June 2016 will see a host of music moguls, artists, and labels take part in line with the newly launched Lions Entertainment in Cannes.

The Cannes Lions International Festival of Creativity has added a layer to its awards framework. The move will see a host of music moguls, artists, and labels participate in line with the newly launched Lions Entertainment in Cannes during the month of June.

“We’ve welcomed music stars to Cannes Lions for many years now. In fact, we have just confirmed Iggy Pop and Falz as joining the line-up. But what we’re doing with Lions Entertainment is something different, more targeted, and borne from the campaigning of the music industry itself,” said Philip Thomas, CEO of Lions Festivals.

“More than ever, music is playing a significant role in the creative process. We want to bring the talent together with the content creators, marketers, and entertainment companies so that together, they can define the future and focus on creating outstanding creative work together.”

Shazam will talk about the creative role of music agencies and the increasing demand for music data tools to measure artist success. YouTube’s VP of Content Partnerships, Kelly Merryman, will argue that despite concerns about technology undermining artistic quality, the new media revolution is actually fuelling a creative boom.

Together with Jingle Punks’ Jared Gutstadt, Grammy-winning super producer, Timbaland (pictured left), will reveal how they are turning the music and advertising industry on their heads. “The changing music model is one of the hottest topics in entertainment today,” said Timbaland, speaking ahead of the Festival.

“Cannes feels like the perfect arena to spark real conversations around its evolution with some of the greatest minds in the industry. I’m excited to share how I’m working with Jingle Punks to change the game and reshape the existing model to completely disrupt how brands and artists collaborate.”

Other names include Vivendi’s CMO, Lucien Boyer; Sony’s VP of Strategy, Fred Bolza; and electronic musician, Steve Angello, who is formerly of Swedish House Mafia. Leading Indian music streaming platform, Saavn, and international club DJ, curator, and music producer, Gilles Peterson (pictured right), have also been confirmed.

Elsewhere at the Festival, Spotify and Pandora will be presenting a number of Breakthrough Music Talent Showcases set spotlight a range of genres and put the best of the world’s emerging artists on stage. An agency will also unveil the results of their secret experiment to try and launch a band, just using media and with no record label involvement, complete with a performance from the group.

All delegates attending Lions Entertainment have access to the full two days of content and networking events, as well as the official awards ceremony and after-party. The Festival takes place from 23-24 June 2016 and passes can be purchased via a dedicated Cannes Lions website.

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