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Brands, Sponsors Feel Coronavirus Effect: 'The Event Industry Is Not a Safe Place Right Now'

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We Are BMF, a New York-based music-marketing agency that focuses on corporate branding for events, spent much of this year planning South by Southwest showcases for Disney, Schweppes and Mastercard.

When the coronavirus scare forced the Austin festival to abruptly cancel last week for the first time in its 34-year history, the agency had nothing left to do but count its losses."We're calculating the dollars that were spent and what we have left," says Brian Feit, founding partner of the company, which puts on 350 annual events in 16 countries.

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