Opening Up Festivals Online

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How websites can be used to open up events and festivals to new audiences

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Opening Up Festivals Online

  1. 1. Opening up festivals online Andrew Barron – BBC Audio & Music Interactive
  2. 2. Opening up festivals online Helping people who cannot be at your festival experience it Ways for people to interact with your festival before, during and after Extend the life of your festival How to market your festival to new people And how you can do all this for very little money
  3. 3. Who am I? Worked for the BBC for 10 years Started in radio then moved into „interactive‟ Worked on: Glastonbury Live 8/Live Earth Reading Festival Radio 1‟s Big Weekend BBC Electric Proms BBC Radio 1 Interactive What about you?
  4. 4. Radio 1‟s Big Weekend World‟s biggest free ticketed music festival Major UK and international artists Takes place in a UK city in May every year But only 30,000 people can attend The BBC is a broadcaster who needs to reach as many people as possible And we want to involve the audience in what we do…
  5. 5. 360 Broadcasting: Radio – TV - Online What we know about these mediums: People listen to the radio in the background and for long periods They want variety and don‟t like long sets by one artist People choose to watch a TV programme but, unless they are a fan of particular artist, don‟t want to see long sets People sometimes use the internet to surf and see what they find, but usually they go online to find something they want And the audience….
  6. 6. 360 Broadcasting: Radio – TV - Online What we know about the audience: Some want the backstage gossip and interviews Some have a general interest in music and just want to hear the hits Some people are fans of one artist and just want to see them live Some are musos and just want to watch loads of music So how do we keep them all happy….
  7. 7. 360 Broadcasting: Radio – TV - Online Radio: Broadcast from the festival all weekend Shows filled with showbiz – backstage gossip, interviews, colour A single live track every half hour during the day Two hours of highlights each night, including most of the headliner‟s set All promoting TV and Online coverage…
  8. 8. 360 Broadcasting: Radio – TV - Online Normal TV: 90 minute highlight shows each night The best tracks with a few interviews Interactive (Red Button) TV: The whole festival shown „as live‟ over 8 hours Watch on digital TV from any BBC TV channel But if you want everything…
  9. 9. 360 Broadcasting: Radio – TV - Online Online: Watch the whole festival webcast „as live‟ Watch full sets anytime for 7 days after the festival Or just watch the best track Watch interviews and backstage films Look at 100s of photos of the artists on stage Read or write your own reviews of the performances But that‟s only a small part of what we do online…
  10. 10. Using „friends‟ to reach new audiences The artists who were performing at Radio 1‟s Big Weekend had millions of „friends‟ on MySpace and Bebo We want to make sure all their „friends‟ knew about our event We give the artists “We are playing Radio 1‟s Big Weekend” badges to put on their profiles and official websites We asked the record companies to include us in newsletters, bulletins and any other marketing they sent out This started a useful relationship with the people who ran the artist‟s websites…
  11. 11. Use popular websites to connect to the audience We knew YouTube was massively popular We knew people liked watching funny videos So we ran an Air Guitar competition To enter you had to upload your video to YouTube tagging it Radio1, Bigweekend07 and the artist name Got 100,000s of views And we showed the best at the festival
  12. 12. At the festival – audience photos Audience photos always really popular We wanted to take as many as possible So we photographed 5,000 people All were put online that day Everyone told to look at the website to find themselves All photos could be added to MySpace, Blogs etc – with branding and link back to the BBC website But it was not just about our photos…
  13. 13. Encourage people at the event to record it Bloggers Competition for people to come to the event and blog it At Glastonbury we gave people smart phones so they could blog throughout the festival Photographers Competition to win a photo pass for the event Ask the audience to MMS photos to the big screens And then there‟s Flickr…
  14. 14. Flickr.com Massive photo sharing website We used it first for John Peel Day: hundred of gigs across the UK We could never cover ourselves So we asked people at the gigs to take photos and upload them to Flickr We have done this for every festival since But it is not just about audience photos…
  15. 15. Flickr.com We upload our best photos to Flickr So when people search for an artist they find us and our festival If someone wants to blog about the festival they can use our photos Very easy and quick way to get photos to the press Flickr costs US$24.95 a year Photos are very shareable..
  16. 16. Slideshows People fill their MySpace/Bebo profiles with photo slideshows So we made all an embeddable slideshow for all our galleries Make them for free at: slide.com And then came the BBC Electric Proms…
  17. 17. BBC Electric Proms New festival We needed to find lots of ways to promote it No one knew our website existed This time is was about getting BBC Electric Proms onto other websites We needed to use the websites our audience use Starting with music websites…
  18. 18. last.fm Social network music site Very popular with music fans Tracks what you listen to on your computer/MP3 player Recommends music and gigs based on what you listen to Links you to other people with similar music tastes And anyone can enter a gig or festival…
  19. 19. last.fm We set up pages for each gig and the festival as a whole This meant our gigs appeared on the artist pages of everyone performing People who were going added themselves. We then appeared on all their pages After the gig, photos were pulled in from Flickr But if you don‟t do music…
  20. 20. Upcoming.org Event listing website owned by Yahoo Big in America Covers music, arts, sport, performance, family, comedy, education and festivals Users can join or „watch‟ events But the big one is Facebook…
  21. 21. Facebook Most popular social network in the UK. Growing fast worldwide More organised and easier to use than MySpace Users take a lot of personal ownership Events are a big part of the website Great for organising parties There‟s a lot you can do with events…
  22. 22. Facebook Details of the event, location and time People attending can invite their friends Everyone attending can: Add photos and videos Post messages and reviews for everyone to see Builds a community around the event Very easy to set up…
  23. 23. Facebook Fan/company profiles Spread very quickly through „friends‟ Greater control as only you can post photos/videos Can be used to set up events It‟s about being seen…
  24. 24. Video YouTube generation / broadband connections Online video became big in 2007 Free to host online (But costly to make) We needed video from launch on BBC Electric Proms…
  25. 25. Video We filmed interviews with the key artists They talked about their plans They explained BBC Electric Proms They marketed the festival very effectively Now we needed to get the videos seen…
  26. 26. Video There‟s lots of video websites: YouTube, Blip.tv, Daily Motion, Metacafe, MySpace, Reever, Veoh, Yahoo Video Tubemogule.com can upload to them all And video needed to be „shareable‟…
  27. 27. Video Every video on the Electric Proms website had the code people needed to embed it People could add it to their blogs, MySpace Press/media could take the video We gave them to record companies for artists‟ official sites and MySpace Uploaded the video to Facebook events We kept making videos…
  28. 28. Video We added films in the run-up to the festival Filmed loads more during the festival (interviews and features) Would make a great podcast What about during the event…
  29. 29. During the event We wanted to find a way to reflect the live event on the website Webcasts is an obvious idea but They are expensive They are hard to do No one watches them (!) So we looked at what conferences do…
  30. 30. Twitter.com Microblogging website Post short messages about what you are doing Update via the web or mobile text message Used throughout 2007 to report from conferences At the BBC Electric Proms…
  31. 31. Twitter.com Reporters in each venue with mobile phones They texted live updates of what was happening during each performance Unique report of each gig New website coveritlive.com is even better But what if you don‟t have a website…
  32. 32. Ning.com Create your own social network for free Upload photos and video Blog about what is happening Visitors can sign up and join the discussion Ask questions when people sign up Could easily be the whole website for your festival So…
  33. 33. In Conclusion – It is all about sharing Look at what assets (photos, videos, text) Look at what websites your artists/speakers have Look at what websites your audience use Then put as many of your assets out there as you can

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