In this exclusive interview, Mira Wölfel, Director of PL+S, tells us about the highlights of the 2024 edition, highlighting the uniqueness of the experience that combines technology and networking. This year in Frankfurt, immersive experiences await us, along with an important educational program for event professionals, and discussions on the long-term effects of the Covid-19 pandemic on the industry, including changes in work and digitalization.
- The show is less than one month away, what would you say to a visitor still uncertain to participate, to encourage him/her to come to Frankfurt?
MW: “What makes Prolight + Sound unique is that we offer a platform that combines event technology and networking in one show. Prolight + Sound promises you a lively mix of glitz, glamour and business. You can look forward to an extraordinary keynote programme, captivating live performances, exclusive community evenings and award ceremonies in a festive atmosphere. No other forum combines the themes of exhibition, education, entertainment and networking under one roof. Prolight + Sound is Europe’s largest trade fair for lighting in the event sector, showcasing the latest products by key players from nearly 40 countries This makes the trip to Frankfurt – which is located right in the middle of Europe – a must for anyone working in the event and entertainment technology industry. And it is precisely this symbiosis of technology and emotionality that the public will find at Prolight + Sound in Frankfurt.
Furthermore, the lecture programme has never been more international and diverse. From light and stage technology to innovations in audio technology, themes are being covered that turn the stages of this world into magical places. The upcoming show features exciting panel discussions, keynotes and live performances.
At Prolight + Sound, our guests will find the best networking opportunities at several areas on the fairground and at our new “PLS Community Nights” in extraordinary locations throughout Frankfurt. The idea is to meet colleagues and business partners in a relaxed atmosphere, celebrate together, review the day at the trade fair, dance and enjoy good music.”
- The world of events is evolving: events are now not only live music shows or theatres shows, but also mapping and multimedia art events, corporate events, etc. How do you think PLS is representing/supporting this ongoing evolution?MW: “The creation of immersive experiences for the audience is where event technology is heading in general – from lighting to sound to high-tech motion seats and much more. We are very excited to see how AI-based innovations will transform our lighting exhibitor’s showcases at Prolight + Sound 2024.
We have created the Immersive Audio Dome in Hall 11, which is being realised in cooperation with Quickspace and United Brands. The interior of the 100 m² igloo-shaped dome offers space for around 75 people and is equipped with a full-surface projection screen. This complements the sound experience with futuristic visuals to create an immersive overall experience for visitors.
Every year since 2004, Prolight + Sound has been honouring outstanding achievements in the field of systems integration with the “Sinus – Systems Integration Award”. This year, it is awarded to Sphere in Las Vegas. With its spectacular fusion of ground-breaking technologies, Sphere creates innovative, immersive experiences of unrivalled brilliance – and sets a decisive impulse for the future of entertainment.”
- We notice PLS is more and more concentrated on education for live events professionals and in general for AV specialists, from the technical point of view but also about events organization, management etc. How can visitors choose the right seminar among the many proposed this year?
MW: “Visitors can expect a comprehensive conference and knowledge programme on the industry’s hot topics, such as:
The Prolight + Sound Colleges consists of three bilingual colleges (EN/GE): Camera College (in cooperation with the BVFK), ProAudio College (in cooperation with the VDT e.V.) and the VPLT College.
The Prolight + Sound Knowledge Hub includes the Prolight + Sound Conference (in cooperation with the VPLT), I-ESC (International Event Safety Conference) with a curated, bilingual programme, the Manufacturers’ Forum and the Main Stage, where an array of high-calibre keynotes is being presented by renowned speakers.
The Performance + Production Hub offers creative input on the use of innovative sound tools. It bundles product presentations, demos, live performances and workshops with artists and experts from well-known brands – plus impressive live visuals, including a newly built Soundbox, that is being brought to life by an array of renown live performers.
The Image Creation Hub is a unique area dedicated to moving images. As a central contact point for television cameramen, the Image Creation Hub combines first-class workshops, exhibitions, lectures and talks in an extensive special areal – created and realised in cooperation with the BVFK (Federal Association of Television Cameramen).
You can navigate through the events by using our interactive event calendar (prolight-sound-programme.com), which is available both on the website and in our Prolight + Sound Navigator App (prolight-sound.com/app). It offers many different filter functions that visitors can use to put together and save their own personal programme according to their interests. The result is a personalised trade fair guide.”
- What are in your opinion the long terms effects of the Covid experience in the events industry? What have we been learning and have changed?
We have asked our industry partner VPLT (The German Entertainment Technology Association) to comment on this issue. Randell Greenlee, European Policy Adviser:
- Workforce – Many employees left to seek better and more secure positions in other industries, and they did not come back. That started a discussion about the social sustainability and working hours and conditions within the sector. The VPLT has started many initiatives to alleviate these issues: discussions about social partners, working conditions, as well as collaboration with and creation of projects to stimulate workers to join the workforce.
- Types of Employment – A great number of the self-employed (free-lancers) were devasted by the crisis. There is no sustainable framework in the EU regarding the legality or precarious employment situations of solo self-employed people active in the “offline” economy. In the event industry, they not only face an imbalance in bargaining power but can also undermine sustainable working conditions and competition rules. The crisis has amplified these problems.
- Sustainability – Markets are now also defined by their sustainability goals and achievements.
- Digitalization – Streaming has become the norm – depending on the event format. Some in the sector have profited from this. Others have found that their event formats are no longer viable in the market. It remains to be seen how far digitalization will affect the sector.
- “Live” is better – Fortunately, most participants in the event industry still consider face-to-face communication and live events to be much more rewarding and valuable than online formats. Costs, however, have risen, which makes amortization a difficult task for event planners. Some live formats – such as concert tours of headliners – have never made more profit. That is directly related to the covid crisis and digitalization: many fans want to experience such formats and are willing to pay for that experience. Smaller tours, however, have problems finding an audience.
- Cooperation – many industry associations came together to master the crisis and they created long-term lobby contacts to policy makers and governments. Before the crisis, there was little cooperation – now that is daily routine. Therefore, associations such as the VPLT are much stronger in their outreach and have become a substantial player in the democratic process and in the representation of interests for the sector.
