Bridging the Gap For the Next Generation
There was a poll done a year ago that stated that the average festival attendee’s age increases by 1 and a half years, every year. This means it’s the same old cast of characters coming to the festivals. This is pretty amazing if you think about it. Metal fans are some of the most loyal out there, if not the most. But at the same time, this is alarming. Why aren’t the younger generations coming out to these festivals? It is quite common for a lot of the bigger festivals to book the headliners of yesterday to cater to their audience. There is nothing wrong with this. But how do we expect new people to come in if no new bands are being booked? Who are the headliners of tomorrow and will there be any if they are not given a fighting chance?
What about music consumption? How can a label reach a younger crowd with promises of 6 exclusive color vinyls when all they want to do is stream on an unpaid platform? It seems that the younger generation doesn’t know the classics and the older generation doesn’t know the rising stars. How do we bridge this gap and get the youth of today interested in live music and in buying music?
Thursday 17. April 15:00 - Room: Central Park
Mod: Jessica Otten // Future Cult PR / Hold Tight Europe (NL)
Jessica Otten has 15 years of experience in the music industry, as both recording artist and PR specialist. She previously worked as Head of PR in the European office of famed label Season of Mist, and in 2023 launched her own company Future Cult PR, continuing promo and PR for labels and artists. On top of that, Jessica and Hold Tight PR proudly announced the launch of Hold Tight Europe, the company's new division for specialist European publicity across rock, metal, and prog.
Markus "Bart" Grasseck // Metal Blade Records (DE)
Markus "Bart" Grasseck is an experienced professional in the heavy metal music industry and currently serves as the Label Manager at Metal Blade Records Germany, overseeing the label's European operations. He joined the company in 2014 as Head of Wholesale & New Media at their German headquarters in Göppingen. Over the years, Bart expanded his responsibilities, leading to his promotion to Label Manager in 2022.
Bart's journey in the music industry began over 17 years ago. He started out writing for several fanzines, taking live photos of bands, and working as a stagehand. His passion for music also led him to host his own radio show, further deepening his involvement in the scene. In his role, Bart oversees various aspects of the label's operations, contributing to the success of numerous artists. He has signed and works closely with bands such as Mantar, Messa, Dvne, Hellbutcher, and Wolfbrigade, helping to develop their careers and expand their reach in the heavy metal scene.
Cathrine L. Torsvik // Kjøtt / Beyond the Gates (NO)
Cathrine L. Torsvik is the festival manager of Kjøtt, and festival coordinator of Beyond the Gates. Cathrine has worked with youth and culture development for many years. She was only 15 when she joined the festival industry and sees the importance of working actively with inclusion and providing empowerment to young music enthusiasts.
Lauge Hede Kjærum // Generation Metal / Gimle / Epic Fest (DK)
Lauge is, in his day-to-day life, the program director at the Danish venue called Gimle, located in Roskilde, Denmark, with over 250 annual shows and events. Besides that, Lauge is a co-founder and promoter of 'Epic Fest' and works on many other interesting and unconventional projects and events, such as a unique concert in Denmark's biggest Viking ship at sea, shows in Denmark's biggest Viking King's Hall, and recently the project called 'Generation Metal' – a metal concert experience tailored for children. The goal of 'Generation Metal' is to create a larger and even more dedicated generation of new metal fans – 'A New Generation of Metal.' So far, all three events have been sold out, so the future of metal looks bright in the city of Roskilde. The plan is to start expanding the projects to other countries in collaboration with local partners and promoters around the world.
