Eric Sheinkop

On September 4, the Digital October center with support of International Music Exhibition and Conference MIDEM (Cannes, France) will hold a lecture by Eric Sheinkop, president of the company Music Dealers, which helps brands to find their sound and path to the hearts of clients.

Eric Sheinkop graduated from the University of Wisconsin, and also studied at Full Sail University in Florida. He began to work at Slang Music Group as director of project development. Later, in 2007 Eric, started to work with McDonald`s, PMI, and Kellogg`s. Very soon, he organized Music Dealers — a company that led Sheinkop to such huge brands Coca-Cola and Converse.

Billboard magazine has included Eric in its "30 by 30" ranking — a collection of young leaders who are moving the music industry forward, and the Crain’s Chicago Business has called Sheinkop "the Music Man of the 21st Century."

Music Dealers selects music for advertising campaigns, films, TV shows, and computer games. If a brand needs a melody, they turn to Music Dealers, which chooses appropriate music from its extensive database. In this way, brands pay for the work of musicians and increase the loyalty of their consumers.

Having a great deal of work experience in both advertising and in the music industry, Eric Sheinkop is able to analyze what is going on in these areas and make a diagnosis. In the last 30 years, the music industry has undergone global changes: no one needs physical media for music any longer, and users are interested in digital music that can simply be downloaded from the internet. With the assistance of new technologies, artists are creating music on computers and putting it on MySpace or YouTube. This is undermining the work of sound-recording companies and music labels, because musicians now do not need them and are passing their work on to consumers directly and free of charge.

Sheinkop is of the opinion that the same thing may happen with brands in the near future. Retail trade is becoming increasingly digitized: the development one-click stores like Amazon is eliminating demand for physical stores.

In his lecture, Eric Sheinkop talked about how to combat this problem and keep your business going in an era of new technologies. He proposes a philosophy that encourages brands to delve more deeply into consumers' desires and fulfill them. Never to impose anything, but to suggest methods of mutually advantageous interaction between purchaser and brand.