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Boiler Room approach to cultivating and amplifying a fragmented audience

Here I look at the rise of Boiler Room and how brands can learn from their radical approach to audience cultivation and engagement

Boiler Room approach to cultivating and amplifying a fragmented audience

  1. 1. THE BOILER ROOM APPROACH TO CULTIVATING AND AMPLIFYING A FRAGMENTED AUDIENCE Michael Goldstein Creative digital planner at CHI&Partners NYC @MickeyG77
  2. 2. When TV was first established, advertisers could reach 40% of viewers with a single ad. This was because there were only three channels, so one broadcast message had a huge reach. Source: Mindshare Media Data
  3. 3. But as time moved on, networks diversified and exploded in number. Reach went to a 160 120 80 40 0 max of only 12% of audiences. Networks Ad reach % 1955 1985 2010 Source: Mindshare Media Data
  4. 4. In the 50’s, audiences were under a musical ‘taste dictatorship’. People were fed genres via limited radio stations, as there was no other source of music discovery.
  5. 5. Today that ‘taste dictatorship’ has been abandoned for genre discovery. People have open access to thousands of genres of music, as obscure as you can imagine.
  6. 6. Online, audiences are also increasingly fragmented. Both by channel…
  7. 7. …and by taste.
  8. 8. But what’s good for audiences hungry for diverse media is bad for advertisers. It’s harder for a broadcast message to achieve reach, and with audience interests becoming increasingly fragmented, it’s hard to deliver relevant messages at scale.
  9. 9. Today, the most effective and relevant way to reach and engage modern audiences is through fragmented cultivation and engagement.
  10. 10. Today, the only way to reach and engage with Boiler Room is a great example of how to cultivate and engage a fragmented audience modern audiences is with fragmented audience cultivation and fragmented at scale. messages….
  11. 11. BOILER ROOM BACKGROUND ! ! ! Boiler Room is a live music streaming platform. They have a focus on underground artists, curating a party atmosphere with DJs that represent niche tastes from cities around the globe. !
  12. 12. BOILER ROOM BACKGROUND ! ! They are famous for their signature camera angle. Featuring the DJ in the foreground with the crowd behind them, creating intimacy between the DJ and online viewers as well as conversation on the trendies in the crowd. Boiler Room is a great example of how to cultivate and engage a fragmented audience at scale
  13. 13. They have also done incredibly well at building loyal audiences. ! ! 7MM+ Monthly Audio and Video plays ! 35 mins average time on site ! Boiler Room 1.4MM is a Active great Subscribers example of how to cultivate and engage a fragmented audience ! at scale ! Source: Boiler Room
  14. 14. What can we learn from Boiler Room about cultivating a fragmented audience? Boiler Room is a great example of how to cultivate and engage a fragmented audience at scale
  15. 15. Boiler Room use underground artists to attract an online audience hungry for rare content: ! •They play smaller club shows and don’t tour as much as mainstream artists. ! •They Boiler don’t Room have as is a much great coverage example online. of how to ! cultivate and engage a fragmented audience •Their content is harder to find and access. at scale
  16. 16. The events that Boiler Room curates and broadcasts feature multiple niche DJs who have small but passionate fans that are far more engaged than the fans of mainstream artists… Boiler Room is a great example of how to cultivate and engage a fragmented audience at scale
  17. 17. ENGAGEMENT BATTLE AVICII Facebook Fans: 17.1 Million Views on recent YouTube set: 326,500 Fred P Facebook Fans: 29,800 Views on recent YouTube set: 24,875
  18. 18. Comparing engagement within fan page platform 0.5 0.375 0.25 0.125 0 Avicii Fred P Engagement on their Facebook pages (Talking about metric as a % of fans) Caveat: Whilst this is not a thorough and holistic proof of deeper engagement for niche underground artists, it is a data point that illustrates the theory
  19. 19. Comparing cross-platform engagement 90 67.5 45 22.5 0 Avicii Fred P Views on YouTube set as a % of Facebook fans 60 45 30 15 0 Avicii Fred P Likes on YouTube set as a % of Facebook fans Caveat: Whilst this is not a thorough and holistic proof of deeper engagement for niche underground artists, it is a data point that illustrates the theory
  20. 20. ENGAGEMENT BATTLE WINNER: Fred P
  21. 21. Niche artists enjoy more passionate followings ! •Fans have gone out of their way to discover them away from mass-streaming services, leading to an emotional connection. ! •Niche artists with smaller followings feel more intimate and personal to their fan base. ! •Discovering lesser known artists is a likely brag point on social media, whereas sharing a well known artist is not.
  22. 22. This means that the Boiler Room audience is far more likely to engage with and advocate their favorite content than your mainstream audience.
  23. 23. Boiler Room curates lineups of different niche artists with varied and passionate fan groups. ! So rather than one large ‘blasé’ audience, they have multiple engaged audience groups. !
  24. 24. Traditional audience cultivation and amplification model Huge reach Weak amplification Mainstream genre artist: EDM Mainstream audience: Low rate of advocacy:
  25. 25. Boiler Room approach to cultivating and amplifying a fragmented audience Grime Deep Techno ‘Sad Boy’ Rap Stronger amplification Stronger amplification Multi-faceted amplification, intersecting a diverse audience, leads to true cultural impact Stronger amplification Niche Genre Artist: Niche Audience: Passion fueled advocacy: Smaller reach Smaller reach Smaller reach
  26. 26. Boiler Room are able to achieve this approach at scale as they amplify curated events with real-time streaming. This ‘in the moment’ approach also increases cultural relevance to a diverse audience fragmented by taste and geography.
  27. 27. How brands can learn from Boiler Room, some key lessons: •Recruit talent based on their search interest rather than popularity of their content. This will give you valuable content as it is high in demand, low in supply. ! •Invest in multiple bits of niche content rather than one broad piece of content. ! •Fragment and deliver messaging and content by audience, increasing relevance to a diverse crowd. ! ! ! !
  28. 28. Want to argue about it?! tweet @mickeyg77 ! ! !

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