MTV EMAs production  (Review - Music) 

A year of planning and research underpinned the success of the Berlin EMAs show. Here we talk to some of the architects of the scheme and the suppliers who made the music happen. (16 Nov'09)

Richard Godfrey - EMAs Executive producer,  MTV SVP Production & Music

“The internal view at MTV is that the EMAs were a great success. We also did well in other territories such as the US and even Russia. The EMAs has to be relevant to the audience and that means having the right talent;  there can be a lot of luck involved with the artist line-up. Bruce Gilmer (Co-exec producer & SVP, Talent & Music MTV NI) deals with the talent and booked some bands, like Green Day, at the start of the year while Beyonce came in in the last 10 days. It works because the artists actually want to appear.

"Ratings were very good across our markets. A record number of people streamed the show digitally and the feedback from artists and sponsors was great. We had two returning sponsors, Dell and Sony Ericsson, which highlights the value that they achieved from the EMAs last year. It’s true that the revenue model has changed with the economy, for example, sales to TV channels used to be an interesting revenue source with channels paying us to carry the EMAs. However, now that viewers can watch the show on sources Freeview etc. that revenue stream's gone.

"We’re different from other music awards shows because by changing the host country every year we change the environment and that’s inspires each show, particularly this year when we fell into the window of the historical celebrations. 

"My biggest EMAs highlight? U2 at Brandenburg Gate and Hamish Hamilton (EMAs director) and I on motorbikes careering through the back streets of Berlin rushing between Brandenburg Gate and the show venue!"

Ben Hack – MTV, Brand experience director

“Our aim was to make the MTV International Aftershow event the ‘hot ticket’ party of all the night.

"We chose the E-Werk club because it was an incredible party space. It was  restored from a crazy 24-hour techno club so there's a lot of affection for its history. 

                           (Above) E-Werk venue prepares for the party

"The starting point was to upgrade the guest experience so we designed the bars to serve drinks quickly and had food stations which kept developing the menus right down to desserts and finally breakfast at the end of the party. 

"The hall that hosted the Backstreet Boys had a 'shiny pop' theme with lots of light. The  other hall was more industrial. We wanted guest comfort without being too corporate. The design, bar and lighting teams worked fabulously together and we ended up with an awesome line-up of DJs including David Guetta, Soul II Soul's Jazzy B and Fatboy Slim.  We also wanted the talent to come but not to turn it into a VVIP party where they were segregated from other guests. It worked and Leona Lewis, Joss Stone and Miranda Cosgrove were among celebs that came to the party.

"We spent the whole year planning this party and to me it looked surreal to see it in action with guests buzzing."

 Simon Battersby - Showsec director and head of security

“My role was to coordinate all the security elements of the events taking place across Berlin that week on behalf of the EMA show producers.

"The huge number of stakeholders had their own aims and objectives, so it was vital that we selected the best suited local security providers and maintained effective communications with the local police and authorities.

“Obtaining permissions for the Brandenburg Gate performance required particularly sensitive communications, taking place four days in advance of the commemorations to celebrate the 20th anniversary of the fall of the Berlin Wall.

"We located the show on the East of the Gate on the Pariser Platz (instead of the normal West Gate site) which meant creating a free ticketed area for 10,000 fans, with an additional viewing area with screens for an unknown number fans who could turn up. This involved careful planning with the police, local promoter and due consideration of residents that included the American, French and British embassies." 

More Suppliers to follow...

EMAs Show:           Parties:        Winners:

        

 
RK  _________________________________________



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