All That Matters 2015 Wrap Report

1. ALL THAT
MATTERS
WRAP REPORT
2015

2. All That Matters is Asia’s only business-to-business-to-fan experience. The three day conference
covers the latest issues relating to the Music, Live Entertainment, Online Video and Sponsorship industries.
Global-level speakers provided insight and debate, whilst at night the Music Matters Live festival rocked
Singapore before thousands of music lovers with more than 200 shows from 72 hand-picked bands from
around the world. Screaming fans went crazy at the YouTube FanFest at *SCAPE over the weekend with a
Red Carpet and three shows.
Celebrating its 10th anniversary and
awarded as the gateway to the Asian
entertainment industry, here’s a
snapshot of who attended:
• Over 1,500 senior level executives in
the global entertainment industry.
• 153 global speakers with attendees
from 32 countries from 428
companies
• 72 bands from 20 countries playing
200+ live shows to over 8,000 fans
over four nights
• 34 YouTube creators boasting 20+
million subscribers and 5+billion
views
entertained over 3,500 fans
• Over 150 YouTubers and young
creators at the Music Matters &
FanFest Academies
• 13 Individual networking events
• Our social media results were off the
charts trending in Singapore over
the
weekend and we also continue to
receive some great press coverage
EXTENSIVE GLOBAL
PR COVERAGE
Who was there?

3. Music Matters is the pioneer music
industry event in the Asia Pacific region
that gathers the most influential figures in
the global music scene.
Topics addressed in 2015 included the
growth potential in Asia’s developing
markets and their unique music scenes,
live music and touring, the vast
differences in business models and
diverse rates of digital adoption. The
conference also included an afternoon
dedicated to synchronisation of music in
other entertainment mediums, such as
TV shows and gaming at Sync Summit
Matters.
Delegates were treated to performances
by Jeremy Loops (South Africa), Spender
(Australia), Seth Haapu (New Zealand),
Sezairi & Tulus (Singapore & Indonesia)
and Bastian Baker (Switzerland).
The business ecosystem for online video
has exploded in Asia in a matter of months
with new platforms, creators, producers,
aggregators and brands coming online
every day. Video Matters: Behind the
Streams immersed attendees into the
business of video content marketing and
influencer strategy.
Produced in association with the YouTube
FanFest, Video Matters provided attendees
in the creative community an insider's
knowledge into the Asian video business
ecosystem.
Whether it’s sport, music, arts or corporate
entertainment, the Live industry in Asia is
booming.
New, multi-billion dollar entertainment
complexes are opening all over the region.
More brands are sponsoring. Digital
platforms are broadcasting more events to a
wider audience than ever before. Interactive
technologies and social marketing
innovations are creating experiential
audience engagements that connect content
owners to more potential ticket buyers and
corporate attendees.
So we think that it’s remarkable that very few
opportunities exist to share best practises
and discover new tech innovation within the
large-scale corporate and consumer live
entertainment ecosystem.
The Asian Sponsorship Association (ASA)
was founded in 2014 to transform
sponsorship practices and grow the
business sector in Asia. ​Headquartered in
Singapore, the ASA is an independent
organisation that offers services benefits
and community to both the buy and sell
side of the marketing industry in the region
as well as agency intermediaries.
Sponsorship Matters presented by
Sponsorium kicked off its conference
discussing the importance of sponsorship in
this dramatically changing age of
engagement. This paved the way for further
debate on how to use sponsorship to build
long-term value for brands, what makes up
a sponsorship deal, what’s new in engaging
social media, gaming and other digital
applications and stating a case for
measurements, metrics and ROI. Finishing
off the day was a lesson in understanding
how to activate sponsorship and a solid
brainstorming session.

4. • More than 72 bands
• 4 BIG nights out
• 200+ live shows
• More than 8,000 fans over four nights
• New country showcase from France
with “Music France” & the addition of
Made In Singapore Alumni
Music Matters Live
Mentorship and collaboration with over
150 global artists with local established
fan bases and the biggest music
industry heavyweights
Country Showcases Music Matters
Academy
Discovery has always been a core value of Music Matters
Live, Asia’s most diverse music festival and this year was
no exception with 72 bands from 20 countries playing gigs
all over Singapore to delighted local and visiting crowds.
countries providing special Showcases highlighting their
very best local talent. Emerging stars were given a global
platform to be discovered via their performances from
Singapore, Asia’s international hub. The Music industry’s
biggest moguls also acknowledged the impressive array of
talent at the festival, and were all present to discover truly
unique music that represents a new generation of listeners.

5. Pepsi Music Accelerator
The inaugural Pepsi Music Accelerator at Music Matters
launched in 2015 providing artists across Asia with a
unique opportunity to win a once in a lifetime trip to
Singapore to participate in the Music Matters conference,
be mentored from experts at the Academy and perform at
Music Matters Live 2015.
With its four winning bands from China, India, Thailand and
Vietnam, the programme unearthed genres spanning hip-hop,
EDM, pop and post rock/metal, a cross-section of today’s youth
music.
Market partners alivenotdead.com in China, Pepsi
MTV Indies in India, Deezer in Thailand and Pops
Worldwide in Vietnam joined with Pepsi and Music
Matters as the judging committee. The winners were chosen based on raw talent, original songwriting, great live
presence, a solid social media following and that ever-elusive “wow” factor.
U180
China
alivenotdead.com
Space Behind the
Yellow Room
India
Pepsi Unbox MTV
Boom Boom
Cash
Thailand
Deezer
Nhat Thuy
Vietnam
Pops Worldwide

6. Designed to inspire a new generation of video content creators, the
YouTube FanFest is a Google and Branded co-production which
includes week-long activities in each country it visits including:
Live shows: Thousands of
fans at events streamed live
across the planet on
YouTube
Meet & Greets: Fans get
up close and personal
with their online icons
The FanFest Creator
Academy created by,
with and for YouTube
stars
Mumbai,
India
Singapore
YTFF Singapore
• 22-24 May 2015
• 34 Creators
• 2000+ fans
• 2,021,437,545​ ​Combined campaign
impressions across Singapore and
YTFF India
• 20 March 2015
• 31 Creators
• 4000+ fans
• 250K online viewer
YTFF Thailand (new)
• 26 May 2015
• 19 Creators
• Over 1,800 fans
• #YTFF Trended at #1
nationally
for two days
Thailand
YTFF Canada (new)
• 2 May 2015
• 15,000+ fans
• 39k social media hashtags and mentions
• 700+ fans who personally met their stars
Canada
Up Next:
Korea Aug 2015
Australia Sept 2015
Japan Oct 2015
YTFF Philippines (new)
• 26 June 2015 • 20 Creators
• Over 3,000 of the craziest,
loudest, passionate fans
EVER
• 2 mi campaign mentions, 3 bn
impressions
Philippines
Fan mayhem
on the Red
Carpet

7. NETWORKING
• Hootsuite Breakfast
• Financial Times Breakfast
• STB Breakfast
• YouTube Luncheon
• Pepsi Meetup
• KOCCA Media Conference
• KOCCA 1 on 1 Biz-Matching
• KOCCA VIP networking Party
• Meltwater Cocktail Party
• Victorious Private Yacht Party

8. Did it Matter?
All That Matters was the best I have experienced in the
last many years that I have been to. Live Matters was a
good edition to ATM and I felt it quite honestly completed
the program.
Vinit Thakkar, Vice President – Digital, New Business & Licensing
Universal Music Group South Asia
EMI Music South Asia
Gwen Bethel Riley, Head of Business Affairs Music,
Disney Interactive
I was impressed by the calibre of speakers and
diversity of people your event attracted.
Sheelpa Patel, Senior Manager, Partnerships,
Sponsorship & Product Placement, Infiniti
Was yet again a very valuable, busy and
enjoyable event.
Charles Caldas, CEO, Merlin
Terry Ellis, President, Imago Recording
Company
Joe Calitri, General Manager, International Red Bull Records
Thanks for building such a great scene where I can
connect with the entire region in one place.
The event was a real eye opener. I met so many people
and understand so much more about the complex region
of Asia. I cannot thank you all enough for the opportunity.
I'm still buzzing about the week!
This was my first visit to Music Matters in Singapore. I
was impressed to find the most influential players in
the Asian music business gathered together with
some of the major characters of the international
scene to exchange ideas with young artists and
entrepreneurs.

9. THANK YOU TO OUR PARTNERS FOR YOUR SUPPORT!

10. SEE YOU NEXT
YEAR!
Kelly Yau – Speakers & Programme
Content
kelly.yau@branded.asia
Sammy Shirra-Moore - Band & Artist
Enquiries
sammy@branded.asia
www.branded.asia
Victoria Pawsey - Sponsors
victoria.pawsey@branded.asia
Louisa Berry - Sponsors
louisa@branded.asia
Save the date:
25-29 May 2016