The VIP-Booking european live entertainment Book

13
VIP- News - September 2010
Matthias Mueller: The reason why huge
acts like Mary J. Blige, Pink or Robert Plant
accept to play our small 1,530-seats venue
is our image. We managed to prove to artist
managers and agents that we are a very
reliable partner. The artist receives a very
nice fee (calculated per seat it might be
one of Europe’s highest), and additionally
the artist can get interesting added value
like huge promotional impact due to our
TV broadcasting clients in 40 countries on
all 5 continents. This is especially interesting
for Acts with new products like Jamiroquai
in this year, who will launch his new
CD at our event in a pre-listening show.
VIP-News: Please tell us about the network
of supporters. Who are these people and
what are there motives?
Beatrice Stirnimann: We have a group of
commercial sponsors who can buy a limited
number of tickets. They pay an upfront
fee to be part of the festival. Further, we
have a very prestigious members club. We
have a lot of applications for participation
but keep the club limited to 40 people.
They support us in order we are in the position
to afford our most expensive artists.
Said support by Basel residents is unique
and I doubt that such a members’ club
consisting of festival fans could be founded
in another city.
VIP-News: How is the supporters network
involved in the development of the AVO
SESSIONS?
Matthias Mueller: The festival format,
program and concept is our idea and creation.
We are quite experienced in balancing
artist’s needs and requests and realize
whether an artist fits our format or not.
Therefore, a direct contact between artist
and sponsor is not necessary.
VIP-News: Does the supporters network
also have an impact on the booking policy?
Beatrice Stirnimann: Not directly, but if
they have an input, we are happy to have a
drink with them.
VIP-News: How many people are working
full time and how is the company structured?
Matthias Mueller: For all operational work
it’s Beatrice who is in charge with a team of 9
full time managers. So I have the privilege to
focus on the program and special projects
or to help wherever we have a problem.
VIP-News: Does it become more difficult to
convince artists to accept the production
settings?
Beatrice Stirnimann: No, we used to have
more problems in the earlier days when
our format was not yet known. Today,
all big agencies and many different artist
managers have experienced our high
standards of production and they usually
are very happy here.
VIP-News: Which stage riders and productions
caused you to raise your eyebrows?
Matthias Mueller: James Brown wanted to
use a helicopter to come to town from the
airport. As I explained to his manager that
it would take the same time from the airfield
to the helicopter as it takes to get to
the venue via car, he accepted our stretch
limo… But basically, if an act accepts to
play our format, he does this for a special
reason and we always found ways of compromise
so far. Our production director is
Christoph Stahel, who is also in charge at
the Montreux Jazz Festival, so this is a very
experienced and relaxed guy.
VIP-News: The AVO Sessions are widely exploited
media wise in terms of broadcast arrangements.
You even managed to establish
your own media format. Can you please
explain the settings for this part of the AVO
Sessions; how does it work and how long
did it take to develop this format?
VIP-BOOKING.COM
Beatrice Stirnimann and Matthias Muller with Grace Jones
Beatrice Stirnimann: This is a long story
and without all the legends that have already
played our festival, we would never
have reached this level. A lot of our success
is based on a system of classical WIN-WIN
situations. If the artist gets what he wants,
he is prepared to grant rights to the festival
in order that the festival can finance the
high production costs of such high level TV
recordings. We do not earn money from
the broadcasts; we just want cost recovery
for us and for the artist. We want to control
what happens so that the artist can trust
us.
VIP-News: Has the demand for live concert
recordings by TV stations risen in the recent
past and how many media partners
do you work together with?
Matthias Mueller: No, the number of slots
for live music has decreased so you need
to offer the TV channels more for less
money. That’s what they get: More quality,
more variety of genres and a very reliable
service. On the other hand we can create
a huge impact for acts with new products
what makes our festival sexy.
VIP-News: How much do you have to deal
with affiliated partners of artists such as
record companies, publishers & managers
when it comes to broadcasting agreements?
Beatrice Stirnimann: Every artist has a different
procedure and system of work. You
have to understand a lot of different companies
and personalities. You need to be
able to travel and convince people. Based
on 25 years of successful work we have
achieved what it needs for this.