MIDEM is the world’s largest music industry trade fair. It has been held annually at the Palais des Festivals in Cannes, France, since 1967 and brings together musicians, industry professionals, cultural tastemakers, and journalists from countries around the world to discuss all aspects of the music industry. It is also serves as a huge showcase for major label and indie bands the world over. Want to be a part of the action? The following is a Q&A with the Artistic Programmer for MIDEM, Virginie Perrault.
Tell us a little bit about yourself, and your role with MIDEM.
I live in London and have been working for MIDEM since 2005. MIDEM 2011 will be my 6th MIDEM. I work within the MIDEM Concerts team, directed by Luc Charles, and my job here consists of listening to the numerous artists sent to us with a view to organizing a showcase during the event.
The concert team and myself work out a program, then my job consists of accompanying artists and managers through our administration and communication process, ensuring that their show goes as smoothly as possible.
In the case of MIDEM Talent, we listen to new entries on a daily basis and shortlist them as we go along. We then have a meeting with the artistic department to decide on the selected ones.
What are the top five things you look for in an artist when reviewing an EPK?
Originality of compositions, a solid experience in performing live, a strong potential for export, and a good entourage who will work hard on helping to promote the showcase. These are the four things really, then there’s always a small unexplainable element.
How does an artist stand out in your eyes?
Pretty much for the same reasons as for why they are selected. An artist stands out for various artistic reasons, but then they also need to have a strong entourage around who will help make their gig a success.
How does MIDEM help a selected artist have a successful MIDEM showcase and experience?
We have a fairly thorough communication file to fill out. We try and get as much information as possible on the artists, which we then dispatch to our concert communication team as well as the press department, we guide them all along on what they can do to make sure their show stands out.
We need to make sure they have precise goals to attain at MIDEM and we give them the tools on how to do so. We try and make sure they have “prepared” for MIDEM, invited the right people to their showcases, etc..
What type opportunities can an artist expect to be exposed to at MIDEM that would help further his or her career?
There are many various opportunities at MIDEM. Artists need to come with specific goals to pursue, but it goes from publishing to touring, from synch to meeting with brands.
Is there a success story you can share from a previous MIDEM performer?
There are a few, Buika, Charlie Winston,Yael Naim, and Amy Winehouse have all performed at MIDEM. But really success can be generated if you come with a goal and fulfill it.
Now that you have the insider’s guide on MIDEM, click here to get the full details and submit your act. The submissions deadline is on Friday, Oct.29, 2010, so hurry up!
