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In the City gets underway

In the City arrives

The eyes of the world are fixed on Manchester today as one of Europe’s largest music conferences gets underway, amid a barrage of digital marketing activity.

In the City runs until Friday with keynote speakers including REM manager Bertis Downs, Epic Records managing director Nick Raphael and Instant Karma founder Rob Dickins. Meanwhile, the evenings will see more than 200 acts performing in 20 venues across Manchester.

In the City on social media

To promote the event, organisers are using social media marketing to post updates and interact with delegates and music fans. As of this morning, the official LinkedIn group had 172 members, while the In the City Facebook page had 1,195 likes and the Twitter account @ITCManchester had 2,271 followers. Those who want to keep in touch with the latest news regarding the music conference can do so via the #inthecity hashtag.

Mobile marketing opportunities are also being explored. A new version of the official In the City iPhone app has just been launched, which provides a comprehensive festival schedule and a regularly updated “buzz-chart” that shows what acts are getting talked about the most. Version 1.1 introduces pictures and streaming audio for some of the bands taking part, as well as a more user-friendly festival schedule and faster updates.

Founded by legendary Factory Records boss Tony Wilson, In the City has grown into one of the biggest events in the Manchester calendar. The event has helped to launch the careers of many music acts including Muse, Doves, Oasis, Elbow and Coldplay.

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