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The organizers of music tech conference Musical Tectonics have made the best of some bad luck since launching the event in Los Angeles three years ago.
Into the 2019, a brush fire pressed these to relocate brand new inaugural meeting away from the fresh Skirball Cultural Heart so you can a hotel within the Downtown L.A good. only twenty four hours earlier are because of start, Musical Tectonics founder and you will director Dmitri Vietze told me. Then your pandemic strike in the 2020, flipping the newest within the-individual experience on the an on-line gathering. Last year’s knowledge, meanwhile, try a balancing work between digital plus in-individual meetups once the COVID crisis continued.
Despite these calamities, Music Tectonics has continued to grow; the 2021 edition tripled the roughly 400 attendees who showed up at the first conference in 2019, with the event luring participants from the likes of Spotify, TikTok and Universal Music Group. Organizers tried to take advantage of the remote experience through Chatroulette-style networking rooms, and even let attendees interact with each other as avatars in a nod to the much-hyped metaverse.
“In the place of seeking to do a good fax of an out in-person enjoy, we leveraged technology we could come across to-do points that you would not manage personally but made it also more beneficial for the point in time,” Vietze said.
All of that said, “it’s time to come back in person,” according to Vietze. Music Tectonics will return with an entirely in-person conference Oct. 25-27 at several venues in Santa Monica. It’s part of a resurgent L.A. tech conference scene that has included the return of the Initial Summit and new events like NFT Los angeles-though other gatherings, like the E3 gaming expo, remain on ice.
“Overall, it seems like the American appetite is for adapting to the situation rather than putting a pause on everything,” Vietze said. “People want to be together; they just want to be there in a safe place.” (Music Tectonics is reserving the right to require proof of vaccination or a negative COVID test from its attendees, considering their website).
The conference is the brainchild of Rock Paper Scissors, an Indiana-based PR firm that wanted to capitalize on L.A.’s emergence as a music tech hub. The area is home to major labels like Warner Music group and Universal Music Group, as well as social media giants like Snap and TikTok that have achieved dictate over the music industry. Spotify and YouTube also have an L.A. presence, and that’s all before even touching on the growing tunes technology business world here.
“Technology total was converging [in L.Good.] in a way that wasn’t extremely taking place inside the as much most other towns and cities,” Vietze said. And yet, the spot lacked something such as a network conference to bring that it “growing central force from songs” together, the guy extra. “It seemed like a great place to do it.”