John Petrocelli, CEO and founder of Bulldog Digital Media, led the workshop with a past history and present state of live streaming. It began with the aquisition of a live streaming agency by AEG Live in 2009, which was able to build "a largely external facing services company that went on to power the most watched and most innovative live streams in history at the time."
This included the Oscars, the Grammys, the Masters golf tournament, along with TED conferences, E3, all of MTV's live events, including those that were only viewable online, like the Spike Video Game Awards, and a number of other tent pole events. After evangelizing live streaming to Google and YouTube to marry the video component together with the analytics factor to track engagement, Petrocelli's AEG team pulled off a winning live stream of the Alicia Keyes concert in New York City. What followed was the success in the area of branded live stream events, American Express Unstaged.
As the ecosystem of live streaming grew along with the engagement time of viewers, Petrocelli moved on from AEG to launch Bulldog Digital Media, which has been dedicated to servicing artists, agencies, promoters, and brands. He offered a number of live streaming activation examples, some of which were provided in video form for attendees to see, such as the Snickers Super Bowl commercial, during the workshop.
The next day, Peter Kahn flew right out of Austin and onto the next live streaming activation for Bulldog DM, the Vive Latino festival presented by Coca-Cola. With three channels of live streaming planned for a total of 69 hours, for the first time this year, Vive Latino also included 20 hours of live streaming in virtual reality and 20 hours of 360 video on YouTube, along with running live streams on Facebook Live and Twitter.
It's still early days for the 2017 festival season and there are many more live streaming and branding news and stories to come. This includes interviews with Coca-Cola on their sponsorship of Vive Latino, VantageTV, the VR provider for Vive Latino and Coachella, and Springboard, who has played a part in live streaming for Coachella and Austin City Limits. All these and more will be included in the State of Live Streaming report coming in April.