Percussion instrument brand, Sonor, are to be part of Musikmesse 2017 with an extensive presence. As a manufacturer of high-quality drum kits and percussion instruments, they will be presenting themselves and their products in the new exhibition and event area ‘Brandworld Drums’ in Hall 11.0. In addition, Sonor will take advantage of the opportunity to address the needs of wholesalers, retailers and distributors specifically, in the area entitled ‘Business Area & Full-range Companies’ (Hall 11.1). Furthermore, there is to be a dedicated room available for interested drummers, where a new line of Sonor drums that is being introduced at the show can be tested.

“Our promise to the sector is to bring exhibitors into contact with those interest groups that are particularly important for them,” says Michael Biwer, Group Show Director for Entertainment, Media & Creative Industries at Messe Frankfurt Exhibition GmbH. “’Brandworld Drums’ creates a new magnet for the international drum and percussion community and gives exhibitors the opportunity to promote their brands in an attractive environment. We are delighted to be welcoming, in Sonor, another key player in the drum sector as part of the ‘Brandworld’ promotion at Musikmesse.”

“The new features at Musikmesse have convinced us. The ‘Brandworld’ concept represents an attractive opportunity to get potential customers from all over the world enthusiastic about our products. We shall take advantage of this trade fair as the occasion at which to introduce a completely new drum range. What is more – everyone with an interest in drums and percussion will have the opportunity to experience some really unusual drumming performances by Sonor artists Jost Nickel and Chris Coleman,” says Karl-Heinz Menzel, Managing Director of Sonor GmbH. “After the positive experiences at the last event, we are anticipating profitable business discussions in our Business Office in Hall 11.1.”

The Brandworld concept at Musikmesse 2017

In ‘Brandworld Drums’ and ‘Brandworld Guitar’, Messe Frankfurt brings together product presentations, brand education and entertainment in an all-embracing area. The centrepiece of the ‘Brandworld’ concept is, in each case, the Camp, at which there are high-energy appearances by famous instrumentalists, using original tour equipment. These performances take place in a sound-proofed cabin, just a matter of centimetres away from the audience. Following their performances, the artists will be available for questions and to meet the public. The Brand Area provides manufacturers of famous brands with a promotional area right next door to the Camps. Companies exhibit their products here on individualised complete, ready-made stands. In the Academy, the ‘Brandworlds’ offer exhibitors the opportunity to present their products in action to a targeted group of retailers and distributors. The fourth element of the ‘Brandworld’ concept is the College, where daily workshops and master classes will be held for ambitious musicians. All events on offer in the ‘Brandworld’ areas, are available to visitors of Musikmesse free of charge.

Hall 11.1 creates space for business in a quiet atmosphere

The ‘Business Area & Full-range Companies’ section (Hall 11.1) offers an ideal platform for quiet discussion in a business context and is aimed at meeting the requirements of international wholesalers and distributors. The entire hall is subject to special guidelines on noise levels, which require that instruments are not tried out in this hall. That means that exhibitors can concentrate completely on their business dealings. Individual stands and Business Offices in Hall 11.1 may be booked either as a stand-alone solution or as a complement to the exhibitor’s presence in another hall.

Further information on Musikmesse can be found at

Background information on Messe Frankfurt

Messe Frankfurt is one of the world’s leading trade fair organisers, generating over €640* million in sales and employing 2,364* people. The Messe Frankfurt Group has a global network of 30 subsidiaries and 55 international sales partners, allowing it to serve its customers on location in 175 countries. Messe Frankfurt events take place at approx. 50 locations around the globe. In 2016, a total of 138* trade fairs were held under the Messe Frankfurt umbrella, of which more than half took place outside Germany.

Comprising an area of 592,127 square metres, Messe Frankfurt’s exhibition grounds are home to ten exhibition halls. The company also operates two congress centres. The historic Festhalle, one of the most popular venues in Germany, plays host to events of all kinds. Messe Frankfurt is publicly owned, with the City of Frankfurt holding 60 percent and the State of Hesse 40 percent.

Further information on the company can be found at