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Video Goes Live Coverfeature 04-05 Tools Rotor Videos 06–07 Campaigns VR goes classical, Univision/Deezer, Marika Hackman, Kygo 08-11 Behind The Campaign Yussef Kamaal MARCH 01 2017 sandboxMUSIC MARKETING FOR THE DIGITAL ERA ISSUE 174 VIDEO GOES LIVE COVERFEATURE interested, with the last few weeks seeing an increasing amount of musicians taking to live video (and especially Facebook Live) on the promotional trail. In January, Ninja Tune artist Bonobo streamed his new album Migration through his Facebook page; at the start of February Mariah Carey took to Facebook Live for a chat with fans; and on 6th February Chance The Rapper debuted his new video ‘Same Drugs’ on Facebook Live Last year, Facebook started nudging users towards (as you will see, the definition of “live” on Facebook can be rather fluid). natively uploading video – but this year, and across all platforms, it is about an emphasis on live video. Live all the time – YouTube has opened up the live option to smaller and everywhere creators and Instagram is also seeing this as key to its It is a similar story on the other live video growth. The metrics are, for now, suggesting that live platforms: Lady Gaga recently used Periscope’s new 360 video format to take on Facebook (and other platforms) is connecting with fans behind the scenes of her Super Bowl far more users than normal video posts; but artists performance; Linkin Park, Young Thug, Fetty Wap and Hardwell have all been early have to think carefully about why they broadcast adopters of YouTube’s Mobile Live; and Justin live just as much as what they broadcast live with. Bieber, Selena Gomez and Calvin Harris have It is not just a promotional benefit that can follow but used Instagram Live to talk to fans. “Live video is increasingly important for also a revenue boost – which is why one broadcaster labels’ promotional plans,” says Tom Herbert, describes it as “digital busking”. senior digital catalogue marketing manager VIDEO GOES LIVE at Warner Music. “It’s one of the first things that we discuss with artists when talking he sense of pathos when YouTube least for the moment, have to live with its YouTube announced the rollout of mobile live about promotional options. We’re also being took to its blog earlier this month to disappointment, with the likes of Facebook streaming, initially for creators with more increasingly approached by players such as Tannounce the roll out of mobile live Live, Twitter’s Periscope and Amazon’s than 10,000 subscribers, with everyone else Facebook who would like to see our artists streaming was palpable. “We’ve supported Twitch dominating recent conversation to follow “soon”. using live video on their platform.” live streaming since, well, before Beyoncé around live video by opening the feature to We have, then, as 2017 gets In 2016 Herbert was involved in running even had a baby,” the company said. “And all users. under way, a pretty unique situation one of the most successful Facebook Live in 2016, we witnessed the most-viewed In November 2016, Instagram then got in which four of the world’s digital promotions around music to date, as part political live streams of all time.” on board with its own “disappearing” live giants, representing billions of of Warner’s promotional plans for Led We’re being slightly facetious, of course. video feature, whereby live broadcasts users, are fighting for the live Zeppelin’s The Complete BBC Sessions. And yet YouTube – which pioneered live video vanish the moment they are finished; and streaming dollar. No wonder musicians “We ran a Facebook Live session with back in 2011 with YouTube Live – might, at it was only at the start of February that and the music industry are getting Jimmy Page that saw him talk to legendary 1 | sandbox | ISSUE 174 | 01.03.17 COVERFEATURE DJ Johnnie Walker about The Complete Peeking behind the BBC Sessions two days before its release,” live curtain Herbert explains. “The interview was streamed live and appeared in more than The idea of direct communication with fans 7m people’s Facebook feeds worldwide. It comes up time and again when talking continued to trend on Facebook over the about the content that works best for live release weekend, helping drive interest video. Will Hardy, music lead at Twitter in the album, which reached #3 in the UK UK, mentions Lady Gaga ’s Super Bowl charts.” The success of this campaign, Periscope video as an example of live video Herbert adds, has helped persuade other typically reaches 50% of them, and can go peak. It also demonstrated the fundamental “connecting with fans in the moment on a artists to follow this approach, with big beyond 100%, as fans share with friends and flexibility of Facebook Live, which allows very human level”. “She took fans behind the Warner artists lined up to undertake similar Facebook directly promotes the video to a users to prerecord content and broadcast it scenes as she prepared for her Super Bowl campaigns in the next few months. wider range of users.” There are, he adds, “live” on Facebook with stronger production half-time show, giving a glimpse into her other “interesting players in the market, such values than other “live” video. green room set up and showcasing her piano Finding the right approach as YouTube or Periscope” but he believes After the premiere, the video then skills,” he says. “The video hit 1m viewers for the right artists Facebook’s sheer scale of users makes it disappeared from Facebook, where it was within an hour of her going live, and is a hard to beat for the moment. replaced by links to view the clip on YouTube perfect example of how an artist can bring But what approach will they take? Bonobo , The spontaneity of Facebook Live – its and Chance’s own website. Katie Ray, their dedicated fans into a very intimate Lady Gaga and Chance the Rapper are clearly ability to create live “moments” – is also key head of digital strategy at Method Music & setting with them – in real time.” very different artists and their activity via to its appeal. “Facebook is geared towards Records, says that this combination of direct Lauren Wirtzer-Seawood, head of music live video has been hugely varied. So what a live event, a shared moment that fans can communication with fans and a brief window partnerships at Instagram, says that going activity works best via live video? What engage in; while YouTube is more geared of opportunity was a potent combination live can show a new side to musicians. platforms should labels and musicians use towards hosting video content that can for Chance. “It is a great use of the platform “ Calvin Harris is a great example of that,” to go live? And how does this all fit into accumulate huge numbers of views over a and a great way to communicate directly she suggests. “As an artist, he doesn’t labels’ promotional plans? longer period,” Herbert says. “So we’d look to your fans and get the views needed often speak to media – and when he Herbert believes that live video can to Facebook Live if we were trying to create to kick start the demand for the video,” does, he doesn’t give much away. But on help labels to create “a moment, driving a a moment on the eve of a new release or she explains. “Deleting the live video [Instagram] Live he’s been answering all groundswell of online chatter, ahead of a artist’s tour.” afterwards, creating an appointment to their questions – some serious, some less release”. “We want to excite fans and one Chance the Rapper’s Facebook Live view and then the online chatter that so. But it really gives you a sense of his way of doing that is to get an artist they like premiere certainly created a moment for follows of ‘Did you see that’? can then personality, who he is and the kinds of trending on Facebook and offer something his fans, albeit a slightly odd one. The drive to Vevo, YouTube and so on in a things he finds funny.” they want to tune into,” he adds. “Live video premiere was announced on Chance’s short window afterwards.” is very much a release week activity, a big Facebook page on 6th February with an Focus on the music – thing for a big moment.” underwhelming message from the rapper. and keep it short As for which platform to use, it is “Anybody use Facebook Live? I’m about to probably horses for courses. Although reach premier a new music video on here in 10 Other content that typically works well will, of course, play a key role in this decision, minutes ok?” Facebook might not have been includes Q&A sessions with fans, “on as Herbert explains. “Facebook has a huge delighted with some of the responses to the the road” footage and live music. “A [live] reach and our artists’ fans are engaged with video premiere – “The only Facebook Live performance for us, every time, has the most it,” he explains. “We see a written post on notification I’ve been happy to get” being a positive reaction,” Ray says. “Our audiences an artist’s Facebook page might reach 5% of fairly typical fan reaction – but the initiative enjoy going to gigs and seeing bands live and, people who’ve liked them, but that a video worked well, attracting 33,000 viewers at its as this isn’t always possible, they seem to 2 | sandbox | ISSUE 174 | 01.03.17 COVERFEATURE really react to a live performance.” as effective as an on-demand piece or as a as a promotional tool for artists and labels; while there have recently been reports of Marketers should beware, though, of the live piece: if so, then it probably doesn’t make but it doesn’t necessarily have to be that Facebook moving more towards premium temptation to make their videos too long sense to do it live.” way.
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