Sesame Summit 2026 – application open

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Allen Bargfrede

Music Industry Evolution

Allen Bargfrede’s eclectic career trajectory is a testament to his adaptability and foresight. As a music and technology lawyer, he has seamlessly transitioned into strategic advising and operational roles, shaping the way music companies and their investors navigate an ever-evolving industry. His work, especially with the Rethink Music initiative, has been pivotal in fostering transparency within the music industry, particularly addressing the perennial challenges of metadata. Allen recalls, “We did a lot of work on transparency in the music industry and particularly the metadata challenges that exist.”

Metadata: The Music Industry’s Unsung Hero

Allen demystifies the concept of metadata for the uninitiated, highlighting its critical role in the music ecosystem. “Metadata in the music industry is really what’s… identifiers that help streaming services… so that the royalties can be properly allocated,” he explains. This information is the unsung hero of the industry, ensuring artists and rights holders are fairly compensated. His initiative, Verifi Media, underscores his commitment to leveraging technology to resolve the complexities of data management in music.

The Rising Trend of Investing in Music Assets

In a fascinating observation, Allen sheds light on the growing trend of investing in music assets. He traces the origins back to the 2008 financial crisis and the subsequent rise of streaming services, coupled with low-interest rates, which collectively spurred investors to consider music royalties and copyrights as viable and stable investment opportunities. “You saw very, very low, and in the case of Europe, negative interest rates. And so, uh, investors… started to look at music and say, this is an area, A, that’s growing. And B, it’s non-correlated to economic shocks,” Allen notes, explaining the allure of the music industry to investors.

Music-Tech Community Fusion

Allen is passionate about creating platforms that bring together professionals from various backgrounds. His efforts through Rethink Music and other smaller, more focused events have been about creating spaces where people from academia, business, and technology can cross-pollinate ideas. He believes in the power of events to foster genuine connections and inspire innovation. “Bringing this kind of diverse set of backgrounds obviously provides different perspectives to the other folks that are in the room,” he reflects on the importance of collaborative environments.

Envisioning Music 2030

Looking ahead, Allen is excited about his latest project, Music 2030, a series of events set in the culturally rich and dynamic city of Biarritz. With a focus on the intersection of AI and music, Allen aims to explore how these technologies will shape the future of music creation, distribution, and consumption. He envisions Music 2030 as more than an event, but as a continuous hub for creativity and thought leadership in the music industry.

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Last week, I spent three days at Bits and Pretzels in Munich — a startup-focused event with a distinctly Bavarian flavor. Think Oktoberfest meets startup conference, complete with dirndls, lederhosen, and more beer than you might expect. As someone building an AI-powered event platform, I went in with a specific mission: Observe how startups actually market themselves at events. Here’s what I discovered: GoodBytz: The power of good demos What they did: Robotics startup GoodBytz set up a booth where its robots prepared kaiserschmarrn (a traditional German dessert) all day long. Why it worked: Nothing beats seeing a product in action. While other booths had brochures and demos, GoodBytz’s robots were actually cooking. The smell, the movement and the end result stirred together an experience that people will remember and talk about. The lesson: If you have a physical product, show it in action. The old writing adage generalizes well: Show, don’t tell.  Let people see, hear and touch the product. WeRoad: The bathroom hack What they did: Posted “Missing Investor” flyers in bathroom stalls with QR codes pointing to their website. Why it worked: Pure genius. Every startup at the event was looking for investors, but the “Missing Investor” headline, while a bit on the nose, proved irresistible. Plus, bathroom stalls are one of the few places where people have 30 seconds to actually read something. The lesson: Think about where your target audience’s attention will remain undivided. Sometimes, the most effective marketing leverages the most unexpected places. Emqopter: Visual impact matters What they did: Designed a bright orange booth that displayed their drone prominently. Why it worked: In a sea of grey, white, beige and brown, Emqopter’s bright orange booth was impossible to overlook. The drone was real, too, and proved a real conversation starter. The lesson: Your booth is competing with hundreds of others. Make it visually distinctive and ensure your product is the hero. Quests: Community building using the product What they did: Created a busy, branded booth with accessories (toy car, traffic cones, a bulletin board) and used their anti-loneliness app to build communities among founders at the event. Why it worked: Quests used their product to solve a real problem right at the event, and the busy booth design generated energy and curiosity. The lesson: Use your product to solve a problem at the event — if it’s possible, of course. Demonstrate your value in real time. Dyno: Event-themed marketing What they did: Distributed branded electrolyte packs with the tagline “Your hangover ends. Your pension lasts – with Dyno.” Why it worked: Dyno aligned its messaging perfectly with the Oktoberfest theme. Every attendee was thinking about beer and hangovers, so Dyno’s goodies were quite relevant. The tagline was clever, memorable, and directly addressed a pain point most people at the event might have to deal with later. The lesson: Tailor your marketing to the event’s theme and culture. The more you tie your messaging and product to the context, the more memorable you become. So, what did I learn? Event marketing is about more than just showing up and setting up a booth; you have to understand your audience and create experiences that people will remember. Here’s what really struck me: most startups and even big companies don’t know how to leverage events properly. They book the booth, show up and hope for the best; maybe they bring some branded pens and a pop-up banner. Then they’ll go back home and wonder why they spent €5,000 in exchange for 50 business cards that never convert. The startups that stood out at Bits and Pretzels understand something fundamental: event ROI isn’t about booth size or location; it’s about strategy, creativity and planning. None of the startups above improvised on-site, or planned something the night before the event in their hotel rooms. They laid everything out 4-6 weeks before the event. A solid pre-event strategy is what separates successful event marketing from expensive booth rental.  But what matters most for early-stage startups is that you don’t need a massive budget to stand out. WeRoad’s bathroom stall hack probably cost €50 to print the flyers. A standard booth package at Bits and Pretzels would go for €3,000 to €5,500. The ROI difference is staggering when you compare the cost per meaningful conversation. That’s the difference between simply spending money and investing smartly. Building Sesamers has taught me that helping startups find the right events is only half the equation. The other half is helping them understand how to maximize ROI once they’re there. Good props aren’t a marketing expense; they’re opportunities to meet customers, investors and partners, and strike up engaging conversations.

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