Mike Blackman (ISE): "Never change a winning horse. Barcelona is ours"

Just a few years ago, moving the world's largest audiovisual fair to Barcelona was by no means an obvious decision. The epicenter of the European market was concentrated in the north: the United Kingdom, Germany, and France had historically led the industry, while Spanish congress attendees barely represented a small part of Integrated Systems Europe (ISE). Even so, Mike Blackman (Georgetown, 1958), director of ISE, and his team opted for the Catalan capital. Not only for its climate, hospitality, and quality of life, but also for its connectivity, infrastructure, and institutional support. At that time, they were also beginning to sense the potential of an industry that was still taking off.

An industry, the Catalan one, with even greater potential than they predicted then. In 2020, the Catalan audiovisual sector had about 3,600 companies; today it already approaches 4,500 and exceeds 9,000 million euros in turnover as a whole. "Barcelona is projecting itself to the world as a great audiovisual hub, with projects like the future Catalunya Media City that continue to propel it," says Blackman, who assures he feels "proud" to consider Barcelona home. Since the exhibition settled in the city, the director of ISE divides his life between Munich and the Catalan capital. In parallel with the growth of the Catalan industry, ISE itself has been boosted by Barcelona, turning the city into an essential part of its identity. In its last edition alone, it gathered more than 85,000 attendees from all over the world and generated an economic impact of 520 million euros in the city.

— Push Beyond is the motto with which ISE lands in Barcelona with its most ambitious edition. What does it really mean to go beyond?

— Push Beyond is not to settle. From the ISE team, we don't want to sit back and say: "we are already the largest audiovisual congress." On the contrary, we constantly ask ourselves what we can improve, how to evolve, and how to make the event even better. But the audiovisual industry also doesn't settle, it keeps pushing towards new limits, creating solutions, and generating a continuous wow effect. That is the spirit of this year's motto: to encourage manufacturers, creators, and users to continue evolving.

— What technologies are currently driving that evolution of the industry?

— Artificial intelligence continues to be one of the main focuses. We have been addressing it for several editions, but its possibilities continue to surprise us. And it is essential to talk about both its advantages and its risks. I always say that AI is like crossing the street: if you don't look left and right, you can get run over. The exact same thing happens with artificial intelligence: if you are not aware of the risks, it can be dangerous.

"Artificial intelligence is like a screwdriver: it's a fantastic tool, but you have to know which one to use and how to do it"

— The great fear continues to be job loss, and I always repeat the same thing: AI doesn't take your job; someone who knows how to use it does. For that reason, it's key to learn how to use it. It's a very powerful tool, but it won't replace human judgment, sensitivity, or personal touch; it's still too robotic. I, for example, wouldn't want to be interviewed by an AI, although it can be of great help in writing the subsequent article. Artificial intelligence is like a screwdriver: it's a fantastic tool, but you have to know which one to use and how to do it.

— A particularly useful tool for creators.

— For creators and for the entire industry. We're talking about smart buildings, smart meeting rooms, or even smart fitting rooms: spaces that make our lives more comfortable. A good example is The Edge, in Amsterdam, one of the smartest buildings in the world, capable of adjusting temperature, lighting, or sound according to the number of people in a room, or of telling someone where to park to arrive earlier at a scheduled meeting.

— Beyond artificial intelligence, there are other technologies that are generating risks in the industry. For this reason, in this edition, you are launching the Cybersecurity Summit. Is cybersecurity a priority for the sector?

— Without a doubt. More and more installers are taking precautions, and end customers are also much more aware and demanding. However, recent attacks on large infrastructures and companies have shown that audiovisual networks and systems can become a gateway for cybercriminals. Even we, as an organization, constantly review our networks, applications, and the data we manage.

"AI doesn't take your job; someone who knows how to use it does"

— Today there are more creators than ever, but they need tools to create. A painter needs a canvas and a brush; today those tools are changing and becoming more sophisticated and digital, but creativity remains the driving force. Our role is to show these new possibilities. In addition, technology makes creativity more accessible: today you can shoot a film with a mobile phone, with much lower costs and good quality.

— Everything points to the most ambitious edition yet.

— Every edition is. That is the true meaning of Push Beyond. We always ask ourselves how to do it better and we listen to the industry. We work with a long-term vision: the team is already thinking about the 2028 edition, because each one requires at least 15 months of preparation. This growth and future vision respond to the growth of the industry: audiovisual has ceased to be a specialized sector to become part of our daily lives. Just look at Barcelona: transport, shops, restaurants, stadiums… Can you imagine an FC Barcelona match without giant screens?

— It will also be the edition with the largest exhibition area.

— Yes, 1,710 exhibitors spread over 101,000 square meters. This year we have moved the traditional registration area to an outdoor space to gain an additional 3,000 square meters. Demand continues to grow and in 2027 we will have a huge challenge, because there are no more square meters to expand into.

"Not having Hall Zero in 2027 is disappointing. But we will adapt, just as the industry does"

— We understand: licenses and safety inspections take time. Our priority is to ensure the safety of attendees and exhibitors. Although it is true that not having Hall Zero in 2027 is disappointing. But we will adapt, as the industry also does. We are working with Fira on several solutions to gain space, such as installing temporary structures annexed to the pavilions.

— Are you considering, for example, using complementary spaces like Montmeló, as the Mobile World Congress will already do this year?

— Montmeló is a fantastic facility: personally, I am a big fan of Formula 1, but it is true that it is far from the fairgrounds. For now, we do not see it as an exhibition space, although we do for special events, night activities or, for example, to be included in the technical visits we make around the city, showing how motor sports incorporate audiovisuals.

What is the relationship with Mobile? Is there some competition?

— They are different markets. We share fewer than ten exhibitors. Barcelona should be very proud to host the two largest events in the world in their respective sectors.

— Why, in your case, did you bet on Barcelona?

— At first there were some doubts, because the market was in Northern Europe: Germany, United Kingdom, France… and Spanish congress attendees barely represented 3%. Today, however, it is our main market. I remember the first edition in 2022: the climate (accustomed to the cold temperatures of our previous venues in Amsterdam or Brussels), the sun, the hospitality of the people, the hotels and restaurants, the cultural and entertainment offer… and I thought: "we got it right: this is the place." A congress is not just business, it is also the overall experience. And Barcelona drives us.

"A congress is not just business, it is also the overall experience. And Barcelona drives us"

— The real involvement of its administrations and the hospitality of the citizenry. They don't just encourage you to come: they accompany you throughout the entire process. Here, help is given out of city pride, not just economic interest.

— How has Barcelona influenced ISE?

— It has helped us grow internationally, especially in Latin America: language and connectivity help. But also in Asia and the Middle East. At first, we lost some of the congress attendees from Northern Europe, but global growth has exceeded all expectations.

— And how is ISE influencing Barcelona? What legacy do you want to leave in the city?

— We want the city to grow alongside the audiovisual industry. Since the first edition, many companies in the sector have decided to relocate their headquarters. But our goal is still to generate a greater impact on the Catalan industry: creating quality employment and creative opportunities, especially for young people. That should be our legacy: employment and long-term growth.

— Is ISE always projected in Barcelona? Or do you think it could happen like in Amsterdam and the city would become too small?

— As the saying goes: never change a winning horse. And Barcelona is ours. Furthermore, when Hall Zero is operational, it will be one of the four best exhibition facilities in Europe. Added to that are the sun, the quality of life, the cultural offerings, and the gastronomy. It's very difficult to think of a better place.