European Beat: Fender Nixes Musikmesse

It looks like there is going to be a massive Fender-shaped hole in this year’s Musikmesse in Frankfurt.

The trade show, which runs from April 15th to 18th (with consumer days on the 17th and 18th) will reportedly be without the guitar giant, which has opted to put all its weight behind this year’s NAMM instead.

It would be unfair to say that the show is struggling in any way, with attendance last year at a healthy 110,000, just shy of its 2013 peak of 113,000 but up on the 2012 visitor numbers. Increased consumer opening hours have contributed to that as has the burgeoning pro-audio sector (the Pro-light and Sound pro audio event runs concurrently with the show and the numbers are combined), but trade scuttlebutt says that people are starting to reassess their commitment to the expo.

German bass giant, Warwick, which historically took a huge amount of stand space, opted out of attending last year.

Fender’s decision not to attend seems to be based on the changing nature of its dealer network to an authorized model and an increasing use of direct sales and marketing contact with it.

Costs have also been cited as an issue. Frankfurt is an expensive city and, as is the case with every trade show that ever was, sooner or later companies begin to seriously question the outlay involved and the ROI. Usually this is followed by calls for more scaled-back events until the whole thing goes full circle and there is clamour once again for a major showcase.

There are signs, then, that this is starting to happen. But, to its credit, Musikmesse is listening and trying to adapt its offering accordingly. This year, for instance, will see the launch of a new B2B pavilion, allowing exhibitors to do business away from the hustle and bustle of the show floor. Whether that is enough and whether Fender’s departure will see more big names following suit is the $64,000 question. Depending on the amount of floor space you take, naturally.