We worked with Yahoo, Live Nation, band managers, and even the artists themselves to create and deliver unique promotional content every single day of this groundbreaking campaign.
A NEW AUDIENCE
If you’re under the age of 30, you probably get most of your content online. That’s not really breaking news to anyone. Most content is easily available online on-demand, so it makes sense. But there is one major hole in what is available to stream online: live content.
This live content, especially live streaming concerts, is a huge untapped market. So in order to capitalize on this opportunity Yahoo decided to launch the category in a big way, and asked us to join the team as their creative partner in promoting a live streaming concert each day for a whole year.
Here’s how the partnership works: Live Nation books the artists and films the shows. We create the content to promote the shows. And Yahoo distributes the content throughout its advertising networks.
On a daily basis, our team of designers and production artists creates content for the Yahoo advertising network, the Live Nation advertising network, Vevo, Spotify, the Apple Store, Facebook, Twitter, Tumblr, Tango, and Instagram. Every piece is unique to the artist or show being promoted.
We’ve created work promoting shows by Dave Matthews Band, KISS, John Legend, Linkin Park, Nickelback, Aerosmith, One Republic, Taylor Swift, Lady Gaga, Lady Antebellum, Usher, and Justin Timberlake–along with about 140 other musicians.
HEARING THE APPLAUSE
We’re halfway through the campaign, and engagement is through the roof. Working on a project of this scale with multiple partners has admittedly been a challenge. But each week, we continue to fine-tune our process. We’re constantly creating more efficient ways to work with our partners, and raising the bar for ourselves to improve the content we create every day.
“This is the first time, at scale, where two behemoths are getting together and saying, ‘Live is the future, and we’re gonna create a daily habit for music fans.”