• Music, Media & Entertainment 4.5

    MME 4.5 is a series of seminars that bring together music, media and entertainment tech start-ups, serial entrepreneurs, investors, and key industry players to share knowledge, discuss strategies for business success, debate market trends and evolution, as well as network.


  • Upcoming Events

    MME 4.5 VideoVision

    28 November 2019, London

    Lewis Silkin offices, 5 Chancery Lane, London

    A vision of the future: the rise and rise of audio-visual

  • The Power of Audio-Visual


    Video is ubiquitous across the web and all the tech majors are betting big on their video offering including Apple which is planning to spend $6bn on streaming video, as well as an increasing number of apps, services and communications being delivered in varying video formats. All of the major content studios and platforms are doubling down on their Audio-Visual services to provide compelling content for every context.


    Video serves as a versatile and entertaining form of communication and engagement: it communicates quickly without the need to read text, and can layer text on to visual and audio delivery. As ‘the next billion’ are about to join the internet, video is a key tool for those who don’t read well.


    How will this vision of the future change the digital economics of the various media and entertainment industries? Under what circumstances are different audiences consuming video? How important is video co-creation, collaboration and immersiveness? What are the different business models to monetise video, and how to leverage and manage the rule of fanocracy – making and breaking brands, services and apps?

    Our session will explore questions such as:

    • the impact of the next billion joining the internet on video
    • music, media and entertainment industries built from scratch…and new video formats
    • the neuropsychology of video
    • monetisation and business models - subscriptions, pay-as-you-go, AVOD, tipping…
    • personalisation
    • contextualisation


    Rich Bowdler, Head of Growth, NextUp Comedy Ltd

    Josh Davidson, Founder & Managing Director, Night Zookeeper

    Julia Hörnle, Professor in Internet Law, Queen Mary University of London

    Mikkel Iversen, Founder, TerraMedia

    Pete Johnson, Chief Executive, British Screen Advisory Council

    Joe Lyske, founder, Mashtraxx now part of Triller

    Luke Mendoza, Marketing Director, Beatchain

    Ray Monner, Founder & CEO, Annie Stacks

    Sam Proud, Creator & Founder, Play on Player

    Alistair Taylor, MIDiA Research

    Hessel van Oorschot, CEO, Tribe of Noise / Free Music Archive, Executive Partner, New Media Squad


    For information about speaking opportunities at this seminar, please contact rassami@2pears.com.

  • Register Now

    Startups, entrepreneurs rate - £174+VAT (£208.80)
    Standard rate - EARLY BIRD: £249+VAT (£298.80)
    For offline registrations or to request an invoice or assistance with your registration, please email accounts@2pears.com.

  • Agenda - VideoVision

    14:00 Registration


    14.30 Welcome and introduction by 2Pears


    14:35 Opening remarks by the chair

    Pete Johnson, Chief Executive, British Screen Advisory Council


    Part I – Content Strategies


    14:40 Video consumers of entertainment, sports, marketing, education content – the trends

    To keep consumers on the platform is key. Both content studios and platforms are increasing their audio-visual services to provide compelling content – entertainment, educational and promotional - across their own and third-party platforms, services and devices.

    Video is ranked as top priority from a digital marketing point of view as an entertaining means of communication and sales. More content and all platforms are vying for consumers attention and money. How is attention being captured, retained and entertained, while money is spent?

    Alistair Taylor, MIDiA Research


    14:50 Video as a medium for the next 1bn – life-style entertainment budgeting and curation
    There is a proliferation of mobile, news feed and web videos – where success is measured by the scale of participation. Who is watching? What is being watched and created and paid-for? What is the attention-span – binge-watching short form, bite-sized consumption or long-form? How are consumers spending their money? Who makes the money?
    Ray Monner, Founder & CEO, Annie Stacks


    15:00 The music angle – vehicle for content or key driver of video views?

    Co-creation, collaboration, or just background noise? What is the music strategy for video? How to work around the licensing issue and turn it into an eco-system and structure benefiting artists and creators?

    Joe Lyske, Founder, Mashtraxx (now part of Triller)


    15:10 Designing for addiction – feeding the fan-base

    Utilising the psychological mechanisms that govern human behaviour, emotions and decision-making in order to keep consumers attention engaged and attracted – it isn’t the screen time, which might be damaging, but the content itself. Good business strategy or unethical? What are the boundaries, and what about the data?

    Should ethical behaviour by content and entertainment companies be encouraged or enforced?

    Julia Hörnle, Professor in Internet Law, Queen Mary University of London

    15.20 Niche SVOD Growth Hacks - where to focus (& how to think about that for your specific situation?

    The “Get, Keep, Grow” lens of any growth marketer is critical to the success of an organisation. But how does it apply to where your company is currently at?
    Is growth hacking reserved for scrappy startups? How can you use it to your advantage, regardless of the size of your company? What are the fundamental growth hacking essentials?

    Rich Bowdler, Head of Growth, NextUp Comedy Ltd.

    15.30 Panel Discussion: Content or platform and post-peak attention – what is the audience driver?

    Following the content or consuming the content offered on the platform?

    What are the different FANG strategies? How to use the FANG ecosystem best as an independent content producer or musician? What happens when consumers reach and pass the peak of attention – too little time, too many propositions?

    Moderated by: Pete Johnson, Chief Executive, British Screen Advisory Council


    Rich Bowdler, Head of Growth, NextUp Comedy Ltd.
    Julia Hörnle, Professor in Internet Law, Queen Mary University of London
    Joe Lyske, Founder, Mashtraxx (now part of Triller)

    Alistair Taylor, MIDiA Research

    16:10 Coffee break


    Part II – The numbers business


    16:40 Content’s worth – do economics of scale destroy niche?

    High-cost premium content is challenging even for the cash-flush to make a decent return from. YouTube is cancelling its plans for high-end video content as it moves away from premium subscription service, while BBC iPlayer is turning into a programme library rather than limited-time catch-up.

    Content according to genre, length or value? What are the new business models for content creators – when is it worthwhile going high-quality? What long form and short form content business model is profitable…and scalable?

    Josh Davidson, Founder & MD, Night Zookeeper


    16:50 The rule of fanocracy - shifting loyalties and retention

    What’s the life-span of a fan? What retention strategies work? How to keep the fans entertained and interested, while also contributing?

    Monetising the fan data and developing new fan-bases…

    Luke Mendoza, Marketing Director, Beatchain


    17:00 New business models

    As video becomes the content format of choice for platforms, corporates and creators, what are the new business models in conjunction with new services that are developing? How are artists, actors, creators being directly and/or indirectly remunerated? Does this change the interaction with consumers in a material way?

    Mikkel Iversen, founder TerraMedia, former Int’l Insights Director, Universal Studios


    17:10 Co-creation strategies: creators of short-form video as brand ambassadors for acts and content
    Allowing fans to create videos putting themselves and/or their friends at the heart of a bespoke music driven experience which naturally taps into emerging trends of platforms such as TikTok, Snapchat and Instagram Stories, turns users into creators of short-form video perfect for sharing across social media, whilst also activating them as brand ambassadors for their favourite acts. How to work around the licensing issue and turn it into an eco-system and structure benefiting artists and creators?
    Sam Proud, Creator & Founder, Play on Player


    17.20 Panel Discussion: Viewer retention strategies and bringing forth the next generation creators…

    Lock them in with subscriptions? Charm them and make them tip? Use them as creators and feed their co-creating desires? Advertiser-funded formats – and not just branded content – what is the right number of ads? YouTube has re-committed itself to the ad-supported model, whereas Netflix and Amazon focus on the premium subscribers, but pipes and linear schedules also need to be filled…

    Moderated by: Hessel van Oorschot, CEO, Tribe of Noise / Free Music Archive, Executive Partner New Media Squad


    Josh Davidson, Founder & MD, Night Zookeeper
    Mikkel Iversen, founder TerraMedia, former Int’l Insights Director, Universal Studios

    Luke Mendoza, Marketing Director, Beatchain

    Sam Proud, Creator & Founder, Play on Player


    18:00 Round-up by the Chair followed by drinks and networking


  • Who's attending?

    Here is a sample of companies that attended a recent MME 4.5 seminar.

    Alaraby TV Network
    Association of Independent Music
    ATC Management
    British Broadcasting Corporation

    Channel 4 Television
    Domino Recording Company Limited
    Edge Investments
    Electronic Arts Limited

    Guardian Media Group
    Insanity Talent Management
    ITV Broadcasting Limited
    Nickelodeon U.K. Limited
    Rotor Videos

    Sloop Media
    The Rattle
    The Walt Disney Company
    University of the Arts London
    VCCP Group LLP

    And more...

  • Partners

    Would you like your company to be involved as a partner or sponsor at our events, please contact Petra Johansson on +44 (0)20 3239 9325 or email petra(at)2pears(dot)com to discuss further.


    CMU is the Complete Music Update, the biggest news provider to the UK music business, covering industry, media and artist stories, big name, alternative and new talent, and with a passion for all music genres. With our core media – the CMU Daily and the CMU website – available to all for free, CMU truly brings together the wider music industry – from the leaders of the biggest music businesses to grass root labels, managers, promoters, artists and songwriters – the Complete Music Update for the complete music community. CMU is read by over 25,000 music people every day via the CMU Daily bulletin, and an additional 100,000+ music makers and music fans every month via completemusicupdate.com.


    Eleven offers commercial and strategic advisory services to companies engaging, disrupting and monetising digital media, film and audio visual, music and audio, sport, brands, technology and everything converging in between. Eleven’s ecosystem of trusted partners and collaborators allow Eleven to provide solutions focussed services in a seamless fashion. Eleven’s thinking, models for reward and solutions are engaging, flexible and allow their team to get involved at any time, from the inception of an idea until its delivery and implementation.

    MediaTainment Finance

    MediaTainment Finance, which is targeted at media-and-entertainment decision-makers, investors, as well as technology and creative start-ups, launched only in April 2011. Yet, it is already acquiring a reputation for its analyses of financial investments in various creative sectors, and the copyright legislation that needs to keep up with the rapidly evolving digital media.
    Excerpts from MediaTainment Finance articles have been published in Social Gaming: Opportunities for Gaming Operators, the new business book about the international online-gaming industry published by SBG Companies Ltd.
    For authoritative coverage of the new money in media and entertainment, read MediaTainment Finance to learn what is happening financially when, why, how and by whom.


    Midem, the leading event of the international music community, will take place in Cannes from the 4th to the 7th of June 2019. It gathers, connects, and accompanies its participants in their desire to exchange and create the future of music. During 4 days of conferences, concerts and networking; creators, innovating digital companies, brands and talents get together to enrich the passionate relationship between creators and users, and develop new partnerships.
    Midem has been a pioneer in music tech and has strongly helped the music community to embrace new technologies. Now, innovation is at the heart of the industry and is key to the success of the music business. That is why Midem has designed a dedicated competition and programmes to encourage the discovery of new solutions and to share learning about the music tech sector. Our objective is also to develop networking between tech entrepreneurs and the global music ecosystem.
    All startups coming to Midem this year will have the opportunity to join a dedicated programme to get practical knowledge on entrepreneurship and fundraising in music tech, get inspiration from other music entrepreneurs and feedback on their solutions, and meet the relevant people to boost their development.
    More information at midem.com

    TBD Conference

    2Pears are TBD partners!
    TBD is the thinking person's conference who need something more than the usual... The theme this year is 'Risk/Reward' with execs from Twitter to ethical hackers, Royal Marines to HSBC it's sure to be another memorable day. TBD isn't your usual conference thanks to its unique stage and format. It's your personal and professional reset. 2Pears have a special 50% discount code for our members. Spaces are limited so grab yours today.

    Vertigo Media

    The soundtrack of your life is no longer limited to static playlists or your imagination. Our patented technology empowers you to invite your friends, your followers or the world to share in every moment of your life in a new way - one where they can listen to your curated songs beat-for-beat while you layer in live video, audio and chat. Orchestrate an immersive experience, or simply sit back and listen together. How you vibe is up to you, we just amplify the connection.
    To get started, just link your Apple Music or Spotify Premium account. Once you're connected, you can live-stream your workout with your go-to soundtrack, get in the headphones of your favorite players' warm-up playlists or get the inside story behind your favorite songs directly from the artists you love.
  • Past Events

    Here you can find information on previously held MME 4.5 seminars

    MME 4.5 New Content Formats

    10 July 2019, London

    Content formats are changing to cater to new tastes and attention spans while engagement is becoming the key metric to measure success as millennials and digital natives demand new rules of engagement with content and entertainment. Download agenda 

    MME 4.5 The New Influencer Ecosystem

    5 March 2019, London

    MME 4.5 The new influencer ecosystem: unsigned artists, e-sports and gaming, fashion, foodies, and vlogging…more than just YouTube! Download agenda

    MME 4.5 The Attention Economy

    20 November 2018, London

    Music, Media & Entertainment 4.5 The Attention Economy - the (constant) content battle for attention. Download agenda

  • Contact Us / Join our mailing list

    To be added to our mailing list, please complete the form below. Or just send us a message!

    For offline registrations, please email accounts@2pears.com stating your billing address and who the registration is for and it will be emailed to you.

  • Connect




  • About Us: 2Pears


    The team that brings you seminars, events and networking for creative and start-up companies across the tech, music, media and entertainment industries.


    The 2Pears events are all about helping companies make money and build sustainable creative tech businesses.


    We are Petra Johansson of events company TwistedTree, and Rassami Hök Ljungberg of communications consultancy rassami.