Streaming Concerts Is The New Gateway For Brands Into Music
Brands are quickly integrating with live streaming technology to develop a new kind of rapport with fans.This article originally appeared on Forbes
The annual California Roots festival wrapped up its eighth iteration on Memorial Day weekend, drawing in tens of thousands of fans to the Monterey County Fairgrounds. The concerts allow lovers of reggae, rock and hip-hop to mingle in one place, but an online live stream, courtesy of cannabis network Weedmaps allowed thousands more to tune in.
For the second year in a row, Cali Roots collaborated with a Venice-based business called LiveList that produces streamed events and connects audiences with shows elsewhere.
LiveList cofounder and CEO Allen Sanford says brands “don’t want to be just a banner on a fence anymore.” Not only are consumers increasingly numb to traditional advertisements, but the Internet offers exponential room for connection. Weedmaps might have only been able to reach about 30,000 festival attendees with a booth at the three-day festival. Online, they could reach millions, Sanford said.
“It was beautiful brand integration and it was very natural,” he said. “You could see it in the comments, all the fans were very thankful. ‘Thank you Weedmaps for making this happen, now I can watch it from my house.’”
In the wake of the digital revolution, the paths to becoming a successful artist or a profitable business have been interrupted, disrupted and laid down anew with technological tools to guide the way. But when they pair up for a live stream, brands and artists are emerging hand-in-hand to reach consumers and fans.
Festival streams are becoming more of a rule than an exception these days — Sanford says he anticipates all festivals will have an online stream with two or three years. For Cali Roots festival producer Dan Sheehan, joining brands, bands and fans is a win-win-win, evidenced by the merch sales and social media chatter.
“We have had people watch live streaming and then bought a ticket for the next year and made it a goal to come to Cali Roots,” he said
Overall, California Roots had a total reach of nearly 9.5 million across more than 543,000 total viewers with more than 376,000 engagements, according to LiveList data. The streams went to more than 50 destinations and wound up with more than 2.8 million minutes viewed.
Live streams ability to hold audience attention is varied — Sanford says Cali Roots streams netted average view times of 22 seconds on Facebook, but 19 minutes on the LiveList platform. He said he thinks live streaming will take off once the experience starts to feel more like a community, the same kind you might get a venue, versus a static action of staring at a screen.
“There’s a reason music never worked on TV,” he said. “It’s a community experience. Now, if you turn a passive view into an active viewer that feels like they’re connecting with people, now we’ve created the music community online.”
Read the full story by Melissa Daniels at Forbes