PREVIEW: Philippe Dauman, Selena Gomez, Jon Chu, and Stephen Friedman Take the Stage at Cannes Lions Today to Talk Millennials and Creativity

by Mark Jafar, Viacom

Cannes Lions at the Palais des Festivals

There are 2.4 billion of them worldwide.  They’ve recast the mold of the music industry.  They’ve pulled television and film out the theater and home and into every corner of everyday life.  They’ve shattered the walls between between creator and consumer.

The Millennial Generation is the most powerful and transformative force in creativity today.  So what do brands and marketers need to do to connect with this generation and tap into that power?

That’s the trillion-dollar question at the center of “Millennials and the Future of Creativity,” a Viacom-hosted seminar discussion today at the Cannes Lions Festival of International Creativity.  Viacom President and CEO will moderate, joined by guests including actress and singer Selena Gomez, Justin Bieber: Never Say Never and G.I. Joe: Retaliation director Jon M. Chu, and MTV President Stephen Friedman.

For those of you in Cannes hoping to catch the conversation, buzz is building, so get there early.  The seminar kicks off at 1:30 p.m. in the Theater Debussy.

The free-flowing discussion will touch on a few of the defining characteristics of the Millennial Generation, including their need for collaboration and connection when it comes to creative content.  What drives this expectation among millennial consumers that they’ll be empowered to interact with the media and brands they love, and how do we feed that need?  On the flipside, for an artist like Selena who has in excess of 23 MILLION fans and followers, how does that constant connection with her audience inform and influence her creative choices?

Philippe will also look to hit on the acceleration of the creative cycle.  Millennials are looking to continue the conversation around their favorite brands and content 52 weeks, 365 days a year.  What does that mean for a director like Jon Chu, who is now engaged with his films’ audiences well before – and long after – opening weekend at the box office?

Finally, Philippe and his guests will take a look ahead.  How do we separate the myth from reality when it comes to millennials?  At the helm of MTV, how is Stephen Friedman seeing this generation evolve before our eyes?  What does the future hold, and how can brands and marketers remain on the leading edge of this constant wave of change.

Those are just some of the burning questions to be explored under the sun on La Croisette today.  Follow us on Twitter or search #canneslions for live tweets from the seminar!

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