Together for a greener future: Milky Chance will open the Greentech Festival 2022 on June 22nd with an exclusive Telekom Street Gig. ROLLING STONE and Telekom will bring the music highlight to the stage together. In the Berlin power plant, the folktronica duo will play new songs as well as their greatest hits. Telekom will broadcast the show live from 7 p.m. on the #dabei channel on MagentaTV. Fans can also experience the performance in the free live stream on MagentaMusiker. At this point we portray artists who have made a name for themselves through their green commitment. We spoke to the Head of Communications and Sales Marketing at Telekom Deutschland, Christian Loefert, about MagentaMusik’s music program.
How do you choose the music themes at Telekom/Magenta?
Christian Loefert: Telekom Deutschland bundles all music themes under the MagentaMusik offering. The platform is one of the largest for live music content nationally. From concerts and festivals to editorial content: our offer is aimed at all music fans. Of course, we have a brand-specific objective when implementing our music themes. In addition, content relevance for our product MagentaTV and customer satisfaction are in the foreground for us. It is important that the musical content corresponds to this objective. And also achieve a corresponding effect, i.e. range. We therefore check very carefully in advance how artists or events contribute to these goals.
The range of concerts offered is quite large. Is there a specific target group or which genres work particularly well?
We believe in diversity. The offer ranges from pop to hip hop, rock, metal to classical. There is something for every target group. Telekom has very diverse target groups that we want to reach with our products and messages. Accordingly, we also position ourselves musically with the appropriate themes. An example: For the young target group, we focus more on electronic dance music, EDM for short, as well as hip hop and pop. We select the appropriate social media channels for our communication in order to reach young people and inspire them for the brand.
What role do music documentaries play for you?
We are glad that live events like the Greentech or the Download Festival are possible again. The live content of concerts and festivals is our focus. Interested parties can also experience these live performances again afterwards or for the first time, as we make them available as videos via the media library on MagentaTV and MagentaMusik. Our offer is supplemented by many music documentaries. And this year we will provide even more editorial content that is worth seeing.
Billie Eilish’s acoustic concert was one of the recent highlights on MagentaMusik/MagentaTV. How does such a spectacular cooperation succeed?
Our colleagues from the international group program Telekom Electronic Beats already agreed to cooperate with Billie Eilish in 2019. The artist was not yet an absolute world star. Back then, Telekom implemented the two campaigns ‘What We Do Next’ and ‘Futureproof’ with her. With these campaigns for Generation Z, Deutsche Telekom has set an example for digital optimism. A live concert was always planned. This had to be postponed due to the corona pandemic. We are glad that we were able to present this extraordinary performance to the many fans who couldn’t be there in Bonn, before the actual start of their European tour, exclusively via the broadcaster meineTV on MagentaTV, MagentaMusik and via Telekom Electronic Beats’ TikTok channel. And in addition to the concert, which is available on demand, we have also produced two podcasts with this great artist that are very worth listening to.
At the end of August you also present Robbie Williams. Are you confident that it will finally work after the Covid-related postponements?
We are happy to have found a fixed date with everyone involved and especially with the artist. On August 30th the time has finally come. After the numerous Corona-related postponements, all fans are hot for this highlight on the Hofgartenwiese in Bonn. We are looking forward to a sold-out location and to presenting another world star in Bonn.
From Bonn to Berlin: With its environmentally conscious focus, the Greentech Festival is a special feature of your programme. Why did you choose to do this?
The topic of sustainability concerns us all. With the Greentech Festival as a pioneering platform and the ROLLING STONE as a strong partner, we want to work towards a greener future. A topic that has had top priority for Deutsche Telekom for years. It is a matter close to our hearts to get even more people excited about sustainable commitment with the event. At the same time we deliver a musical highlight again. With Milky Chance, we not only bring absolute top stars to the stage with new songs and many people to their end devices with MagentaMusik and MagentaTV. The band is also committed to sustainability in the music business in a special way. With their sustainability manager Mariko Zimmer, they started the widely acclaimed ‘Milky Change’ project in 2019. For example, they make their tours more environmentally friendly and support environmental protection organizations. That fits in perfectly with our corporate values.
What’s next for music this year?
We are working on more music highlights for this year. We will be broadcasting the premiere of the “Download Germany” festival on June 24 live and on demand on MagentaTV and in the free live stream on MagentaMusik. Headliners are Metallica. It will be a very special performance: the heavy metal legends will play their only Germany gig in 2022. There will certainly be more festivals and concerts to follow. I don’t want to anticipate too much at this point. But there will be something for everyone.
Christian Loefert
dr Christian Loefert, born in 1972, is Head of Communications and Sales Marketing at Telekom Germany. Born in Hamburg, he has held various management positions at Telekom Deutschland since 2008. Before his current position, he was responsible for sales management and partner shops in the private customer segment. dr Loefert started his career as a project manager and consultant at McKinsey. In 2006, the father of three moved to the Otto Group in Karlsruhe, where he was responsible for stationary company development.
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