!1

Project Summary
Who GEMB students, Berklee Valencia
Faculty, CD Baby Marketing Department
What Music business conference, which
includes keynotes, workshops,
networking and performance
opportunities through night events
Where Berklee Valencia Campus and
Palau de les Artes - Reina Sofia (Aula
Magistral)
When Typically first week of April, two
day event

Project Positions & Objectives
Project Manager
Program Content & Organization
Talent & Partnerships Manager
Networking/Artist Showcasing
Marketing Manager
Ticket and Event Promotion

Project Manager Role
James Connor
!4

Project Manager Position
Expected Tasks
The Project Manager has two
main roles:
Research, Interview and Select Speakers
Develop Event Program/Schedule
Listed Responsibilities
Booking the venues needed for the event |
Implementing the ticketing system | Organizing
the accreditation process for attendants | Contact
and guide the speakers involved in the event |
Book transport and accommodations for speakers
| Set up and coordinate a team of volunteers from
Berklee Valencia to help the day of the event |
Provide an implementation report and lessons
learned once the conference is finished |Track the
financials of the event

!5

Speaker Selection
• Research
• Area of expertise/
experience
• Credibility in the industry
• Location
• “Big Picture”

• Outreach
• Initial Contact
• Follow Up
• Skype Interviews
• Selection
• Signed Agreement
• Program Scheduling
!6

Developing the Schedule
Who Fits Where?

!7

Day of Show Responsibilities
1. Compiling Assets
2.Master of Ceremonies
3.Check-In Speakers
4. Set up/tear down
5.Volunteers/Helpers
6. Time Keeping/Conference
Flow
7. Speaker Liaison
!8

Saturday Programming

!9

Sunday Programming

!10

Outcome: Speaker Satisfaction
26 Total Speakers
Day 1
6 Keynote Presentations
1 panel

Day 2
17 sessions in English
6 sessions in Spanish
5 office hours sessions
__________________
28 total sessions day 2
35 total opportunities for attendees
to learn from music industry
professionals from around the world

!11

Talent & Partnership Manager Role
Annelise Rivera Rivero
!12

Talent & Partnership Manager Position
Expected Tasks
The Talent & Partnership Manager
has two main roles:
Produce concerts and networking
events
Coordinate the speakers and partners
Listed Responsibilities:
Get partners on board for decreasing the cost of the
event | Identify the potential speakers for the
conference | Implement a selection process for the
speakers | Identify venues to organize the different
concerts during the conference | Coordinate concerts
and artists with the venues and the production team at
Berklee Valencia | Take care of the logistic process of
the concerts and ensure the process runs smoothly |
Keep track of the financials regarding the concerts
!13

Venue Selection
Distance, Stage/Production Capabilities, Cost, Availability

FRIDAY NIGHT – GASTRO 48 CLUB
Total Cost: 330 euros

SUNDAY NIGHT – MATISSE CLUB
Total Cost: 60 euros

Venue Rental Total Expenses:

750 euros
SATURDAY NIGHT – RADIO CITY
Total Cost: 360 euros

!14

Artist Selection
•

Music Curation

•

Technical Riders

•

Orders
Selection Criteria
Genre
Amount Of Performers Per Set
Quality Of Music
Aesthetic

16 performers for Saturday
7 for Sunday
!15

Partnerships

!16

Setlists

!17

Day of Show Responsibilities
1. Customer Service/
Check In
2. Soundcheck
3. Showtime

!18

Late Night Conference
Showcases

Marketing & Communications Manager Role
Stephanie Piedrahita
!20

Marketing Manager Position
Expected Tasks
The Marketing & Communications
Manager has three main roles:
Produce content for event promotion
Communicate with attendees digitally
Drive ticket sales online

Listed Responsibilities:
Produce creative communication materials (videos, website,
brochures…) | Manage the website of the conference | Prepare
the marketing campaign in relationship with CD Baby and
Berklee teams | Manage the social media accounts of the
conference (Twitter, Facebook, Instagram) | Plan the social
media communication with Everyposts | Track the different
actions in a GANTT chart | Evaluate the satisfaction of the
attendees and the speakers | Get testimonials and produce
marketing materials based on these testimonials | Produce a
satisfaction report once the conference is finished | Create a
community and maintain the contact with attendants of the
conference

!21

Ticket Sales
• Platform:
Eventbrite
• Pitching Online
• Refunds and Ticket
Requests

Digital Ticket
Scanning

!22

Digital Communication
Instagram Stories

Email Blasts

Facebook Event Page

Email
Social Media
Website
Graphic Design
Speaker Badge

Attendee Badge

Staff Badge

!23

Day of Show Responsibilities
1. Social Media Updates
2.Email Communications
3.Information Table
4. Check-In Attendees
5. Content Creation (Photo &
Video)
6. Customer Service
7. Collect Feedback

!24

Outcome: Sold Out Event!
Ticket Tier
Loyalty Early Bird
Early Bird
General Admission
Berklee Student Discount
Berklee Summit Make Up
Berklee Student Discount 2
Door Sales Walk Up

Ticket Price
39,00 €
49,00 €
59,00 €
10,00 €
10,00 €
20,00 €
69,00 €

Total Tickets Sold

!25

Tix Sold
19/ 30
121/ 160
57/ 136
30/ 30
2/ 2
26/26
6/10

Total Revenue
741,00 €
5929,00 €
3363,00 €
300,00 €
20,00€
520,00 €
414,00 €

261/394

11287,00 €

Outcome: Data Collection
Top Countries:
Spain, UK, US, Germany and Austria
Demographics:
Men & Women, Ages 25-34
Event Reach (Organic):
3,300 Facebook Users
Top Post Impressions:
2,400 Impressions
Page Likes:
424 (70 New Page Likes)

!26

Outcome:
Continued Relations
• Facebook Group
• Online Testimonials
• Instant Feedback
• Survey
• High Return Rate

!27

Final Suggestions
1. Student Team Selection
2. Conference Length
3. Sponsorships
4. Volunteers & CD Baby Involvement

!28

!29