At the “Music as a Super Spice in Theatre, Marketing, and Campaigns” panel at the Kontakt conference, discussions were held about the importance and impact of music in various creative and commercial projects. Music is highlighted as a key element that can deeply enrich emotional experiences in performances, enhance branding through marketing campaigns, and send powerful messages through social and advertising campaigns. Panel participants shared their experiences and insights on successful and less successful integration of music, offering valuable lessons for effectively utilizing music as a tool in various contexts.
Ana Krstajić shared her journey of deciding to work with music behind the scenes, emphasizing the importance of flexibility and openness to different projects as keys to her success. “What I would like to maintain is the handling of different information, through movies, TV, theater, video clips, and concert music, ‘on-demand’ playbacks, so I love to work and understand that this work is something that quickly positions me,” she highlights. “It’s important to be responsible, open, and not know what will happen to you in the future.”
Vladan Rajović underscored the differences between creative processes in music and theatre, highlighting the unique challenges faced when music is used in theatrical performances. He explains that musicians often have a long and complex creative process, while theatre projects are realized faster and with less time for preparation. Rajović points out that the creative process in theatre is similar to the way albums were made in the past, where bands, due to frequent performances, had limited time for studio work and rehearsals. This experience was very interesting to him, especially the aspect of rapid project development from start to premiere, and how everything meshed well in the final performance, which is a different experience compared to music concerts where the performance “settles” after several shows.
#KONTAKT24 PANEL REPORT: THE STATE OF REGIONAL COLLABORATION AND INTERNATIONAL PROMOTION
#KONTAKT24 Panel Report: Western Balkans Through the Eyes of Agents
