ALL THAT MATTERSWRAP REPORT 2015

All That Matters is Asia’s only business-to-business-to-fan experience. The three day conference covers the latest issues relating to the Music, Live Entertainment, Online Video and Sponsorship industries. Global-level speakers provided insight and debate, whilst at night the Music Matters Live festival rocked Singapore before thousands of music lovers with more than 200 shows from 72 hand-picked bands from around the world. Screaming fans went crazy at the YouTube FanFest at *SCAPE over the weekend with a Red Carpet and three shows.

Celebrating its 10th anniversary and awarded as the gateway to the Asian entertainment industry, here’s a snapshot of who attended:

• Over 1,500 senior level executives in the global entertainment industry. • 153 global speakers with attendees from 32 countries from 428 companies• 72 bands from 20 countries playing 200+ live shows to over 8,000 fans over four nights• 34 YouTube creators boasting 20+ million subscribers and 5+billion views entertained over 3,500 fans• Over 150 YouTubers and young creators at the Music Matters & FanFest Academies • 13 Individual networking events• Our social media results were off the charts trending in Singapore over the weekend and we also continue to receive some great press coverage

EXTENSIVE GLOBAL PR COVERAGE

Who was there?

Music Matters is the pioneer music industry event in the Asia Pacific region that gathers the most influential figures in the global music scene.

Topics addressed in 2015 included the growth potential in Asia’s developing markets and their unique music scenes, live music and touring, the vast differences in business models and diverse rates of digital adoption. The conference also included an afternoon dedicated to synchronisation of music in other entertainment mediums, such as TV shows and gaming at Sync Summit Matters.

Delegates were treated to performances by Jeremy Loops (South Africa), Spender (Australia), Seth Haapu (New Zealand), Sezairi & Tulus (Singapore & Indonesia)and Bastian Baker (Switzerland).

The business ecosystem for online video has exploded in Asia in a matter of months with new platforms, creators, producers, aggregators and brands coming online every day. Video Matters: Behind the Streams immersed attendees into the business of video content marketing and influencer strategy. Produced in association with the YouTube FanFest, Video Matters provided attendees in the creative community an insider's knowledge into the Asian video business ecosystem.

Whether it’s sport, music, arts or corporate entertainment, the Live industry in Asia is booming.

New, multi-billion dollar entertainment complexes are opening all over the region. More brands are sponsoring. Digital platforms are broadcasting more events to a wider audience than ever before. Interactive technologies and social marketing innovations are creating experiential audience engagements that connect content owners to more potential ticket buyers and corporate attendees.

So we think that it’s remarkable that very few opportunities exist to share best practises and discover new tech innovation within the large-scale corporate and consumer live entertainment ecosystem.

The Asian Sponsorship Association (ASA) was founded in 2014 to transform sponsorship practices and grow the business sector in Asia. Headquartered in Singapore, the ASA is an independent organisation that offers services benefits and community to both the buy and sell side of the marketing industry in the region as well as agency intermediaries.

Sponsorship Matters presented by Sponsorium kicked off its conference discussing the importance of sponsorship in this dramatically changing age of engagement. This paved the way for further debate on how to use sponsorship to build long-term value for brands, what makes up a sponsorship deal, what’s new in engaging social media, gaming and other digital applications and stating a case for measurements, metrics and ROI. Finishing off the day was a lesson in understanding how to activate sponsorship and a solid brainstorming session.

• More than 72 bands• 4 BIG nights out• 200+ live shows • More than 8,000 fans over four nights• New country showcase from France with “Music France” & the addition of Made In Singapore Alumni

Music Matters Live

Mentorship and collaboration with over 150 global artists with local established fan bases and the biggest music industry heavyweights

Country Showcases Music Matters Academy

Discovery has always been a core value of Music Matters Live, Asia’s most diverse music festival and this year was no exception with 72 bands from 20 countries playing gigs all over Singapore to delighted local and visiting crowds. countries providing special Showcases highlighting their very best local talent. Emerging stars were given a global platform to be discovered via their performances from Singapore, Asia’s international hub. The Music industry’s biggest moguls also acknowledged the impressive array of talent at the festival, and were all present to discover truly unique music that represents a new generation of listeners.

Pepsi Music Accelerator

The inaugural Pepsi Music Accelerator at Music Matters launched in 2015 providing artists across Asia with a unique opportunity to win a once in a lifetime trip to Singapore to participate in the Music Matters conference, be mentored from experts at the Academy and perform at Music Matters Live 2015.

With its four winning bands from China, India, Thailand and Vietnam, the programme unearthed genres spanning hip-hop, EDM, pop and post rock/metal, a cross-section of today’s youth music.

Market partners alivenotdead.com in China, Pepsi MTV Indies in India, Deezer in Thailand and Pops Worldwide in Vietnam joined with Pepsi and Music Matters as the judging committee. The winners were chosen based on raw talent, original songwriting, great live

presence, a solid social media following and that ever-elusive “wow” factor.

U180China

alivenotdead.com

Space Behind the Yellow Room

IndiaPepsi Unbox MTV

Boom Boom CashThailandDeezer

Nhat ThuyVietnam

Pops Worldwide

Designed to inspire a new generation of video content creators, the YouTube FanFest is a Google and Branded co-production which includes week-long activities in each country it visits including:

Live shows: Thousands of fans at events streamed live across the planet on YouTube

Meet & Greets: Fans get up close and personal with their online icons

The FanFest Creator Academy created by, with and for YouTube stars

”

Mumbai, India

Singapore

YTFF Singapore • 22-24 May 2015 • 34 Creators • 2000+ fans • 2,021,437,545 Combined campaign impressions across Singapore and Thailand

YTFF India • 20 March 2015 • 31 Creators • 4000+ fans • 250K online viewer

YouTube stars are being heralded as the new Hollywood A-listers and, following on from the unprecedented success of the first ever Indian YouTube FanFest with HP which sold out within 48 hours, the YouTube FanFest with HP returns to Singapore for a second year. With over 55 million combined online subscribers, the YouTube FanFest with HP will bring together some of the biggest YouTube stars on the planet with their fans for over two days at *SCAPE!

- Yahoo Finance

YTFF Thailand (new) • 26 May 2015 • 19 Creators • Over 1,800 fans • #YTFF Trended at #1 nationally for two days

Thailand

YTFF Canada (new)• 2 May 2015 • 15,000+ fans • 39k social media hashtags and mentions • 700+ fans who personally met their stars

Canada

Up Next: Korea Aug 2015 Australia Sept 2015 Indonesia Oct 2015Japan Oct 2015

YTFF Philippines (new)• 26 June 2015 • 20 Creators • Over 3,000 of the craziest, loudest, passionate fans EVER • 2 mi campaign mentions, 3 bn impressions

Philippines

Fan mayhem on the Red Carpet

NETWORKING

• Hootsuite Breakfast• Financial Times Breakfast • STB Breakfast• YouTube Luncheon• Pepsi Meetup

• KOCCA Media Conference• KOCCA 1 on 1 Biz-Matching• KOCCA VIP networking Party• Meltwater Cocktail Party• Victorious Private Yacht Party

Did it Matter?

All That Matters was the best I have experienced in the last many years that I have been to. Live Matters was a good edition to ATM and I felt it quite honestly completed the program.

Vinit Thakkar, Vice President – Digital, New Business & Licensing, Universal Music Group South Asia, EMI Music South Asia

Gwen Bethel Riley, Head of Business Affairs Music, Disney Interactive

I was impressed by the calibre of speakers and diversity of people your event attracted.

Sheelpa Patel, Senior Manager, Partnerships, Sponsorship & Product Placement, Infiniti

Yet again it was a very valuable, busy and enjoyable event.

Charles Caldas, CEO, Merlin

Terry Ellis, President, Imago Recording Company

Joe Calitri, General Manager, International Red Bull Records

Thanks for building such a great scene where I can connect with the entire region in one place.

The event was a real eye opener. I met so many people and understand so much more about the complex region of Asia. I cannot thank you all enough for the opportunity. I'm still buzzing about the week!

This was my first visit to Music Matters in Singapore. I was impressed to find the most influential players in the Asian music business gathered together with some of the major characters of the international scene to exchange ideas with young artists and entrepreneurs.

THANK YOU TO OUR PARTNERS FOR YOUR SUPPORT!

SEE YOU NEXT YEAR!

Kelly Yau – Speakers & Programme Contentkelly.yau@branded.asia

Sammy Shirra-Moore - Band & Artist Enquiries sammy@branded.asia

www.branded.asia

Scott Munro- Sponsorsscott@branded.asia

Louisa Berry - Sponsors & Delegate Enquirieslouisa@branded.asia

Save the date:

13-15 Sep 2016