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Social music slides3
This document discusses using video to connect digital and physical audiences for classical music concerts. It summarizes a project between Videojuicer and Southbank Centre to live stream and provide on-demand recordings of two Simon Bolivar Orchestra concerts. The objectives were to stream to the Guardian and provide commercial integration. The aim was to create a virtuous circle between digital and physical audiences and networks. Metrics like views, watch time, and click-throughs would measure the results. The business model discusses revenue sources like tickets, ads, and subscriptions compared to production and marketing costs. It proposes a networked business model connecting venues, orchestras, audiences, and technology partners.
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Social music slides3
- 1. Rejuvenating audiences -why video makes live music a social phenomenon Steve Jelley, Videojuicer #m4pt5 Event partners #socialmusic Music 4.5 is organised by
- 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 Videojuicer.com
- 4. Southbank Centre Simon Bolivar Orchestra concerts © 2012 Videojuicer.com
- 5. Reaching classical musicaudiences
- 6. Objectives Primary objectives: 1) Produceand direct two concerts for Southbank Centre 2) Provide live streams to the Guardian’s player 3) Provide shareable on-demand recordings of the concerts Secondary objectives: 4) Provide commercial integration with the Dudamel shop via player carousel 5) Drive brand awareness of Shell International Festival and Brynfest © 2012 Videojuicer.com
- 7. The aim isto create a virtuous circle CONVERSION © 2012 Videojuicer.com
- 8. Guardian livestream Guardian on-demand Southbank on-demand © 2012 Videojuicer.com
- 9. Aggregating networks 1. Live stream Guardian.co.uk 100% © 2012 Videojuicer.com
- 10. Aggregating networks On-demand: Facebo ok/Dud amel 15% South Bank Guardian Centre 55% 30% © 2012 Videojuicer.com
- 11. facebook.com/GDudamel Saturday 23 June & Tuesday 26 June Embedded on Dudamel’s Facebook page (458k followers) Percentage of plays on Facebook: 32% © 2012 Videojuicer.com
- 12. 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 Videojuicer.com
- 13. The video isthe store © 2012 Videojuicer.com
- 14. Conversion rate Saturday 23June & Tuesday 26 June Overlay and carousel clicks as percentage of total plays: 2.5% (from 23.06.12 to 01.07.12) © 2012 Videojuicer.com
- 15. Reaching fragmented audiences ‘ • + video to all channels increase reach • + 000 views • + min watched increase engagement • +% clickthru’s increase leads • + £££ more conversion © 2012 Videojuicer.com
- 16. Measurement FACTS 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 interesting to 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 WILL increase the amount of interactions. (measurement = did they click/tap on the call to action? did the action convert?) 4. DATA : measuring all interactions with video in the context of a campaign WILL increase understanding of target audience and their behaviour, and the effectiveness of each channel. (measurement = behaviour & which communication channel is more effective)
- 17. Revenues Payper view Subscription eCommerce / Affiliate revenue streams Ticket sales Advertising Sponsorship Public Subsidy © 2012 Videojuicer.com
- 18. Costs Project Mgmt Orchestra fees Concert Hall costs Exhibitor Costs Filming and Production costs Streaming Platform Marketing © 2012 Videojuicer.com
- 19. 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 Videojuicer.com
- 20. Business model © 2012Videojuicer.com
- 21. Contacts Steve Jelley steve@videojuicer.com CEO 07973 308402 Jim Flint jim@videojuicer.com Campaign Strategy 07960 483880 © 2012 Videojuicer.com
- 22. Thank you toour event partners #m4pt5 #smartradio Music 4.5 is organised by