our vision to bring the best of today’s emerging artists to the delegates of this year’s Digital & Music Matters, and their fans in Asia.”

If you are a skeptic as to how big the subscriber base of these YouTube stars actually is, well, when combined, they have a following of at least 12.5 million and over 2.5 billion views. Ryan Higa, one of the YouTube stars coming to Singapore to perform, has a total of 8 million subscribers. That means he overtakes Psy (4 million), Lady Gaga (64,000) and Maroon 5 (67,000), all international celebrities with huge fan bases.

Benjamin Grubbs, APAC head of partner marketing for YouTube, termed the new generation – the ones who grew up with a certain “unmediated relationship with content not “Gen Z”, but “Gen C.” He then continued, “They are defined by the Internet, mobile and social networking – and even for this new generation, video remains the most potent way to engage them.”

Keynote speakers and workshops

Jason Mraz once said, “Much like TED meets South by Southwest, it’s the only conference of its kind – a place for anyone in the music industry to share ideas.”

There will be an exciting line-up of international music professionals speaking at the 5-day event, like Johnny Wright, manager of Justin Timberlake, Janet Jackson and Backstreet Boys, and Axel Dauchez, CEO of music streaming service Deezer. These professionals will cover a huge range of topics ranging from the future of ticketing to how artists can best utilize social media.

Delegates and budding artists can also look forward to a full two-day of mentoring sessions and workshops at the Music Matters Academy with HP. There will be industry experts from the music and entertainment industry to share useful tips and advice to help grow the local talent base in Singapore. Jasper Donat added, “We want to give back to Asia’s music industry and to help budding artists with a platform to be seen and heard. With so many music industry experts from around the world gathered here for a few days, this is a great opportunity for talent to learn tips and tricks of the trade and network with the Music Matters delegates who can help them open up more opportunities.”

Though music and being digital are inextricably linked, there will be a separate session on just going digital. This will be its third edition, presented by Windows Azure and produced in association with Movideo and CASBAA. It will focus on digital technologies and feature international key players in the digital realm, with the likes of Microsoft, YouTube, SingTel and The Coca-Cola Company.

Here is a full list of keynote speakers for Digital and Music Matters 2013:

  • Johnny Wright, Manager of Justin Timberlake
  • Rob Wells, President, Global Digital Business, Universal Music Group International Taras Bugir, Worldwide Managing Director, Media and Cable, Microsoft
  • Wendy Clark, Senior Vice President, Integrated Marketing Communication and Capabilities, The Coca-Cola Company
  • Tan Tong Hai, CEO, StarHub
  • Kenji Kitatani, President, AVEX Holdings
  • Frances Moore, CEO, The International Federation of the Phonographic Industry (IFPI)
  • Benji Rogers, Owner, Pledge Music
  • Chris Lin, CEO, KKBOX
  • Axel Dauchez, Chief Executive Officer, Deezer
  • Brad Ramsey, Google Asia Pacific
  • Eric Sheinkop, CEO & Founder, Music Dealers
  • Chris Jaques, Chief Executive Officer, M&C Saatchi
  • Susana Tsui, Regional Vice President, OgilvyOne Worldwide, Asia Pacific
  • Tony McGinn, Chief Executive Officer, Movideo
  • David Loiterton, Managing Director, APAC, Omnifone
  • Simon Joyce, CEO, MCM Media

Image Credit: Digital and Music Matters