How live music generates engagement
À l’heure où le trop-plein de digital sature les esprits, les événements live se placent comme une opportunité immanquable pour les marques désireuses d’engager leurs audiences là où elles sont le plus réceptives.
After 15 years of experience in the hospitality industry, and with a background in Marketing, Digital and Loyalty, her current mission at the head of the Sponsorship team for Europe is to maximize the partnerships signed to strengthen brands positioning, enhance Accor loyalty program value proposition, and provide the best and seamless experience for customers.
Brice van de Walle has been General Manager for France in the Western Europe division since May 1, 2021.
In this capacity, he oversees the deployment of Mastercard's strategy on the French market. He is responsible for accelerating innovation and digitizing payments, developing partnerships with private and public entities, and growing the footprint of Mastercard services and solutions.
Brice brings over 15 years of international experience in the payments industry. In his previous role, Brice was Vice President of Product for the Latin America and Caribbean region, based in Miami (United States), where he orchestrated the region's migration to contactless payments. Prior to that, he held several market development and sales positions in Europe, particularly in France. Brice started his career at Mastercard in 2006 as part of the Customer Economics team covering most European markets. Before joining Mastercard, Brice worked at Accenture as a consultant on several large-scale projects for public and financial institutions.
Brice has dual Belgian and Swiss nationality and holds a Master's degree in Finance from ICHEC Brussels Management School. Outside of work, Brice spends most of his time with his wife and children, all enjoying family outdoor activities such as traveling, hiking, sailing, and skiing.
For more than 20 years, Crédit Mutuel has been giving impetus to the French live music scene and has partnered with the main players in the music world and supporting those who love and practice music.
To go further in its commitment, Crédit Mutuel has imagined a platform to bring together music enthusiasts: RIFFX by Crédit Mutuel - All music, all talents. A true bridge between artists and music fans, Riffx brings out the talents of tomorrow and offers fans live and new experiences.
Tania de Torres is a marketing expert with over 20 years of experience in partnerships, experiences, and entertainment industries. Tania's passion for music marketing has defined her career since it started in 2007. At Coca-Cola, she went from sponsoring in Spain to developing music brand strategies across Europe. Currently, as a Coca-Cola music expert, she oversees musical and activation strategies in more than 40 countries and directs the Coca-Cola Music Experience Festival, which she has directed since 2011 and which has become the world's largest Coca-Cola festival, recently awarded the title of “Best Festival in Spain 2024".
She has a degree in advertising and public relations from the Complutense University of Madrid and a master's degree in music business from the SAE Institute. In her free time, Tania enjoys cultural experiences, diving, food, travel, and of course music.
After a double degree in marketing and business management, Laurent founded J'ai un pote dans la com in 2012, with the aim of informing and bringing together marketing and communication professionals.
Today a reference in his field, J'ai un pote dans la com has more than a million subscribers. The media is at the origin of numerous formats and collaborates with the largest companies in the sector: JCDecaux, Adobe, Meta, Orange...