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The organizers of the music tech conference Musical tectonics have made the best of bad luck since the event kicked off in Los Angeles three years ago.
In 2019, a brush fire forced them to move the Skirball Cultural Center’s inaugural conference to a downtown Los Angeles hotel just 24 hours before it started, Music Tectonics founder and director Dmitri told me. Vietze. Then the pandemic hit in 2020, turning the in-person event into an online gathering. Last year’s event, meanwhile, was a balance between virtual and in-person get-togethers as the COVID crisis continued.
Despite these calamities, Music Tectonics continued to grow; the 2021 edition tripled the nearly 400 attendees who showed up at the first conference in 2019, with the event attracting attendees like Spotify, TikTok and Universal Music Group. Organizers tried to leverage the remote experience via Chatroulette-style networking rooms, and even let attendees interact with each other as avatars at a glance. highly publicized metaverse.
“Instead of trying to create a facsimile of an in-person event, we leveraged whatever technology we could find to do things you wouldn’t do in person, but we made it even more valuable at this very moment,” Vietze said.
All that said, “it’s time to get back in person,” according to Vietze. Music Tectonics will return with an all-in-person conference October 25-27 at multiple locations in Santa Monica. It’s part of a resurgent LA tech conference scene that has included the return of the Initial vertex and new events like NFT LA-although other gatherings, such as the E3 Game Showstay on the ice.
“Overall, it seems the American appetite is to adapt to the situation rather than put everything on hold,” Vietze said. “People want to be together; they just want to be there somewhere safe. (Music Tectonics reserves the right to require proof of vaccination or a negative COVID test from its participants, according to its website).
The conference is the brainchild of Rock Paper Scissors, an Indiana-based public relations firm that wanted to capitalize on Los Angeles’ emergence as a music technology hub. The region is home to major labels like Warner Music Group and Universal Music Group, as well as social media giants like Snap and TikTok which have gained influence on the music industry. Spotify and Youtube also have a presence in LA, and that’s all before we even approach the growth music technology startup scene here.
“Technology as a whole seemed to converge [in L.A.] in a way that wasn’t really happening in so many other places,” Vietze said. And yet, the region lacked something like a networking conference to bring together this “emerging central force in music”, he added. “It seemed like a great place to do it.”
The pandemic (and California’s wildfire season) may have thrown up some unwanted hurdles, but COVID-19 has also turbocharged some of the tech trends that are sure to be leading at Music Tectonics. Los Angeles-based startups, in particular, have helped artists adjust to concert disruption through virtual reality shows and shows broadcast live on smartphone.
“We’re really going to see more creativity emerge in live performances that won’t be the same as before,” Vietze said. — Christian Hetric
What we read elsewhere…
– Elon Musk is offering to buy Twitter for $43 billion.
– GigXR and ANIMA RES join forces to offer interactive 3D training to higher education and healthcare establishments.
– US Army Corps of Engineers withdraws SpaceX bid to expand into Texas.
– French soccer club Paris Saint-Germain signs a three-year deal with online sneaker marketplace GOAT.
– Zest AI partners with LEVERAGE to bring AI lending software to Alabama, Florida and Georgia.
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