UMG - Live Consumer Platforms

To capitalise on the demand for live-streaming concerts Island Records briefed LoveLive to create a Direct to Consumer platform to promote two of their 2011 priority artists:

  • Multi-platinum selling artist Florence + The Machine’s new album launch from Hackney Empire, Oct 2011
  • 2011 Mercury Music Prize winner PJ Harvey’s performance from The Royal Albert Hall, Nov 2011

With free to consumer Live streaming prevalent across the last 12 months, LoveLive looked to explore a paid-for version of such a format – marketed specifically towards the artist fanbase and PR-ed across the blogosphere.   For a £3.99 (Flo) & £2.99 (PJ) fee consumers received:

  • A unique access code to watch the concerts play out live
  • Live chat function to engage in conversation with fellow concert viewers
  • Digital downloadable souvenir programmes for the concert, received the day after the show
  • The concert was made available via the official artists website (plus integrated link on Facebook), and The Guardian    

LoveLive:

  • Produced all content – 10 camera, HD quality shoots with multi-tracked audio
  • Managed all communications around the events
  • Built & managed digital platforms inc PPV mechanic
  • Secured Guardian media partnership

Additionally, a 60min Special was produced around the Florence + The Machine concert for Channel 4 featuring the live concert footage, exclusive interviews and backstage material   ROI: We remain under NDA with clients, and cannot disclose all info, save that the shows generated:

  • Exceptional viewing figures reaching beyond the artists immediate fanbase?
  • Significant conversation amongst social communities?
  • Worldwide reach – Views across multiple international territories?
  • Over 100,000 Unique Users on the Guardian Music site, in addition to the wider social and artist fan base  

FAN QUOTES – TAKEN FROM THE WALL  

"Just out of this world, Twice i've seen Florence + the Machine in the flesh, this is just as brilliant in every way! EPIC and i never use that word. Truely magnificent." 

"Thank you, Florence + the Machine! Thank you, webmasters and everyone working to make this happen! Thank you, Internet! “

“#perfection. that is all.”

“British music at its best, amazing That was absolutely divine!!! “

“WOW!!! A million times better than I could have dreamed!!! She was so stunning and her performance was absolutely flawless!!! AMAZING!!!! And I have new songs to sing while im at work!!! “

“The best start of my day ever!!!!!!! It's 7.50am here in QLD Australia”

“BEST £3.99 EVER “ “Incredible!!!!! Although I knew it would be. Love from California!”

“Live from Canada!!! It was wonderful!!!”

“Streaming from Norway and loving it, although I wish I could be there in person!”

“Omg that was so fun, best livestream ive ever watched 33 I MUST SEE HER LIVE! soon, soon hopefully :)”