The Arcade Creative: We Think + We Create + We Play.

I had a chat with Adrian Mezzina, Director of The Arcade Creative.  Adrian is a new-age strategic marketing & promotions specialist. As a person who thrives on a challenge, Adrian has proven himself to grow businesses to their fullest potential in each role he has filled.

What was your history before starting up Follow and before being involved in Arcade Creative? It's a really fascinating history starting from fashion then into nightclub promotions and major music events.

It actually all started back at uni. I started with a full year in Architecture which is 'what I wanted to be' when I was a kid, I have always love the creative world..but then found the love of business and marketing in second year and decided to run a charity event with some friends at the Monastery back in 2002. It was really successful and soon after my brothers and I decided to open our own clothing boutique. We jumped straight into the deep end and managed to survive three years in the retail world. There is obviously a strong synergy between fashion/design and music/clubbing/night club marketing and promotions - and while I was running the store, I also worked at a couple of different venues before finding some experience and part time work at Nova 106.9 when it launched. I also ran my own promotions/events company back then for a few shows and used to gig the likes of Sneaky Sound System and the Bang Gang DJs. After a few months of work experience at Nova, I was offered a full time job as Promotions Co-ordinator which gave me a great insight into mainstream media and also a much greater understanding of how the music industry ticks. Then in 2005 I started working as Marketing & Promotions Manager at Katarzyna Group and was in that role until September 2009. My role there allowed me to work across some great venues and different markets, including my introduction into festival work through the Stereosonic Festival. Since september I have had the pleasure to work with some major players in the promoting world including the Ten Pound Crew, Jam Music, Totem Onelove Group, and Future Entertainment - and on events including Good Vibrations Festival, Tiesto Kaleidoscope Tour, Summafieldayze and the Future Music Festival. Currently, through +he Arcade Crea+ive, I am also working on new brands coming soon to Brisbane, Creamfields Australia & Winter Sound System.

Why Follow? Is that related to upcoming social networks like Twitter (ie I am following you on Twitter)

Definitely! Follow is my marketing & events business tailored more to corporate clients and the over 24's market. The days of traditional marketing are really starting to disappear as people are relying on friends, relatives, co-workers and other people they trust to get information and advice on what to spend their money on and how they spend their time in general. Although this has always been a part of everyday life, social media and networking has really pushed people reliance on the advice and information from peers - and it's creating more of a flat marketing platform or even an emergence of bottom up market penetration, rather than the old school ways of massive advertising at the top, and consumer right at the bottom. There will always be a place for traditional marketing, but consumers are making things harder and harder to cut through to them directly with out involving their peers at some level or stage of the process.

I am currently working on the branding and the website for Follow and followonline.com.au as we speak, very excited about it!

The future of entertainment is going to change.

From your site: "And its about time – if I may be so bold to say – this year is the beginning of a new movement, the slow moving relics have had their fun. It’s time for a new way of doing things, and just like any revolution, the middle ground – average – safe – regular old formula is going to be the first to go, violently." Hot tips for emerging creative industries professionals in the entertainment?

That was actually written by one of our bloggers, Ben Hamley and I do agree with Ben 100%. We have already seen some great viral promotions and digital campaigns in the last couple of years, but it's only going to get bigger, better, more creative and more effective.

The digital world has opened up a land of opportunity to be creative on a whole new level, create hype and impact and most importantly, engage and communicate directly with your consumer - something that has been very hard to achieve through traditional strategies in the past.

When we had our catchup, you also have some future-oriented thoughts on the music industry as well...

Yep, the music industry has obviously changed drastically with online sales, iPods, iTunes etc and it's not slowing down. The exciting thing for music lovers to look forward to is more direct interaction and even involvement with bands, artists etc at the live show and festivals like being given an opportunity to play a part in how the music or show is delivered live and the type of experience that you would like to take away from it. It will also open up a lot more experience based promotions such as being able to go backstage and hang out with the artists if you engage in an on site promotion.

What/who/where is the perfect formula for successfully integrating the areas of creative, events and digital in entertainment?

I think like anything, it is about creating the most suitable and effective mix of everything.

I think it's tough to say what a perfect formula is for anything these days because of the amount of creative options, concepts, ideas etc that are available and achievable.

It's about trying a few different things and seeing what works and what compliments the other stuff.

Thanks Adrian!