"Live will grow disproportionately." - Hans-Willy Brockes on 10 years of "360° Entertainment"

m&k: Mr. Brockes, "360° Entertainment" will be celebrating its 10th anniversary in Andermatt on 24 and 25 March 2026. From a meeting point to a pacemaker platform - in an industry that has been moving in fast motion since 2020.

Hans-Willy Brockes: The ESB Marketing Network and Ticketcorner bring together the ecosystem of the professional entertainment industry. The idea was good and important, as the continuous growth of participants shows. That is why we remain true to this DNA.

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m&k: 2016 Interlaken, a good 200 people. 2026 Andermatt, around 550. What was the original idea - and what is the core that remains today?

Hans-Willy Brockes: The ESB Marketing Network and Ticketcorner bring together the ecosystem of the professional entertainment industry. The idea was good and important, as the continuous growth of participants shows. That is why we remain true to this DNA.

You often say: first there was a lack of lobbying, then came the boom after the pandemic, now the consolidation. Where does the Swiss entertainment industry stand today: stabilized - or just catching its breath before the next upheaval?

Entertainment is fast-moving, so there will probably continue to be constant upheaval. But while other industries have to completely question their raison d'être in an age of artificial intelligence and other digital offerings, "live" will grow disproportionately. To achieve this, however, the course must be set and this will be discussed at the congress in Andermatt.

 

Together with Ticketcorner and GfK, you are bringing the study "The Live Decision" to the stage. What has really shifted in the minds of audiences - and where is the industry perhaps overestimating itself?

Audience interests are constantly changing and live entertainment providers are therefore constantly being called upon to reinvent themselves. Those who hold on to their existing offerings for too long will miss out on the interests of the audience. In our view, underestimating the fast pace of change is the biggest misjudgement you can make in the industry.

 

They prefer to talk about partnerships rather than sponsorship. When brands today expect reach, leads and measurable impact: Which old models still work - and which are simply out of date?

Pure logo advertising as the core of a sponsoring partnership is far too little. A sponsor must position itself in the desired community through storytelling and continuous content. It is particularly good when a sponsor creates added value for the potential customer group. Retailers, for example, are welcome partners for enriching the live experience at open air events with a pop-up store with fair prices and 24/7 availability.

 

"Sharing is caring" sounds good - in practice, each party defends its data. Why is that the case? And what would be the concrete benefit if organizers, ticket holders and partners were to think about the fan journey together?

If ticket providers were to share data, they would run the risk of their business model being undermined. When sponsors share data with each other, they usually have concerns about data protection. As an organizer, I naturally fear a shitstorm from the community if the offers and communication don't fit. That's why sharing data doesn't work in practice yet. But everyone involved would gain greater reach and more potential customers if they shared data with each other.

"AI meets entertainment" gets its own slot. What's already substantial in AI - and what's still folklore? Where do you already see real efficiency in 2026: in planning, marketing, pricing, safety, operations?

I don't see folklore in this topic at all. But it's like after the invention of the internet and after the first social media platforms went live. We are all unable to predict what ground-breaking changes will be brought about by the new technology. I estimate that 2026 will be the year when AI enables the first major increases in efficiency. Real disruption will come later. Perhaps the event organizer's business will be rivalled by new virtual providers: similar to how UBER, Amazon or Lieferando have revolutionized their industries in a certain way.

Venues and the "Goodbye world stars?" test - Is Switzerland at a disadvantage as a location for top international tours - due to capacity, infrastructure, regulations? And what can the venue landscape realistically do to counteract this?

I would say the location disadvantage is real when it comes to the pure mass experience. "Premium" is the key word for how offerings in Switzerland need to be in order to be successful. The ESC was an excellent example of how smaller capacities can have a big impact.

 

Cyber risks used to be an IT issue. Today, they are reputational and operational crises in real time. What has changed - and why does it affect arena operators and festival organizers so directly?

The exposed role of venue operators and event organizers makes any kind of cyberattack attractive because, in addition to the real damage, public reputation can also be lost. Attacks take place on a daily basis, but so far none have had a high public profile. The question is whether the systems are so secure or whether the willingness to pay for blackmail is particularly high in the industry?

 

TikTok & Co. are suddenly turning campaigns into "moments". How do brands manage to become part of an event culture without appearing like a disruptive broadcaster?

Authentic content is the general answer. In concrete terms, this means that the brand should make a contribution to the entertainment and tell the story. A good example is Warsteiner Bier, which presents the "Warsteiner Parooka Church" every year at the Parookaville festival under the motto "Marry whoever or whatever makes you happy". This story goes viral every year and pays tribute to the brand lifestyle.

 

Alongside concerts, exhibitions and immersive experiences are booming. Are touring exhibitions the second mainstay for organizers and venues to fill halls beyond the big rock stars?

I wouldn't call it a boom - yet. Switzerland has some catching up to do when it comes to touring exhibitions, and the international offerings are growing dynamically. It remains to be seen which event venues in Switzerland can take advantage of this development. The show usually stays on site for a few months in order to be profitable and that doesn't necessarily fit in with today's booking cycles. But it is clear that infrastructures such as exhibition halls need to be better utilized and exhibitions offer new opportunities.

For you, networking is not a side event. The "Iischi Party" of the Openair-Gampel crew is coming to the Radisson Blu for the anniversary. Why are these informal conversations often the moment when deals, ideas and collaborations are born?

Good question! The "human factor" with all its senses will remain superior to digital solutions for a long time to come. We all realize that we are stressing ourselves out to use more and more digital channels, but business results are generated from personal contacts. We offer a platform for live meetings and live networking, because that's where real business decisions are made.

 

When the participants leave Andermatt after two days: What one thought should they take with them - as a compass for the 2026 financial year?

Our industry is in a state of upheaval, which will also see losers, but on the whole the entertainment and marketing business is in an excellent development that needs to be shaped. 360° Entertainment provides the right suggestions: For example, to use AI positively, to better understand target groups and to make offers more attractive.