• 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

    New Content Formats

    10 July 2019, London


    Lewis Silkin offices, 5 Chancery Lane, London

    MME 4.5 New Content Formats – long-form versus short-form and micro-attention



  • 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.

    New platforms and services are appearing which cater to the micro-attention span. Is the shorter attention span driven by new technologies, or are new technologies developed to better deliver to digital natives palates?

    What is the impact on entertainment and music creation and delivery?

    How is entertainment being reimagined? Can long-form survive?


    How is content tracked and monetised as it shape-shifts across various formats and platforms? Is commercial infrastructure keeping up with changing consumption patterns and creators reaping the profits?


    What are the implications for the paid-for advertising business? How is ad-tech adapting to deliver eye-balls and monetisation opportunities of short-form content and micro-attention? What are the new editorial and commercial relationships?


    New Content Formats will explore questions such as:

    • How is entertainment reimagined for the palates of digital natives?
    • What are the preferred content formats for whom?
    • GIFs, RIFFS, and Memes – short, collaborative, and amateur
    • How is the development of micro-attention impacting the advertising business model?
    • What are the latest ad-tech adaptations to shorter attention spans?
    • Shares, sends, likes, UGC…is engagement the key metric, and what engagement?
    • What are the opportunities and tensions between editorial versus commercial considerations when catering for different attention spans and content formats?
    • What are the geographical market variations?
    • What are the risks and the regulatory developments?

    Speakers include:

    Marla Altschuler, Founder & Creative Partner, Cantine

    Timothy Armoo, CEO, Fanbytes

    Tim Exile, Founder, Endlesss

    Cliff Fluet, Partner, Lewis Silkin

    Carl Hibbert, Head of Consumer Media & Technology, Futuresource

    Paul Jessop, Chief Technology Advisor, RIAA

    Dagmar Mae, Chief Product Officer/ Co-Founder, Votemo

    Paul Pacifico, CEO, Association of Independent Music

    Nikhil Shah, Co-Founder, Mixcloud

    Dom Smith, Head of Editorial, Barcroft Studios

    Matthew Tulett, entrepreneur, online presence strategist, Angel investor


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

  • Register Now

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

  • Agenda - New Content Formats

    14:00 Registration


    14.30 Welcome and introduction by 2Pears


    14:35 Opening remarks by the chair Cliff Fluet - Partner, Lewis Silkin


    Part I – Content Formats and Content Tech


    14:40 Reaching audiences - what do the kids want?

    How are the kids seeking their entertainment? On what devices, when and why?

    What kind of content? What is driving the changing behaviour?

    Speaker: Carl Hibbert - Head of Consumer Media & Technology, FutureSource


    14:50 Music entertainment re-imagined

    How is entertainment content evolving, underpinned by new technology developments? How are traditional content businesses adapting to the innovations and cost-effectively leveraging, tracking and exploiting the new opportunities? Contextualising content and music tech and future-gazing…

    Speaker: Paul Jessop – Chief Technology Advisor to RIAA


    15:00 Art, music, entertainment co-creation, social media collaborations or UGC?

    As technology acts as an enabler and source of inspiration for what is possible, new ways of creating art and entertainment are developing.

    How is the new entertainment content distributed to a wider audience? What about the IP when entertainment content is co-created?

    Speaker: Tim Exile - Founder, Endlesss


    15:10 Short-form success…by the minute and millions of views

    Cinema, film, TV-series, music videos, up until now filmed content has been of a certain duration, enabling long-form storytelling synchronised with licensed music. Now viewing times of more than 1 minute on certain platforms is seen as success, as short-form content fit for the life-styles and tastes of young people is growing.

    How does this short-form impact monetisation for artists, creators and advertisers? More content is being created by users and amateurs - what is the value of commissioning professional content?

    What are the new metrics of success and engagement – for professional and user generated content?

    Speaker: Dom Smith – Head of Editorial, Barcroft Studios


    15:20 Attention split: working the second screen

    The second screen is nowadays a fact of life: few activities exist where no additional device is used simultaneously. Rather than a threat to traditional entertainment, how is it being incorporated and leveraged in the overall entertainment experience?

    Social messaging, a place for expressing feelings, and advertising – what are the opportunities to work with and around micro-attention by engaging audiences through participation?

    Speaker: Dagmar Mae – Founder, Votemo


    15.30 Panel Discussion: Artist or super-creator, the blurring of content

    The lines between art and entertainment created to be sold, and content created to sell art and entertainment are blurring. Content creators turn into artists, while artists develop engaging content around their art.
    How is social entertainment collaboration evolving? Is it becoming an industry in its own right as a channel for artists and content creators to engage new audiences and monetise their art/content or is it part of digital marketing? Is the entertainment industry infrastructure keeping up with the innovation and changing consumer tastes, both in terms of content formats, tracking, monetisation and enabling technology?

    Moderator: Cliff Fluet - Partner, Lewis Silkin


    Carl Hibbert - Head of Director, FutureSource

    Paul Jessop – Chief Technology Advisor to RIAA

    Tim Exile - Founder, Endless

    Dagmar Mae – Founder, Votemo

    Dom Smith – Head of Editorial, Barcroft Studios


    16:10 Coffee break


    Part II – Content Money


    16:40 Short attention spans versus super engagement?

    Talking about millennials and their short attention spans, totally ignores that this is at the top of the funnel. Further down and millennials are incredibly engaged and spend much time consuming the minutiae of what they are into. So how to determine what type of content to produce for each stage of the audience or customer relationship and for conversion?
    Speaker: Matthew Tulett – entrepreneur, CTO, online presence strategist, Angel investor


    16:50 Short, sweet and amateur - advertainment or advertising?

    Communicating with digital natives now takes place via cultural references translated into pieces of content and advertainment placed across a wide variety of social media channels no matter if it is a message from the government or the latest release by Madonna. The power and attraction of memes is not to be underestimated.

    Is it advertainment or advertising? Does it matter?

    Speaker: Timothy Armoo – Founder and CEO, Fanbytes


    17:00 Revenue-sharing with tastemakers

    Content creators derive revenue from their content in many different ways, but few are formally paid by the technology platforms for their work, yet the platforms are totally dependent on tastemakers to gain users. What are the different models of collaboration and revenue-sharing?

    Speaker: Nikhil Shah – co-founder, MixCloud


    17:10 The power of content creator communities – creating content to sell content

    Everything comes down to the content (and the real people who engage with it). Content selling entertainment content and live experience is nothing new. However, the style of content and how this is amplified to audiences is becoming entertainment content in its own right. As people gain more control to what they are served with online the traditional approach to sales needs to pivot in order to engage with audiences authentically to sell.
    The approach to music sales is evolving rapidly. Promotion tactics such as radio ads and out-of-home advertising are now switching to audience engagement through content. What strategies can we learn from this process that apply to both the music industry and other sectors?

    Speaker: Marla Altschuler – Founder and Creative Partner, Cantine


    17.20 Panel Discussion: The measure for short-form is shares and sends…where is the money? And who is getting it?

    Where is the money made in the new content and engagement landscape?

    What are the measurements for short form and micro-attention? Is it engagement or views? Should it be cost per view or payment per view? What is the value of a ‘follower’?

    What are the opportunities and tensions between editorial versus commercial considerations when catering for different attention spans and content formats?

    Moderator: Paul Pacifico, CEO – Association of Independent Music


    Timothy Armoo – Founder and CEO, Fanbytes

    Nikhil Shah – co-founder, MixCloud

    Marla Altschuler – Founder and Creative Partner, Cantine

    Matthew Tulett – entrepreneur, CTO, angel investor


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


  • Who's attending?

    Here is a sample of people that are confirmed to attend the next 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 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.