MassiveMusic is known for putting on one of the most established and well-known parties at Cannes each year.
Dick van Motman, chairman and CEO of Dentsu Aegis Network for Southeast Asia, said that as well as bringing an extra celebratory component to Spikes, the party was also aimed at building the Dentsu Aegis brand through content and promoting the idea of convergence.
“DAN talks about innovating the way brands are built, and content is increasingly a big part of that,” van Motman said. “For us, this is not just throwing a party, but it’s also about helping to build our own brand in a new way, using different content properties, such as music.”
This year’s party, which will be called ‘Neuromance’, is being held at the Fullerton Waterboat House (next to the Fullerton Hotel) and will feature free-flow drinks and two “prominent Dutch DJ’s”. At last year’s party, internationally renowned duo 2ManyDJs was flown in for headline duties.
Van Motman said that this year’s theme is about bringing music and technology together, but most importantly, bringing people together to celebrate the industry.
“There will be big component where we involve the audience both physically and virtually, and so we’re building some technology into the party,” he said. “Neuromance will be about the convergence of people, technology and space and we are planning to drive and visualise connections between all three through the use of previously unimaginable, futurist technology.”
MassiveMusic has thrown at party at Cannes for 16 years.
Hans Brouwer, CEO and founder at MassiveMusic, said he was looking forward to building momentum with the Dentsu party.
“This is only the second time we’re doing it at Spikes, but we know what to expect, and luckily we have a great partner who knows Asia very well," Brouwer said. "We built a party at Cannes for 16 years now, but it takes a long time to build up the hype around an event like that. When you're able to build a party like this over a long period of time, it’s like an oil tanker at sea, it will cruise on. The event at Spikes can only get better.”
MassiveMusic, which works with a variety of major brands, said the partnership with DAN also allowed the agency to introduce itself in the Asian market.
“The latest development within MassiveMusic is that we’re working a lot more with brands directly on things like sonic branding, which is helping to define what a brand sounds like," he added. "This partnership is a good way to introduce ourselves a bit more in Asia.”
Neuromance is an addition to other festivities and networking opportunities at Spikes Asia, which include daily cocktails, Networking After Dark and an official after party at the Clifford Pier on 11th September.
Spikes delegates can register for an invitation to the ‘Neuromance’ party at www.dentsuaegisnetworkparty.com