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The Latest On You Are In Control 2009
- Ogilvy's Dave Birss Confirmed For YAIC
- Interview: Greening The Music Industry
- Special Package Deals From Europe and North America
Ogilvy's Dave Birss Confirmed For YAIC
 Dave Birss, Head of Digital Creative at Ogilvy in London has been added to the list of exciting speakers at YAIC. He will have a presentation on the changes that marketing campaigns have gone through on the digital scene and how Ogilvy has developed their digital strategy. Dave will also participate in a panel on the power of digital media.
Dave’s career path has been anything but normal. After leaving university he started working as a session musician and recording engineer. He then fell into advertising and is now the Head of Digital Creative at Ogilvy in London. He is also an entrepreneur and has helped to start a number of web businesses. His big interest is in how consumer behaviour is evolving and how business needs to evolve with it.
Check out the YAIC programme and list of speakers.
Interview - Catherine Langabeer: Greening The Music Industry
 Catherine Langabeer has worked across a range of music and arts organisations, and been involved with Julie’s Bicycle since it launched in July 2007. At Julie’s Bicycle Catherine manages the development and implementation of its research, ‘Industry Green’ assessment programme and a number of industry initiatives, including reducing the impacts of CD packaging and co-authoring the Mayor of London-commissioned Green Music Guide for London – a ‘How To’ guide for music companies seeking to green their activities. Prior to Julie’s Bicycle Catherine most recently worked with EMI’s Government and Industry Affairs team and produced events and communications for the Australasian Performing Rights Association.
 What was your background before joining Julie’s Bicycle?
I initially viewed the music industry from afar – I wrote my master’s thesis about contemporary sampling practice, and spent several years tutoring students on media studies and critical theory. Somewhat ironically I then ended up on the other side of the copyright fence working for APRA (the Australasian Performing Rights Association).
I’ve been based in the UK since 2007 and during a stint in Government and Industry Affairs at EMI I met the founder of Julie’s Bicycle Alison Tickell.
Who founded JB, and what were the reasons behind it?
Alison established JB in 2007, in response to a growing awareness in the business that we needed to address the issue of climate change in a collective, dynamic, profound way. Music moves people, and this power to influence needs to be wielded responsibly.
What have been the company’s biggest achievements to date?
Our research into the UK music industry’s carbon impacts ‘First Step’ is a pivotal and unique piece of work globally; we’re very proud of it. Subsequent research into CD packaging impacts and audience travel address the nuts and bolts of the business from an entirely new perspective and open up the possibility of transforming the business model to low carbon. Gaining a commitment from the major record labels and the biggest independent label in the UK to reduce greenhouse gas emissions from CD packaging by 10% has also been a tremendous achievement. We are creating an environment where companies recognise the importance of cutting greenhouse gases and are voluntarily committing to cuts. That sets us ahead of many sectors.
Is the green issue something that still needs a lot of work with regards to the music industry?
Most certainly. There remains confusion about what ‘green’ means for starters. Our primary focus is climate change and the greenhouse gases that cause it and addressing this requires a shift in thinking.
What are your main challenges – or the challenges for the industry – in the near future?
Setting carbon alongside cash as a key consideration in the business. Often these are aligned anyway.
And the long-term goals?
Thriving, creative, innovative and totally decarbonised creative industries.
In what ways can musicians / artists make a start on greening up easily and quickly?
Many musicians and artists work from home or are small companies in their own right. This means that the changes they make in their lifestyle to reduce greenhouse gases are also professional changes. There is so much information out there about what people can do. Beyond that, musicians and artists need to look at their role in the wider ‘supply chain’, taking into consideration the CD packaging they choose and use, the impacts of their tours and travel, venues and festivals they play at and so on. Our Green Music Guide (www.juliesbicycle.com/green-music-guide) contains useful tips.
Is the digital era “greener” than the physical industry in general? Or is it not so clear-cut?
It’s really not so clean cut. Digital does not just mean we replace atoms with bits, it also means we are enabled to do things entirely differently. This makes a simple comparison actually very complex.
What attracted you about YAIC in general?
The fact YAIC is addressing the question of digital across the creative industries. The impacts of digital on traditional content continue to ripple outwards and I’m looking forward to seeing how the debates have moved on as a result.
Special Package Deals To YAIC
There is still time to secure that ticket to Iceland. Iceland Express offer special package deals from London, Berlin and Copenhagen, which include flight, accommodation and YAIC registration. Icelandair offer similar deals from Canada and USA.
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