LAS VEGAS—Following in the trend of publishers becoming event production companies, Penske Media-owned Billboard hosted its inaugural Billboard MusicCon, presented by Smirnoff, on May 13 and 14.
Leading up to the 2022 Billboard Music Awards, the two-day event, which was held at the immersive entertainment venue AREA15 in Las Vegas, brought together thought leaders, artists, and executives for a series of conversations on the evolving music scene. Each day of discussions was capped off by an evening of performances from stars such as DJ Brittany Sky and Ty Dolla $ign.
Ty Dolla $ign performed during Billboard MusicCon on May 14. As the concert came to an end, the performer hopped off the stage and into the pit to take photos with fans.Photo: Bryan Steffy/Getty Images for Billboard
“We decided to host Billboard MusicCon as a continuation of the celebration of the Billboard Music Awards. Leading into the awards, Billboard MusicCon highlighted chart moments over the past year, rising trends, and set the tone for the music landscape in the year to come,” explained Mary Rooney, executive director of events and conferences at Billboard.
As ad-supported print publications look for new revenue streams, it makes sense that brands like Billboard would expand upon their event offerings similar to other Penske-owned brands. For example, Variety hosts tentpole events like its Power of Women luncheon, as well as media summits, and WWD organizes summits and forums for C-suite and senior-level executives in the fashion industry.
While MusicCon's live performances were free, with entry on a first-come, first-serve basis, the panel discussions were ticketed, with tickets guaranteeing fans fast pass access to the concerts. Almost 7,000 music fans and industry pros attended the two-day event.
Burna Boy chatting on stage during "The Explosion of Afro-Fusion" panel at MusicCon.Photo: Bryan Steffy/Getty Images for Billboard
“Billboard MusicCon aimed to spotlight artists and thought leaders who helped shape the last year of music,” said Rooney, adding that the publication plans to host the event annually. “Artists across all genres including Burna Boy, Rauw Alejandro, Anitta, Latto, and Machine Gun Kelly took part in exclusive conversations about the evolving music scene, highlighting the global impact they have each had and how they’re shaping the industry in the year to come.”
As the presenting sponsor, Smirnoff offered up samples of its new lemonade collection in the Smirnoff Lemonade Lounge, which was produced by integrated marketing agency NVE. Those who entered the lounge had a chance to win experiences and prizes including tickets to the awards show, VIP meet-and-greets with brand partner Ty Dolla $ign, and more. For fans at home, Smirnoff shared a custom playlist and content.
Guests who attended any indoor MusicCon events were required to provide a negative COVID-19 test result or proof of vaccination. Face coverings were also encouraged both indoors and outdoors regardless of vaccination status.
Jamaican superstar Shenseea kicked off the first night of MusicCon with a performance full of tracks from her highly anticipated debut album, ALPHA.Photo: Bryan Steffy/Getty Images for Billboard
Area15 allowed Billboard to host in-depth conversations featuring projection mapping, as well as immersive experiences and outdoor concerts.Photo: Bryan Steffy/Getty Images for Billboard
