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Social music slides3


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Music 4.5 Social Music slides, Steve Jelley, VideoJuicer

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Social music slides3

  1. 1. Rejuvenating audiences - why video makes live music a social phenomenon Steve Jelley, Videojuicer #m4pt5Event partners #socialmusic Music 4.5 is organised by
  2. 2. Connecting digital audiences and physical venues Create high-quality webcasts increasing access to the best classical content working with artists, agents, concert halls, labels, production companies Reach audiences via syndication Reach: integrate video with all communications channels and media partners convert audience attention to measurable actions Monetize and measure attention – the business model Connect digital audiences with physical audiences – both are needed.© 2012
  3. 3. Southbank Centre Simon Bolivar Orchestra concerts© 2012
  4. 4. Reaching classical music audiences
  5. 5. ObjectivesPrimary objectives:1) Produce and direct two concerts for Southbank Centre2) Provide live streams to the Guardian’s player3) Provide shareable on-demand recordings of the concertsSecondary objectives:4) Provide commercial integration with the Dudamel shop via playercarousel5) Drive brand awareness of Shell International Festival and Brynfest© 2012
  6. 6. The aim is to create a virtuous circle CONVERSION© 2012
  7. 7. Guardian livestream Guardian on-demand Southbank on-demand© 2012
  8. 8. Aggregating networks 1. Live stream 100%© 2012
  9. 9. Aggregating networks On-demand: Facebo ok/Dud amel 15% South Bank Guardian Centre 55% 30%© 2012
  10. 10. Saturday 23 June & Tuesday 26 June Embedded on Dudamel’s Facebook page (458k followers) Percentage of plays on Facebook: 32%© 2012
  11. 11. Activating networks Talent: Venue: Bolivar Sponsor SBC Sympho s: SBC ny and Shell, educati Dudam Locog on el Owned: Earned: Guardia Merch Facebo n Amazon ok fans SBC , DG website© 2012
  12. 12. The video is the store© 2012
  13. 13. Conversion rateSaturday 23 June& Tuesday 26 JuneOverlay and carouselclicks as percentageof total plays: 2.5% (from 23.06.12 to 01.07.12) © 2012
  14. 14. Reaching fragmented audiences ‘ • + video to all channelsincrease reach • + 000 views • + min watched increase engagement • +% clickthru’s increase leads • + £££ more conversion © 2012
  15. 15. MeasurementFACTS 1. REACH: integrating videos with ALL ycommunication channels - website,email, social, PR, and media - WILL increase reach (measurement = Views) 2. ENGAGEMENT: optimizing video content so it is relevant and interestingto the target audience WILL get their attention, and increase engagement.(measurement - how long people watched for) 3. LEAD GENERATION: putting calls to action directly on the video WILLincrease the amount of interactions. (measurement = did they click/tap on thecall to action? did the action convert?) 4. DATA : measuring all interactions with video in the context of acampaign WILL increase understanding of target audience and their behaviour,and the effectiveness of each channel. (measurement = behaviour & whichcommunication channel is more effective)
  16. 16. Revenues Pay per view Subscription eCommerce / Affiliate revenue streams Ticket sales Advertising Sponsorship Public Subsidy© 2012
  17. 17. Costs Project Mgmt Orchestra fees Concert Hall costs Exhibitor Costs Filming and Production costs Streaming Platform Marketing© 2012
  18. 18. Business model – a network Technology Partners: Videojuicer, Aframe Media: Guardian, Medici, BBC Magazine CONCERT HALLS The Sage Gateshead, AUDIENCES Royal Northern College of Music, Roundhouse Facilitation Live MIXED ARTS VENUES Audiences Alnwick, Gala, Maltings, Content DERO in Mixed Arts Venues Otley ORCHESTRAS Northern Sinfonia, Research/Funding Online Manchester Camerata, Aurora Orchestra Researchers: Fusion, Cambridge JBS Funders: AHRC, NESTA, ACE© 2012
  19. 19. Business model© 2012
  20. 20. Contacts Steve Jelley CEO 07973 308402 Jim Flint Campaign Strategy 07960 483880© 2012
  21. 21. Thank you to our event partners #m4pt5#smartradio Music 4.5 is organised by