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In his piece, “We get the markets we deserve… and parasites are killing them,” Jenkinson calls out this behaviour as “theft” and urges the industry to take a hard look at how it sustains the events that serve as its lifeblood.
Formatbiz reached out to David for a brief but candid conversation about the meaning behind his words, the future of media markets, and what it really means to “pay to play.”
M. Chiara Duranti (Formatbiz):
David, your article today struck a nerve across the industry. Why did you feel it was important to address this now, and in such direct terms?
David Jenkinson:Because it’s becoming impossible to ignore. Every year, the number of people showing up at Cannes without a badge seems to grow. They’re in the cafés, the bars, the hotel lobbies — doing business without supporting the event that makes those meetings possible. It feels like an epidemic. It’s not just about money; it’s about respect for the community that keeps these markets alive.
MCD:You use strong language — calling this behaviour “theft.” Some might say that’s a bit harsh.
David Jenkinson:I think it’s firm but fair. This is what event organisers do for a living, and it’s reasonable for them to expect to be paid for it. If a producer made a show and someone broadcast it but didn’t pay them, it would be the same. Poaching business on the fringes of markets is like shoplifting, often seem in the same way as a ‘victimless crime’. But it’s not. Think about it: if someone uses a system, a service, or an infrastructure without contributing to it, what is that if not taking without giving back? These events cost millions to produce. They create the environment where deals happen. If you benefit from that but don’t support it, you’re part of the problem, not the solution.
MCD:Do you think this behaviour reflects a deeper shift in the industry — a kind of disconnection from traditional market structures?
David Jenkinson:Perhaps. But the fundamental principle remains. If you are benefiting from being part of a community then you need to contribute. What makes those who don’t pay different from those who do?
The whole business is in flux. We’ve moved from the age of linear TV and big catalogues to a creator-driven economy and hybrid events. Markets like Mipcom are adapting, trying to reinvent themselves, but that requires collective effort. If people start thinking they can just show up and benefit without paying, the model collapses. And with it, a space for genuine connection disappears.
MCD:You mention in your article that Mipcom and events like Content London are trying to remain relevant. How do you see the balance between tradition and transformation in this context?
David Jenkinson:They are the same thing. It’s about the journey, that we all need to go on together. No algorithm can replace the value of being in the room, shaking a hand, or having an unexpected chat that leads to a project. But if people don’t support the structure that enables that, we’ll end up in a cheap coffee shop with no meaningful exchange.
MCD:In closing, what’s your message to those considering attending events without paying their way?
David Jenkinson:Have some respect. You don’t go to a restaurant and sit in the corner with the bottle of wine and a sandwich. The environment and menu has been curated for you. There are costs, and commitment, and creativity. If you don’t want to pay, stay out of the way, Stay at home. Meet on Zoom. It’s not OK to poach business on the fringes.
MCD:And to the organisers?
David Jenkinson:Keep evolving, keep offering value, and keep calling out those who take advantage. We get the markets we deserve — let’s make sure they’re ones we can be proud of.
