5 minutes with VWV Massive director Lloyd Cornwall speaking at Music Exchange 7/8 March 2014

1.  Who is VWV Massive?

VWV Massive can be seen as 2 parts. VWV Group, undoubtedly the most dynamic eventing company in SA (responsible for some of the biggest events ever staged in SA, World Cup opening ceremony at Soccer City is a good example) and Massive, which consists of music industry giants, Lloyd Cornwall and Tom Pearson Adams.

2.  What does VWV Massive offer its clients?

VWV Massive offers clients unrivalled insights into the world of entertainment and youth culture. Brands wishing to connect emotionally with audiences and fans need to employ the right thinking to achieve this effectively. VWV Massive has more experience in this space than any other agency in SA, and this is proven by the results we have achieved for a wide range of clients. In this economy, results are no longer measured by high media returns and “cool” brand association, results are measured by creating genuine and engaging sales promotions which move target consumers into the “zone” where purchases become natural. Whilst we understand the power of association better than most, moving the consumer to actually commit to a brand and stick with it requires a far deeper understanding of both the entertainment landscape and the mindset of the individual. Our business is based on our combined 50 years of experience in entertainment and bridging the gap between this elusive arena and the target consumers that brands so desperately need to connect with. We tap their passions, we create the dialogues, we move them into the zone where our partner brands can then engage and take over the relationships that soon become apparent on balance sheets.

3.  Why do you think SA is ready for Massive?

We know SA is ready for VWV Massive. Look at the sales of concerts currently. Wouldn’t brands just love people to rush to stores to buy their products the way they rush to buy Justin Bieber tickets ? Look at Tomorrowland, the world’s most popular music festival with consumers only left with a 5% chance of actually getting a ticket, the demand for what we deliver often outweighs supply. Artists and festivals can create this demand, we interrogate how brands can do the same. These brands need to become a part of people’s lives. iPhone is a perfect example, people queue for days to get their hands on the latest and greatest. If people are queuing for what we have, we can invite our partners to join the conversation and brands can only but benefit from these interactions.

4.  What do you believe gives Massive the edge over its competitors?

People. Our people have more “in field” experience than any other agency. We have worked all over the world with some of the biggest brands on earth, primarily within the youth market sector. Our partnership with VWV now enhances our offering tenfold as we now have the delivery resource that boutique agencies can only dream of.

5. Where do you hope to take Massive?

We have no aspirations of high-rise office towers with hundreds of staff. We will remain a boutique agency working in a very niche environment for a small client base. Our business is based on bringing high profile, world class entertainment to South Africa and enabling our brand partners to connect to our passionate audiences through our unique communications. We aim only to continue doing what we do as effectively as possible both for the audiences and the clients we work with.