It's the end of the year, a time to look back at the wins, losses, innovations, and lessons learned within the live events industry. For those of us that made it out to a few key industry conferences, including FestForums in Santa Barbara and XLIVE in Las Vegas, we all had a chance to share insights, discuss experiences, and look at what's ahead for 2018. Whether you made it to either, both, or neither of the conferences, here's a look at some of the key takeaways I gleaned that I'd like to share; the topics and areas of focus that will be on my radar going into next year.
For a number of years now, Kaffeine Buzz has been reporting on event technology trends, publishing deep-dive articles on festival live streaming, VR and AR, and multi-part series on the growth of streaming content in television, film, and sports, while weaving research into the shift of advertising and branding and how that's impacting entertainment and its fans.
Now you can receive all those content goodies conveniently in your inbox each week via TheConnected.Buzz newsletter.
As I stated in the first newsletter, the goal of TheConnected.Buzz is to help all of us connect the dots between business and branding, technology and fan delight, safety and healthy risk-taking. The intent is to keep us all connected by sharing experiences and insights throughout the year and spotlighting how those in the industry are melding the traditional business practices and tools with new and innovative tactics and technology solutions to sanely stay ahead of the game.
Kim Owens, editor, Kaffeine Buzz
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In April of this year, AEG launched their in-house branded content division, AEG Studios. It was a logical next-step for the global promoter who for years, has been connecting some of the biggest brands in the world with some of the biggest live music, sporting events, and musical acts.
Also logical, was placing Raymond Roker -- an entertainment industry veteran, having founded URB Magazine/URB.com and led numerous festival sponsorship activations as Content Creative Director for Coachella/Goldenvoice -- in the captain’s chair as Head of the studio.
Toyota's Music Den has been on tour during the festival season and arrives this weekend for Life is Beautiful Music & Art Festival in downtown Las Vegas (September 22-24). The Music Den serves almost as a mini-festival within a festival, curating more intimate musical experiences for the fans by bringing the performers up close and personal within a smaller setting. At this year’s LIB the Den line up includes Viceroy, David Shaw and Zack Feinberg of The Revivalists, RAC, Kamaiyah, Day Wave, Local Natives, Broods, Ella Vos, Classixx, Mondo Cozmo, Middle Kids, Tycho, FRENSHIP, Hippo Campus, with Sofi Tukker having to cancel (Quinn XCII is replacing them during their 6:00-6:50pm slot on the Ambassador stage).
Coca-Cola's Media & Digital Marketing Deputy Dir., Ernesto Almada Brito, shares how the company continues to expand innovation and adopt new technologies like VR live streaming to stay relevant and connected to consumers.
Recently, the 131 year anniversary took place for the first batches of Coca-Cola were concocted by the company’s founder, John Pemberton, taking his Wine Cocoa recipe and remaking it for the non-alcoholic prohibition era. On May 8, 1886 the new Coca-Cola beverage made its way from the vats to the lips of Pemberton Pharmacy’s customers in downtown Atlanta.
Today 1.7 billion servings of Coca-Cola products are consumed every day by Coke fans around the world.
Even in those very early days, the concept around the marketing and branding of the infamous company was percolating. Frank Robinson, the company’s accountant at the time, not only came up with the idea of naming the drink Coca-Cola, but also created the Spencerian script logo, believing that the logo’s icon of two Cs would work well in adverting and promotional branding.
Robinson was spot on, and over the last 131 years the Coca-Cola brand has made its way into the fabric not only of American culture, but it has become intertwined into international societies. Coke’s marketing and branding ingenuity and innovation has continued to evolve as the world evolves, which no doubt contributes to those 1.7 billion servings a day.
The band OK Go has become infamous for their beyond-this-world and high-bar-setting production behind music videos. Their last one for “Upside Down & Inside Out” was gravity-free, for fuck sake. Now, “A bunch of people asked if we are open to doing a fan-collaborated music video,” said OK Go singer and frontman, Damian Kulash, in a recent #ASKOKGo video message to said fans. “And the basic answer is, ‘Yes.’”
Fanzines have played a treasured part in music's history. As more aspects of life have moved online, the beloved DIY medium is as scarce as the mixtape. Denmark’s rising pop star, MØ, has brought back the fanzine, blending the print past with the digital present.
Snapchat success continues to steam ahead in the month of June. First Twitter got spanked again when Snapchat pulled ahead in daily user number with 150 million to Twitter’s 140 million. Then the 10-second video champs creept their way into Instagram’s territory.
Part 1 of The Connected Music Series, “Music Sponsorships: The Golden Ticket for Brands That Get It,” covered the benefits, data, and examples of sponsored live events done well by brands, as discussed in the SXSW Music session, "Does Social Media Make Concerts Better?"
The session featured findings from the report, “We Know Music Fans,” by AEG and Momentum, plus insights from panelists Hugh McIntyre, Music Writer, Forbes; Glenn Minerley, VP Group Director, Music & Entertainment, Momentum Worldwide; Scott Carlis, VP Digital Social Media & Marketing, AEG Global Partnerships; Craig Goodfriend, Industry Manager, Facebook; and Jean-Philip Grobler, St. Lucia.